Sara Davies

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Sara Davies MBE (born 23 April 1984) is a British businesswoman, entrepreneur, television personality, and author who founded Crafter's Companion, a global craft supplies company, while still a university student. She rose to international prominence as a Dragon on the BBC television programme Dragons' Den from 2019 to 2025, becoming the show's youngest ever female investor at the age of 35. In 2021, Davies competed in Strictly Come Dancing, reaching the quarter-finals and further cementing her status as one of Britain's most recognizable business personalities.

Davies built Crafter's Companion from a bedroom startup selling a single product - a tool for making bespoke envelopes called "The Enveloper" - into a multinational enterprise with operations spanning more than 40 countries, annual revenues exceeding £25 million, and over 200 employees worldwide. Her entrepreneurial journey from a student inventor to a television Dragon has made her an inspirational figure for aspiring entrepreneurs, particularly women in business. In 2016, she was appointed Member of the Order of the British Empire (MBE) for her services to the economy, and in 2024, she was awarded an honorary doctorate by the University of York in recognition of her contributions to British business.

In July 2024, Davies expanded her business activities beyond Crafter's Companion by accepting the role of Chief Inspiration Officer for Avon UK, demonstrating her commitment to supporting women in building their own businesses. Her story exemplifies the potential for student entrepreneurs to create globally successful enterprises while maintaining authentic connections to their regional roots in the North East of England.

Early life and family background

Sara Davies was born on 23 April 1984 in Coundon, a small village in County Durham, England, located approximately five miles southwest of Bishop Auckland in the historic coalfield area of the North East. She grew up in a close-knit working-class community that would profoundly shape her values, work ethic, and determination to succeed in business. The village of Coundon, with its strong industrial heritage and tight community bonds, instilled in Davies the importance of hard work, perseverance, and supporting one another - qualities that would later define both her business approach and her role as a Dragon on national television.

Davies has spoken extensively about her upbringing in County Durham and the influence her family had on shaping her entrepreneurial mindset. Her parents encouraged her curiosity and creativity from an early age, supporting her interests in making things and understanding how businesses operated. Growing up in the North East of England during the 1980s and 1990s, Davies witnessed firsthand the economic challenges facing former industrial communities, which gave her a deep appreciation for the transformative power of entrepreneurship and job creation.

She has one sister, and the siblings maintained a close relationship throughout their childhood. The Davies family placed strong emphasis on education as a pathway to opportunity, encouraging both daughters to pursue their academic ambitions. Sara showed early promise as a student, demonstrating both creative aptitude and business acumen that would later prove instrumental in her entrepreneurial success.

Davies attended local schools in County Durham, where she excelled academically while also developing interests in arts, crafts, and creative pursuits. Her teachers recognized her potential early on, noting her combination of creativity, determination, and natural leadership abilities. These formative years in the North East would remain central to Davies's identity even as she achieved national and international success, with her maintaining strong ties to the region and frequently speaking about her pride in her County Durham roots.

The economic landscape of the North East during Davies's childhood and adolescence was characterized by the aftermath of deindustrialization, with traditional industries such as coal mining and heavy manufacturing in decline. This context made entrepreneurship and small business development particularly important to regional economic recovery, a reality that would later inform Davies's commitment to supporting entrepreneurs through her work on Dragons' Den and her various mentoring initiatives.

Education

Davies pursued her higher education at the University of York, one of the Russell Group universities known for its research excellence and strong business programs. She enrolled in the Business degree program and became a member of Derwent College, one of the university's residential colleges that provides students with a supportive community environment alongside their academic studies.

At York, Davies demonstrated exceptional academic ability, ultimately graduating in 2006 with a First Class Honours degree in Business Studies. This achievement reflected not only her intellectual capabilities but also her ability to balance demanding academic requirements with the entrepreneurial activities that would launch her business career. The university's business program provided Davies with foundational knowledge in areas such as marketing, finance, operations management, and strategic planning - skills that would prove invaluable as she built and scaled Crafter's Companion.

The University of York's entrepreneurial ecosystem played a significant role in nurturing Davies's business ambitions. The institution's support for student entrepreneurs, combined with its connections to industry and emphasis on practical business skills, created an environment where Davies could pursue her early business ventures alongside her studies. This period marked the genesis of what would become a globally successful enterprise.

