Having been running since 2005, and airing nearly 200 episodes, Dragon's Den has seen plenty of pitches over the years. With current Dragons Deborah Meaden, Peter Jones, Sara Davies, new Dragon Steven Bartlett, and Touker Suleyman heading into the Den for the newest season; here at Obby we're looking back at a few of Series 18's creative and crafty contestants, and where they are now.
MasterPeace, pitched by founder Zena El Farra
Appearing in Episode 1 of Series 18, Zena El Farra's pitch of her mindful painting experience brand - MasterPeace - intrigued the Dragons.
Zena, 29, founded "London’s first dedicated mindful art experience" back in 2019, after leaving her corporate city job to set up the Belgravia-based drop-in studio in Ecceston Yard. Drawing on her own experiences with burnout, Zena set up MasterPeace with the aim to help others discover the power of creativity as a tool to unwind and relax; incorporating mindfulness into MasterPeace's Coached Painting sessions.
However, just six months into their journey, Covid-19 shut their doors. The pandemic offered the new business a chance to pivot their focus, bringing out their own line of at-home painting kits in a bid to help people cope with the anxiety around lockdown, and the negative effects of self-isolation.
The Dragons were struck by Zena’s vision for using creativity as a tool to help people manage their mental health and wellbeing. Known for her commitment to wellness brands, Deborah invested £50k for 25% of Zena’s business.
Describing Zena, Deborah said: “She started her business whilst on a sabbatical from the big company she worked at. She decided to make it full time just as the pandemic started, forcing her to switch focus from studio art classes to mindful painting at home, with home art classes and art kits. She was pretty inspirational.”
Since Deborah's investment, MasterPeace has gone from strength to strength; being featured in the Daily Mail, Evening Standard, Forbes, Tatler, Stylist, and more recently FT.com. Having recently added to their 20 strong team of independent artists, Zena hopes to help more people benefit from its soothing yet invigorating potential.
Book a class with MasterPeace on ObbyBuy a MasterPeace Art Kit on ObbyThe Workbench, pitched by jewellers Kirstie Maclaren and Katie Pell
Featured on the final episode of Series 18, Kirstie and Katie's pitch was an agonising one as the pair floundered after an impressive start. Pitching their design-your-own-ring kit, their business knowledge let them down and hope dwindled with all but one Dragon declaring themselves out. However Sara Davies - the one investor left - decided to take a chance on the pair; offering the £50,000 they were looking for, but with a 45% stake in the company. After some deliberating, Kirstie and Katie accepted the offer and left the Den relieved to have investment!
In 2022, The Workbench are still selling their signature kits, with the promise of a new website and products on the way.
Owen Drew, pitched by owner Drew Cockton
After starting up his luxury fragrance line at his kitchen table, owner Drew Cockton approached the Dragons seekign a £50,000 investment in his candle, perfume, and soap-making company. Their signature product, a 24-carat gold candle made with top range oils, made the headlines with Forbes Magazine for its expensive price of £750!
The Dragons weren't particularly impressed, with four Dragons counting themselves out - despite the company's impressive £750,000 turnover - it was luxury retailer Touker Suleyman who unexpectedly saving the day. Offering Drew the full £50,000 for 30% of the company, the business owner accepted and signed the deal.
As of January 2022, the company are offering their candles, room mists, and new bath and body products on their website. The company also sponsored the first ever LGBTQ+ Business Awards in the North West, the first awards of its kind.
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