In an alarming turn of events, Sara Davies, the beloved entrepreneur and star of BBC's Dragons' Den, is sounding the alarm over scammers exploiting her name in a deceptive scheme to sell dubious diet pills. With a growing online presence and as the author of the recent book The Six-Minute Entrepreneur, Davies has found herself facing a nightmare scenario that she describes as deeply troubling.
“I’ve had a nightmare with that recently,” Davies expressed, highlighting her frustration with scam advertisements that purport she endorsed specific weight-loss products. Reports have surfaced that misleading ads featuring her face are circulating across platforms like Facebook and Instagram, falsely claiming, “Sara invested in us in the Den and this is how she’s lost all the weight.”
This scenario is particularly distressing for Davies, who has made significant lifestyle changes herself, dropping two dress sizes by eliminating sugar, chocolate, and alcohol from her diet while ramping up her physical activity. Following a warning that she was bordering on pre-diabetes, she took charge of her health with determination.
“What frightens me is the amount of people who’ve got in touch because they’ve bought them, thinking that is actually how I lost weight. It’s just scammers,” she lamented. Many potential customers have reportedly fallen victim to these scams, thinking they were purchasing legitimate products endorsed by Davies. In one case, a friend of hers recounted how her mother had been lured by an online ad, shelling out £99 for pills that promised weight loss.
For Davies, the idea that unsuspecting individuals might be financially taken advantage of—not to mention the potential health risks of unregulated diet pills—is distressing. “It terrifies me that people are losing a lot of money and that these pills might come in the post. They might take them. God knows what they’re taking,” she stated. Her genuine concern emerges from her understanding of the desperation many people face when it comes to weight loss and health.
In the wake of her newfound visibility, Davies has temporarily stepped back from her role on Dragons' Den to focus on leading her company, Crafter's Companion, which she recently rescued from administration. She has worked tirelessly to revitalize the well-known crafting brand after the previous investors pursued a direction that left the business struggling. “For me, it’s not just a business. It’s my life,” she asserted. Her commitment to Crafter's Companion runs deep, as it represents not only her entrepreneurial spirit but also the livelihoods of numerous employees.
Davies became the youngest female investor on Dragons' Den in 2019 and has since carved out a successful path balancing multiple commitments. She currently hosts a new ITV quiz show titled Time Is Money and also spearheaded the BBC series The Big Idea Works. This multifaceted journey showcases her ability to manage time, responsibilities, and a creative vision.
Her latest book, The Six-Minute Entrepreneur, presents a collection of 52 chapters offering tools and insights to inspire readers. It's designed to be a practical guide that encourages readers to absorb knowledge in bite-sized segments. She emphasizes the importance of self-care—a lesson learned through her own journey with gestational diabetes during pregnancy, which motivated her to make healthy lifestyle changes.
“Once I’d lost a bit of the weight, I was in a better position to do more exercise. I’m a couple of pounds heavier than I was 12 months ago, yet my body is completely transformed because I’ve been doing all this running and training,” she explained. This perspective on fitness highlights a shift from weight-centric goals to performance and health-oriented ones.
Through her endeavors, Davies openly acknowledges the struggle many face with self-care. She noted, “I think we’re all guilty of not putting self-care first. So as soon as you’re busy, it’s the first thing that goes.” To recharge, she enjoys activities that fulfill her, like mentoring and spending quality time with her family, including her husband Simon and their two children, Oliver and Charlie.
For escapism, the Davies family often retreats to their second home in Spain. “It’s my happy place. We sometimes just go for the weekend, or try to get away in the school holidays with the kids for a week,” she said, describing it as a crucial element for family bonding and relaxation.
Davies' experiences are not without their challenges, including grappling with feelings of imposter syndrome. “In the last five or six years, through my late 30s, I’ve changed my mindset,” she reflects, noting how personal growth and self-acceptance have transformed her approach to work and leadership.
Despite her success and recognition, Davies has no intention of pursuing additional reality TV roles after her appearance on Strictly Come Dancing in 2021, emphasizing the importance of choosing opportunities that resonate with her purpose.
As she continues to navigate her business and personal life, Davies remains vigilant about the implications of her public persona. Protecting her brand and ensuring the safety of her audience against scams is now a paramount concern. She concludes with an impassioned reminder: “And there’s not a b***** diet pill in sight.”
