We believed in Swainstons. We believed in the brand we were building, the story behind it and the experience we wanted to create.

But there was one big question we wanted answered…

Would the Dragons believe in it too?

Walking into the Dragons’ Den was a huge moment for us. Rather than simply talk about what Swainstons was, we wanted the Dragons to experience it for themselves.

So, we brought a little piece of our sweet shop into the Den.

We recreated a smaller version of Swainstons, filled it with the character, nostalgia and sweets that make our shop what it is, and invited the Dragons into our world. We handed out our sweets, shared our story and then stood in front of five of the country’s most successful businesspeople to pitch the brand we had poured so much passion into.

It was exciting, nerve-racking and completely surreal.

Standing there, surrounded by the Swainstons name and pitching something that meant so much to us, was a moment we will never forget. We knew that whatever the outcome was in the Den, simply having the opportunity to showcase our business, our sweets and our vision on that stage was something incredibly special

We walked into the Den believing in Swainstons.

Now it’s time for you to experience the world of Mr Swainstons.