Sara Davies: The Entrepreneur Behind Crafter’s Companion
How a university idea became an international craft business and opened the door to television, investment and mentoring
Last Updated on July 27, 2026 by Business Blog Media Editorial Team
Introduction
Sara Davies is a British entrepreneur, investor, television presenter and author. She is best known for founding Crafter’s Companion, a company that sells craft tools and creative products.
She started the business while studying at the University of York. Her first major product solved a simple problem for people who made handmade cards. That idea later developed into a much larger international company.
Sara also became widely known as an investor on the BBC programme Dragons’ Den. She joined the show in 2019 and stepped away in 2025 to focus on her own company.
As of July 2026, Sara Davies remains closely connected with Crafter’s Companion as its founder, minority shareholder, brand ambassador and strategic adviser. However, she is no longer responsible for managing its daily operations.
Sara Davies Quick Facts
| Fact | Information |
|---|---|
| Full name | Sara Anne Davies MBE |
| Birth name | Sara Johnson |
| Date of birth | 23 April 1984 |
| Birthplace | Coundon, County Durham, England |
| Nationality | British |
| Profession | Entrepreneur, investor, presenter and author |
| Known for | Founding Crafter’s Companion and appearing on Dragons’ Den |
| Education | Management degree from the University of York |
| Company founded | Crafter’s Companion |
| Company founded in | 2005 |
| Television programme | Dragons’ Den |
| Years on the programme | 2019 to 2025 |
| Major honour | MBE for services to the economy |
| Current work | Business mentoring, investment, media and strategic advice |
Who Is Sara Davies?
Sara Davies is a business founder from North East England.
She created Crafter’s Companion in 2005 while she was still a university student. The company began with one useful product and later expanded into craft tools, art materials, sewing products, stamps, paper supplies and creative equipment.
Her business experience led to television opportunities. Millions of viewers came to know her through Dragons’ Den, where entrepreneurs present their companies to experienced investors.
She has also appeared on entertainment and factual television programmes, including Strictly Come Dancing.
Today, her work covers several areas:
- Supporting Crafter’s Companion
- Mentoring business founders
- Advising companies
- Managing investments
- Presenting television programmes
- Writing business and craft books
- Speaking at professional events
Why Is Sara Davies Famous?
Sara Davies is famous for two main reasons.
First, she founded Crafter’s Companion from her university bedroom. The company grew from a small student project into a recognised craft brand serving customers in different countries.
Second, she became an investor on Dragons’ Den. Her time on the programme introduced her to a much larger public audience.
Sara joined the show after another former Dragons’ Den investor left the regular panel.
Her television position was supported by real business experience. She had developed products, managed employees, worked with retailers, sold through television shopping channels and expanded into international markets before becoming a Dragon.
Sara Davies’s Early Life
Sara was born in Coundon, County Durham, on 23 April 1984.
She grew up in a family that understood small business. Her parents operated a decorating shop for more than 30 years.
Sara and her sister helped in the shop when they were young. This gave them an early view of how a business works.
They saw their parents:
- Serve customers
- Manage stock
- Handle payments
- Solve daily problems
- Build long-term customer relationships
- Continue working during difficult periods
These experiences helped Sara understand that a company is not built only on a good idea. It also needs customer service, careful money management and regular work.
Where Did Sara Davies Study?
Sara studied Management at the University of York.
She graduated with First-Class Honours in 2006. She was a member of Derwent College during her time at the university.
Her education was closely connected with her early company. She used some of her academic work to study product development and the growth of Crafter’s Companion.
In February 2024, the University of York awarded her an honorary degree.
The honour recognised her work in entrepreneurship and her influence as a business founder and public figure.
How Did Sara Davies Start Crafter’s Companion?
The idea for Crafter’s Companion developed during a university work placement with a small craft company.
Sara noticed a common problem.
People could create handmade cards in many different sizes, but finding an envelope that correctly matched each card was difficult.
She saw this problem as a business opportunity.
Sara developed a tool called The Enveloper. It allowed users to make envelopes in different shapes and sizes.
The product was simple, but it solved a real customer need.
Sara demonstrated it on a television shopping channel. The demonstrations helped customers understand how the product worked and why it was useful.
The Enveloper became the first major product behind Crafter’s Companion.
How Crafter’s Companion Grew
Crafter’s Companion started in 2005.
The business later expanded beyond envelope-making tools. It developed and sold products for:
- Card making
- Paper crafting
- Stamping
- Colouring
- Art
- Sewing
- Fabric projects
- Die cutting
- Creative storage
- Home crafting
Television shopping remained an important part of the company’s growth.
Sara was comfortable explaining products directly to viewers. She did not simply display an item. She showed customers how to use it and what they could create with it.
This presentation style helped build trust with the craft community.
The business later entered international markets and developed operations in the United States.
What Made Her Business Idea Work?
The success of Crafter’s Companion was not based only on Sara’s public personality.
The original idea had several strong business qualities.
