Dragons’ Den stars agreed to invest in my business – then bombshell happened

A businesswoman who took part in hit BBC1 show Dragons’ Den has criticised the show after promised investments were never made, despite initial praise for her outdoor art company

A businesswoman who appeared on Dragons’ Den has criticised the show for the “outrageous” and “cavalier” way she claims it treats participants.

Charlotte Clemence hit out at how she was treated by two of the Dragons and attacked the “integrity” of the show. She said she decided to speak out as the new series begins on Thursday because she feels that viewers are being “misled”.

And she revealed that while TV viewers were told Sara Davies and Steven Bartlett had invested in her business plan the pair never carried through with their proposals. Despite their praise, onscreen hugs and promises the investments were never made.

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Charlotte only set up her outdoor art business – YardArt UK – to achieve a lifelong dream after the tragic death of her baby daughter. She claimed the show showed her “no duty of care whatsoever.”

She told the Mirror: “Quite simply I think the show is disingenuous. The viewers are being misled. It’s appalling. I cannot believe the way they treated me and and I suspect I’m not the only one.

“I’m strong enough to deal with it but there are people in more vulnerable positions than me that I think would struggle with this. I’m certainly not vulnerable and refuse to be a victim and it’s finally time to tell the truth.

“When people see the Dragons agreeing to invest on TV they assume it’s a ‘done deal’. It’s not. Days, weeks and even months afterwards they can suddenly pull out – but the viewers are never told that. The show producers said: “deals can fall through.”

Charlotte, 50, from Bishop’s Stortford, Herts, said she had finally decided to speak out because she felt viewers were not given the full picture on the show. Just over 18 months ago viewers saw her become upset when she revealed the reasons why she set up the business after the death of daughter Fleur. All the Dragons expressed their sympathies, which made the later withdrawal of investment sting even more. Charlotte said: “My daughter Fleur inspired me to set up the business. Something good had came out of something that was really sad and tragic for our family.

“I took up art which, at the time, was a kind of therapy which turned into something I loved and enjoyed which then rolled into a business – and it’s all because of Fleur.”

Fleur, a twin, died of a rare heart disease called hypoplastic left heart syndrome in 2011 when she was just eight days old. Her twin Sophia is now 15 and has sister Nancy 10.

Charlotte said she met up with Davies, who has since left the show, after filming. She said: “After the show she gave me a hug and said she was going to make me very successful. She said she fully realised how hard it was as a working mum to make a business work. She made some bold statements – you don’t that to people.

“I never spoke to her ever again. Not once. The business has gone from strength to strength despite the issues with the Dragons. We’ve become very successful.” She went on: “I still meet mums and dads at school parents’ evenings who believe I’ve got a deal with the Dragons. IIt’s not true and I feel let down.

“After the filming took place in Manchester they ghosted me for months on end. You are left in limbo not knowing ways going on. The communication was terrible. We just didn’t know what was going on. We had to chase them.” When the episode was aired Steven Bartlett actually took to LinkedIn and posted: “Last week’s episode introduced to Charlotte of YardArt UK. It’s not often that you encounter such a heartfelt story coupled with a great product and attitude. “It’s not a surprise … walked away with a double investment. Congratulations I can’t wait to get started.” Charlotte said when she later spoke to him he said the programme was “primarily entertainment”.

She said: “I was told before the show and was fully aware that the Dragons could change their mind.” It’s understood Bartlett had issues over due diligence. But Charlotte went on “I understand that due diligence has to be carried out – but that had all been done before the programme is recorded.”

“If one Dragon pulls out the likelihood is that they all will – if I’d known that at the time I might have approached it differently and accepted investment from only one dragon. It’s a disgrace to treat people in such a cavalier way.

“There’s no duty of care. I understand it’s a TV show and it’s entertainment. There were dozens of hours of work put in and you do a business pitch for two hours. It was over a year in the making Perhaps I was a little naive but this is no way to treat someone.

“It was a massive period of uncertainty – both financially and emotionally. I have only watched the show once when it went out – I will never watch it again. I actually considered watching it before this interview but I just couldn’t.” Charlotte was at pains to stress she felt the BBC had behaved well. “The BBC put a lot of time and effort into my well-being and mental health,” she said.

A Dragons’ Den spokesperson said: “Dragons’ Den is a well-established TV programme about real business and investments, and we are proud of the many successful deals and upward trajectory of businesses after their time in the Den.

“Once a deal has been struck in the Den, all entrepreneurs and deals enter a further period of customary rigorous due diligence with the Dragons and, as is often the case in the real world, deals can fall through. We take the duty of care to all our entrepreneurs very seriously and our protocols are always evolving.”

A source close to Steven Bartlett said his thoughts remained with Charlotte for her “tragic loss”. The source said: “Everyone at the business is, of course, also sorry the investment was unable to take place – but this has long been the process on Dragon’s Den pre-dating Steven joining the show.

He added: “Despite not going ahead with the investment, Steven was keen to support YardArt – meeting them as well as, with his team, giving them free advice and support. He continues to wish them well.”

Sara Davies said: “With every pledge we make in the Den, after the show finishes, due diligence is carried out for all parties – as they always are in business. I fully understand the disappointment that YardArt didn’t pass that process – it’s never easy. They were lovely people and I wish them well on their journey to success.”

**Charlotte has asked for her fee for this article to be donated to EACH – the East Anglian Children’s Hospices.