Shoelaces are simple, until you spend time tying and untying them repeatedly in a hurry or for someone else. Many people, including parents and older adults, struggle with the traditional lace‑up design. Tying laces can be fiddly, time‑consuming, and tricky for those with limited mobility. Worse, shoes come untied easily, leading to trips or discomfort during daily routines. So many just wish they could wear lace‑up shoes like slip‑ons, without the fuss.
Jamie and David Montz saw this challenge and created a clever solution: The Original Stretchlace. These stretchy, elastic laces turn any shoelace‑style shoe into a slip‑on in seconds. You lace them once and can stretch them on or off without tying. They stay snug, look like regular laces, and make life easier for pretty much anyone. The idea resonated deeply with everyday struggles.
Their product reached the Shark Tank stage seeking investment to scale. They stepped onto Shark Tank seeking $100,000 for 15% of their company. They’d proved traction and had a clear plan to grow further with the right partner. The goal was to make Stretchlace a household name and achieve commercial success.
The Original Stretchlace Net Worth Shark Tank Update 2025
Jamie and David were looking for an investment of $100k in exchange for 15% equity in the company. At the time of the episode, they valued their company at $666k. Jamie and David successfully secured a deal with Robert Herjavec for an investment of $100k for 30% equity in the company. The investment adjusted the company’s net worth to around $333k. After the show was aired, the company experienced a good boost in exposure. As per my rough estimate, the current net worth of The Original Stretchlace is around $1 million.
Jamie and David Montz Backstory + Their Initial Pitch
Jamie spent over two decades working in e‑commerce. She saw firsthand how customer-focused retail worked and gained deep insight into branding and online sales. In 2015, she launched Stretchlace with David after realizing no existing product combined functionality with style. They engineered a lace that felt natural, looked classic, and offered real benefits, less tying, a secure fit, and easy wear.
Early days presented challenges: finding elastic materials that maintained tension, designing knots that didn’t slip, and manufacturing at scale without raising costs too high. They refined prototypes while keeping pricing accessible, typically between $9.99 and $13.99.
By the time they appeared on Shark Tank, the company had decent traction with ~$221,000 in sales in one year, though 2020 projections dipped to $165,000 due to COVID‑19. Jamie’s pivot from a secure corporate career to running her own business showed shoppers she believed in her product, and that’s what caught the Sharks’ attention.
Queries + Shark’s Responses, and Final Deal
When the Sharks asked questions, here’s how the responses shaped the deal:
Kevin O’Leary called them “shoelace cockroaches”, admiring their tenacity but stepping out due to competitive pricing and modest revenue.
Daniel Lubetzky praised their profiles but questioned whether Jamie had the drive to scale further. He dropped out after that.
Lori Greiner liked the product but felt it didn’t align with her expertise in TV‑friendly novelty deals. She chose not to invest.
Mark Cuban thought they could succeed alone and didn’t feel a Shark’s involvement was necessary; he declined.
At last, Robert Herjavec admired Jamie’s energy, calling her a “20‑year Amazon goddess.” He offered $100,000 for 33%. Jamie and David negotiated down to 30%, and Robert agreed. They shook hands on the deal, with Jamie celebrating the win for herself and others who need simpler footwear solutions.
Product Availability
Today, Stretchlace is widely available in Walmart, Target, and other major stores since late 2021. Amazon storefront has over 6,000 reviews, averaging 4.5 stars. They also run direct sales through their website. Beyond flat elastic laces, they now offer tieless straps, bow clips, round and dress laces, special editions for athletes, kids, and mobility users.
The products remain priced from about $9.99 to $13.99. Manufacturing costs are low, around $1.49 to $2.14, so margins are good.
What Happened To The Original Stretchlace After Shark Tank?
After the episode aired in May 2021, demand climbed sharply. Retail chains picked up distribution, and e‑commerce boomed. By July 2024, the brand reached around $1 million in annual revenue. Despite a minimal social media presence (Instagram under 4,000 followers), word‑of‑mouth and retailer placement carried growth.
Although the agreed-on Shark Tank deal reportedly didn’t officially close, Stretchlace kept scaling without it. Jamie remained hands‑on, guiding product expansion and marketing.
Their presence in major stores and consistent online reviews reflect sustained success. As of mid‑2025, they remain firmly in operation, smaller than some whirlwind hits, but strong and growing steadily.
Conclusion
The Original Stretchlace is a tale of practical innovation and steady execution. Jamie and David solved a real‑life issue: shoelaces that require constant tying. Their elastic laces made a simple product run smoother, easier to use, stylish, and widely useful. Their pitch on Shark Tank brought them a $100,000 deal for 30% equity from Robert Herjavec, sealing both capital and partnership.
Since then, Stretchlace has expanded into Walmart, Target, and Amazon, and grown to roughly $1 million in annual sales. They introduced new styles, dress laces, bow clips, tie‑less options ,while maintaining affordability. They stayed lean and focused, growing without flashy marketing or large social media followings.
This story shows that sometimes steady, user‑driven design outpaces hype. Jamie’s background in e‑commerce enabled strategic distribution and ongoing product expansion. The Original Stretchlace proves a clever idea, real execution, and the right partner can create lasting impact, even after the Tank.
Hey, I’m Amna Habib, an undergraduate student pursuing a Bachelor’s in Business Administration. Shark Tank has always been one of my favorite TV shows because it offers a unique glimpse into the world of entrepreneurship. The way entrepreneurs present innovative solutions to everyday problems aligns with my academic interests and fuels my curiosity about business strategies. Each pitch showcases creativity and strategic decision-making, which I find both insightful and inspiring. Watching the show has deepened my passion for business and motivated me to explore the world of entrepreneurship even further. Beyond business and writing, I love food, shopping, and spending time with my friends and family.
