Dragons Den series 9 episode 8

More impressive were husband and wife team Steve and Michelle Ellis, looking for investment to grow sales of their Wings shoulder-wrap-cardigan-thingy accessory. Although clearly passionate and articulate about the benefits of their product, neither successfully convinced the Dragons that their market opportunity was large enough to justify external investment. Wisely, the Dragons advised them instead to press on anyway, using e-commerce to help build a healthy but niche business.

http://www.businesszone.co.uk/blogs/reality-tv-blog/dragons-den-2011-episode-eight-review-seventy-nine-percent-solution