Davies's time at York also included an industrial placement that would prove pivotal to her entrepreneurial journey. During this placement with a small craft company, she identified the market gap that would lead to the creation of her first product and the founding of Crafter's Companion. The combination of academic business education and real-world industry experience exemplified the value of integrated learning approaches in higher education.

The university recognized Davies's extraordinary post-graduation achievements by awarding her an Honorary Doctorate from the York Management School on 6 February 2024. This honour acknowledged not only her business success but also her contributions to inspiring future generations of entrepreneurs, particularly women in business. The ceremony represented a full-circle moment for Davies, returning to the institution where her entrepreneurial journey began to receive recognition for all she had accomplished since her graduation nearly two decades earlier.

Early career and founding of Crafter's Companion

The spark of inspiration

The origin story of Crafter's Companion exemplifies how everyday observations can lead to transformative business ideas when combined with entrepreneurial drive and execution capability. During her industrial placement year at a small craft company while studying at the University of York, Davies was immersed in the world of handmade crafts, card-making, and paper crafts - a niche but passionate community of hobbyists and creative enthusiasts.

It was during this placement that Davies made the observation that would change her life. She noticed that crafters who made handmade greeting cards faced a common frustration: the difficulty of creating properly sized, professional-looking envelopes for their custom-sized cards. At the time, crafters had to either purchase standard-sized envelopes that didn't fit their cards properly or attempt to make envelopes from scratch - a time-consuming and often frustrating process that produced inconsistent results.

Davies recognized this as a classic market gap: a widespread problem affecting a dedicated community of hobbyists who would likely pay for a solution that made their craft easier and more enjoyable. Rather than simply noting the opportunity and moving on, she decided to create a solution herself - a decision that would launch her entrepreneurial career before she had even completed her university studies.

Creating The Enveloper

With the market opportunity identified, Davies set about designing a tool that would allow crafters to create custom-sized envelopes quickly, easily, and consistently. She conceptualized a scoring board system that would enable users to score and fold paper or card stock into envelope shapes of varying sizes, accommodating the diverse range of card dimensions that crafters created.

Lacking the technical skills to manufacture the product herself, Davies sought out a local carpenter who could help bring her design to life. Working collaboratively with this craftsman, she refined her concept through multiple iterations, testing prototypes and gathering feedback from crafters she had met during her placement. This process of customer-centered product development - involving end-users in the design process and iterating based on their input - reflected sophisticated business instincts that belied her student status.

The result was a product she called "The Enveloper," a scoring board that allowed crafters to create professional-quality envelopes in seconds rather than minutes. The product was practical, affordable, and solved a genuine problem that crafters had been struggling with for years. With a working prototype in hand, Davies was ready to test her product in the marketplace.

Launch on Ideal World

Rather than attempting to sell The Enveloper through traditional retail channels - a challenging route for an unknown product from a first-time entrepreneur - Davies identified an opportunity to showcase her invention on Ideal World, a UK television shopping channel specializing in products with broad consumer appeal. Television shopping represented an ideal platform for The Enveloper, as it allowed Davies to demonstrate the product in action, showing viewers exactly how it worked and the results it could achieve.

The appearance on Ideal World exceeded even Davies's optimistic projections. The Enveloper resonated strongly with the channel's audience, many of whom were craft enthusiasts who immediately recognized the product's value. Within just six months of the television launch, Davies had sold 30,000 units of The Enveloper - a remarkable achievement for a product created by a university student with no prior business experience.

This initial success validated Davies's market insight and demonstrated her aptitude for identifying consumer needs and developing products to meet them. By the time she graduated from the University of York in 2006, Crafter's Companion - the company she had founded to commercialize The Enveloper - was already turning over £500,000 annually. Davies had entered university as a student; she graduated as the founder and CEO of a company with genuine commercial traction.

From student startup to established business

The years immediately following Davies's graduation saw Crafter's Companion transition from a student startup centered on a single product to a more diversified craft supplies business. Davies demonstrated the ability not only to identify opportunities but also to execute on building sustainable business infrastructure - establishing supply chains, developing customer relationships, creating marketing strategies, and building a team capable of supporting continued growth.

A key strategic decision during this period was the expansion of Crafter's Companion's product range beyond The Enveloper. Davies recognized that the customers who purchased The Enveloper had broader craft supply needs that Crafter's Companion could potentially serve. By using the brand recognition and customer relationships built through the success of The Enveloper, she began introducing complementary products including stamps, dies, papers, and other craft supplies.

