Sara Davies, entrepreneur and multi award-winning founder of Crafter’s Companion was a regular on TV channels with her products long before she became the youngest ever member of the panel of BBC show Dragons’ Den.
Born in Coundon, County Durham, Sara was at York University when the business first began with a simple product, a patented enveloper.
Now, the firm has more than 200 employees in the 海角视频 and the US, turns over more than £34m, sells into more than 40 countries worldwide through a strong online business, has its own TV studios and a string of bricks and mortar hobby haven shops which can’t wait to reopen next month.
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For International Women’s Day 2021 Sara tells us how much she has learned on her career journey, how her business celebrates its women employees - and the advice she would love to give her teenage self.
What is your proudest achievement?
Career-wise I would have to say that receiving my MBE was my proudest achievement. When I told my mam and dad they cried because they were so proud, which made me feel very proud, and that moment is something I’ll never forget. On a personal level, having my kids is my proudest achievement.
When were you happiest?
Right now, because I think that lockdown has definitely changed my perspective on things. I read something the other day which was along the lines of: ‘I thought 2020 was going to be the year I got everything I always wanted, but it turned out to be the year I came to appreciate everything I already had’. That really resonated with me.
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This past year has been one of the most challenging times and while I’ve had difficulties to face in the business and haven’t been able to see friends and loved ones, personally, I have felt very lucky to have been able to spend so much time at home.
I’ve got the career I love and drive hard for every day, but before, it has always come at a cost of compromise with being away from home a lot. Now for the past year, everything I used to have to travel for can now be done from our head office.
I can work remotely without compromising the business, but I’m able to put my kids to bed every evening which has meant the absolute world to me.
What is the best thing about your job?
I love the variety that comes with the job and I’m a big visionary. I get to dream up big ideas and then work hard to bring them to fruition. Plus, I get to work to develop people to be the best they can be and achieve success in their own careers.
Will you and Crafter’s Companion be doing anything to acknowledge International Women’s Day?
I’m attending the Northern Power Women Awards on International Women’s Day. I’ve been nominated for Outstanding Entrepreneur and it was postponed last year so I’m really looking forward to it. I think it’s important that these kinds of celebrations go ahead, especially at the moment.
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Also, HSN, our global TV shopping partner based in the US, is celebrating by hosting a panel event the following day and I’m thrilled to be taking part in that with some amazing women. We’ll be discussing barriers and challenges in our working life, what inspires us, and how we use our platforms.
Do you do anything in your business in particular to help women employees? And customers?
Being a woman with a thriving career and a young family, I appreciate the challenges that come with trying to manage both. For me, it’s not just about being flexible with them in their approach to work – which we also try to do as a company – it’s understanding and appreciating where they are at in terms of their family life and career paths, then being flexible about dialling up how work can fit around that.
At a certain point, a woman might need flexibility from an employer to allow them to drive the career forward whilst managing that against the demands of running a family. However, that same person might just need their employers to appreciate and empathise with the fact that her career may not be her top priority right at that moment. She might not need flexibility, but rather understanding and patience, for when things do change, and the career does become more of a priority.
As for our customers, 99% of our base is female so we completely understand and cater to their needs. We understand that our customers want more from us and from their purchases, they want to be inspired and supported, so we have created various online groups and lots of different places for inspiration and education.
Which woman in business has inspired you most and why? Do you have any other female role models?
My friend Fiona Cruickshank inspires me because she’s given me so much invaluable advice but I would also have to say another role model of mine is Steph McGovern. I really admire that way she has chased her career aspirations and has balanced those with having a family.
What are your views on gender pay equality?
I believe that regardless of gender, people should be paid proportionately and fairly for the work they are doing.
How can women help each to move ahead in their careers instead of compete? Do changes need to be made?
I see a lot of mutual support among women, especially in the North East and within the craft industry, in my role at Crafter’s Companion. In order for entrepreneurialism to thrive and for individual sectors to thrive, helping and supporting one another is in our best interest.
We can share our experiences with others so that they can learn from situations, and this advice and mentorship can be invaluable. Ultimately, watching others flourish and knowing that you might have played a small part in their success is extremely fulfilling.
What advice would you have given to your 18-year-old self?
I think the best piece of advice I could give my 18-year-old self would just to be comfortable in your own skin and try not to be something that you’re not.
When I was younger, in the early years of Crafter’s Companion, I used to power dress for external meetings because I was often the youngest, or the only female or the only northerner in the room. I felt that was what I needed to do to be able to command people’s respect in these kinds of environments.
Then a few years ago I had a bit of a wakeup call because I realised that it was me who had established the company and had helped it to grow. I decided to be myself and that it would either be good enough or it wouldn’t, and if something didn’t work out then that was okay because I had been true to myself and would never wonder, what if I was just more ‘me’?
What advice would you give women struggling in a male dominated industry?
Again, I would say be true to yourself and most importantly, let your hard work do the talking.
What has been the biggest challenge you’ve faced in your career so far?
A year after I launched Crafter’s Companion, a major stationery company tried to copy our most popular product, The Enveloper. I had patented the design so I took them to court but it was enormously stressful. I was very young, a bit naive and we stood to lose £250,000 in legal fees, which would have finished the business.
The only saving grace was that my boyfriend at the time – now husband – Simon quit his job as an accountant to work with me at Crafter’s Companion, taking on a lot of the day-to-day running of the business and financial stuff that I didn’t enjoy. We ended up winning and settling out of court but I took it very personally and I still remember it as my most difficult time. It taught me a huge lesson and we’ve successfully defended that same patent five times now.
Has being a woman in business ever hindered you in any way, and if yes, how?
No, because I wouldn’t let it.
Has Covid-19 changed how you operate your business? Will it emerge from the pandemic differently?
I think it has changed the way I operate because of what I mentioned earlier, having more time at home, balancing my career and family life and how that has impacted me and how it will continue to do so.
We have also changed a lot of things in the business so that we are able to function remotely in a successful way. For example, the investment in our state-of-the-art TV studios has supported us to broadcast externally all over the world from our headquarters in Newton Aycliffe, which reduces our need to travel in future.
How is your business going to change in the next five to 10 years?
Consumer shopping habits are largely moving online, and that’s exacerbated in our industry because we don’t just monitor trends in shopping habits, we have to understand where people go to for inspiration and education. Customers used to rely on going out to stores and watching demonstrations and now they’ve moved to seek out that inspiration online so we’ve accelerated a move forward in that area, which was already underway, with Crafter’s TV.
What do you like to do out of work?
Running. It’s great for exercise and positive endorphins but it also always for ‘me time’ to think through things.
What would you do if you had to change career?
I wouldn’t change it! I’ve always wanted to be an entrepreneur and I love my career.
Dragons’ Den has given me the opportunity to get involved in other businesses, which gives me the variety that some might aspire to have, without it having to impact my day job.