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Peter Jones said the founder of Health & Holistics, who pitched on Dragons’ Den tonight, is a ‘gift to humanity’.
Rome Haghighat, who came through a tough upbringing in Tottenham, North London, received four offers from the Dragons – and chose three.
Closing an episode which saw the previous three pitchers leave without an offer, Haghighat entered the Den with the words: “Blessings, Dragons.”
The wellness brand was launched in 2024 to sell supplements made from sea moss, a red algae from the Caribbean rich in nutrients, as well as shilajit, turmeric, ginger, bladderwrack, burdock, spirulina and ashwagandha.
Products include gels and capsules for beauty, detox and workouts, as well as soaps.
Haghighat said he has used sea moss throughout his career as a Muay Thai fighter to treat inflammation and more – and that “lit the fire” for him.
He was looking for £100,000 for 10% of the business – and handed out some gel-infused juices to the Dragons.
Jones in particular was impressed by the “delicious” drink and also by Haghighat’s back story: the former engineer had a construction business and began to bring young people through it after starting a not-for-profit youth organisation.
He told Steven Bartlett that he grew up in children’s homes after he was a “boisterous young man” before he found his way.
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He generated £55k revenue with £8k profit in his first year and the Dragons lined up to praise him.
Bartlett said Haghighat should focus his branding on sea moss as the product range seemed too diverse, but Jones disagreed and said he sees it as a Holland & Barrett situation where he can have a whole range of products.
He then broke down into tears as he told Haghighat that he is a “gift to humanity”.
Haghighat received four offers from the four male Dragons – guest judge Tinie Tempah, who does Brazilian Jiu Jitsu, and his kids use the product – who were happy to each put £33,333 for 10% of the business apiece.
However Haghighat said he didn’t want to let go of more than 20% of the business as it is “my life” and he has to “bring it home for my kids”.
Bartlett said that if all of their capital is returned within 24 months, they could drop to 21% equity between them – and an ecstatic Haghighat opted for him, Jones and rapper Tinie.
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