This strategy of product portfolio expansion proved highly effective. Rather than being a one-product company vulnerable to market shifts or competitive pressure, Crafter's Companion evolved into a comprehensive craft supplies retailer offering hundreds of products across multiple categories. The company's product range grew to include proprietary designs and tools developed in-house alongside curated selections from other manufacturers, creating a one-stop-shop experience for craft enthusiasts.

Growth and expansion of Crafter's Companion

Building global operations

Under Davies's leadership, Crafter's Companion underwent remarkable growth and geographic expansion, transforming from a UK-focused startup into a truly global enterprise. By 2019, when Davies joined Dragons' Den, the company was exporting to more than 40 countries worldwide, with established operations serving crafters across Europe, North America, Asia, and beyond.

The company's UK headquarters was established in Newton Aycliffe, a town in County Durham not far from Davies's childhood home in Coundon. This decision to base the company's operations in the North East of England rather than relocating to London or another major business center reflected Davies's commitment to her regional roots and her desire to create jobs and economic opportunity in an area that had faced significant industrial decline over the preceding decades.

The Newton Aycliffe headquarters grew to encompass warehousing, distribution, customer service, product development, and administrative functions. The facility enabled Crafter's Companion to maintain tight control over quality and customer experience while supporting the logistics required to serve customers across multiple continents. Davies invested in systems and infrastructure that allowed the company to fulfill orders efficiently while maintaining the personal touch that craft enthusiasts expected.

Retail presence

In addition to its e-commerce operations, Crafter's Companion established physical retail locations that allowed customers to experience products firsthand, attend workshops, and connect with fellow craft enthusiasts. The company operated stores in Evesham, Chesterfield, and Colne, creating experiential retail environments that went beyond simple product sales to foster community among crafters.

These physical stores served multiple strategic purposes. They provided Davies with direct customer contact and insight into consumer preferences, allowed for product testing and feedback collection, created venues for craft workshops and events, and served as brand ambassadors that reinforced Crafter's Companion's identity as a company passionate about the craft community it served. The stores also generated media coverage and word-of-mouth marketing that supported the broader business.

International expansion

The establishment of a US office in Corona, California, marked a significant milestone in Crafter's Companion's international expansion. The American market represented a substantial opportunity given the large and enthusiastic craft community in the United States, but it also presented challenges related to different consumer preferences, distribution requirements, and competitive dynamics.

Davies approached the US expansion methodically, establishing local operations that could serve American customers efficiently while maintaining brand consistency with Crafter's Companion's UK operations. The California office enabled faster shipping times to US customers, local customer service support, and the ability to participate in American craft trade shows and events that were crucial for building brand awareness and industry relationships.

By 2018, Crafter's Companion's turnover had grown to nearly £25 million, and the company employed approximately 200 people worldwide. These figures represented remarkable growth from the single product and one-woman operation that Davies had launched from her university accommodation little more than a decade earlier. The company's success demonstrated that niche markets, when served with dedication and expertise, could support substantial business enterprises.

Product innovation and development

Throughout Crafter's Companion's growth, Davies maintained a strong focus on product innovation and development. The company continued to introduce new tools, supplies, and craft systems that addressed the evolving needs of the craft community. Many of these products were developed in-house, reflecting Davies's background as an inventor and her commitment to bringing genuinely innovative solutions to market.

Crafter's Companion's product development process incorporated extensive customer feedback and community engagement. Davies and her team actively participated in craft events, monitored social media conversations, and solicited input from the passionate crafters who used their products. This customer-centric approach to innovation ensured that new products addressed real needs rather than perceived opportunities, increasing the likelihood of commercial success.

The company also developed strategic partnerships with celebrity crafters and designers, creating co-branded product lines that used the reach and credibility of established figures in the craft community. These collaborations introduced Crafter's Companion to new audiences while providing customers with products developed in partnership with their favorite craft personalities.

Dragons' Den

Appointment as Dragon

On 23 April 2019 - notably, her 35th birthday - it was announced that Sara Davies would join the panel of Dragons' Den for the programme's seventeenth series. The appointment made Davies the youngest ever female Dragon in the show's history, continuing the programme's efforts to diversify its panel of investors and bring fresh perspectives to the Den.

