From a university dorm room to the Dragons’ Den boardroom, Sara Davies has built one of the UK’s most recognisable craft businesses. As the founder of Crafter’s Companion and a familiar face on BBC television, her journey from County Durham to international entrepreneurship offers a compelling story of spotting gaps in the market and turning them into opportunities.
Davies launched her first product while still a student at the University of York, and that initial idea grew into a multi-million-pound enterprise selling worldwide. Alongside her business career, she has become a television personality, appearing as an investor on Dragons’ Den and competing on Strictly Come Dancing.
Who is Sara Davies and how did she become a successful entrepreneur?
Sara Davies MBE was born on 23 April 1984 in Coundon, County Durham, to parents Frank and Susan. Growing up in the North East of England, she was surrounded by entrepreneurial influences from an early age, with both parents running their own businesses. Her journey from a young girl in County Durham to a leading figure in the craft industry demonstrates how a simple idea, combined with determination, can transform into a substantial enterprise.
While studying business at the University of York, Davies identified a gap in the crafting market: there was no easy way for card-makers to create envelopes at home. This observation led to the development of the Enveloper, her first product, and the founding of Crafter’s Companion in 2005. The company has since expanded internationally, selling craft tools and products to customers across the globe.
Full Name
Sara Davies MBE, née Johnson
Known For
Founder of Crafter’s Companion and Dragons’ Den investor
Born
23 April 1984, Coundon, County Durham
Education
First-class degree in business from the University of York (2006)
Key Insights
- Davies founded Crafter’s Companion in 2005 while still a university student, turning a simple idea into an international business.
- She joined Dragons’ Den in 2019, becoming the youngest-ever Dragon on the show at the time.
- In 2016, she received an MBE for services to the economy, recognising her contributions to British manufacturing and entrepreneurship.
- Her company specialises in craft tools and products, selling to customers worldwide.
- Beyond business, Davies has appeared on Strictly Come Dancing and authored multiple books on crafting and entrepreneurship.
- She serves as Non-Executive Director for Not On The High Street, expanding her influence beyond the craft sector.
- Her regional identity and authentic personality have become central to her public brand.
Quick Facts About Sara Davies
| Full Name | Sara Davies MBE, née Johnson |
| Date of Birth | 23 April 1984 |
| Place of Birth | Coundon, County Durham, England |
| Parents | Frank and Susan |
| Education | University of York, first-class degree in business |
| Primary Business | Crafter’s Companion, founded 2005 |
| TV Role | Dragon on BBC’s Dragons’ Den since 2019 |
| Husband | Simon Davies, married September 2007 |
What is Crafter’s Companion and how did Sara Davies build her business empire?
Crafter’s Companion began with a single product designed to solve a practical problem. The Enveloper, a tool for creating envelopes at home, filled a gap that paper-craft enthusiasts had long struggled with. This initial innovation laid the foundation for what would become a specialist retailer and manufacturer of craft tools and products, selling internationally.
The Origins of the Enveloper
While studying at university, Davies noticed that card-makers had no simple method for producing matching envelopes at home. This observation led to the design of the Enveloper, which became her first commercial product. The idea was simple yet effective, and it quickly gained traction within the crafting community.
From this starting point, Crafter’s Companion expanded its product range and reach. The company now operates globally, offering a diverse selection of craft supplies. Davies’ husband, Simon, later joined the business as managing director, bringing additional operational expertise to the company she had founded.
Crafter’s Companion exemplifies how identifying a specific market problem and developing a targeted solution can create a sustainable business. The company grew from a student project into a multi-million-pound international enterprise, demonstrating that product innovation remains at the heart of successful entrepreneurship.
Expanding Beyond Crafting
Davies’ business interests extend beyond Crafter’s Companion. Her appointment as Non-Executive Director at Not On The High Street reflects her ambition to bring her entrepreneurial expertise to a wider market. This role also positions her within the broader e-commerce landscape, connecting her experience in retail with new digital opportunities.
The growth of her public profile through television appearances has further strengthened her position as a business leader. Her ability to communicate effectively with consumers and investors alike has made her a sought-after figure in UK entrepreneurship.
How did Sara Davies become a Dragon on Dragons’ Den?
In 2019, Davies joined the panel of BBC’s Dragons’ Den, becoming what the BBC described as the youngest-ever Dragon at the time. Her appointment brought a fresh perspective to the show, particularly for entrepreneurs seeking investment in consumer products and manufacturing.
Her role as a Dragon allows her to invest in early-stage businesses, drawing on her own experience of building a company from the ground. Unlike investors who focus solely on technology ventures, Davies has expressed particular interest in physical products and craft-related businesses, reflecting her background in manufacturing.
Davies has been candid about her investment approach, stating that she would not invest in products she does not understand. This philosophy, which prioritises familiarity with the market and product, has guided her decisions on the show and reflects the practical mindset that built Crafter’s Companion.
What happened on Strictly Come Dancing?
In 2021, Davies participated in Strictly Come Dancing, the BBC’s popular dance competition. Her appearance on the show introduced her to a broader audience beyond the business community, further raising her public profile. While the dance floor presented a different kind of challenge from the boardroom, her participation demonstrated her willingness to step outside her comfort zone.
