Product Update
Is Goldgenie Still in Business? (2026 Update)
Is Goldgenie from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Goldgenie today.
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Goldgenie is one of the oldest Dragons' Den stories still standing. The gold plating business asked for £60,000 back in Series 5 and, more than fifteen years on, it is still trading. If you came here to check whether you can still get your phone, gadget or gift dipped in 24 carat gold, the short answer is yes.
The Short Answer
Goldgenie is still in business. The company continues to operate under founder Laban Roomes and has grown well beyond the small London workshop it was running when it filmed its pitch, adding a studio in Dubai to serve clients across the Middle East alongside its UK base.
This is a company that predates most of the Den's other alumni by years, and it is still selling luxury gold-plated products today rather than trading on the memory of one TV appearance.
The Dragons' Den Pitch
Goldgenie pitched in Series 5, Episode 1, offering a mobile gold plating service under the Home & Lifestyle category. Laban Roomes asked for £60,000 in exchange for 40 percent of the business, a steep slice of equity that signalled just how much he wanted the cash and the credibility that came with a Dragon on board.
The pitch worked. James Caan put up the full £60,000 for the 40 percent on offer, taking a substantial stake in a business that, at the time, was still finding its feet as a novelty gold plating outfit rather than the international luxury brand it has become.
What Happened After the Cameras Stopped
Gold plating is a strange business to build a company around. It sits somewhere between craft, novelty and luxury retail, and it depends on people being willing to spend serious money to have an everyday object made to look like something else entirely. That is not an easy sell to sustain for over a decade.
Goldgenie managed it by leaning into exactly that appeal. Rather than staying a one-off gimmick, the company built a genuine luxury goods business around 24 carat gold customisation, gold-plated phones, bespoke gifts, and gold finishing services for individuals and corporate clients who want something no one else has.
Expanding into Dubai in particular made sense. It put Goldgenie in one of the world's biggest markets for conspicuous luxury spending, and it gave the brand a second home base beyond London.
Where Things Stand Now
Goldgenie today runs from studios in both London and Dubai, delivering gold-plated technology, jewellery and bespoke gifts to customers across Europe, the Middle East and the United States. The business still markets its Dragons' Den appearance as part of its origin story, which is a decent indicator that the founders are proud of how far the company has come since that £60,000 cheque.
Our fact sheet has no confirmed Amazon presence and no separate consumer website flag beyond the brand's own site, which tracks with a business built around bespoke commissions rather than off-the-shelf online orders. That model suits a luxury customisation service better than a standard retail storefront would.
The Bottom Line
Goldgenie pitched in Series 5 for £60,000 at 40 percent, got the full amount from James Caan, and is still trading today with operations spanning London and Dubai. For a novelty-adjacent business built in 2010s Britain, staying relevant and expanding internationally for well over a decade is a genuinely strong result.
If you are wondering whether the company behind those gold iPhones and gold-dipped gifts is still around, it is, and it has grown considerably since its Den days.
Where to buy Goldgenie
Still selling as of 13 February 2026. Check today's price and availability.
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See the full Goldgenie deal breakdown and term sheet →
