‘All 5 Dragons’ Den stars rejected me – now my business is worth £1,000,000’

Getting a no on Dragons’ Den is never easy, but Giulia Berretti didn’t let it stop her (Picture: BBC/Supplied)

Hearing ‘no’ is never easy, but I imagine it’s far worse when you hear it five times during one of the most important meetings in your life. 

Or at least that’s what I thought until I met Giulia Berretti, the founder of the pasta company Sunny and Luna.

In 2024, Giulia was invited to appear on Dragons’ Den by the BBC – and let’s just say things didn’t go well.  ‘The business is not what it is today,’ Giulia told Metro over Zoom. ‘It was a very young business… I wasn’t ready. 

‘I think the mission of Sunny and Luna was not clear enough, and I think my pitching wasn’t strong enough. That was the issue....