Product Update

Is Shoot It Yourself Still in Business? (2026 Update)

Is Shoot It Yourself from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Shoot It Yourself today.

Dragons' Den IndexUpdated 21 April 20266 min read

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Shoot It Yourself pitched a self-shoot wedding videography business in Series 9, and the founders walked away from the Den with a deal. Track the company down today, though, and the picture has changed. Companies House shows Shoot It Yourself Limited was dissolved on 30 September 2023, so the short answer is no, the business as it existed after that Dragons' Den appearance is no longer trading.

The Short Answer

Shoot It Yourself is not still in business. The registered company behind the pitch, Shoot It Yourself Limited, was formally dissolved in September 2023 after more than a decade of trading. There is no live storefront or booking site operating under that name today.

That does not mean the founders vanished. Andrea McDowell and Rebecca Baldwin built a genuinely successful business for years after their Den appearance, and its eventual closure looks like a normal wind-down rather than a collapse in front of the cameras.

The Pitch

Andrea McDowell and Rebecca Baldwin brought Shoot It Yourself to Series 9, Episode 9. The idea was simple and clever: rather than hiring an expensive wedding videographer for the whole day, couples could hire the company's kit and a short briefing, then film their own big day and send the footage off for professional editing.

The pair asked for £60,000 in exchange for 26 percent of the company, a fairly steep equity give-up that reflected how early-stage the business still was. It was pitched as a way for two friends, both new mothers, to build a business around their families rather than a nine-to-five.

What the Dragons Offered

Hilary Devey made the offer, agreeing to put up the full £60,000 for the 26 percent stake the founders were asking for. On the night, it looked like a clean, straightforward deal.

Off camera, it did not stay that way. According to reporting from Growth Business, McDowell and Baldwin ultimately turned the investment down after doing further due diligence on the terms, choosing to grow the company independently instead of bringing Devey on as an equity partner.

What Happened After the Den

Passing on the investment did not stop the business. Shoot It Yourself kept trading under its own steam for roughly a decade after the episode aired, which is longer than plenty of companies that did take Dragons' money.

Company filings show the business eventually wound down, with dissolution completing in September 2023. Wedding videography is a competitive, trend-sensitive niche, and self-shoot kits in particular compete with the fact that most couples now carry a capable camera in their pocket. Whatever the specific reason, the company's run came to a natural end rather than an on-air collapse.

In interviews given after the show, McDowell talked about wanting a business that let her and Baldwin build careers around raising their families rather than the other way round, and the company appears to have delivered exactly that for a long stretch. A decade of steady trading on a modest self-funded footing is a genuinely solid run for a small events business, even if it did not end with a dramatic exit.

A Note on the Wider Wedding Video Market

Shoot It Yourself launched into a market where self-shoot kits filled a real gap: full-day professional videography could run into the thousands, and plenty of couples wanted something cheaper without losing the footage entirely. That gap has narrowed considerably in the years since.

Smartphone camera quality improved dramatically over the company's lifetime, and wedding guests routinely capture usable footage without any kit hire at all. Budget videographers and part-time freelancers also became easier to find and book directly online. None of that means the company failed because of the market alone, but it is the kind of headwind that makes a founder-run niche business harder to sustain a decade on than it was at launch.

Where Things Stand Now

Shoot It Yourself pitched in Series 9 asking for £60,000 for 26 percent, and Hilary Devey offered exactly that on the night. The founders turned the deal down after the show and kept building the business on their own terms for several more years.

Today, the company is dissolved. If you are looking for Shoot It Yourself to hire a self-shoot wedding kit in 2026, it is not there to book. The founders' choice to say no to the investment did buy them years of independent runway, but the business itself did not make it to today.

Where to buy Shoot It Yourself

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See the full Shoot It Yourself deal breakdown and term sheet →