Dragons’ Den investor Sara Davies shuts down fashion entrepreneur in tense pitch

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There were some tense scenes on Dragons' Den on Thursday evening, as Sara Davies was forced to shut down one hopeful entrepreneur.

Elizabeth Morana had appeared in front of the fearsome five hoping to secure investment for her breastfeeding bra company, which was intended to help new mothers feed their babies more easily.

Though the nursing bra business clearly had lofty goals, Sara wasn't impressed, as she fearlessly shut down the businesswoman.

She was admittedly impressed by the product's potential at first, as she dubbed the bra "one of the best on the market".

But the Dragon later added: "But the women I know who have given up breastfeeding their children, they tried everything to make this work, and honestly, a pretty bra with an extra clasp and a pretty pattern on it, I think those women would be deeply upset at feeling like it might be something this simple that could fix that problem."

Elizabeth stood her ground, as she insisted: "I would disagree with you, because they have issues with either their babies taking to breastfeeding, and there's a combination – either it's the latch, and sometimes-"

Sara was quick to cut her off, as she interrupted: "But if you'd invented a bra which improved a baby's latch, I think you'd be a millionaire by now."

"So can I explain the latch?" Elizabeth pressed on.

But as she launched into her explanation into how her patterned bra helps to calm babies, Sara wasn't having any of it, as she once again interrupted: "I'm just gonna cut you off, because I don't believe you can substantiate the claims that these innovative design features are really having a revolutionary impact on the breastfeeding market."

Elizabeth was clearly left stunned by the put-down, as she seemed momentarily lost for words.

"I disagree, again, because worldwide there is a huge initiative to improve breastfeeding rates, because women are giving up," she eventually insisted. "This definitely does have something that will give [women] a solution."

The bras featured a peel-down flap which revealed a "calming" pattern for newborns to focus on, along with a gap for ease of access.

But before Elizabeth even entered the Den, the Dragons were running riot with guesses as to what the product could symbolise, with Deborah Meaden forced to give Sara a taste of her own medicine after one X-rated quip.

As Elizabeth was heading up in the lift, Deborah predicted: "Nursing bras?"

"Either that or it's some weird new fashion trend," Sara was quick to theorise, as she added: "Easy access?"

And things turned slightly awkward, as Deborah quickly warned: "Stop there!"

Fans flocked to Twitter after the gaffe, which left Sara red-faced.

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"Sara likes the look of 'easy access'!" one social media user joked, as another quipped: "Easy access klaxon!"

It wasn't looking good for Elizabeth in the Den, as Sara declared the mum-of-two was making some "outrageous claims" with her branding.

And the Dragons fell like dominoes, as one by one they declined to invest and declared themselves out, and she turned away without an investment.

Dragons' Den airs on BBC One Thursdays at 8pm.

  • BBC

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