Dragons’ Den Tracker

The Pitch

Clive Billing walked into the Den in 2008 with a online jewellery retailer. They were asking for £255,000 in exchange for 40% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. Peter Jones, Theo Paphitis and James Caan offered £255,000 for 40%, and Clive Billing accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

Diamond Geezer did not survive long-term. The company has since been dissolved.

This is not an unusual outcome. The majority of businesses that appear on Dragons’ Den, deal or no deal, don’t make it in the long run. The show can provide a platform and capital, but it can’t substitute for a sustainable business model.

Is Diamond Geezer Still in Business?

No. Diamond Geezer is no longer in business. Companies House records show the company has been dissolved.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Neurotica, Saboteur Crime Prevention, Booster Blades, Greet Me Eat Me. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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'Diamond Geezer' Breaks An Unwritten Rule | Dragons' Den