It Solved a Clear Problem
Card makers needed envelopes that matched their handmade designs.
The Enveloper gave them a simple way to create those envelopes.
It Was Easy to Demonstrate
Customers could quickly understand the product by watching someone use it.
This made it suitable for television shopping.
It Served a Specific Community
The company focused on people who enjoyed crafts and wanted better creative tools.
A business does not always need to serve every person. A smaller but interested customer group can be valuable.
It Created More Product Opportunities
After customers trusted one product, the business could introduce other related craft tools and supplies.
It Used Customer Education
Sara showed people what they could make with the products.
This changed the selling process into a learning experience.
Sara Davies on Dragons’ Den
Sara joined Dragons’ Den in 2019.
At the time, she was the youngest woman to become a regular investor on the British programme.
On the show, founders present their companies to a panel of business investors. They explain their product, sales, costs, business value and plans for growth.
The investors may offer their own money in exchange for a percentage of the company.
Sara brought several useful areas of experience to the programme:
- Product development
- Retail sales
- Television selling
- International expansion
- Customer communication
- Manufacturing
- Team leadership
- Business investment
She remained a regular Dragon for six years and invested in several companies.
Her journey shared some similarities with the British entrepreneur who built HomeServe. Both developed businesses around clear everyday customer problems before moving into mentoring and investment.
Why Did Sara Davies Leave Dragons’ Den?
Sara announced in March 2025 that she was stepping away from filming Dragons’ Den.
Her departure was connected with the challenges facing Crafter’s Companion.
The company had entered a difficult financial period. Sara wanted to give more attention to the business she had founded.
Leaving the show did not mean she had stopped investing or helping entrepreneurs. It allowed her to focus more closely on the company, its employees, its customers and its future plans.
As of July 2026, she is not a regular member of the Dragons’ Den panel.
What Happened to Crafter’s Companion?
Crafter’s Companion faced serious financial pressure during 2024 and early 2025.
The previous operating company entered administration in January 2025. Its business and assets were then purchased through a rescue transaction.
Sara returned to help lead the turnaround.
The rescue protected most of the company’s jobs and allowed the Crafter’s Companion brand to continue trading.
In August 2025, Maven Capital Partners invested in the business. Sara increased her minority shareholding but moved away from daily management.
Dianne Sharp became responsible for the company’s everyday operations.
This means Sara remains important to the brand, but she is not currently managing every part of the company.
Her work now includes:
- Advising the leadership team
- Supporting long-term strategy
- Appearing as a brand ambassador
- Connecting with customers
- Demonstrating products
- Helping protect the company’s creative identity
What Does Sara Davies Do Now?
As of July 2026, Sara has several active professional interests.
Crafter’s Companion
She remains the founder, a minority shareholder, brand ambassador and strategic adviser.
She works with the management team but does not control daily business operations.
Business Mentoring
Sara supports founders and business leaders.
She has said that helping other people achieve their goals has become one of the most rewarding parts of her work.
Mentoring may involve:
- Reviewing a business idea
- Improving a product
- Understanding customers
- Building a team
- Managing growth
- Making better use of time
- Preparing for difficult decisions
Business Investments
She continues to support companies connected with her investment portfolio.
A television investment is not only about providing money. Founders may also need advice, useful contacts and help during difficult periods.
Neilson Active Holidays
Sara joined Neilson Active Holidays as Chief Customer Ambassador.
The role includes helping the company understand customer experience and supporting its marketing activities.
Television and Media
She continues to appear in business, craft and entertainment programmes.
Her presenting work has included The Big Idea Works and Time Is Money.
Books and Podcasting
Sara writes about entrepreneurship and crafting.
She also presents the Mind Your Business With Sara & Helen podcast with her sister, Helen Goddard.
The podcast discusses practical challenges faced by founders and small-business owners.
Sara Davies’s Books
Sara has published books connected with business and creativity.
We Can All Make It
This book discusses her business journey and the lessons she learned while building a company.
Craft Your Year With Sara Davies
This is a practical craft book with creative projects for different times of the year.
The Six-Minute Entrepreneur
Published in 2025, the book contains short business lessons designed for busy readers.
Its subjects include:
- Finding an idea
- Understanding customers
- Managing time
- Building confidence
- Selling products
- Developing a team
- Growing a company
Crafting for All Occasions With Sara Davies
This craft book is scheduled for publication in October 2026.
It contains projects for cards, gifts and special occasions.
Sara Davies’s MBE
Sara was appointed a Member of the Order of the British Empire in 2016.
The honour recognised her services to the economy.
An MBE is a British honour awarded to people who have made an important contribution through their work or public service.
Sara received the honour because of her role as the founder of Crafter’s Companion and her wider contribution to business.
Sara Davies on Strictly Come Dancing
Sara competed in Strictly Come Dancing in 2021.
She was partnered with professional dancer Aljaž Škorjanec.
The programme allowed viewers to see a different side of her personality. Instead of discussing business figures and investments, she had to learn difficult dance routines and perform them live.
