Entrepreneur and television personality Sara Davies has revealed her frustration at being publicly defined by her financial worth, a fixation she says once deeply upset her.
The founder of Crafter's Companion, who rose to national fame as the youngest ever investor on BBC's Dragons' Den, told Metro that searching her own name online used to yield one predominant query. "It was always 'Sara Davies net-worth'," she explained, lamenting how the fascination with her wealth often overshadowed her work and personality.
From University Idea to Television Fame
Davies's journey began not in the spotlight, but as a student at the University of York where she conceived her first business. Her public profile, however, transformed dramatically when she joined the panel of Dragons' Den in 2019 at the age of 35.
Her approach in the Den was notably different. While the show is known for its cut-throat negotiations, Davies combined commercial sharpness with a warmer, more empathetic style. For six years, she demonstrated that business acumen and genuine rapport could successfully coexist, softening the show's edges without reducing its high stakes.
Her television career expanded further in 2021 with a stint on Strictly Come Dancing, which showed audiences a new side to the businesswoman. This gradual shift has moved her public identity from a specialist investor to a broader household name.
The Biggest Gamble: Hosting 'Time Is Money'
Davies is now stepping into what she calls her biggest career gamble yet: hosting ITV's new quiz show, Time Is Money. The high-pressure format, which launched in January 2026, sees contestants start with £1,000, which dwindles with every passing second before they answer questions.
"Usually, people who get to host quiz shows, they've either been presenters or comedians all their life," Davies admitted. But the show's core concept—managing a shrinking investment under intense time pressure—plays directly to her unique expertise.
The role has brought a new type of pressure. Any mistake in pronunciation or procedure forces a halt in recording, disrupting the energy for contestants. "I really felt the pressure," she said, "but it's because I wanted to do well for the contestants." She prepared meticulously, practising challenging words daily and working closely with producers to ensure flawless delivery.
Leaving the Den and a Return to Roots
Davies's first episode of Time Is Money aired shortly after her final appearance on Dragons' Den, though she insists the timing was coincidental. Her departure from the BBC programme was driven by business, not television ambition.
In late 2024, after screen-testing for the ITV show, she made the unexpected decision to buy back her original company, Crafter's Companion. The business had faced severe difficulties after the pandemic, even nearing collapse and jeopardising over 100 jobs. Revitalising it required her full attention.
"A lot of people in business would say I shouldn't have done that," Davies reflected. "I spent too many years being told that my gut wasn't good enough... but it's about what was the right decision for the people."
Her final weeks as a Dragon were marked by one of the show's largest-ever deals: a £500,000 investment with Steven Bartlett for a 2% stake in a hair dye technology firm. In total, she backed more than 20 businesses with nearly £2 million during her tenure.
She now nurtures these investments through an annual conference in the North East, creating a supportive community where entrepreneurs receive coaching and learn from specialists. "It's a special, exclusive club," she said of her leadership style, which prioritises community over control.
While she hasn't closed the door on Dragons' Den permanently—"I'd love to say that someday I'll be able to do some more"—the commitment required is currently too great.
For Sara Davies, success is now being redefined. It's less about the numbers in a bank statement and more about the impact made, the happiness found, and the courage to embrace daunting new challenges—like hosting a primetime quiz show.
Time Is Money airs weekdays at 3pm on ITV.
