Call us: +44(0)1202 734 817

Sarah Willingham

Sarah Willingham

Best known for:

Sarah Willingham is an entrepreneur, investor and consumer expert.


Sarah Willingham is a serial entrepreneur and leading consumer expert who began working in the restaurant industry at the age of 13. She has ultimately managed to combine her passion for business, food and drink into a multi-million pound business empire.


Sarah Willingham is recognized as one of Britain’s most well known female consumer champions regularly appears in the media, commenting on business, personal finance, consumer affairs, as well as the food and leisure industry.

Sarah appeared alongside Raymond Blanc as a judge and investor on the popular BBC2 series The Restaurant from 2006-8. The show ran for three series and Sarah’s no-nonsense approach proved popular with viewers. Sarah co-founded and invested in The London Cocktail Club and Craft Cocktail Company with the winners of series 3. She has helped grow these two concepts into fast growing, award winning businesses.

Sarah is as passionate about her home life and being a smart consumer as she is about her businesses and providing the best customer service. She applies her innate business savvy at home and is regularly asked to share her consumer expertise on TV and in the press, becoming one of the best-known female consumer champion in the UK. She fronts the website which helps hundreds of thousands of people manage their home finances. 

In 2015 Sarah was asked to join the team of Dragons on the popular BBC 2 TV show Dragon’s Den.

“I was SO excited to join the team of Dragons. It has been amazing to meet brilliant people with brilliant businesses to invest in and support. I’m a new breed of Dragon – the first ever Dragon who’s a working mum of four children under 9. I’ve been at the coalface with every business I’ve ever launched and I’m not afraid to get my hands dirty and do what it takes to help small businesses grow…I know what it takes to turn a great business concept into a thriving enterprise”

“It’s important for me to be a mentor as well as an investor.  For me, investment must be backed up by sound business advice and support from someone who’s been there.  

“I’ve been investing in businesses now since I sold The Bombay Bicycle Club in 2008 and i’m always looking for inspiring, driven, capable people as well as inspiring products. I’ve only ever invested in people I really like, that clearly have the ability and the drive the make stuff happen.  That is crucial for long term success.  So if the product fits but the person doesn’t…I won’t be investing.”

Today Sarah runs her business portfolio from her home office alongside her entrepreneur husband Michael Toxvaerd. They jointly invest in and support more than 10 business ventures from start-ups to established and growing brands in the food and drink, consumer finance, banking, mining, technology, lead generation and entertainment sectors, most of which are located across the UK, Middle East and North America.

Sarah has received a number of accolades for her contribution to business, including The Times 35 Most Successful Women under 35, Business Weekly’s Young Entrepreneur of the Year, Courvoisier Top 500, entry in the Who’s Who of British Business Leaders and 100 most influential entrepreneurs in the UK by City AM. In January 2016, Willingham was named one of The Sunday Times’ ‘500 Most Influential people in Britain’ She holds three business degrees including an MBA from Cranfield School of Management, where she is also an advisory board member.

Fee range:

Please Enquire