UK small business, AfroDeity Ltd won the endorsement of Dragons’ Den star and entrepreneur, Theo Paphitis. On Sunday Alicia Thornthwaite, co-founder of AfroDeity Ltd pitched her business to Theo during ‘Small Business Sunday’, a social media initiative that was set up by Theo in October 2010.
Each week, Theo choose and endorse six small businesses from the 100’s of tweets he receives. Last week, AfroDeity Ltd captured Theo’s attention and was chosen and endorsed among five other small businesses.
When Theo re-tweeted Alicia’s message to his 360,000 followers, the company got a boost gaining 100’s of followers within 48 hours. It also increased its sales as extra orders were placed for their oils and butter from the Caribbean. In addition, AfroDeity was profiled on a new website that is exclusive to Small Business Sunday winners.
AfroDeity features and retails Caribbean Inspired natural hair and skin products. Their main product line is the signature Fountain Jamaican Oils Collection from which products are a mixture of oils and herbs grown in Jamaica is exclusive to AfroDeity.
Speaking about the endorsement, Alicia Thornthwaite said, “We’ve been in business roughly two years and were looking at ways to grow. It is great to have support from Theo because it’s been difficult trying to raise the profile of our small business. Having Theo recognise our hard work and help spread the word about what we do at AfroDeity to his following is a tremendous boost.”
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The UK small business (AfroDeity) was founded by Alicia and her mother Joliette (a former headmistress). Before starting the new business, Alicia worked as a drug surveillance scientist for about eight years. Both women said they founded AfroDeity on the knowledge of healing herbs, oils and butter passed down through the generations and culminating in Alicia’s great interest in science. As a result, the say their products combine beauty, science and their commitment to the rural Caribbean.
Theo is best known for appearing on Dragons Den on BBC Two. He is the Chairman of Ryman Stationery plus Boux Avenue lingerie and Robert Dyas, as well as the joint owner of Red Letter Days. Theo is also a mentor and investor to many other businesses acquainted via the Den including MagicWhiteboard, Wedgewelly and Value My Stuff.
For further information, photos and product samples, please contact Alicia Thornthwaite on 07855697491 or send an email to info@afrodeity.co.uk
