Sara Davies became the public face of a global crafting brand, but her husband’s financial discipline, operational leadership and long-term partnership were central to the business behind the cameras.
Crafter’s Companion entered administration in January 2025, prompting Sara Davies to buy the business from its administrator and return as chief executive. That rescue placed renewed attention on the people who had helped transform her university idea into an international retailer—including her husband, Simon Davies.
Yet many online profiles still describe Simon as Crafter’s Companion’s current managing director. That description is historically important but no longer tells the complete story. He moved through managing director, chief executive and executive director roles before leaving the board of the original operating company in March 2024.
The verified picture is more compelling than the recycled celebrity biography. Simon is not simply “Sara Davies’ husband.” He is a management accountant who provided financial structure, operational control and commercial support during crucial stages of the company’s growth.
Simon Davies is a British management accountant, business executive and Sara Davies’ husband. The teenage sweethearts married in 2007, have two sons, and built Crafter’s Companion together, with Simon handling finance, operations and commercial partnerships. His family origins, formal education and personal net worth remain largely private.
A Verified Snapshot of Simon Davies
| Detail | Verified information |
|---|---|
| Full name | Simon Christopher Davies |
| Born | March 1980, according to UK company filings |
| Age | 46 as of August 2026 |
| Nationality | British |
| Profession | Management accountant and business executive |
| Known for | Senior leadership at Crafter’s Companion and marriage to Sara Davies |
| Spouse | Sara Davies, married in 2007 |
| Children | Two sons, Oliver and Charlie |
| Former Crafter’s Companion roles | Managing director, chief executive and executive director |
| Current public company role | Director and secretary of Sara & Simon Limited |
| Residence | The family is based in the Teesside/County Durham area |
Companies House records identify Simon as British, born in March 1980. They also show that he remains an active director and secretary of Sara & Simon Limited, although his directorship of the original Crafter’s Companion company ended in March 2024.
Companies House information is submitted by companies and their officers; the agency itself cautions that it does not independently verify every filed detail. Birth month, appointments and resignation dates should therefore be described as public filing data rather than a complete personal biography.
A Cricket-Ground Introduction That Became a Lifelong Partnership
Sara and Simon met as teenagers in County Durham. Sara was 15 and Simon was 19, making him approximately four years older. She has described him as the standout player on their local cricket team and recalled being nervous when he approached her and asked for her telephone number. Both have been described as each other’s first serious partner.
The relationship began around the late 1990s, based on their stated ages. It continued while Sara completed school, entered the University of York and began experimenting with the business idea that became Crafter’s Companion.
They married in 2007. Sara’s official biography calls Simon her “childhood sweetheart” and says he joined Crafter’s Companion as managing director one year after their wedding.
That sequence matters. Simon was already building an accounting career while Sara was taking the financial risks associated with a young company. Sara has explained that when they bought their first home, Simon covered the mortgage because she was reinvesting money in the business and could not afford to draw a conventional salary.
Their relationship therefore developed across several demanding transitions: teenage romance, university, home ownership, marriage, business leadership and parenthood.
“We’ve always operated as a team.” — Sara Davies, describing the couple’s approach to business and household finances.
The Numbers Man Behind Crafter’s Companion
Sara supplied the product instinct, television presence and creative energy. Simon brought a contrasting skill set.
In an interview with Management Today, Sara described Simon as a management accountant who left his previous employment to work at Crafter’s Companion full-time. She said he took responsibility for the financial work she disliked, allowing her to concentrate on products, demonstrations and business development.
That division of responsibility became one of the company’s defining operating features. Sara was highly visible on television shopping channels and later on programmes including Dragons’ Den and Strictly Come Dancing. Simon remained primarily associated with budgets, management systems, daily operations and commercial relationships.
There is a small but important distinction between his corporate and operational timelines. Companies House records show Simon was appointed a director of the original Crafter’s Companion company on 8 March 2006. Sara’s own biography says he joined the business operationally as managing director in 2008. Both statements can be accurate: a legal directorship does not necessarily establish the date someone began working full-time inside a company.
Simon Davies’ Business Timeline
| Period | Position or development |
|---|---|
| Circa 1999 | Met Sara when she was 15 and he was 19 |
| March 2006 | Appointed a director of the original Crafter’s Companion company |
| 2007 | Married Sara |
| 2008 | Joined Crafter’s Companion full-time as managing director |
| By January 2022 | Publicly identified as chief executive officer |
| July 2023 | Replaced as CEO by Mark Allsop; continued as executive director |
| March 2024 | Resigned as a director of the original operating company |
| January 2025 | Sara repurchased Crafter’s Companion following administration |
| 2026 | Remains an active director of Sara & Simon Limited |
A Crafter’s Companion corporate statement approved in January 2022 was signed by Simon as chief executive officer, confirming that he had progressed beyond the managing director title by that stage.
