Entrepreneurial Journey on Shark Tank: Angie Cella and Blinger
The latest episode of Shark Tank (Season 15, Episode 20) aired on April 12, 2024, bringing attention to an inspiring mother-daughter duo, Angie Cella and her daughter Cambria. Together, they showcased their innovative company, Blinger, a unique styling tool designed to apply shimmering crystals to hair without the use of heat or any damage.
“I was maxed out in debt. I couldn’t get any more loans. And no one wanted to invest. I had tried to get investors,” Angie shared during her heartfelt pitch.
Despite facing numerous challenges, Angie reported remarkable success with her product, claiming an impressive 50 million units sold in 2019. During the pitch, she was seeking an investment of $200,000 in exchange for a 5% equity stake. Although captivated by her resilience, the Sharks raised important questions regarding the structure of her business.
Insights from Angie Cella’s Pitch on Shark Tank
Angie and her daughter entered the tank with ambitious goals, requesting $200,000 for a 5% equity in Blinger. Angie shared the profound inspiration behind her product, revealing that the idea came to her in a dream, and she felt it was destined to be realized. Cambria then showcased how effortlessly the Blinger applies Swarovski crystals to hair, impressing the Sharks with its simplicity and functionality.
Lori Greiner inquired about different product variations. Angie explained the pricing structure: the women’s version retails at $49, while the children’s version is available for $29.99. In a lighthearted moment, Lori demonstrated the product’s ease by applying a gemstone to Kevin O’Leary’s wig.
The conversation then shifted to the creation of Blinger, as Kevin O’Leary asked Angie about the brand’s journey. Angie opened up about her four-year struggle to develop a prototype and her collaboration with five engineering firms. She disclosed an investment of $1.7 million, which drained her savings and required her to take on debt, emphasizing her quest for investors who remained elusive.
“I got my kids together in our kitchen… and I said, what if we sell the house, and I’ll just build the tooling myself and manufacture the product,” Angie recalled. “Of course, they’ve been on this 4-year journey with me. I said, we’ll just live in an apartment for a year or two.”
In 2018, Angie made the bold decision to sell her home and move her family into a rental. She then connected with a factory in China, coordinating via Skype. Her efforts bore fruit when she secured a booth at the Dallas Toy Fair, where Blinger gained significant traction and was even dubbed the “toy of the year.”
Eventually, Angie inked licensing agreements with two toy companies and aligned herself with Wicked Cool Toys, earning royalties of 5%. The following year, Blinger achieved over $20 million in wholesale revenue, selling 50 million units worldwide. However, she faced a sharp decline in sales due to the COVID-19 pandemic, which led her to the misconception that her royalties would sustain her business. “I had this illusion,” she lamented.
As consumer interest waned, Angie reached out to the toy company, hoping for a rejuvenation in sales. The landscape began to shift in 2022, as demand surged after tennis star Serena Williams sported Swarovski crystals in her hair, generating buzz around Blinger—even though it was unclear whether she used Angie’s tool.
“By the summer of 2022… demand for it was up. But we had illegal infringers all over the internet. We got totally knocked off,” she revealed.
When Mark Cuban questioned Angie about her licensing deal, she explained that while she retained rights to the women’s version, she hadn’t actively marketed it. Eventually, the toy company decided to return the licensing rights, burdened by the competition from counterfeit versions.
By 2023, Blinger reported sales of $1.7 million, with projections of reaching $4.2 million and an anticipated profit of $1.5 million. Angie expressed concerns, as she had $2.5 million worth of inventory but lacked business acumen, relying primarily on two employees and her daughter Cambria, who was balancing college and military commitments.
Kevin O’Leary’s reaction highlighted the situation: “What a mess you have.” He stressed the need for professional operational support but declined to invest. Mark Cuban concurred, indicating that the business was in jeopardy unless it could move its inventory, prompting him to withdraw as well.
In a surprising turn, Barbara Corcoran expressed admiration for Angie’s tenacity, offering $200,000 for a 25% equity stake—with the condition that Angie travel to New York to reorganize her business. Encouraged by Robert Herjavec to accept the offer, Angie deliberated, feeling that 25% was excessive. Barbara sweetened the deal by agreeing to fund purchase orders, leading Angie to eventually accept the offer.
As of 2025, Blinger continues to operate actively, featuring five starter packs and refill options on their website. The brand has also garnered a following of 12.7K on Instagram, signaling an encouraging presence in the market.
Catch Shark Tank every Friday at 8 PM EST on ABC to witness extraordinary entrepreneurial journeys like that of Angie Cella and Blinger.