All About Sarah
If you ask Richard and Jack what I do here, they’ll probably tell you I’m the one who stops them from starting five new projects before they’ve finished the last one.
They both have brilliant minds and move at light speed, but they are also absolute butterflies. My job is to be the anchor. I make sure that while they’re being clever, we are actually building things that work, make sense, and do what we promised they would.
My background is in marketing, SEO, and running businesses, but I’ve never been one for sitting in a boardroom pointing at spreadsheets. If I’m going to market a product, I need to know exactly how it works from the inside out. When Richard and Jack are flat out, I don’t sit around waiting—I get stuck into the code and design myself. Not only do I have some rather good ideas (some of the apps in our RiCollection are mine, a fact I'm rather proud of) it also turns out I’m quite decent at "vibe coding," which is a polite way of saying I can find my way around a complex codebase, understand what words like frameworks and deployment mean, and get things working without accidentally breaking the whole system.
Because I actually help build what we sell, my approach to SEO and content is pretty straightforward: no corporate nonsense, no empty promises, just clear explanations of why our tools are useful and how they make your life easier. I will never try to sell you something. The apps can sell themselves.
How I got here (by trial and error)
For a long time, I didn't have a clue what I wanted to do. It was only after I first became self-employed that I realised working for myself was the only option.
Before figuring that out, I spent my early career working in jobs for property development companies in Brighton and London. Eventually, I moved to the Lake District, where I spent over ten years working in sales and then purchasing for a national bakery company (which was a much harder, faster-paced job than it sounds. I didn’t always sit around eating cake. Honestly). Then in 2013 it all changed:
The Supermums Craft Fair: While working at the bakery, I used to make jewellery on the side. I spent my weekends selling it at local craft fairs, and during one of those fairs, I realised there had to be a better, more efficient way of doing it. That spark of an idea became The Supermums Craft Fair. I started it as a Facebook group, and it took off so fast that I ended up having a custom website built where other mums could rent digital stalls from me to sell their own creations. (If vibe coding had been a thing back then, I could have built it myself and saved a fortune, but we live and learn.) The venture was so successful that it allowed me to finally hand in my notice at the bakery and go self-employed full-time.
Pretty Die Cuts: After a while, I realised I missed the physical process of making things. I’d seen someone making felt die-cuts, decided to give it a go, and ended up building another successful business. It grew so rapidly that I eventually closed down the virtual craft fair to focus on the felt business full-time, which taught me everything I know about the realities of manufacturing, scaling, and shipping physical products to real customers.
The Card Project UK: When I met my partner, on the side of his successful software freelancing business, he was also running a small ID card business called The Card Project. He was completely swamped with his main job, so I stepped in just to help out. Turns out I was good at designing. In fact, I took to the whole business like a duck to water and due to my marketing experience, I eventually took over the operations and helped to scale it into the successful business it is today. With a website, a busy Amazon shop and our sister company, The Card Project US, it's grown into something I’m immensely proud of. I’m still a director there, but the day-to-day running is taken care of by our fabulous management team which frees me up to concentrate on Richah.
Out on the fells
When I’m not wrangling code or keeping the team focused, I am usually outside. I live at the bottom of a fell in the Lake District, and I don't really do "gentle strolls."
I’ve bagged every single Wainwright—many of them several times over. To give you an idea of my threshold for discomfort, in 2025 I walked 26 miles from my front door to the bottom of Great Gable, past Ennerdale, and all the way back again. I was absolutely ruined by the end of it, which is precisely why I’ve decided to do it again this year.
I tend to bring that same stubbornness to our work. If we have a problem to solve or a product to get out the door, I will keep pushing until we get it done.
So, if you use one of our tools and find it actually makes sense, does what we promised, and hasn't been abandoned for a shiny new prototype—that'll be down to my stubbornness. And if you ever spot a commit message in our repositories that simply reads "fixed it, don't ask"—well, we both know who to blame for that, too.