In July 2023, retail executive Mark Allsop became Crafter’s Companion’s new CEO. Simon stayed with the organisation as an executive director responsible for global wholesale teams and commercial partnerships.
His directorship of the original company ended on 29 March 2024. That company was later renamed 2025 Realisations Limited following the restructuring and administration process.
When Sara repurchased the operating business in January 2025, the official announcement named her as returning CEO. Current Companies House records for Cedarcrest Global Trading Limited—the entity now operating the Crafter’s Companion business—list Sara and several other directors, but not Simon. That means no current executive or board title for Simon at the restructured trading company can be confirmed from the reviewed filings.
That does not necessarily mean he has no involvement. In 2026, Sara said Simon remained closely engaged with their investments and described their financial and business decisions as collective. His present contribution appears more private and advisory than the formal chief executive role he once held.
The Private Pages: What Is Known About His Parents, Siblings and Education
Simon’s public profile is unusually narrow for someone who helped lead a major consumer company.
No dependable public biography identifies his father, his parents’ professions, his ancestry or any brothers and sisters. Articles that claim detailed family origins without documentary sourcing should be treated cautiously.
One verified family connection does appear in Sara’s account of her university placement. Sara has explained that Simon’s mother knew someone connected to a small craft company seeking help. That introduction helped Sara obtain the placement where she learned about the craft market and identified the commercial opportunity that eventually led to Crafter’s Companion.
It is a small detail with enormous consequences. Simon’s family network did not create Sara’s company, but the placement introduced her to a struggling craft business, customer behaviour and an unmet need for customised envelopes.
Current interviews also indicate that Sara and Simon live near both sets of parents in Teesside. Their children regularly spend time with their grandparents, suggesting that the couple maintains a close local family structure despite Sara’s television and international business commitments.
What Did Simon Davies Study?
Simon is consistently identified as an accountant or management accountant. Sara has also said he had already graduated while she was still at university. However, reliable public sources do not identify:
- The school he attended
- The university from which he graduated
- His degree subject
- His professional accounting body
- Whether he holds chartered status
- Specific early employers
It would therefore be inaccurate to assign him a university, degree or professional qualification based on another accountant with the same common name.
The strongest supported description is that Simon worked as a management accountant before joining Crafter’s Companion full-time. His later appointments indicate that his expertise expanded from finance into operations, wholesale management and commercial partnerships.
Raising Oliver and Charlie Away From the Television Spotlight
Simon and Sara have two sons, Oliver and Charlie. Sara’s official biography describes both children as interested in making and creative activities, although the couple generally avoids turning them into public personalities.
By 2026, the family remained based in Teesside, close to both sides of the extended family. Sara has spoken about the tension familiar to many entrepreneurial parents: providing opportunities while ensuring that children still understand work, money and responsibility.
Sara has said she and Simon do not always approach parenting from precisely the same direction. Simon has wanted their children to enjoy things the couple could not afford when they were young, while Sara has emphasised recreating the experiences that taught them independence and financial awareness.
Their differences appear practical rather than fundamental. Both present family money as shared, and Sara has rejected the idea that she alone is the household “breadwinner.” She argues that the income, business assets and investments came from work they carried out as a team.
The Thursday-Night Rule
One of the clearest insights into their marriage emerged in a 2026 interview. Sara said Thursday evenings are reserved for time together while their sons stay with their grandparents.
The arrangement is intentionally simple. Their evenings may involve watching a film, inviting friends over or spending quiet time at home rather than arranging an expensive restaurant or event. Sara credits that protected weekly space with helping preserve a relationship that has lasted since their teenage years.
She has also acknowledged that their personalities are very different. Sara is fast-moving, public and expressive in business; Simon is more reserved, financially cautious and resistant to unnecessary expense. She has repeatedly presented that contrast as a source of balance rather than conflict.
The Wealth Question: Why No Reliable Simon Davies Net-Worth Figure Exists
No authoritative source has published an independently verified personal net worth for Simon Davies.
Search results frequently repeat a figure of approximately £37 million, but that estimate is generally attached to Sara. It is not an audited valuation of Simon’s personal assets, the couple’s joint estate or their current ownership interests.
