By March 7, 2014 Read More →

Mumpreneurs prove the dragons wrong

Cheeky Chompers - Amy Livingstone & Julie WilsonEdinburgh-based mumpreneurs Julie Wilson and Amy Livingstone appeared on BBC Two’s Dragon’s Den on Sunday 2 March to pitch their business ‘Cheeky Chompers’. Their pitch was unsuccessful with Duncan Bannatyne stating that their turnover projections were crazy, adding ‘“if you make those figures I’ll eat 100 of your teethers and bibs without salt”

Julie and Amy met at an antenatal class prior to birth of their first children in 2011 and launched the Neckerchew, the world’s first chewy dribble bib last February. They were unsuccessful in gaining funding support, because the dragons didn’t think the pair would be able to sell as many Neckerchews as predicted.   At the time of filming they had been selling their product for 11 weeks and a year on, they have proved that infact the dragons may have been the crazy ones not to invest in this mumpreneur duo.

The mums turnover for the first year to 31 January 2013 was £158,928, with a gross profit of £104,892 (66%).   Almost 30,000 bibs were sold to eight UK national retailers including John Lewis, Jojo Maman, Kiddicare and Mothercare plus 42 independent retailers in the UK and 14 countries including Canada, Benelux, Switzerland, Hong Kong, Taiwan, Australia and UAE.

Cheeky Chompers - NeckerchewJulie Wilson commented:  “The Neckerchew is a very simple idea – as mums we found ourselves constantly picking up and re-sanitising our children’s dropped teethers, so we came up with the innovative idea that if it was attached to the child in some way, then it would be immediately accessible, and importantly, clean.   The feedback from parents has been fantastic.

“We were over the moon to have the opportunity to pitch our business idea on Dragon’s Den and whilst we weren’t successful in getting funding from them, it was an amazing experience and certainly helped raise our profile.  Of course we were delighted that we exceeded our projections, especially when the dragons didn’t believe we could do it – but we definitely proved them wrong. ”

Cheeky Chompers have had an amazing year. They have been nominated for a range of prestigious trade awards and received a Highly Commended award from BANTA last year. They have also been awarded the maximum £50k funding in the Scottish EDGE competition, and are being awarded The Baby Innovation Award from Baby Stuf in Holland this year.

The only question remains… Will Duncan Bannatyne fulfil his promise made on Dragon’s Den ‘if you make those figures I’ll eat 100 of your teethers and bibs without salt’?…

The full range of Neckerchew designs is available to purchase from leading retailers or direct from the website

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