When you hear the words Dragons’ Den, you think of big ideas, tough questions and life-changing moments. For us, it was all of that and more. Founder Sarah Louise took IMP & MAKER, into the Den to share her vision and story with the Dragons. What followed was one of the most challenging and rewarding experiences of her life. Learn more about Sarah Louise's story and how it's shaped the future of IMP & MAKER.
Our Dragons’ Den Journey
For 476 days, I kept a secret that changed everything. In June 2024, I stepped into the Dragons’ Den to pitch my food and drink gifting business, IMP & MAKER. Almost 16 months later, the episode finally aired, and I can now share what really happened and what we've learned.
The truth is, I never applied to be on Dragons’ Den. One day, out of the blue, a producer called and asked if I'd like to pitch in just three weeks’ time. I knew the odds were stacked against me, but I also knew opportunities like this don’t come twice.
At the time, IMP & MAKER was still in the early stages of building its brand, with small margins and losing a lot of money. It wasn’t the ideal moment to stand in front of six of the UK’s toughest investors, but I said 'yes' because I've always believed the biggest risks are the ones we don’t take.
Facing the Dragons
Walking into that studio is unlike anything else. You can prepare your pitch a thousand times, but the moment the lift doors open, everything changes.
Peter Jones called me a “runaway train”. At first, I didn’t know how to take it, but his description became the turning point for me. Steven Bartlett told me I might be “the most resilient entrepreneur” he’d ever met. Emma Grede gave her honest advice, and I needed to hear it.
Their feedback was brutal but fair. I left the Den without an offer, yet I didn’t feel like a failure. I walked away with something far more valuable: clarity and conviction.
What Happened Next
I took every piece of feedback from the Dragons and rebuilt IMP & MAKER from the ground up. We refined our strategy, focused on profitability, and invested in what truly matters: our customers and our mission to disrupt the food and drink gifting industry.
Since that day:
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We’ve become debt-free.
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Our margins have increased from 4% to 35%.
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Our customer acquisition costs have dropped from £90 to £23.
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We’ve secured £500,000 in investment, valuing IMP & MAKER at £2 million.
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And most importantly, we’re now on the cusp of making our first profit.
When the episode aired, 26,000 people visited our website in a single day, 26 times our normal traffic. Online sales jumped 90%, and we gained over 1,000 new newsletter subscribers. The response was overwhelming, but the real win has been the hundreds of messages from fellow founders who said my story gave them hope.
Lessons in Resilience
Appearing on Dragons’ Den taught me that resilience comes in many forms. It’s about showing up when things are hard, listening when the truth hurts, and rebuilding when it would be easier to walk away.
The risk wasn’t going on Dragons’ Den, it was not going on. That one decision brought IMP & MAKER into millions of homes and proved that success isn’t always measured in offers or investments. Sometimes, it’s measured in growth, courage, and the ability to keep moving forward.
Today, IMP & MAKER is stronger than ever. We’re continuing to innovate, celebrate upcoming and modern food and drink makers, and create gifting experiences that bring people together all year round.
The Journey Continues
If Dragons’ Den taught me anything, it’s that no journey is ever linear. Every setback is an opportunity to reset, refocus, and rise stronger.
To everyone who watched, supported, or reached out, thank you. And to anyone who’s hesitating to take their own leap of faith, I’ll say this: you might not get the result you expect, but you’ll get the lesson you need.
Explore our latest food and drink gift hampers, or read more about our story, and how we’re continuing to innovate in the world of premium gifting.
Dragons' Den Catch Up
If you haven't already seen it, catch our Dragons' Den episode on BBC iPlayer here: https://www.bbc.co.uk/iplayer/episode/m002kwbv/dragons-den-series-22-episode-12