What is Sara Davies’ net worth and what are her main sources of income?
Sara Davies’ net worth has been a topic of interest among fans and followers, though a precise figure remains difficult to verify. Media reports have estimated her wealth at approximately £37 million, but these figures should be treated with caution as they are estimates rather than officially confirmed disclosures.
Her primary source of income comes from Crafter’s Companion, which has grown into a multi-million-pound business with international sales. Additional income streams include her television work on Dragons’ Den and Strictly Come Dancing, as well as earnings from her published books.
No authoritative audited figure for Sara Davies’ net worth has been publicly disclosed. The £37 million estimate from media sources remains unverified, and readers should recognise the difference between reported estimates and confirmed financial information.
How does she balance multiple business ventures?
Davies maintains her role as founder and creative director of Crafter’s Companion while serving on the board of Not On The High Street. Her husband’s position as managing director of the company she founded allows for effective division of responsibilities, with Davies focusing on product development and brand direction.
By surrounding herself with a capable leadership team, including her husband as managing director, Davies has created a structure that allows her to pursue multiple opportunities without compromising the core business. This approach demonstrates thoughtful delegation and strategic planning.
What is the timeline of Sara Davies’ career milestones?
Understanding the trajectory of Sara Davies’ career reveals how she progressed from a university student with an idea to a leading entrepreneur and television personality. The following timeline highlights the key moments in her professional journey.
- 2005: Founded Crafter’s Companion while studying at the University of York.
- 2006: Graduated with a first-class degree in business from the University of York.
- 2007: Married her childhood sweetheart, Simon Davies, in September.
- 2016: Awarded an MBE for services to the economy.
- 2019: Joined Dragons’ Den as the youngest-ever Dragon at the time.
- 2021: Appeared on Strictly Come Dancing.
How tall is Sara Davies and what is her physical appearance?
Information about Sara Davies’ height is not publicly confirmed in any official biography or source. While some fan sites and social media accounts may speculate, Davies herself has not disclosed her height, and no reliable measurement has been published in reputable media outlets.
Similarly, no sourced or detailed account of a specific weight loss journey appears in the available research materials. This area of her personal life is not something she has publicly discussed in any confirmed interviews or official communications.
What is known about Sara Davies’ background and career origins?
Sara Davies grew up in Coundon, County Durham, in the North East of England. Her parents, Frank and Susan, were both entrepreneurial, providing her with early exposure to business life. This regional upbringing has remained central to her identity, and she has frequently spoken about the importance of her North East roots throughout her career.
Her education at the University of York provided the academic foundation for her business career. Graduating with a first-class degree in 2006, she had already founded Crafter’s Companion during her studies, demonstrating that her entrepreneurial drive existed alongside her academic commitments.
What sources provide information about Sara Davies’ life?
“I’m not going to invest in a tech product I know nothing about.”
Sara Davies, on her investment philosophy
The most reliable information about Sara Davies comes from official sources including her personal website and the BBC’s profile pages for Dragons’ Den. Wikipedia also provides a well-cited biographical overview, though it should be noted that Wikipedia articles are subject to editing and may not always be current.
Her official biography is available at sara-davies.com/about/, and the BBC maintains a profile page about her role as a Dragon at bbc.co.uk. These sources provide the most direct and authoritative information.
What are the most frequently asked questions about Sara Davies?
What was Sara Davies’ name before she married?
According to Wikipedia, her birth name was Sara Johnson, before she married her husband Simon Davies.
Where does Sara Davies live?
While her business operates internationally, she maintains her roots in the North East of England, where she grew up in County Durham.
Is Sara Davies on The Apprentice?
No, she is a Dragon on the BBC show ‘Dragons’ Den’, not ‘The Apprentice’. These are separate television programmes with different formats.
What is Crafter’s Companion?
It is a specialist retailer and manufacturer of craft tools and products, which Sara Davies founded in 2005 while a student at university.
How did Sara Davies become successful?
She built up Crafter’s Companion from her university dorm room into a multi-million pound international business, identifying and addressing a gap in the crafting market.
Does Sara Davies have children?
Yes, she and her husband Simon have two sons, named Charlie and Oliver.
What might come next for Sara Davies?
Looking ahead, Sara Davies appears positioned to expand her influence in the broader e-commerce retail sector. Her move as Non-Executive Director to Not On The High Street suggests a desire to bring her expertise to a wider market, potentially extending her reach beyond the crafting niche.
Her continued presence on Dragons’ Den and in the media suggests that television will remain part of her professional portfolio, alongside her ongoing role at Crafter’s Companion. Whatever direction she pursues, her track record demonstrates an ability to identify opportunities and build successful ventures. Alongside fellow business figures like Tom Kerridge and Susie Wolff, Davies represents a generation of UK entrepreneurs who have successfully combined business acumen with public-facing roles.
For those interested in her complete story, her autobiography We Can All Make It provides a first-hand account of her journey from County Durham to the Dragons’ Den. Her crafting guide, Craft Your Year with Sara Davies, and her later work The Six-Minute Entrepreneur, offer practical insights into both crafting and business.
Oliver Reeves leads fact-checking, source verification and editorial standards at RegionalReport.co.uk.