Catriona Nunn Sara Davies’ story is a testament to the power of authenticity, resilience, and self-belief. From her days in D Block at York to the boardrooms of Dragons’ Den, she has remained true to herself, learning, growing, and inspiring others along the way. Her advice to current students and aspiring entrepreneurs is simple but profound: start now, be yourself, and don’t be afraid to ask for help. As Sara continues to blaze new trails, her journey reminds us all that success is about more than just business – it’s about being present, being real, and believing that you are enough.
“When I look back on my time at the University of York, it’s with a mixture of nostalgia, gratitude, and disbelief at how much those years shaped who I am today. I arrived at York a fresh-faced teenager, moving into D Block – yes, the so-called “concrete monstrosity.” At first, I thought, “What have I let myself in for?” But I quickly fell in love with that building and its character. It was the heart of my university experience, and when I heard it was being demolished, I was utterly devastated. My friends were in the fancy new accommodation, but I wouldn’t have swapped places for the world. D Block was home.
I studied Management and IT, a course that gave me the perfect mix of theory and practical skills. I didn’t take a gap year, so I went straight from sixth form to York, then did a year-long placement in industry before returning for my final year. That placement was a turning point. While most of the university-organised placements were in London, I wanted to stay closer to home and my boyfriend, now my husband. So, I arranged my own placement with a tiny craft company. It was the best decision I could have made.
Working in a small business meant I had the chance to apply everything I’d learned in my first two years. I wasn’t just a cog in a machine; I was running things, making decisions, and learning what it really meant to be an entrepreneur. That year gave me the confidence to start my own business. Without it, I don’t think I’d have dared to launch Crafter’s Companion straight out of university.
University wasn’t just about lectures and coursework. In my second and final year, I was president of the ladies cricket team. Now, I’m not a naturally gifted sports person – far from it! But I ran that club like a business. We barely scraped together a team, but we were the best dressed, thanks to sponsorships I secured. I used those funds to pay for professional coaching. Our coach went on to work with the Pakistani International Women’s team. We toured across the country, and that year was one of the most successful in decades for the club. It was my first real taste of running something, and I loved every minute of it.
Crafter’s Companion started as a side hustle in my final year. I ran the business from my student room, enlisting my housemates – also management students – to help answer phones and brainstorm marketing strategies. I was juggling everything: lectures, coursework, and a fledgling business. Looking back, I don’t know how I managed it, but it set me up with the resilience and time management skills I still rely on today.
In the early days, the biggest challenge was doing everything myself. I didn’t have staff or resources. But I made the most of my environment. My housemates helped out, and their brain power was invaluable. The experience taught me that I could juggle multiple demands and thrive under pressure – a lesson that’s served me well ever since.
One of my lecturers, Lynn Baxter, was instrumental. She let me use my own business as the case study for my dissertation. I handed in a 360-page thesis that became the blueprint for my first year in business. My studies and my business were intertwined, making both more relevant and rewarding.
Graduation day is often described as “Return on Investment Day” for parents. When I first graduated, it felt like it was all for them. Years later, when I received my honorary degree from York, it was for me. Standing up to give my speech, seeing my parents in the audience, I felt the university was acknowledging what I’d achieved since leaving. It was a full circle moment, and I was incredibly proud.
If you’re thinking about starting a business at university, my advice is simple: do it now. University is the perfect time. You don’t have a mortgage, you don’t have dependents, and if it all goes wrong, you can move back home and regroup. Yes, I missed out on some of the partying, but I still had fun and I graduated with first-class honours. If you can tie your business to your studies, even better. It makes everything more manageable and meaningful.
My time on Dragons’ Den has given me a unique perspective on what makes a successful entrepreneur. I look for three things: passion, vision, and drive. You can have the best business idea in the world, but without those qualities, it won’t go far. Conversely, a great entrepreneur can make even a mediocre idea work. That’s what I look for when deciding who to invest in.
I’m passionate about mentoring women entrepreneurs. One of the biggest barriers women face is a lack of confidence and fear of failure. Imposter syndrome is real – I’ve struggled with it myself. For years, I tried to be someone I wasn’t, thinking I needed to fit a certain mold to be taken seriously. Even when I joined Dragons’ Den, I felt like a fluke. It wasn’t until I became comfortable in my own skin that I truly found my voice. Men experience imposter syndrome too, but it’s particularly prevalent among women. My advice: you are enough, just as you are.
People often ask about my social media presence. The key is authenticity and consistency. I do all my own social media, with help from a team for editing and posting. I want people to see the real me – how I juggle work and life, the highs and the lows. I focus on adding value, sharing lessons and insights that others can use. That’s what makes a strong brand online.
I believe in sharing the whole story – warts and all. Life isn’t perfect, and neither am I. I talk openly about mum guilt and imposter syndrome because they’re part of my reality, and I know many others can relate. Sharing personal challenges alongside business advice makes my story more relatable and, I hope, more helpful. If I’ve burnt a cake, I’ll show you how I fudge it with icing. It’s about being real and showing that success isn’t about perfection.
My latest book, The Six Minute Entrepreneur, is designed for busy people. There are countless business books out there, but they can be overwhelming. My approach is to break things down into bite-sized lessons: one per week, with a story from my own career and a practical exercise. I want readers to reflect and take action, not just read and move on. The book is full of real-life stories, not just theory, because I believe we learn best from experience.
Writing The Six Minute Entrepreneur was a chance to reflect on my journey. I tend to rush from one thing to the next without stopping to look back. The process of distilling my experiences into 52 stories, each with a lesson, helped me appreciate how far I’ve come and what I’ve learned along the way. I’m grateful for the help of my ghostwriter, who keeps me concise, otherwise, the book would be The 60 minute Entrepreneur, not six!
One story that stands out is about learning to be present – a lesson I learned the hard way during my time on Strictly Come Dancing. My dance partner, Aljaž, pointed out that I wasn’t truly present, and it was holding me back. That experience taught me the importance of focus and mindfulness, both in business and in life.
Mentorship has played a crucial role in my journey. When I joined Dragons’ Den, I asked Touker Suleyman to mentor me. I was clear about what I needed: real-time feedback after each pitch, over a cup of tea. Setting clear expectations made the mentorship work for both of us. If you want a mentor, be specific about what you need and how it will fit into their life. It’s about creating an environment where feedback can happen naturally.
One of my favourite roles is as Avon UK’s Chief Inspiration Officer. Entrepreneurship isn’t just for people building huge companies. Avon empowers thousands of micro-entrepreneurs, from those earning a little extra for a family holiday to those making a full-time income. Last year, I ran an online course for 1,000 Avon reps, teaching core business skills. The growth in their sales was incredible, and it was so rewarding to see those individuals succeed. This year, we’re focusing on coaching and mentorship, helping top reps become leaders and inspire others.
This year has already been huge. I’ve taken a more hands-on role at Crafter’s Companion and started working with ITV on a new quiz show – my first foray into that world. It’s been a steep learning curve, but I love challenging myself and trying new things. I’m excited to see where these new opportunities lead.
If I could go back and give my university self one piece of advice, it would be this: you are enough. I spent too long trying to be someone else, thinking I needed to earn my place at the table. It wasn’t until my thirties that I realised being myself was perfectly adequate. I wish I’d known that sooner.
The best advice I’ve ever received is: it’s business, not personal. You can have personal relationships in business, but don’t blur the lines. Make decisions with the best interests of the business at heart. If others can see things from your perspective, knowing all the facts, they’ll understand your choices. Empathy and clarity make business relationships so much easier.”
