As the new series of Dragons’ Den is well underway, North East entrepreneur Sara Davies is already making headlines on the hit BBC One show.
Awarded an MBE for services to the economy in 2016, she joined the Den in 2019 when she was just 35-years-old and was – at the time – the youngest-ever Dragon until Steven Bartlett joined the line-up of investors in 2021.
READ MORE: Five Northern companies that failed to fire up the Dragons but smashed it anyway
We find out more about what the savvy entrepreneur is best known for and how she made her fortune.
Crafty Companion
Davies was born in County Durham in 1984. While studying at the University of York, from her bedroom at university she founded her retail business Crafter’s Companion after spotting a gap in the market for an envelope-making tool for card makers.
It soon became one of the biggest craft businesses in the country, selling crafting tools and supplies across the UK – later expanding to Europe and the US through its website. The firm had a turnover of over £34m a year yet the company had struggled post pandemic as the spike in home crafting slowed.
This led to Growth Partners stepping in last year, with a multi-million pound investment to turn the company’s fortunes around. As Davies and her husband Simon, who co-founded the company with her, stepped back from day-to-day operations, the deal saw a new management team appointed to drive an aggressive growth strategy.
After Crafter’s Companion nearly ended up in administration, Davies recently stepped back in to pull the company back from the brink.
At the time, Davies said it had been “no secret” that the company was struggling post pandemic. “Its owners tried to pursue an expansion strategy at a time of real economic uncertainty, which was unfortunately unsuccessful as everyone knows.”
“It’s an unprecedentedly difficult time for many retail and consumer businesses. However, looking to the future, we have a new financial structure in place which means we have managed to save the large majority of jobs in the company – and in particular in the North East of England, and ensure that we continue trade as a going concern.
“This means a lot to me. To be going back into the business alongside the fantastic team at Crafter’s Companion is an opportunity I couldn’t pass up. Consumer interest in crafting has never been stronger, and with customers of every age recognising the well-being and mental health benefits of creating beautiful things, I am looking forward to help drive the strategy of the company again.”
Investments and Dragons’ Den
The ‘proud Northerner’ received an honorary degree from the University of York last year for “leadership and entrepreneurship and for inspiring and showing opportunities to young female entrepreneurs”.
And since joining Dragons’ Den in 2019, Davies has backed a wide range of businesses with over £2.3m invested. Some of these include:
- Psychic Sisters – Davies was a fan of this wellness brand with its ‘Reiki-energised’ crystals and aura mists when it appeared on the show in 2023, investing £25,000 for a five per cent stake in the company.
- Scoff Paper – The Chorley-based company sells edible greeting cards for pets and was a tasty investment for Davies back in 2024, who invested £50,000 in exchange for 25% of the business.
- Mini First Aid – a first aid business that appeared in the den back in 2021, which offers first aid classes to children, parents, and carers.
- SKIN – A price comparison app for beauty products, cosmetics and skincare.
- Mystery Jersey King – The company sells distinctive football shirts from across the globe through one-off purchases or a monthly subscription. It’s one of Davies’ latest investments in the new series as she offered an initial 15% stake in the business.
Beyond the den, Davies was appointed Chief Inspiration Officer for Avon UK in July 2024.
Her net worth is estimated to be around £37m.
Dragons’ Den returns on BBC One at 8pm on Thursday.