Sara Davies

Sara Davies – Life, Career, and Business Insights

Get to know Sara Davies: the British entrepreneur who founded Crafter’s Companion in her university bedroom, became the youngest female Dragon on Dragon’s Den, and inspires with her creativity, grit, and business wisdom.

Introduction

Sara Davies (born 23 April 1984) is a British businesswoman, entrepreneur, author, and TV personality. Crafter’s Companion, a crafting and creative products company, while still a student, and later joining the investor panel on Dragon’s Den. Her story is compelling: from spotting a niche in the crafts market during a university placement to scaling a global business while maintaining her authenticity.

In this article, we will dive into her early life and influences, how she built her business, her public roles, her leadership philosophy, notable quotes, and the lessons we can draw from her journey.

Early Life and Education

Sara Davies was born in Coundon, County Durham, England on 23 April 1984.

Her parents ran small businesses (including a decorating shop), and Sara herself once recalled helping in the family store from a young age—doing tasks like polishing and straightening wallpaper for small pay. This early exposure to business, even in modest forms, instilled a practical understanding of work and entrepreneurship.

She attended the University of York, where she studied Management and Information Technology and graduated with a first-class business degree in 2006.

It was during that placement that Sara encountered a key insight: many crafters made handmade cards but struggled to find envelopes that properly fit. “The Enveloper”—a tool that could create envelopes of different sizes from any paper.

Building Crafter’s Companion

From a Bedroom to a Business

Sara launched Crafter’s Companion while she was still at university. Ideal World.

By the time Sara graduated, Crafter’s Companion was already doing substantial turnover (about £500,000)

The company exports to more than 40 countries worldwide and maintains offices and facilities (in the UK and in the U.S.) Chief Inspiration Officer for Avon UK.

Public Roles & Media Presence

Sara’s public profile expanded when she joined Dragon’s Den in April 2019, becoming the youngest-ever female investor on the show.

She has also appeared on Strictly Come Dancing (2021) and other television formats.

Additionally, she is active in charitable and empowerment causes: in 2021, she became the North East Ambassador for Smart Works Newcastle, a charity supporting unemployed women with coaching and clothing.

Sara has been honored several times: she was appointed MBE (Member of the Order of the British Empire) in 2016 for services to the economy. Ernst & Young Emerging Entrepreneur (2010) and Outstanding Contribution to British Business (2019).

In 2024, Sara Davies also received an Honorary Degree from the University of York.

Philosophy, Style & Leadership Traits

Here are some of the qualities and principles that characterize Sara Davies’ entrepreneurial style:

• Customer-centric innovation
  Her business began from observing a real need—crafters struggling to find suitable envelopes—and building a tool around it.

• Authenticity & rootedness
  She remains proud of her Northern roots, retains her accent, and often speaks about not wanting to be something she’s not.

• Resilience & confidence
  Sara has mentioned being underestimated often, and that sometimes she enjoys proving others wrong.

• Mentorship & empowerment
  She invests not only financially in businesses but through guidance, especially toward other entrepreneurs in craft, design, or women-led ventures.

• Work-life balance with intention
  She has spoken about juggling business and motherhood, choosing how to spend her time because she runs her own company.

• Growth mindset & humility
  Even after success, she emphasizes continuous learning, adaptability, and openness. (E.g. in interviews about being “enough” as herself)

Selected Quotes

Below are some notable quotes from Sara Davies that reveal her mindset:

“Crafter’s Companion started life as a big dream in my little university bedroom.” “I’ve always been creative – I baked, knitted and crocheted with my mum and grandma.” “We’ve had to be innovative, in terms of reaching the customer, and that’s all been about making it an experiential shopping environment.” “The biggest challenge being an entrepreneur is knowing what you are good at and what you need to build on.” “When I was younger, I used to power dress – I’d wear black and grey and suits all the time, to make it feel like I belonged.” “All the other students were going to flash firms in London, but I’m a real homebody and was determined to stay in the North-East.”

These lines reflect a balance of ambition, humility, and knowing one’s roots.

Lessons from Sara Davies’ Journey

Sara’s story offers several takeaways for aspiring entrepreneurs:

1. Start with listening & observation
   The best business ideas often come from noticing gaps in everyday life. Sara recognized a frustration in the craft world and acted on it.

2. Begin small, lean, and practical
   She started prototyping in a small setup, leveraged TV shopping channels, and scaled gradually.

3. Leverage your unique strengths
   Sara’s authenticity, background in craft, and creative sensibilities became assets—not liabilities.

4. Mix passion with pragmatism
   While she loved crafting, she always framed decisions around customers, markets, and operations.

5. Give back & mentor
   Sharing knowledge, empowering others, and investing in underserved entrepreneurs amplify impact beyond profit.

6. Set boundaries & priorities
   Running one’s own business allows shape over schedule—but also demands tough choices about time and focus.

7. Stay open to evolution
   From craft products to media roles, public engagement, and advisory positions—Sara shows that careers can be multi-dimensional.

Conclusion

From a university bedroom idea to a global craft supply business, and from regional beginnings to national prominence on Dragon’s Den, Sara Davies’s journey is one of vision, tenacity, and grounded ambition. She stands out for how she combines creativity and structure, authenticity and public platform, entrepreneurship and mentorship.