Davies replaced Jenny Campbell, the former YourCash CEO who had decided to step down from the programme earlier in 2019. The BBC's selection of Davies brought multiple dimensions of diversity to the panel: she was younger than the typical Dragon, she was a woman (joining Deborah Meaden as one of two female Dragons), and she represented a different business background focused on direct-to-consumer retail and creative industries rather than the financial services or technology sectors that dominated previous Dragons' expertise.

Speaking to the BBC about her appointment, Davies expressed her longtime connection to the programme: "I've been a fan of the show since it started. I was even invited to pitch on the show 13 years ago, so it feels like I've come a full circle." This comment revealed that Davies had nearly appeared on Dragons' Den as an entrepreneur seeking investment in Crafter's Companion's early days - a potential appearance that would have changed the trajectory of both her business and the show's history.

Investment philosophy and approach

As a Dragon, Davies brought a distinctive investment philosophy shaped by her experience building Crafter's Companion from a student startup. Having navigated the challenges of entrepreneurship herself - from developing initial products to scaling operations internationally - she demonstrated particular empathy for the entrepreneurs who entered the Den and understanding of the practical challenges they faced.

Davies's investment focus naturally gravitated toward consumer products, retail businesses, and companies with potential for international expansion - areas where her expertise and network could add maximum value beyond simple capital investment. She showed particular interest in entrepreneurs with innovative products and those demonstrating the kind of passion and work ethic she recognized from her own entrepreneurial journey.

Her approach in the Den combined the hard-nosed business evaluation expected of Dragons with a supportive, mentoring style that sought to help entrepreneurs improve their pitches and business models even when investments were not forthcoming. Fellow Dragons and programme commentators noted her ability to deliver difficult feedback - rejecting deals or identifying business weaknesses - while maintaining warmth and encouragement that avoided crushing entrepreneurial spirits.

Notable investments and deals

Over her tenure on Dragons' Den, Davies made numerous investments across various sectors, with a portfolio reflecting her diverse business interests and expertise. Her deals ranged from product-based businesses similar to Crafter's Companion to service companies, technology ventures, and lifestyle brands that captured her imagination and met her investment criteria.

Davies demonstrated willingness to invest across different deal structures, sometimes leading investments herself and other times partnering with fellow Dragons on larger or more complex opportunities. These partnerships allowed entrepreneurs to access multiple Dragons' expertise and networks while enabling the Dragons to share risk on deals that might have been too large or outside their individual comfort zones.

The support Davies provided to her portfolio companies extended well beyond capital investment. She actively engaged with founders, providing strategic guidance, making introductions to potential partners and customers, and drawing on her experience scaling Crafter's Companion to help new entrepreneurs avoid common pitfalls. This hands-on approach reflected her belief that the value of a Dragons' Den investment should come as much from mentorship and guidance as from the capital itself.

Impact and recognition

Davies's presence on Dragons' Den contributed to the programme's continued success while introducing her to millions of viewers who may not have been familiar with Crafter's Companion or her entrepreneurial journey. The platform enabled her to inspire aspiring entrepreneurs nationwide, particularly women and those from regions outside traditional business centers who might see themselves reflected in her story.

The visibility from Dragons' Den also created opportunities for Davies to expand her business activities and public profile. Brands and organizations sought her involvement in various capacities, recognizing the value of association with a Dragon who combined business credibility with broad public appeal.

Departure from Dragons' Den

On 6 March 2025, Davies announced that she would be stepping away from filming the next series of Dragons' Den "for now" to focus on her own business. The announcement marked the end of a six-year tenure that had seen her become one of the programme's most recognizable and popular Dragons.

The decision to prioritize Crafter's Companion over television commitments reflected the ongoing demands of running a global business and Davies's determination to ensure continued success for the company she had founded two decades earlier. While leaving the door open to potential future involvement with the programme, Davies made clear that her entrepreneurial responsibilities took precedence over her television career.

Her departure was met with warm tributes from fellow Dragons, production staff, and viewers who had followed her journey on the programme. The announcement also generated significant media coverage, demonstrating the profile Davies had achieved during her time in the Den.

Strictly Come Dancing

In 2021, Sara Davies was announced as a contestant on the nineteenth series of Strictly Come Dancing, the BBC's flagship entertainment programme and one of the most-watched shows on British television. Her participation introduced her to audiences beyond the business and craft communities, generating significant media attention and public interest.

