Dragons' Den

What is Dragons' Den?

BBC Dragons' Den is a UK television programme where budding entrepreneurs can pitch their business ideas to a panel of wealthy investors, known as 'Dragons', in hopes of securing investment capital in exchange for a share in their business. Entrepreneurs present their business ideas to a panel of five wealthy investors. These pitches often include demonstrations, financial projections, and the entrepreneur's estimated valuation of their business. If a Dragon is interested, they negotiate with the entrepreneur on the investment amount and the percentage of equity. It's not uncommon to apply for deals with multiple Dragons to compete with each other or collaborate on a single deal.

Over the years, the UK version series of the show has seen the participation from various Dragons, including Peter Jones, Theo Paphitis, Deborah Meaden, Duncan Bannatyne, and many others. The show is not only about securing investment; it also offers budding entrepreneurs valuable feedback on their business models, products, services, and strategies. The rigorous questioning from the Dragons ensures that only the most viable and promising ideas get backed...and we were considered one of them.

How we ended up in the Dragons' Den

In 2007, Rachel, our founder, searched for recycled packaging for her range of ethical and fair trade jewellery and accessories. She had been working in Sierra Leone supporting women and teaching skills such as jewellery making, helping to give back to the struggling community by paying a fair wage (which was unheard of at the time), developing skills, and giving women a chance to learn. What Rachel then realised, was that nowhere on the market were there recycled or recyclable packaging to put the ethical jewellery in. "Most of what I could find on a Google search were plastic boxes from China you had to order thousands of at a time."

Rachel thought this would be easy. She was wrong. What she did find, after months of research, was that she wasn't the only one, there was an extremely high demand for recycled and ethical packaging options, but no one to meet that demand. Rising to the challenge, Rachel decided to started Tiny Box Company with a huge difference. Soon after, she met well-known radio broadcaster, Robin Banks, who was out shopping for a box (would you believe?). After a 12 hour meeting, Robin returned home with a share in Tiny Box Company and set to work promoting the business.

Our Dragons' Den tale

During a memorable appearance on Dragons' Den, our all star and fearless Rachel stepped forward to broadcast our mission to a broader audience. With each presentation, pitch, rebuttal, and showcase, as well as her projected turnover, desired net worth, and her absolute determination, she painted viewers a vivid picture of her dreams for a world anchored in sustainability and forward-thinking. This idea wasn't merely an idea about creating boxes or designing ribbons; it was a call to revolutionise our perspective on packaging, based on emphasising eco-conscious choices at every turn.

What happened next? The Dragons were all ears. From within the intense ambiance of Dragons' Den, when it came to the final selection, two renowned figures, Peter Jones and Theo Paphitis, saw the potential and promise in joining our initiative. Their interest went beyond mere admiration; they were on board to invest and support us. Walking into the Dragons' Den and end up walking out with the endorsement deals of not just one, but two Dragons is no everyday feat. Our success that day underlined our relentless drive to transform the realm of gift packaging. Scroll down to the bottom to read Rachel's entry of the day itself!

The Tale Behind Our Dragons' Den Alliance

Stepping into the Dragons' Den was a sign of more than just a presentation; it marked the beginning of an great partnership. Let’s delve into the detail of the alliance that sent ripples through the world of sustainable packaging.

The Deal Dynamics

It started with Peter Jones joining us. His keen eye saw potential, promise, and a bright future for our brand. Yet, even with his vast experience, he felt this journey would be best undertaken with another Dragon by his side. In a surprising twist, Peter Jones insisted on having his often-rival, Theo Paphitis, onboard. Theo, recognising the same promise Peter Jones saw, readily agreed. Each secured a 20% stake, reflecting their confidence in our company's vision. Meanwhile, Rachel, the heart and soul of Tiny Box, held onto a decisive 60%, ensuring the company's foundational values remained untouched.

The Financial Leap

Beyond insights, ideas and expertise, joining the Dragons fortified their trust with a significant financial boost. A collective investment of £60,000 symbolised more than just capital—it represented belief, foresight, and the hope of a sustainable future. "With such backing, we were primed to soar higher than ever. - Rachel Watkyn"

The Ripple Effect:

With the combined strength of two Dragons and a renewed strength, Tiny Box Company decided to set out on a trajectory of unparalleled growth. Our eco-conscious packaging began to make waves, striking a chord with both big brands and companies and individual consumers. The Dragons helped solidify our robust business plan and help push the business forward. From our humble beginnings, the post-Dragons' Den era has seen us blossom into a force to be reckoned with in the packaging sector.

Introducing Our Dragons

Capturing Headlines

Spotlight in the Press:

It's rather brilliant to watch us find ourselves featured in a series of esteemed publications and top telly series and segments. Rachel, alongside the pioneering Tiny Box Company, has not merely marked territory in the packaging world; we've become a key topic of conversation for some of the UK's most iconic media outlets:

Hello Magazine
GB News
Daily Express
Daily Mail
The Sun
The Times
Packaging News
BBC
Theo Paphitis's Small Business Sunday
The Argus ... and many many more.

Accolades in Abundance:

It's not just about the money and being in the limelight; it's the gongs we've taken home that really warm our cockles. These accolades reflect our unwavering dedication to breaking new ground in sustainability and innovation:

Everywoman Award
The Dynamic Awards
Scale Up Awards
Great British Entrepreneur Awards
National Recycling Awards
UK Packaging Awards
Business Woman of the Year Awards
FSB Green Business of the Year Awards

Each award is a feather in our cap, a nod to our journey and the heights we've scaled.