In the British TV show Dragons' Den, what is the name of Sara Davies's craft business?

In the British TV show Dragons' Den, Sara Davies is associated with the craft business Crafter's Companion.

Davies founded Crafter's Companion while she was a student at York University. The company began with a tool designed to help crafters make envelopes, addressing a practical problem faced by people producing handmade cards and other paper projects.

The business expanded beyond its original product into a wider range of craft tools, supplies and media. It developed sales through television shopping, online retail and international markets. Davies’s experience growing the company formed a major part of her business identity before she joined Dragons' Den.

The name is sometimes confused with a description of Davies herself, because “crafter’s companion” sounds like a general phrase. It is also the name of the company she founded. The apostrophe and plural form are part of the business name: Crafter's Companion.