$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Rita & Rim Elias from Montreal, QC, pitched Eläma in Season 10, Episode 15, asking the Dragons for $100K for 20% of the company.
- Asked for$100K for 20%
- Valuation$500Kimplied by the ask
- OutcomeNo deal
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Manjit Minhas | Felt they did not need an investor yet | Out |
| Michael Wekerle | Bought a coat personally but declined to invest | Out |
| Michele Romanow | Not able to help in the fashion space | Out |
| Joe Mimran | Felt it was too early to give away equity | Out |
| Jim Treliving | Liked the business but unsure what he could add | Out |
Rim Elias and Rita Elias of Montreal, Quebec pitched Elama, a fur fashion line called Elama by the Elias Sisters, asking for $100,000 for 20 per cent of the company. The line is hand-made in Montreal using furs such as Mongolian lamb, mink and finn raccoon, with coats selling for around $2,500 each; the company launched six months earlier with a three-month trial at Ogilvy in Montreal, generating $25,000 in sales with about $17,000 in margin, and the founders had invested about $80,000 of their own money.
Manjit Minhas went out saying the sisters did not yet need to give away equity. Michael Wekerle and Michele Romanow both went out, with Wekerle noting he knew nothing about the fashion business and Romanow saying she could not help in that space. Joe Mimran felt it was premature to bring on investors at this stage. Jim Treliving said he liked the business but was unsure what he could contribute, and also went out, leaving the sisters without a deal.
Pitch details from CBC’s Dragons’ Den pitch page.
Eläma today
- StatusIn businessLast checked September 2026
Eläma is still operating and sells through its website.