Brampton, ON – Over a BBQ on a Labor Day weekend, Claudia Harvey and a friend had been discussing how easy it was to ruin their manicured hands in the garden. For women who love to take care of their nails as much as they enjoy gardening, this was a big problem.
“It sounds silly but when you look at the investment that women put into their hands and their style, as much as $52 every two or three weeks, only to destroy it the next day when they work in their garden, there was no product for that,” recalls Claudia.
They soon discovered both industries – hand care and home gardening – were growth sectors, with a huge gap in the market for women who wanted to protect their nails in the garden.
Today, Claudia Harvey is the co-founder and CEO of Dig It Apparel®, which specializes in manufacturing utility gloves for women that protect a woman’s nails in the garden and any DIY project. Dig It’s gloves have an Industrial Design patented pillow-top protector that sits on top of the fingernail inside each fingertip, which cushions the nail with a form fit. The unique design inhibits debris from getting to the nails.
But Claudia’s life truly changed when the company pitched on Dragon’s Den, Canada’s version of Shark Tank, where they partnered with investor Kevin O’Leary. Following the broadcast, big box stores like The Home Depot Canada and Lowes expressed interest.
“Our customers love the product,” says Claudia. “Dig It is a small Canadian company that launched in the recession, and now we are expanding significantly in the US. The only way we can do that is if the consumers continue to love your product and you evolve over time and always look at new opportunities for growth.”
For more information, visit www.digitapparel.com,
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