Sara Davies has an enormous net worth but is still ‘strained’ and has an unusual shopping habit

The Dragons’ Den star, who stars in Tonight’s Loose Women, has built a multi-million pound business but is still hunting for bargains and refuses to buy smoked salmon unless it’s available in the supermarket

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Strictly speaking: Sara Davies reveals that Aljaz ‘babysits’ her children.

Sara Davies is now worth a staggering £37million – but that doesn’t stop her from being “short” on money.

The beloved Dragons’ Den star, who wowed us on last year’s series Strictly Come Dancing, set up a craft shop out of her college bedroom.

But the 38-year-old from County Durham is still a down-to-earth northern girl at heart and wants to make sure her children aren’t spoiled.

Spotting a niche in the market for a tool to make envelopes for card makers, Sara, with the help of her engineer Dad, invented a tool called ‘The Envelope’ and began raking in £500,000 by the time she graduated.

Sara started a retail business specializing in crafts, Crafter’s Companion, which now turns over £34m a year, exports to over 40 countries worldwide and employs over 190 people in the UK, US and across Europe.

Her rise to fame and fortune has been meteoric, but Sara’s feet are definitely still on the ground as she refuses to buy smoked salmon unless it’s available at the supermarket

Sara Davies knows how to be frugal



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Sara, who started her business with savings of just £5,000, has admitted she can be very careful with cash but thankfully that hasn’t stopped her from making many big investments at The Den.

When a doctor advised her to lose weight after gestational diabetes, she booked and paid for a trainer three mornings a week for three months in advance.

“I’m too tense not to show up for something I’ve already paid for,” she explained.

Sara has admitted her shopping habit freaks out her buddies, who can’t believe she doesn’t splash the cash more often.

“Growing up, if something with a big sticker on it was reduced in Asda, we’d call it a ‘whoopsie,'” Sara told The Sunday People in 2020.

“Smoked salmon was my mother’s favorite dish, but at home we only bought it when it was ‘on whoopsie’ and heavily discounted.

“I grew up thinking that smoked salmon was as luxurious as it gets on the grocery market. To this day, with all the money I have, I only ever buy smoked salmon from the supermarket when it’s on sale.

“It’s a luxury for me. That’s how I was programmed – we grew up with very little money. Friends find it hilarious.”

Sara Davies danced with Aljaž Škorjanec at Strictly last year



The mother of two wants to keep her children down to earth and still takes her children Oliver and Charlie on camping holidays like she did when she was a child.

“When I was younger, we couldn’t afford to go abroad for our vacations,” explained the dragon. We didn’t even have a trailer, we took one of my dad’s vans from work and put our tents out in the back.

“Although I want to give my kids experiences that we didn’t have, I also believe that camping vacations have made me the grounded person I am and I want my kids to have those experiences.”

However, Sara has said she tends to take it to the extreme – once she goes straight from a live TV interview to a camping trip.

She added: “I did an interview on This Morning last year and then took the train to the Lake District. Mum and Dad picked me up at Windermere train station with the kids.

“They had set up camp in a mobile home with an awning. Dad, without thinking, parked the van on a hill and didn’t check the awning was waterproof.

“I was lying there at 3 a.m., drops of water hitting my head as the kids continued to roll into their sleeping bags, and I was like, ‘This is ridiculous. I wanted them to have that experience, but it’s taking it too far.'”

Sara with husband Simon and their sons Oliver and Charlie



Sara, who has been married to husband Simon since 2007, credits him with helping found her thriving business, which is now turning over £34million a year

Discussing the secret of their enduring romance, Sara said: “I would say we are just as in love today as we were 22 years ago. We have this ingrained respect for each other and the role we play in our relationship. I adore the ground he walks on.”

Sara has explained what she loses in quantity of time with her children that she makes up for in quality, but she doesn’t always agree with Simon when it comes to how they should raise their boys.

“My husband Simon wants to give the kids the things that we couldn’t have — but I want them to have the experiences that we did,” she said on Loose Women.

While her children have to work for their pocket money, they get paid more than her due to their impressive negotiation skills.

“My six-year-old son will be helping out at the store my sister owns and she’s going to let him do the same thing I did back then,” she told Der Spiegel.

“With a bit of inflation he gets a few pounds. My boys can negotiate much better than me.”

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