Sara Davies is a co-founder of Crafter's Companion, the craft-supplies company associated with her business career and Dragons' Den appearance.
Davies founded Crafter's Companion in 2005 after developing a product that helped crafters create envelopes for handmade cards. The company grew from a student business into an international craft brand selling tools, materials and related products through retail, online and television channels.
She joined the Dragons' Den panel in 2019, becoming one of the programme's younger investors. Her background gave her direct experience of building a product-led company, selling to specialist communities and expanding into international markets.
Crafter's Companion is sometimes confused with a contestant's business that received investment from a Dragon. In Davies's case, it is the company she co-founded herself. Her role on the programme therefore combines investor experience with first-hand knowledge of the entrepreneurial journey presented by many contestants.