She later participated in the programme’s live tour.
Her appearance increased her public recognition beyond the business community.
Is Sara Davies Married?
Sara Davies is married to Simon Davies.
They met when they were young and married in 2007.
Simon also became involved in Crafter’s Companion and helped support the development of the company.
The couple have two sons, Charlie and Oliver.
Sara has spoken publicly about balancing business responsibilities with family life. She has also explained that building a company can affect the whole family because it often requires time, risk and difficult decisions.
Sara Davies’s Charity Work
Sara became the first North East Ambassador for Smart Works Newcastle in 2021.
Smart Works helps women prepare for employment.
Its support can include:
- Suitable clothing for interviews
- Personal styling
- Interview coaching
- Confidence building
- Employment preparation
Sara’s involvement connects with her interest in business, work opportunities and helping people improve their confidence.
Business Lessons From Sara Davies
Sara’s career offers several clear lessons for new founders.
Solve a Real Problem
The Enveloper worked because it answered a real customer need.
A business idea becomes stronger when it saves time, reduces difficulty or improves an existing activity.
Understand the Customer
Sara knew the craft community because she worked closely with its members.
Listening to customers can help a company create better products.
Learn to Explain the Product
A useful product may still fail when customers do not understand it.
Sara used demonstrations to make the product easy to understand.
Start Before Everything Is Perfect
Crafter’s Companion began while Sara was still studying.
Founders do not always need a large office, a big team or many products before testing an idea.
Protect the Main Purpose
Companies can lose direction when they move too far from their strongest customers.
The financial difficulties at Crafter’s Companion showed why leaders must remain focused on the products and communities that built the business.
Ask for Help During Difficult Periods
The company rescue involved investors, advisers, managers and restructuring specialists.
A founder does not need to solve every problem alone.
Know When to Step Back
A founder can remain important without managing the company every day.
Moving into an advisory role can allow an experienced founder to support strategy while another leader manages operations.
Interesting Facts About Sara Davies
- She founded Crafter’s Companion before completing university.
- Her first major product was called The Enveloper.
- Her university work examined product development within her own company.
- She graduated with First-Class Honours.
- She received an MBE in 2016.
- She joined Dragons’ Den in 2019.
- She competed in Strictly Come Dancing in 2021.
- Her university awarded her an honorary degree in 2024.
- She stepped away from Dragons’ Den in 2025.
- She now spends more time mentoring founders and advising businesses.
- She presents a business podcast with her sister.
- She remains closely connected with Crafter’s Companion without managing its daily operations.
Frequently Asked Questions
Who is Sara Davies?
Sara Davies is a British entrepreneur, investor, television presenter and author. She founded the craft company Crafter’s Companion and appeared as an investor on Dragons’ Den.
Why is Sara Davies famous?
She is famous for creating Crafter’s Companion from a university business idea and becoming a regular investor on Dragons’ Den.
When was Sara Davies born?
She was born on 23 April 1984.
Where is Sara Davies from?
She is from Coundon in County Durham, England.
What company did Sara Davies start?
She founded Crafter’s Companion in 2005.
What was Sara Davies’s first product?
Her first major product was The Enveloper, a tool that helps people make envelopes in different sizes.
Did Sara Davies go to university?
Yes. She studied Management at the University of York and graduated with First-Class Honours in 2006.
Is Sara Davies still on Dragons’ Den?
No. She stepped away from filming the programme in 2025 to focus on Crafter’s Companion.
Does Sara Davies still own Crafter’s Companion?
She remains a minority shareholder and founder. She also works as a brand ambassador and strategic adviser.
Is Sara Davies the chief executive of Crafter’s Companion?
No. As of July 2026, she is not responsible for the company’s daily management. Dianne Sharp manages everyday operations.
What does Sara Davies do now?
She works in business mentoring, investment, television, publishing and public speaking. She also continues to advise Crafter’s Companion.
Is Sara Davies married?
Yes. She is married to Simon Davies, and they have two sons.
Why did Sara Davies receive an MBE?
She received an MBE in 2016 for services to the economy.
Was Sara Davies on Strictly Come Dancing?
Yes. She competed in the programme in 2021 with Aljaž Škorjanec.
Conclusion
Sara Davies turned a simple university idea into a well-known international craft business.
She noticed that handmade-card creators needed better envelopes. Instead of ignoring the problem, she developed a practical product and showed customers how to use it.
That product became the starting point for Crafter’s Companion.
Her later work on Dragons’ Den made her one of Britain’s most recognisable business personalities. However, her public career was built on years of product development, customer service, television selling and company leadership.
Crafter’s Companion later faced serious financial problems, but the brand continued after a business rescue. Sara helped guide the company through the difficult period before moving into a strategic and advisory role.
Today, she remains connected with the company she founded while developing a wider career in mentoring, investment, television, publishing and public speaking.
Her business story shows that a strong company can begin with one small problem, one useful solution and a clear understanding of the customer.
