I rejected measly Dragons’ Den offer because it ‘wasn’t true to my strategy’ – now I’m turning over 50x MORE
A WOMAN who turned down a miserly amount on the hit TV show Dragon’s Den is now earning 50 times more.
Peony Li appeared on BBC One’s Dragons’ Den tonight after pitching her healthcare company We Are Jude to the business moguls.
We Are Jude offers bladder care education, products, and treatment alongside raising awareness of bladder health.
The core product that Li presented to the Dragons is a clinically-tested bladder strength supplement that claims to improve women’s incontinence issues.
Special guest Dragon Emma Grede – the self-made millionaire and co-founder of Skims and Good American alongside the Kardashians – was impressed and made an offer.
She offered £100,000 in exchange for 3% of the business, but determined Peony held firm and rejected it.
Grede fell short of what We Are Jude had already secured from previous investors.
Despite turning down the cash, Li’s business is now raking in £5million a year with her products selling out swiftly at Boots and QVC.
Li said that stepping into Dragons’ Den felt completely surreal because she never thought she’d be part of such an iconic show.
She said: “It was nerve-wracking, not only because I’d put years of work into creating Jude, but because it isn’t just a business – it’s part of me, it’s about my story, so it was a big deal to put myself out there.
“It meant so much that the Dragons recognised the importance of what I’m building and could see the potential impact of Jude.
“I was, of course, really flattered that such amazing business people bought into my vision and were prepared to invest in my company.
“But I am so passionate about what I am doing and the future of Jude that I knew I had to hold firm if I didn’t get exactly what I was looking for.
“It wasn’t just about me – I felt strongly that taking a lower offer would diminish the input of my early investors who had such faith in my vision that they bet on the business when it was nothing more than an idea.
She believes her experience represents “a common challenge for women in business” – the need to not give into the temptation to settle for less.
And especially when negotiating with business titans and authority figures.
Despite rejecting the business giants’ financial help, Li said she learned a lot from the experience.
Li said: “The Dragons’ advice was invaluable, but I needed to take on board what they said while staying true to my strategy.
“I was convinced that introducing Jude products into retail spaces, even if earlier than is typical for similar businesses, was crucial.
“Being seen in these retail spaces, especially alongside established brands like Tena pads, was not just a milestone for us, it symbolised a progressive shift in the incontinence industry.”
Grede opened up about her own personal experience of incontinence in response to Li’s pitch.
It [We Are Jude] isn’t just a business – it’s part of me, it’s about my story, so it was a big deal to put myself out there
Peony Li
The product pitch on a high-profile reality TV show shed light on an issue that affects many but is often not talked about.
Li said: “Emma Grede’s openness has the potential to transform the national conversation around incontinence, encouraging others to speak openly about their experiences and seek solutions rather than suffer in silence.
“Her bravery in sharing her story paves the way for a more inclusive and understanding society, where conversations about incontinence and other health challenges are met with compassion and support.”
Now eight months after her appearance on the show, We Are Jude’s growth has quadrupled and marketing costs have halved as the business continues to grow.
‘Evil idea!’ fume Dragons’ Den fans at ‘scumbag’ landlord’s invention
Anthony Cherry was hoping for £80,000 from one of the business moguls in order to give a healthy cash injection into his company.
He told the panel how his new heating device could be controlled by the tenants but would only allow them to use the heating for a maximum of two hours per day.
The only other option was to place the heating on a longer eight hour stretch but at a much lower temperature.
Anthony described this as the “comfort mode” if tenants were looking to attempt to stay warmer for longer.
However, one thing that was made clear is that tenants are not allowed to have their heating running continuously under any circumstances.
This move was blasted by TV viewers at home who took issue with the fact that supply was rigid and unable to be adapted depending upon circumstance.
One Twitter user was left utterly perplexed by the idea and could not help but refer to the Dragons’ Den star as a “scum bag landlord”.
Another furiously fumed: “Sorry no landlords should not and I repeat not have any control of their tenants heating !!!!”