Private-company wealth is especially difficult to calculate because several very different numbers can be confused:
- Annual company revenue
- Accounting profit or loss
- Estimated brand value
- Shareholder equity
- The value of an individual’s shareholding
- Property and personal investments
- Debt and financial obligations
- The price paid in a restructuring transaction
Crafter’s Companion’s financial difficulties make older estimates even less dependable. The company entered administration in January 2025 after running short of working capital. Sara then participated in a purchase and restructuring that preserved most jobs and allowed the company to continue trading. The official announcement did not disclose the financial terms.
Later reporting stated that the business was sold through the pre-pack process for £425,000. That figure should not be treated as Simon and Sara’s net worth. A distressed-business purchase price reflects the assets, liabilities, transaction structure and immediate funding requirements of a specific company at a specific time.
Simon’s active position in Sara & Simon Limited confirms an ongoing corporate interest, but the public officer register does not disclose the couple’s cash, property portfolio, investment valuations or personal liabilities.
The defensible answer is therefore straightforward: Simon Davies is likely to have benefited financially from years of senior leadership and shared business ownership, but his individual net worth is not publicly verified.
Questions Readers Keep Asking About Simon Davies
Who is Simon Davies?
Simon Davies is a British management accountant and business executive best known as Sara Davies’ husband and a former senior leader at Crafter’s Companion. He served in managing director, CEO and executive director positions, concentrating on finance, operations, wholesale activity and commercial partnerships.
What does Sara Davies’ husband do for a living?
Sara Davies’ husband has worked primarily in accountancy and business management. Simon left an external management-accounting job to join Crafter’s Companion full-time, later becoming its CEO. His current day-to-day occupation is not publicly detailed, although he remains a director of Sara & Simon Limited.
How did Sara Davies and Simon Davies meet?
Sara and Simon Davies met through their local cricket community when Sara was 15 and Simon was 19. Sara has said Simon was a leading player on the local team and approached her to ask for her number. They became each other’s first serious partner and married in 2007.
Are Sara and Simon Davies still married?
Yes. Sara and Simon Davies remain married and were discussing their long-term relationship publicly in 2026. They live in the Teesside area with their sons and maintain a weekly Thursday date night while the children stay with their grandparents.
How many children do Simon and Sara Davies have?
Simon and Sara Davies have two sons named Oliver and Charlie. The couple keeps much of their children’s daily life private, although Sara occasionally discusses parenting, creativity, travel and teaching them responsible attitudes toward money.
Is Simon Davies still involved with Crafter’s Companion?
Simon is not listed as a current director of Cedarcrest Global Trading Limited, the company operating the restructured Crafter’s Companion business. His last clearly documented Crafter’s Companion role was executive director after stepping down as CEO in 2023. Sara has nevertheless indicated that he remains involved in their wider business and investment decisions.
What is Simon Davies’ net worth?
Simon Davies’ net worth is not publicly verified. Figures commonly published online usually refer to estimates of Sara Davies’ wealth and do not separate Simon’s assets, liabilities, company interests or joint property. Any precise personal figure should therefore be treated as speculation rather than established financial data.
Why the Quiet Half of the Davies Partnership Matters
Sara Davies’ public success can make Crafter’s Companion appear to be the work of one energetic founder. The evidence shows a more balanced arrangement.
Sara identified the product opportunity, communicated with customers and became the recognisable face of the company. Simon provided financial discipline, paid the household mortgage during the company’s vulnerable early period and eventually assumed control of daily management, executive operations and commercial partnerships.
His story also demonstrates why titles require dates. Calling Simon the current managing director repeats an old biography. Describing him only as a celebrity spouse ignores almost two decades of documented corporate responsibility.
The most accurate portrait is neither glamorous nor mysterious. Simon Davies is an accountant-turned-executive whose influence was strongest behind the scenes—and whose partnership with Sara connected their marriage, household finances and business decisions long before television audiences knew either of their names.
Sources & Verification
- Sara Davies’ official biography, including the couple’s marriage, children and Simon’s appointment as managing director.
- UK Companies House officer records for Sara & Simon Limited.
- UK Companies House records for the original Crafter’s Companion company, now named 2025 Realisations Limited.
- Current Companies House officer records for Cedarcrest Global Trading Limited.
- Crafter’s Companion’s official January 2025 restructuring announcement.
- Craft Focus report confirming Simon’s 2023 move from CEO to executive director.
- Sara Davies’ 2026 Woman & Home interview about marriage, children and shared finances.
- Management Today interview identifying Simon as a management accountant.
- Sara Davies’ official account of how Simon’s mother helped connect her with a formative work placement.
Editorial Disclaimer: This article distinguishes confirmed public records from media estimates and unsupported biographical claims. Private financial information, family ancestry and educational details have not been inferred where authoritative evidence is unavailable. Company filings reflect submitted information and may not represent a complete account of an individual’s activities or finances.
