From ‘Pathetic’ Pitch to £10 Million Triumph: The Stunning Transformation of a Dragon’s Den Reject!

Imagine walking into the fierce arena of Dragon's Den, where you’re not just standing before a panel of industry moguls but also the millions watching from their couches, judging every move you make! Sounds nerve-wracking, doesn’t it? Well, meet Rachel Watkyn, who faced this challenge head-on, only to be told her sustainable packaging concept was “pathetic”—by none other than head Dragon Duncan Bannatyne, who suggested her product looked like something his daughter could whip up in art class. Fast forward to today, and she’s laughing all the way to the bank, raking in an incredible £10 million a year! What a comeback story—proving that sometimes, the biggest critics can be the ones who motivate you to succeed beyond their wildest expectations. If you think eco-friendly innovations can’t break the mold—think again! This journey is as surprising as it is inspiring. LEARN MORE.

Here’s the story of a Dragon’s Den candidate who was told her business ‘pathetic’ – only to go on to make £10 million per year.

Going on Dragon’s Den is not for the weak. Not only are you pitching your idea to five titans of industry but to every armchair businessman tuning in from their living room.

The Dragons have been known to back multiple success business over the years, including Levi Roots’ Reggae Reggae Sauce, Tangle Teezer and Magic Whiteboard, to name a few.

However, the Dragons aren’t always correct with their advice.

One person to be face scathing feedback was Rachel Watkyn, who pitched her sustainable packaging company the Tiny Box Company back in 2008.

In today’s eco-conscious world you’d think a company which specialises in selling recycled and eco-friendly packaging would be a no-brainer, however not all Dragons were on-board with Watkyn’s vision.

Scottish entrepreneur Duncan Bannatyne was particularly scathing in his feedback, telling Watkyn it was something his daughter could make at school.

“I think it’s ridiculous that you’ve come along with what you call a business,” he said.

“That you describe as ethical and recyclable materials and you produce a box which my eight-year-old daughter Emily could make better at school, the ends don’t match up, the lines aren’t straight. It’s pathetic, it really is.”

Rachel received scathing comments from one of the judges (BBC)

Thankfully Peter Jones and Theo Paphitis saw the potential in the company, allowing Watkyn to walk away with £60,000 worth of investments from the pair.

And things have only gotten better from there.

Making £10 million a year, Watkyn finds it ‘hilarious’ that not everyone understands her business.

“One of the dragons said that eco-friendly packaging would never be mainstream,” she told ITV Meridian 15 years later.

“They were brutal, they were absolutely brutal. On the show, I didn’t have any confidence. Off camera, I just knew that Etsy was becoming more and more popular and Not on the High Street.”

She has now received an OBE for her work (Instagram/@tinyboxcompany)

She continued: “There was a movement of a lot of start up companies and I knew that they would all need packing like I did.”

“But everything people buy comes in a bag or a box or some kind of packaging, and if we can help business switch from plastic or less environmentally friendly solutions to more environmentally friendly, then the job’s done.”

Watkyn has since had her work recognised by King Charles himself as she was awarded an OBE for outstanding contributions to Sustainability, Ethical Business Growth, and Exports.

Not bad for a business labelled ‘ridiculous’.