UPDATE: Feb. 7 – Brows by G secured a deal with marketing maven Arlene Dickinson for $400,000 and 16 percent of their company.
— — —
A Winnipeg entrepreneur and her company are hopping into the den to sway deep-pocket investors to help them expand operations.
Giovanna Minenna, founder and CEO of Brows by G, will appear on CBC’s “Dragons’ Den” early next month.
The city business began in 2015 in Minenna’s apartment and has since grown to two locations, providing eyebrow styling, microblading and micropigmentation services.
“Not only do you have a very short period of time to get the attention of some of the best entrepreneurs in Canada, you also have to really know your business, your vision, and try to form a connection with them at the same time,” said Scott Russell, director of Brows by G and Minenna’s husband.
The two appeared together in the den in 2018 during a taping at CBC’s headquarters in Toronto.
The company now employs more than 25 young women and men and is working to expand its training and education components with a range of online programs. Certified instructors teach in nine cities in partnership with accredited schools and colleges for those looking to work in the industry.
“What most people don’t know until they enter the den is that you not only have to make a strong pitch, you also have to manage the dragons talking over each other, asking questions at the same time, and arguing with one other,” Russell added.
While it’s unclear if any of the dragons invested in Brows by G (you’ll have to tune in to find out), Russell says the company recently launched a technician product line called Microluxe and a cosmetic product line, Browluxe, that they plan to grow this year.
Investors on season 13 of the show include new additions Lane Merrifield and Vincenzo Guzzo, plus veteran dragons Arlene Dickinson, Jim Treliving, Michele Romanow and Manjit Minhas.
Brows by G’s appearance on “Dragons’ Den” will air on February 7 at 8 p.m. CT.