By Spencer Sterritt

Persistent Parksville entrepreneur impresses on historic Dragons’ Den episode

Feb 15, 2019 | 2:07 PM

NANAIMO — What was a business-saving appearance on the CBC show Dragons’ Den also turned into a life-changing one for a Parksville business owner.

Lisa Hayward entered the Dragons’ Den last April seeking a $300,000 investment in her body jewelry firm Culture Craze. She left with an investment offer from two of the Dragons but also some new jewelry herself.

Hayward’s partner Lindsay Cake surprised her with a proposal after the successful pitch and together they became the first couple to become engaged on a Dragons’ Den episode.

Cake said she roughly worked out the details for the surprise proposal with the show’s producers, but in the moment she decided to go with the flow.

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“The producer asked me right before I went on if I had everything ready. And I said ‘No, I’m just going to wing it,’” she told NanaimoNewsNOW.

The Dragon’s broke out in applause and smiles when Hayward said yes.

Hayward and Cake watched the episode with friends and family when it aired on Valentine’s Day. Hayward said watching them on TV several months later was a surreal experience.

“This episode showcases our values in such a huge way. It honours self-expression, owning your story and full acceptance of the LGBTQ community. This has been such a great experience for everyone involved in Culture Craze,” Hayward said.

It was a long and winding road for Hayward on her way to being in front of the Dragon’s.

Culture Craze used to have 24 stores but the company was hit hard by the 2015 economic recession, especially the stores in Alberta.

Hayward’s line of credit and credit cards were maxed out and hefty interest rates had trapped her in what she called “a circle of pain which is difficult to get out of.”

She said it was nerve-wracking to explain her financial woes to a national television audience and she was worried the Dragon’s would think less of her for risking so much.

“If I can show more of the truth behind business ownership, I’d rather stand in that story than pretend it was always good. I was glad they supported my efforts,” Hayward said. “I hope someone out there connects to the story and goes ‘Wow, it’s not always easy and there’s some major risks in business.’”

The deal between Hayward and two of the Dragon’s wasn’t finalized. Only a week after her appearance, a $200,000 loan she’d applied for was approved and it removed the stress from accepting a costly deal.

“Knowing that giving away 40 per cent of my business would be quite a difficult pill to swallow, I haven’t put extreme urgency on putting that deal together.”

The loan helped offset much of the company’s debt and bring in more inventory. Culture Craze recently opened a new store as well, bringing their total to 15.

Hayward said the arduous journey back to financial stability was a major learning experience and they’re sticking to a promising slow growth plan focused on the current stores they have.

No date has been set for their wedding but Hayward said they’re excited to spend time on themselves instead of the show and business.

spencer@nanaimonewsnow.com

On Twitter: @spencer_sterrit