Meet the dragon who loves to craft!
As the new season of BBC’S Dragons’ Den kicks off, we meet Sara Davies, the latest investor to join the panel quizzing the entrepreneurs
We chat to Sara Davies, the newest investor on Dragons’ Den
Ever dreamed of turning your hobby into a multimillion-pound business? Get ready to be inspired by Sara Davies, who did just that. Now aged 35, Sara was a 21-year-old student when she invented her first craft product, The Enveloper, which makes custom-sized envelopes.
By the time she graduated, her business, Crafter’s Companion, had a turnover of £500,000, and within two years, she’d made her first million. Now, she employs around 200 members of staff, has an office in California and has created a go-to website for crafters.
Her incredible success has seen her receive an MBE, appear regularly on shopping channels, and now become the latest investor to join Dragons’ Den. Yet success hasn’t gone to her head: Sara is still a down-to-earth Northern lass, who lives in County Durham near her parents, with her husband, Simon, and little ones, Oliver, five, and Charlie, two.
Have you always loved craft?
I come from a family of crafters: my sister and I would make home-made presents and cards with our granny. But I really got into it when I was at the University of York, as I worked for a year with a small arts and crafts company. I loved the community feeling; it’s all about giving and sharing. From then on, I was hooked.
How did you come up with the idea for The Enveloper? I noticed that a lot of crafters would make beautiful cards but then have to cut them down to fit into standard-sized envelopes. My dad is an engineer, so he helped me adapt the card-scoring boards that you could already buy to make custom-sized envelopes, and we managed to get a local factory to start making them in wood. I began selling them at trade shows and on TV shopping channels. Eventually, we were selling enough to start making them in plastic. Now, we’ve sold more than 200,000.
How did the business grow into Crafter’s Companion?
I was always thinking about what other products people would find useful, and hired a student to help me make a snazzy website. Now the site is fully stocked with all the crafting essentials.
What did you buy when you made your first million? I didn’t go wild when I first made money. My parents ran a decorating shop and instilled in me a strong work ethic. We didn’t have a lot of money, and I’d buy my clothes from charity shops. So, I’ve always saved and reinvested my cash, and
I’m still really frugal.
How do you balance work and motherhood? I’ve employed some really brilliant people who are able
to drive the business forward, allowing me to work part-time and spend fun days with the kids. I’ve been with my husband, Simon, for 20 years and he’s now the company’s managing director. He helps make things a lot more manageable, so
I’m really lucky. What are your proudest achievements? Receiving the letter saying I had been honoured with an MBE. I didn’t believe it at first, and even rang the Palace to confirm that it was genuine! And joining Dragons’ Den is obviously phenomenal. Back when I was starting my business, I nearly went on to the programme as a contestant. It’s amazing how the tables have turned. What is it really like in Dragons’ Den? I used to think the show was made to seem more dramatic than it actually is. But, in reality, it’s much more tense – sometimes the silences seem to last a lifetime! It’s amazing, though. Sitting in that chair is so exciting, and there’s such an adrenaline rush being in that room.
What kind of Dragon are you? I was worried that I’d be the ‘soft-touch’, because I’m a bit of a people-pleaser. But we’re all investing our own real money, so I have to be firm and make sure I ask the important questions.
What will you be looking for? The person behind the brand is so important. I want to find people who are as passionate, enthusiastic and driven as I am. I also want the product to be a springboard for a bigger business.
Why do people love crafting more than ever? The mindfulness movement has made a difference; people see just how relaxing and enjoyable activities like colouring and sewing can be.
Do you still love crafting in your spare time? It’s my whole world when it comes to work, so it’s not really a hobby any more. But I have recently taken up jewellery making and I’m also a huge fan of baking. The kids enjoy it, too, so it’s something we can do together.
• Dragons’ Den is on BBC Two this August.
‘When I started out, I nearly went on Dragons’ Den as a contestant’