I have just ordered my first pack of Sugru having first heard about the it over on the swissmiss blog. Its hard to describe what it is so as Sugru put it "sugru is the exciting new self string rubber that can be formed by hand. It moulds like play-dough, bonds to almost anything and turns into a strong, flexible silicone rubber overnight"
It first went on sale in 2009 after years of work / thinking / development / determination / creativity. Have a watch of the video below, its well worth it and Jane (created) tells the story fantastically of when they started to now. Sugru is Irish for "play" which strikes a cord also
Having heard the story of Sugru its great to see that it is doing so well and they have a huge community of followers. Its got a great company feel, is fun, and you can feel the personality of the Jane and everyone else at Sugru on everything they do