Davies was paired with professional dancer Aljaž Škorjanec, a Strictly veteran known for his technical excellence and ability to bring out the best in celebrity partners. The pairing was well-received by viewers and commentators, with Škorjanec's encouraging teaching style complementing Davies's determined approach to learning.

Over the course of the series, Davies and Škorjanec performed a variety of ballroom and Latin dances, demonstrating week-on-week improvement as Davies developed her dancing abilities under intensive training. Her performances consistently showcased her work ethic and willingness to step outside her comfort zone - qualities that had served her well in business now applied to the dance floor.

Davies frequently spoke about the challenges of balancing Strictly training with her ongoing business responsibilities. The show's demanding schedule required hours of daily rehearsal alongside the running of Crafter's Companion and her commitments as a Dragon on Dragons' Den. Her ability to manage these competing demands demonstrated the time management and prioritization skills that had enabled her success as an entrepreneur.

The couple's Strictly journey ended in Week 8 when they were eliminated after a dance-off against Tilly Ramsay and Nikita Kuzmin. While Davies did not reach the final, her participation had been considered a success, with her reaching the quarter-finals and earning praise for her improvement and entertainment value throughout the competition.

The experience on Strictly Come Dancing extended Davies's public profile significantly beyond the business world. She gained fans who had not previously been aware of her entrepreneurial achievements, while her existing supporters enjoyed seeing her in a different context. The show demonstrated Davies's willingness to embrace new challenges and her ability to perform under pressure - whether in the boardroom, the Dragons' Den, or the ballroom.

Other television and media appearances

Early television work

Davies's television career began before her Dragons' Den appointment, with her first presenting role coming in 2015 on Local Television Limited's (formerly Made in Television) craft show, Be Creative. This programme allowed Davies to combine her business expertise with her passion for crafts, presenting content that showcased products and techniques to fellow craft enthusiasts.

The experience gained on Be Creative provided valuable preparation for her later television work, helping Davies develop on-camera confidence and presentation skills that would serve her well in the higher-pressure environment of Dragons' Den and subsequent appearances.

Spring Walks

In 2023, Davies appeared on BBC Four in Spring Walks, a spin-off from Cy Chadwick's Yorkshire Walks/Walking with... format. The episode featured Davies walking around Healey and the Swinton Estate in North Yorkshire, sharing her thoughts and experiences against the backdrop of the beautiful Yorkshire countryside.

This more personal television appearance offered viewers insight into Davies beyond her business persona, showing her appreciation for the natural world and her connection to the North of England more broadly. The relaxed format allowed for reflective conversation that contrasted with the competitive atmosphere of Dragons' Den.

Game show appearances

Davies has appeared on various game shows and entertainment programmes, demonstrating her versatility as a television personality. In 2023, she competed on Richard Osman's House of Games, the popular BBC Two quiz show that pits celebrities against each other in various word games and trivia challenges.

She has also appeared as a guest in "Dictionary Corner" on Countdown, sitting alongside the programme's lexicographer Susie Dent. These guest appearances on established programmes extended Davies's reach to different audience demographics while showcasing her personality beyond the business-focused context of Dragons' Den.

Time Is Money

In March 2025, ITV announced that Davies would host the upcoming game show Time Is Money, scheduled to debut on 1 January 2026. This hosting role represents a significant step in Davies's television career, moving from panel member and contestant to lead presenter of a primetime entertainment programme.

The announcement of Davies as host of Time Is Money reflects her growing profile as a television personality and broadcasters' confidence in her ability to carry a programme. The game show format will allow Davies to interact with contestants and viewers in a different capacity than her Dragons' Den role, potentially reaching new audiences and further establishing her as a mainstream television presence.

Avon UK Chief Inspiration Officer

In July 2024, Davies was appointed Chief Inspiration Officer for Avon UK, a role focused on helping more women build and run their own businesses. This appointment aligned with Davies's long-standing commitment to supporting women in business and entrepreneurship, extending her influence beyond Crafter's Companion to a major international brand.

The Chief Inspiration Officer role leverages Davies's experience and profile to inspire and guide Avon's network of representatives, many of whom are building their own businesses through the company's direct sales model. Davies's journey from student entrepreneur to successful businesswoman and television personality provides a compelling example for those seeking to create their own path in business.

Business philosophy and mentoring

Entrepreneurial approach

Throughout her career, Davies has articulated a business philosophy grounded in customer focus, continuous innovation, and authentic passion for one's industry. She frequently emphasizes that successful entrepreneurship requires genuine care for the problem being solved and the customers being served - not merely pursuit of financial returns.

