Rachel Elnaugh's experience-gift company featured in her Dragon's Den background was Red Letter Days.
Red Letter Days sold vouchers for experiences rather than conventional physical presents. Customers could buy activities and outings as gifts, helping establish a distinctive position in the British experience-gift market during the 1990s and early 2000s.
Elnaugh founded the company before becoming a Dragon on the BBC programme. Its prominence contributed to her reputation as an entrepreneur and helped explain why she was selected for the original investor panel. The business later suffered financial problems and went into administration in 2005; entrepreneur Peter Jones subsequently acquired its assets.
Red Letter Days is often mixed up with other experience-voucher brands, including Virgin Experience Days and Golden Moments. Those names belong to separate businesses. The company connected specifically with Elnaugh's entrepreneurial story and her Dragon's Den biography is Red Letter Days.