Not On The High Street (NOTHS), the UK’s leading curated online marketplace connecting customers with over 4,000 independent British brands, today announces the appointment of entrepreneur, investor and TV personality Sara Davies MBE as Non-Executive Director and Chief Brand Ambassador.
In her first act for the platform, Davies is establishing the Not On The High Street Founders Circle. This comprehensive initiative centres on a tiered coaching and mentoring programme designed to empower Not On The High Street seller Partners.
The creation of the Not On The High Street Founders Circle directly aligns with NOTHS’s core strategic mission to re-centre the marketplace around the real people behind independent brands. The coaching framework offers distinct programme tracks tailored to Partners at every stage of business development; Growth, Thrive and Flourish.
The Growth Programme serves as a foundation-level six-module track available to all Not On The High Street Partners. It features live monthly online webinars and interactive modules led by Sara Davies alongside expertise from the Not On The High Street leadership team, covering essential topics such as brand building, repeat customer retention strategies, product innovation, strategic goal setting, and online trust.
The Thrive Programme tier offers an exclusive cohort for selected Partners, featuring in-person sessions at Not On The High Street HQ. This track delves deeper into strategic executive leadership, scaling, multi-touchpoint brand positioning, agile supply chains, and three-year scale-up playbooks, with the top three standout performers receiving bespoke one-on-one coaching with Davies.
The Flourish Programme is planned to launch later in 2027, offering bespoke one-on-one coaching with selected Not On The High Street Partners.
Pascal Schuster, CEO, Not On The High Street, says: “As we mark our 20th anniversary year, our purpose remains unchanged: empowering the UK’s real makers and creators. Equipping them with the advocacy, skills, and platform to thrive builds a stronger, more resilient ecosystem for our sellers and the wider independent retail sector. Sara’s journey from founding Crafter’s Companion in her university bedroom to building a global empire truly embodies the entrepreneurial spirit of our community of brilliant business-minded creatives. Her decision to make the launch of the Not On The High Street Founders Circle her first act on our Board demonstrates her commitment to giving independent founders the exact tools, leadership, and coaching required to scale sustainably – encompassing exactly why she is the perfect addition to our senior advisory team.”
Sara Davies MBE, non-executive director, Not On The High Street, says: “Small businesses are the beating heart of the UK economy, but working in the business as a maker requires a careful balance with the strategic decisions needed to succeed as a CEO. My very first act with Not On The High Street is establishing the Founders Circle because I want every Partner on this platform – from early-stage creators through to high-potential brands – to have access to real, practical coaching. Not On The High Street curates only the top 5% of seller applicants for quality and craftsmanship; by pairing that standard with structured mentoring that has no barrier to entry, we are helping the next wave of creative founders build resilient, highly profitable businesses for the long term.”
Davies’ commitment to the business also extends beyond her new roles, with her making a significant personal investment in Not On The High Street, reflecting her confidence in the brand and its long-term growth ambitions.
Recruitment for the Growth and Thrive coaching cohorts begins immediately across Not On The High Street seller channels, with the first live coaching modules commencing in October 2026 and running through March 2027 before welcoming new cohorts in April.
Schuster and Davies also have their sights set on the launch of a Young Entrepreneurs Academy, a landmark initiative tackling the national youth unemployment crisis by equipping ambitious creators aged 18 to 30 with seed funding, intensive training, and a direct fast-track storefront on NOTHS.
