$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Virginie Roy from Montreal, QC, pitched Proud Diamond in Season 18, Episode 9, asking the Dragons for $100K for 15% of the company.
- Asked for$100K for 15%
- Valuation$667Kimplied by the ask
- OutcomeNo deal
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Michele Romanow | No strategy to build category and brand | Out |
| Arlene Dickinson | Brand not evolved enough | Out |
| Manjit Minhas | No offer made | Out |
| Wes Hall | Unboxing and customer experience not developed | Out |
| Vincenzo Guzzo | No offer made | Out |
Virginie Roy, from Montreal, QC, asked for $100,000 for 15% of Proud Diamond, a company selling lab-grown diamond jewelry online, made to order in Canada with recycled gold. Diamonds range from one to 30 carats and cost between $2,000 and $20,000, with a one-carat piece priced around $5,500. In its first full financial year the company did $320,000 in sales but lost $60,000, largely due to marketing spending on ads.
Michele Romanow went out because she felt the business lacked a strategy to build a category and brand. Arlene Dickinson went out because the brand and unboxing experience were not developed enough for the price point. Wes Hall said the customer experience did not match the price being charged and did not offer. Manjit Minhas and Vincenzo Guzzo also did not make offers, and there was no deal.
Pitch details from CBC’s Dragons’ Den pitch page.
Proud Diamond today
- StatusIn businessLast checked September 2026
Proud Diamond is still operating and sells through its website.