About Us

Goldgenie is the world’s premier gold-plating and customization brand, driven by award-winning entrepreneur Laban Roomes, invested in and supported by BBC Dragon’s Den James Caan. Since being founded in 1995, Goldgenie have established themselves as the go-to customization service for a number of blue-chip organisations – including Lexus, Honda, Toyota and Nokia – and as a global leader in the support of ethical mining.

Founded on a unique and patented portable gold-plating technology, Goldgenie initially found a home in the automotive industry. Lexus, Bentley and Rolls-Royce were among the company’s first major clients, providing gold-plating services for exterior detailing, emblems, and interior aesthetics. The company went from strength to strength, establishing significant market presence among luxury car dealerships in the UK.

Laban Roomes – who is widely-known for his actively entrepreneurial business ethic – used these strong foundations to extend Goldgenie’s services to consumer product manufacturers. The move was an unqualified success: Goldgenie rapidly became the market leader for personal plating, with product portfolios spanning telecommunication devices, real life roses and interior hardware.

The explosive popularity of Goldgenie’s services reached well beyond the UK: in 2006, Laban received a personal invite from the US Academy of Television, Arts and Science (Emmy Awards) to present fifty-five gold-plated mobile handsets to Hollywood stars as part of the Emmy television awards ceremonies. Among the delighted recipients were Helen Mirren and Denzel Washington. Then designing and bringing to market 900 limited edition Elton John Apple iPods encrusted with Swarovski crystals called “Starburst” which subsequently sold out in Harrods and Selfridges when launched.

Goldgenie began to diversify further: a commission to gold-plate Hindu artefacts on behalf of a temple in London and the launch of a Gold phone brought Laban to the attention of Yo! Sushi founder Simon Woodroffe (OBE). Simon – who had acted as an investor (a ‘Dragon’) during the first series of BBC investment pitching programme Dragon’s Den – became a business mentor to Laban and Goldgenie. In October of 2007, Laban pitched Goldgenie’s gold-plating technology – and market traction – live on the television show itself. Goldgenie successfully acquired funding, as well as new guidance: James Caan, founder of recruitment organisation Alexander Mann and private equity company Hamilton Bradshaw. Laban then went on to successfully purchase 100% of his shares back from James Caan not only returning the investment tenfold but also allowing James Caan to benefit from the unprecedented attention Goldgenie has had from his first investment on Dragons Den and their success to date which has seen Goldgenie grow into a Global brand.

Since 2007, Goldgenie has built an international reputation for gold-plating and customization services, which now include precious metals and stones such as 24ct. Gold, Platinum and certificate diamonds. They are now regarded as one of the leading gold plating and customization companies in the world, with features in Vanity Fair, Tatler Magazine and regular appearances in national periodicals, radio and T.V as well as being the only Dragons Den winner to date to have featured in 3 catch up shows. As well as continuing to build the global presence of the brand which is currently operates from over 20 countries. Laban devotes his time to mentoring of young entrepreneurs and start-ups, who he considers to be the “lifeblood of industry and commerce”. He is also regularly involved with social outreach programs, speaking passionately against gun crime and gang-related violence as well as designing and bringing to market an exceptional business opportunity which allows individuals to emulate Goldgenie’s success from home or as an add on to their current business activities.

Goldgenie’s services are available direct from the Goldgenie website, over the phone and across the world through luxury brand retailers and global Master franchisees.

For more information on Laban Roomes and Goldgenie, please contact us.