Safejawz, a Black Country-based business, has transformed the simple mouthguard into a symbol of safety and style. Founded by university friends, the company is now setting new trends globally.
Starting with mere pop-up stalls and second-hand sporting items, Ewan Jones and George Dyer’s entrepreneurial effort transformed into Safejawz, a company redefining the sports mouthguard industry. The journey began at university with a dream of opening a sports shop. However, due to financial constraints, they opted for an online approach, eventually honing in on mouthguards and whistles, which exhibited promising sales potential.
Identifying a void in a stagnant market, Jones and Dyer set out to revolutionise mouthguards. Realising that traditional options were uninspiring, they launched designs that people would desire to wear. Through their website The Mouthguard Shop, they sold competitor products to gather market insights, which led to the release of their standout designs. These creative models went on to become bestsellers, solidifying Safejawz’s foothold in the market.
Safejawz’s founders took a self-funded approach, working various jobs to support their venture. Initially balancing part-time employment in bars and other roles, they maintained control without external investors. In 2017, they committed to the business full-time, enabling significant growth. Their experiences in rugby and boxing provided valuable insights that influenced their product designs, allowing them to develop over 120 iterations before finalising their mouthguard compound.
In a strategic move, Safejawz partnered with Marvel, securing a licensing agreement to feature superhero graphics on their products. This collaboration enhances their market appeal and expands their reach, coinciding with the release of a major superhero film. The partnership emerged following a speculative outreach and subsequent negotiations, illustrating the power of creative vision and persistence. Since launching, Safejawz has shipped more than one million units worldwide.
Safejawz’s 40% revenue distribution across both UK and US markets highlights its global presence. The company forecasts substantial revenue growth in coming years, aligned with their plans to enhance international sales efforts.
Looking forward, Safejawz intends to concentrate its efforts on the expanding mouthguard market rather than diversifying into unrelated products. Their newfound licensing opportunities—exemplified by the Marvel partnership—offer scope for future growth. The leadership team believes that embracing fun and functionality does not compromise safety, and they are committed to fostering an environment where creativity flourishes.
Safejawz exemplifies innovation with its unique mouthguard designs that blend safety with style.
Through strategic partnerships and innovative designs, Safejawz continues to expand its market presence, showing that safety gear can indeed be fun and fashionable.