Her approach to building Crafter's Companion reflected this philosophy in action. Davies's deep understanding of the craft community - gained through direct participation as a crafter herself - enabled her to identify needs that others might overlook and develop products that resonated strongly with target customers. This customer-centric approach became a template she later applied when evaluating investment opportunities on Dragons' Den.

Davies has also spoken extensively about the importance of perseverance in entrepreneurship. Her journey with Crafter's Companion included numerous challenges and setbacks that might have discouraged less determined founders. By sharing these experiences publicly, she provides aspiring entrepreneurs with realistic expectations of the entrepreneurial journey while demonstrating that obstacles can be overcome with persistence and adaptability.

Supporting women in business

A consistent thread throughout Davies's public activities has been her commitment to supporting women in business. As a female entrepreneur who built a successful company in a male-dominated business world, she has used her platform to advocate for greater female representation in business leadership and to provide practical support for women seeking to start or grow their own enterprises.

Davies's role as an Entrepreneurs' Forum mentor specifically focuses on providing guidance and support to businesses, with particular emphasis on helping women navigate the challenges of entrepreneurship. Through these mentoring relationships, she shares the lessons learned from building Crafter's Companion and invests time in developing the next generation of business leaders.

The Chief Inspiration Officer role at Avon UK represents a formalization of this commitment, providing Davies with a platform to reach thousands of women building businesses through the Avon network. Her message emphasizes that entrepreneurship is accessible to anyone willing to work hard and develop the necessary skills, regardless of background or starting point.

Support for Smart Works Newcastle

In 2021, Davies was appointed the North East Ambassador for Smart Works Newcastle, a charity that supports unemployed women into work through clothing and coaching. The organization provides women with interview clothing and coaching to help them succeed in job interviews and regain employment.

This ambassador role reflects Davies's broader commitment to economic empowerment for women in the North East, the region where she grew up and where Crafter's Companion maintains its headquarters. By lending her name and time to Smart Works Newcastle, she supports an organization addressing barriers to employment that disproportionately affect women.

Awards and honours

Member of the Order of the British Empire

Sara Davies was appointed Member of the Order of the British Empire (MBE) in the 2016 New Year Honours for her services to the economy. The honour recognized her achievements in building Crafter's Companion from a student startup into a significant employer and contributor to the UK economy, particularly in the North East of England.

The MBE appointment acknowledged not only Davies's commercial success but also her contributions to job creation, exports, and regional economic development. Her company's headquarters in Newton Aycliffe provided employment opportunities in an area that had experienced significant industrial decline, making her business achievements particularly valuable in the context of regional regeneration.

Honorary doctorate

On 6 February 2024, Davies received an Honorary Doctorate from the University of York Business School. The award represented a full-circle moment in Davies's relationship with the institution where she had earned her business degree and where she had first developed the product that would launch her entrepreneurial career.

The honorary doctorate recognized Davies's extraordinary achievements since graduation and her contributions to inspiring future generations of entrepreneurs. The ceremony provided an opportunity for Davies to address current students, sharing her story and encouraging them to pursue their own entrepreneurial ambitions.

Entrepreneurship awards

Davies's entrepreneurial achievements have been recognized with numerous industry awards reflecting both her personal success and Crafter's Companion's commercial performance:

2010 - Ernst & Young Emerging Entrepreneur of the Year
2010 - Santander Small to Medium Sized Business of the Year (Lloyds Bank National Business Awards)
2013 - Entrepreneur of the Year at the Shell Women of the Year Awards
2015 - Startups.co.uk Young Guns Entrepreneurs of the Year class member
2019 - Outstanding Contribution to British Business Award (Lloyds Bank National Business Awards)

These awards span nearly a decade of Davies's career, documenting her growth from emerging entrepreneur to established business leader. The 2019 Outstanding Contribution to British Business Award, coinciding with her appointment to Dragons' Den, represented acknowledgment of her cumulative achievements and influence on British business.

Publications

Sara Davies has authored two books that extend her reach beyond television and business into the publishing world:

We Can All Make It

We Can All Make It (Transworld Publishers Ltd, ISBN 9781529177244) shares Davies's entrepreneurial story and the lessons she has learned building Crafter's Companion. The book combines autobiography with practical business advice, providing readers with insight into her journey while offering guidance applicable to their own entrepreneurial ambitions.

