Is Goldgenie Still in Business? (2026 Update)
Still after Goldgenie?We have not confirmed a current listing, so this searches Amazon for you.
Look for Goldgenie on AmazonFull story →Laban Roomes pitched a mobile gold plating service under Home and Lifestyle in series 5, episode 1, one of the earliest pitches still trading anywhere in this index.
More than fifteen years on, you can still get a phone dipped in 24 carat gold from this company.
A steep ask that paid off
Roomes gave up a hefty 40% of his company for £60,000, a sign of just how much he valued the cash and the credibility that comes with a Dragon on board, and James Caan agreed to fund the whole amount. Back then this was a small London plating outfit chasing novelty orders, nowhere near the international name it has since become.
Convincing customers to pay serious money turning an ordinary object into something dressed in gold is a strange enough sell on its own, let alone one that keeps working for well over a decade.
From novelty to genuine luxury brand
Instead of fading as a one-time gimmick, the business grew into a proper luxury goods operation built on 24-carat customisation, gilded phones, one-off gifts, and finishing work for private clients and companies wanting something nobody else has.
A Dubai studio followed naturally from that direction, landing the brand in one of the planet's biggest markets for showy luxury spend and giving it a real second base beyond London.
Where things stand today
London and Dubai are both still operating studios today, with clients reached across Europe, the Middle East and America, and the company's marketing still name-checks its Den history, a decent sign the founders see the show as something to boast about rather than bury.
Nothing suggests an Amazon storefront or a conventional online checkout beyond the company's own site, which tracks with a business selling custom, made-to-order commissions rather than items you'd add to a basket and click buy.