Sugru is the new self-setting rubber for fixing, modifying and improving your stuff.

Sugru is an exciting new material that can be formed by hand. It moulds like play-dough, bonds to almost anything and turns into a strong, flexible silicone rubber overnight.

Jane Ní Dhulchaointigh is the inventor and CEO of sugru. Originally from Ireland, Jane studied at the Royal College of Art in London, where she had an idea that led to the first version of sugru in 2003. While there, she imagined a world where this magic material existed and set out to make it a reality. Six years and 8,000 lab hours later, the formula for sugru was complete. Based in London, sugru launched in December 2009 and its community of users has continued to grow, reaching over 300,000 customers worldwide.

sugru has received recognition from TIME Magazine as one of ‘The 50 Best Inventions of 2010′ and has been dubbed the ’21st century duct tape’ by Forbes. It was also named as one the 50 winners of Britain’s New Radicals, which showcases people and businesses that are changing the UK for the better. Jane was also the recipient of the inaugural London Design Festival Design Entrepreneur award.

Via first met Jane and Sugru in September 2008 when she enrolled on the Innovate, Technology Business Accelerator that Chris designed and delivered for the Design Council in partnership with the London Development Agency. At that stage the future of this unique new material and her business was uncertain. Since then Chris and Bill have been applying their nous to help Jane shape her business, brand and product propositions and are now both non-executive directors of a thriving new business.