Entrepreneur Elaine Popove recently presented her fashion-fix product on the CBC’s Dragons’ Den.

Elaine faces the dragons

A Campbell River-based entrepreneur took on the ruthless dragons of the hit Canadian TV show, Dragons’ Den

A Campbell River-based entrepreneur took on the ruthless dragons of the hit Canadian TV show, Dragons’ Den.

Elaine Popove, founder of Miss Fix Fashion Products, was recently selected to present her new fashion product on the CBC show which allows aspiring businesspeople to pitch their business concepts and products to a panel of Canadian business moguls. The dragons put their own personal money on the line for products they feel will be successful, while earning shares in the business.

Popove, along with Shannon Baikie, a Campbell River business advisor, presented the dragons with her company’s premiere product, Fashion-Aid, a roll-on fashion adhesive.

“We were very confident with our answers and in the end we’re so glad we did it,” said Popove. “It was quite the experience and you’re definitely out of your comfort zone, but when the opportunity comes knocking, you’ve got to take it. I would recommend this to any entrepreneur.”

Popove’s Fashion-Aid product is a liquid fashion adhesive designed to secure slipping bra straps, low necklines or strapless dresses.

“Fashion-Aid is approved by Health Canada, hypoallergenic and water-washable,” said Popove. “It moves with your skin, rather than pulling it, leaving you feeling comfortable and confident.”

The product first hit shelves in spring 2010 and since then, has retailed at more than 210 Canadian stores.

The invention was born on Popove’s wedding day while struggling with her strapless gown. She realized all women worry about their clothing unintentionally slipping, shifting or falling down. Now a mom to a 14-month-old son, she is chasing after her toddler while building her business.

Popove went on Dragons’ Den to get some help expanding her business.

She said she had help from business friends Cathy Voth and Keith Davison in preparing for the show and the big stage in Toronto.

“Not only did they offer their expertise and knowledge but we were able to practice our pitch with them and let me tell you, they did a great job pretending to be a Dragon,” said Popove.

Because of a confidentiality agreement between herself and CBC, Popove cannot divulge the outcome of her pitch,which she says has been extremely tough.