Joy_ on DHDL: The start-up that sticks

The DHDL episode featuring Joy_ had everything: suspense, emotion – and in the end, a deal that got everyone talking. The Joy_ pitch on Dragons' Den was one of the strongest of the series. Here you can find out how the founders performed, how the panel reacted – and whether the gift voucher start-up Joy_ managed to secure an investment deal with one of the Dragons in the end.

The panel in the Joy episode

The following Dragons were present during the broadcast:

• Carsten Maschmeyer

• Ralf Dümmel

• Dagmar Wöhrl

• Judith Williams

• Janna Ensthaler

• Frank Thelen

What happened during the pitch?

The pitch from Joy_ was clear, emotional, and well prepared. The founders explained how they want to rethink gifting – and how their solution solves the classic voucher problem. It was about real stories, real needs, and a genuine alternative to "Sorry, here's an Amazon voucher".

The panel reacted with interest, but not without conflict: sparks flew, especially between Judith Williams and Frank Thelen, as both assessed the concept differently. The tone was heated at times – but never disrespectful.

Deal or no deal: Who invested?

In the end, the concept won them over – and Janna Ensthaler secured the Joy_ DHDL deal. She praised the clear positioning, the potential for scaling, and the emotional component of the product. Specifically, the deal looked like this: €350,000 for a 15 per cent equity stake in Joy_!

Since then, the name "Joy" has been on everyone's lips – and many are asking: What actually is Joy_?

What is Joy_?

Joy_ is a universally redeemable gift voucher.* Sounds like nothing new at first? Well, it is. Because Joy_ works differently from traditional vouchers:

• You gift an amount (digitally or as a lovely card)

• The recipient can wish for any physical product online*

• Joy_ buys it and takes care of delivery – with no shop restrictions at all

How does Joy_ work in practice?

1. You go to givingjoy.de

2. Choose the amount, design, and message

3. The Joy gift voucher is sent – digitally or by post

4. The recipient enters their desired product

5. Joy_ handles the rest: ordering, payment, shipping

   
   

Why Joy_ is so compelling

On Dragons' Den, Joy_ showed that the gift voucher start-up strikes a chord.

In a world full of impersonal vouchers, Joy_ brings real joy back to gifting. It is simple, modern – and effective.

Whether for a birthday, for Christmas, or simply as a token of appreciation: Joy_ makes every wish possible. No wonder the Joy_ pitch was so well received on DHDL.

Where can I stream the Joy_ pitch – and how much does it cost?

You can conveniently stream current episodes of Dragons' Den on RTL+. There, episodes are usually available on demand directly after broadcast.

The current pricing structure is as follows (as of October 2025):

• RTL+ Basic: from €5.99/month (with adverts)

• RTL+ Premium: approx. €8.99/month (fewer adverts, more content)

• RTL+ Max: approx. €12.99/month (incl. downloads & UHD)

*The voucher can only be redeemed for standard commercial goods available online at the time of redemption; specifically excluded are 18+ products (e.g. alcohol, tobacco, adult content), gift cards or monetary vouchers, digital products (e.g. software, subscriptions), strictly limited-edition goods, as well as goods offered only for a very limited time or in heavily restricted quantities, in particular products available exclusively at specific drop times or as part of short-term special promotions where there is typically significant excess demand (so-called 'drop items'), furthermore financial investments or other assets (e.g. currencies, cryptocurrencies, gold, shares), goods offered only for a very short time or within flash sales, goods from private individuals (e.g. via classified ads, peer-to-peer or marketplace private sales), and services (e.g. tickets, spa offers, courses). More information on the terms and conditions and redemption rules here.