For nearly two decades, Dragons’ Den has been one of the most thrilling business shows on television. From ingenious inventions to unexpected meltdowns, the show has given viewers a front-row seat to the highs and lows of entrepreneurship. Over the years, countless hopefuls have faced the Dragons’ sharp questions — and sometimes their fiery rejection. But among the many pitches, a few moments have truly stood out as unforgettable.
- 1. Levi Roots and the Birth of Reggae Reggae Sauce
- 2. The Tangle Teezer Success Story
- 3. Magic Whiteboard: Turning Simplicity into Millions
- 4. The Entrepreneur Who Challenged the Dragons
- 5. GripIt Fixings: Teenage Innovation
- 6. The Emotional Pitches That Touched the Dragons’ Hearts
- 7. When the Dragons Fought Each Other
- A Legacy of Inspiration
1. Levi Roots and the Birth of Reggae Reggae Sauce
Perhaps the most iconic moment in Dragons’ Den history came in 2007 when Levi Roots walked into the Den with a guitar and a bottle of homemade sauce. Singing his now-famous jingle, “Reggae Reggae Sauce,” Levi brought both charisma and flavor to the show.
While some Dragons were skeptical, Peter Jones and Richard Farleigh saw potential and invested £50,000 for 40% of his business. The sauce later became a supermarket sensation, making millions and turning Levi into a household name.
Why it stands out: It proved that passion and personality can be just as powerful as numbers in business.
2. The Tangle Teezer Success Story
Another legendary moment came when Shaun Pulfrey pitched his innovative hairbrush, the Tangle Teezer, in 2007. The Dragons dismissed it as “a waste of time,” and Shaun left without a deal.
But the story didn’t end there. His product went on to become a global bestseller, used by celebrities and sold in over 70 countries. Today, the company is worth tens of millions of pounds.
Why it stands out: It’s a perfect reminder that rejection doesn’t define success — perseverance does.
3. Magic Whiteboard: Turning Simplicity into Millions
In 2008, Neil and Laura Westwood entered the Den with Magic Whiteboard — a portable, static whiteboard sheet that sticks to any surface. The Dragons were impressed, and Theo Paphitis and Deborah Meaden invested £100,000 for 40%.
The couple later bought back full ownership of their business, turning their idea into a multimillion-pound company sold in major retailers.
Why it stands out: Sometimes, the simplest ideas are the most powerful.
4. The Entrepreneur Who Challenged the Dragons
Not every memorable moment ends in success. One particularly fiery pitch involved an entrepreneur who refused to accept the Dragons’ criticism. When they questioned his valuation, he fired back, calling them “short-sighted” and “unimaginative.”
The tension was palpable, and the pitch became a viral moment — proof that confidence can quickly turn into arrogance if not managed wisely.
Why it stands out: It captured the real emotion of business — pride, passion, and the sting of rejection.
5. GripIt Fixings: Teenage Innovation
In 2014, Jordan Daykin, just 18 years old, impressed the Dragons with his invention — GripIt Fixings, a revolutionary way to secure items to plasterboard walls. He secured £80,000 from Deborah Meaden, becoming one of the youngest entrepreneurs ever to win investment.
GripIt went on to be stocked in major retailers, showing how fresh ideas and youthful ambition can stand up to the Dragons’ scrutiny.
Why it stands out: It inspired a new generation of young entrepreneurs to step into the Den.
6. The Emotional Pitches That Touched the Dragons’ Hearts
Beyond the money and deals, Dragons’ Den has also delivered emotional moments — like when founders shared personal struggles, stories of loss, or dreams of creating something meaningful. Some Dragons have even shed tears during particularly heartfelt pitches.
Why it stands out: It reminds viewers that behind every business idea is a human story — one of hope, risk, and resilience.
7. When the Dragons Fought Each Other
Of course, Dragons’ Den wouldn’t be the same without its share of drama. On several occasions, the Dragons themselves have clashed — fiercely competing for a promising deal or disagreeing over valuations.
These moments often make for brilliant television, showing that even the most successful business minds can have very different views on what makes an investment worth the risk.
Why it stands out: It reveals the intensity of real-world deal-making — and the fiery personalities that make the show addictive.
A Legacy of Inspiration
From humble kitchen-table inventions to multi-million-pound success stories, Dragons’ Den continues to inspire dreamers and disruptors alike. The show’s magic lies not just in the deals made, but in the courage of those who step into the Den, ready to pitch their passion to some of the sharpest business minds in the world.
As the Dragons often say, fortune favors the brave — and nowhere is that truer than in the Den.
