Here’s the story of a Dragons’ Den contestant who was told her business was “pathetic,” only to turn it into a company making £10 million a year.
Pitching on Dragons’ Den isn’t easy. You’re not just presenting to five top business leaders, but also to millions of viewers at home, each forming their own opinions.
Over the years, the Dragons have supported many success stories, like Reggae Reggae Sauce and Tangle Teezer. But they don’t always get it right.
In 2008, Rachel Watkyn pitched her eco-friendly packaging business, Tiny Box Company. The idea was to sell recycled, sustainable boxes, but not all Dragons liked the concept.
Duncan Bannatyne was especially harsh, saying, “It’s ridiculous you’ve come with what you call a business. My eight-year-old daughter could make better boxes at school. It’s pathetic.”
The criticism was tough, but not all Dragons agreed. Peter Jones and Theo Paphitis saw potential and invested £60,000 in Rachel’s company.
Today, Rachel finds those comments amusing. Tiny Box Company now earns £10 million a year, selling over 1,500 products to nearly 200,000 customers.
She recalls the challenges, saying, “The Dragons were brutal. I had no confidence on the show, but I knew platforms like Etsy and Not on the High Street were growing.”
Rachel understood that small businesses needed sustainable packaging. Her vision proved right as more companies moved away from plastic to eco-friendly solutions.
Fifteen years later, she’s proud of what Tiny Box Company has achieved. Some people still don’t understand her business, often asking, “What do you sell?” Her answer: empty boxes.
Rachel adds, “One Dragon said eco-friendly packaging would never be mainstream. But everything people buy needs packaging. If we can help businesses switch to better options, that’s success.”
In recognition of her work, Rachel was awarded an OBE for contributions to sustainability and ethical business practices.
Not bad for a business once labeled “pathetic.” It’s a reminder that even the toughest feedback can’t stop a good idea from succeeding.
