From DIY beginnings to full in-house production
Neon Daddy began when Mitchell’s girlfriend asked for a neon sign as a Christmas gift. Surprised by the price tags, and drawing on his background in engineering, he decided to make one himself. That one-off gift quickly turned into a business idea—and within months, he was building signs out of a spare room.

Since then, Neon Daddy has grown into a fully operational brand, producing everything from design to final wiring in-house. “We’ve always tried to keep everything under one roof,” Mitchell said. “It gives us better control over quality and delivery.”

The business now serves both individual customers and businesses, with a growing share coming from repeat B2B clients. While Mitchell has experimented with paid ads, he’s found organic search and SEO to be the strongest channel—especially for high-consideration, custom products. “People don’t usually buy from an ad alone,” he said. “They search around first. That’s where we need to show up.”

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Focusing on search visibility and international potential
Like many founders, Mitchell’s biggest challenge is managing workflow: staying staffed during busy periods while avoiding overcapacity during quieter spells. Recent volatility in search traffic—especially from algorithm changes—has made visibility even more critical. “We’ve seen just how much one update can impact the business,” he said.

To stay competitive, Neon Daddy is investing in SEO with external support while refreshing its website content. Once its position in the UK market feels solid, Mitchell plans to begin expanding internationally—starting with the U.S. “That’s the next logical step for us,” he said.

Neon Daddy remains entirely self-funded, built gradually through reinvestment and resourcefulness. “We didn’t raise money—we just figured it out as we went,” Mitchell said. “Now it’s about building on that and taking things to the next level.”

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