Sara Davies joined Dragon's Den in 2019 after founding the craft business Crafter's Companion.
Davies founded Crafter's Companion in 2005 while she was a student at the University of York. The company began with a tool designed to help people make envelopes at home and grew into a supplier of craft products, tools, and materials. Its development made Davies a prominent British business founder before her television appointment.
She joined the Dragon's Den investor panel in 2019. Davies was one of the younger entrepreneurs to take a regular seat and was particularly associated with expertise in product development, retail, and the creative industries.
The business name is sometimes confused with a generic description of crafting equipment, but Crafter's Companion is the company's proper name. Davies is also distinct from Jenny Campbell, who joined the den earlier and was known for her work in payment technology and business investment.