Sara Davies: Showing how to craft a successful business

THERE aren’t many people who manage to start up a company in their final year of university, go on to achieve a first-class honours degree and finish top of their class, and have to turn their business into a limited company by the time they graduate.

But this is exactly what entrepreneur Sara Davies managed to achieve.

Fast-forward seven years and her company, Coundon, County Durham-based crafts supply business Crafter’s Companion, employs 37 staff, has a US operation, in California, and a combined UK and US turnover of £7m a year.

At only 28, Sara has already received a plethora of awards, including UK Emerging Entrepreneur of the Year at the Ernst and Young Entrepreneur Awards and the Santander SME of the Year award at the National Business Awards.

She has been appointed head of the board of directors at the Craft Hobby Association UK (CHA-UK) after being given the vote of confidence by her fellow industry professionals.

Sara had the idea for her business after completing a year in industry at a mail order crafts company as part of her business degree at York University.

By the time she returned to complete her final year of study in October 2005, she had a number of products in the final stages of development, and did not want to wait until she graduated.

“I was worried someone would have the same idea as me,” she said. “So I moved back to uni and turned my room into an office.”

Her housemates helped her out with tasks such as answering the phone, and she now employs one of them in the marketing department.

Her husband, Simon, 32, helps her run the business after giving up work when the company became too large to manage alone.

The pair have a laid-back management style, which Sara believes has helped them to be successful.

“Both myself and my husband are very laid back,” she said.

“We really try to empower the staff in decision making.

I think I excel in sales and marketing, but I am not great at everything.

“I surround myself with the right people and give them the power to make decisions.”

She also tries to make the job enjoyable.

“I make sure the people who work here love coming to work. We have a very flat management company, where everyone reports to me or Simon.”

She likes to show off the region to outsiders.

“When people come over on business from California, they always stay with us,” she said. “We like to get them to come a few days early, so we can show them the sights.

“We do one day which is modern things, like the Sage and the Baltic, on Tyneside, then a day at Beamish, so they can see the heritage.”

Sara’s inspiration are her parents, who both had businesses in Coundon. “They are incredibly proud,” she said.

“My dad retired from his business to help me in mine when I first started and couldn’t afford to employ people.

He literally held my hand.

“I think being an entrepreneur is a way of life, not a job.

“If you are after an easy ride, it’s not for you.

“I am a firm believer that the harder you work, the better the results. I am all about hard work and perseverance.”

Five minutes with...Sara Davies

Favourite North-East building and why.

Durham Cathedral, I travel a lot by train, and pulling into Durham station in the dusk when the cathedral is lit up for me is just the best sight.

What was your first job and how much did you get paid?

I used to “chalk-on” (otherwise known as scoring) for my local cricket team every Saturday afternoon, from 2pm to 7pm, for the measly sum of £5.50. It might not have been the best get rich quick scheme, but it was a good way to find a boyfriend at 15 (later to become hubby).

What is the worst job you’ve had?

I was a volunteer dinner lady for a local school when I was at uni. I really felt like I wanted to give back to the local community, and show them that students really could be nice people. All I got was abuse from the kids because I was rubbish at playground-footy.

What would you cook for me if I came around for dinner?

I’m not the world’s greatest chef, but I do a mean lasagne (just ask my friends, it’s all I’ve ever cooked them).

What would your superpower be?

I had laser eye surgery back in February, so I feel like I’ve got super sight these days – best thing I ever did.

Name four people, dead or alive, who would be at your perfect dinner party.

Ant and Dec, Peter Kay and Alan Sugar – a funny mix I know, but they are the best autobiographies I’ve read (and I’ve read a lot).

Most expensive thing you’ve bought – other than car or house – and how much?

I’m a real woman in that I’m a sucker for shoes. I daren’t tell you how much, but let’s just say if my husband really knew how much I’d spent, I’d be in real hot water.

Who is the best person to follow on Twitter and why?

Queen_UK. Anyone who follows her will know exactly why and those who don’t – where have you been?

Favourite book?

Out of all those autobiographies I’ve read, Sir Alan Sugar’s has to have been my favourite – really funny as well as insightful.

When did you last cry?

At the Queen’s jubilee. Our Lizzie was just so sweet and I felt incredibly proud to be British.

What’s the best piece of advice in business you’ve ever been given?

If you’re not good at something, don’t try and learn how to do it, just accept it and hire someone who is good at it to do it for you (my tutor at university when I said I wanted to learn web design in order to build a website for my own business).

Favourite animal and why.

I’m a big dog-lover. We can’t have one at home because of how much we travel, but I love dog-sitting my mum and dad’s dog Poppy.

Most famous person on your mobile phone?

I’m not spilling the beans, but I just really hope my phone doesn’t get nicked, let’s put it that way.

What was the last band you saw live?

JLS. Not only did I see them live, but I even went to the after-show party. I’m sure that counts as being a groupie.

Describe your perfect night in.

Having the lasses round, cracking open a few bottles of wine and having a right old girly gossip.

In another life I would be...

Way more organised.

Who would play you in a film of your life?

Well it would have to be fellow Geordie lass Cheryl Cole, but I’m not sure she could pull off the blonde bob.

What irritates you?

When airlines don’t respect their own priority boarding guidelines for frequent fliers – we don’t spend thousands of pounds with you guys every year to have to queue for 30 minutes to board a plane.

What’s your secret talent?

My mum taught me to bake when I was little and, even though I only find the time at Christmas, I do bake lovely cakes.