Sara Davies joined the Dragons' Den panel in 2019 after founding Crafter’s Companion.
Davies created Crafter’s Companion while she was a student at the University of York. The company developed and sold products for crafters, including tools and equipment designed to make craft projects easier. It grew from a student business into an international enterprise.
The BBC announced Davies as a new Dragon for the seventeenth series of Dragons' Den. Her appointment gave the panel an investor whose business background was rooted in craft retail and product innovation rather than the more familiar technology, property or food sectors.
Davies is sometimes confused with Rachel Elnaugh because both are women entrepreneurs connected with the programme. Elnaugh belonged to the original 2005 panel, whereas Davies joined much later, in 2019.