The title reflects Davies's core message that entrepreneurship is accessible to anyone willing to work hard and develop the necessary skills. By sharing her experiences - including failures and setbacks alongside successes - she aims to demystify the entrepreneurial journey and encourage others to pursue their business ideas.

Craft Your Year with Sara Davies

Craft Your Year with Sara Davies: The Crafting Bible (Transworld Publishers Ltd, ISBN 9780857505149) brings together Davies's business expertise with her personal passion for crafts. The book provides crafting inspiration and projects organized around the calendar year, offering readers creative ideas for each season and occasion.

This publication reflects Davies's authentic connection to the craft community that has supported Crafter's Companion throughout its growth. Rather than simply a business figure who happens to sell craft supplies, Davies positions herself as a fellow crafter who shares the community's enthusiasm for creative pursuits.

Personal life

Sara Davies married her husband Simon in September 2007, the year after she graduated from the University of York. The couple met through their shared connections in the North East of England and built their life together as Davies was simultaneously building Crafter's Companion into a significant business enterprise.

The Davies family includes two sons, whose births came during the period of rapid growth for Crafter's Companion. Balancing the demands of entrepreneurship with family responsibilities has been a recurring theme in Davies's public commentary, and she has spoken about the challenges and rewards of pursuing business success while raising children.

The family resides in Teesside, maintaining Davies's connection to the North East of England that has remained central to her identity throughout her career. Despite opportunities to relocate to London or other major business centers, Davies has consistently chosen to remain in the region where she grew up, keeping both her family and her business rooted in the North East.

Davies has spoken publicly about the importance of family support in enabling her entrepreneurial success. Her husband Simon has been involved in supporting Crafter's Companion's operations, and their partnership has allowed Davies to pursue the demanding schedule required by running a global business while appearing on television programmes like Dragons' Den and Strictly Come Dancing.

Her children have provided motivation for her work and perspective on the purpose of her business activities. Davies has discussed wanting to build something her children can be proud of and potentially be involved with in the future, though she has been clear that any involvement would be their choice based on their own interests and abilities.

Net worth and business success

Sara Davies's net worth has been estimated at approximately £37 million as of 2024, reflecting the value of her stake in Crafter's Companion, her investment portfolio from Dragons' Den deals, and her various business activities and media work. The precise figure varies depending on assumptions about the valuation of Crafter's Companion and the performance of her portfolio investments.

Crafter's Companion's growth from startup to a company with £25 million in annual revenue represents significant value creation over two decades. As founder and controlling shareholder, Davies has maintained substantial ownership of the company she built, with the business providing both ongoing income and capital appreciation.

Her Dragons' Den investments have added another dimension to her portfolio, with stakes in numerous companies across different sectors. While the performance of these investments varies - as is typical for early-stage venture investments - successful deals have contributed to Davies's overall wealth while unsuccessful ones have provided learning experiences and stories she can share with other entrepreneurs.

Television work, book royalties, speaking fees, and the Avon UK Chief Inspiration Officer role have diversified Davies's income streams beyond Crafter's Companion. This diversification provides financial resilience while enabling activities that align with her interests and values, including supporting women in business and inspiring aspiring entrepreneurs.

Legacy and impact

Sara Davies's impact extends beyond her personal business success to influence on entrepreneurship more broadly, particularly in the North East of England and among women seeking to build their own businesses. Her story provides a template for turning entrepreneurial ideas into successful enterprises, demonstrating that it is possible to build globally significant businesses from outside traditional business centers.

Her presence on Dragons' Den exposed millions of viewers to a different kind of business leader - one who combined commercial acumen with warmth, regional pride, and genuine passion for supporting entrepreneurs. The visibility she achieved through the programme amplified her ability to inspire aspiring business owners and to advocate for causes she cares about, from women in business to regional economic development.

Crafter's Companion itself represents a significant contribution to the craft industry and to employment in the North East. The company's Newton Aycliffe headquarters provides jobs in an area that has faced economic challenges, while its global operations demonstrate that internationally competitive businesses can be built and operated from regions outside London and the South East.

Davies's ongoing work through mentoring, public speaking, and roles like the Avon UK Chief Inspiration Officer ensures that her impact continues to expand. By investing time in developing other entrepreneurs and sharing her experiences publicly, she multiplies the effect of her success in ways that go beyond what any single business could achieve.

References

External links