The pitch
What walked into the Den
Imperial Candles appeared on Dragons' Den in season 17, episode 8, which aired in 2019, pitched by Claudia Negoescu and Alexandru Ianas.
In the pitch, Imperial Candles asked the Dragons for £100,000 for 40% of the business, valuing the business at about £250,000.
After the show
What happened next
Imperial Candles struck a deal in the Den.
Our read
The Hub verdict
Forty percent is a large chunk of any company to offer, and that is where Imperial Candles started: £100,000 for a 40 percent stake, an ask that values Claudia Negoescu and Alexandru Ianas's jewellery-in-candles business at £250,000. Offering nearly half the equity signals either real hunger for a partner or a founder team comfortable sharing control early. Two Dragons came in on it, Tej Lalvani and Touker Suleyman, and for a gift product that lives on retail placement and repeat buying that is a useful pair to have behind you.
