Founded by two university students in 2014, Safejawz helps bring personality and comfort to an otherwise resented piece of sports equipment: the mouthguard. Ewan Jones and George Dyer had two things in common whilst attending the University of Manchester, they were both keen sportsmen and knew employment was not an option. What started as a business selling sports equipment to fellow students for extra cash, has turned into a specialist mouthguard manufacturer and retailer, working with athletes and celebrities including James Haskell and YouTuber KSI, who wore a £40,000 custom-made mouthguard for his boxing fight with Tommy Fury in 2023. These hpartnerships, combined with Safejawz’s signature designs, helped sales hit £3.3m in February 2023, when the company was also awarded the King’s Award for Enterprise.