ABOUT ME

I’m a commercial strategist with over a decade of experience scaling startups across EMEA. I’ve led EMEA sales for high-growth brands in beauty and tech, co-founded multiple ventures in D2C & B2B, and built the kind of operational foundations that early-stage teams need but rarely have time to figure out.

Today, I work with a handful of founders on a project or fractional basis—offering clear, relevant support across sales, fundraising, financials & growth strategy. I’m still building startups myself, so everything I offer is rooted in the reality of operating right now, not just advising.

What else?

I’m from Vancouver Island and live in the Cotswolds. I’ve lived in Vancouver, Dublin, Madrid, and London. My favourite places are Oaxaca, Kyoto and Aveyron! At home, I grow vegetables, bake sourdough, and walk the dogs… but mostly, I work!

See some of my work below.

Professional portrait of Sarah Radovich Gervais, UK-based founder and business strategist

MY WORK

Ett Hem London

As Co-Founder and Commercial Director, I lead on fundraising, revenue growth, wholesale, brand strategy, finance & operations. I helped scale EHL from launch to a high-margin, design-led brand with prestigious clients including Buckingham Palace, the Royal Opera House, The Shard & Heals (+ 30 more).
Prickly Pear

I guided the brand from idea to launch, delivering a clinically-backed, market-ready skincare product with standout positioning and strong consumer appeal. I led the successful fundraising round and continue to support the business as an Advisor.
Fair Fit

As Co-Founder of Fair Fit, I built a beauty-focused distribution business from the ground up—raising funding from an EU distributor, launching brands into major retailers including Douglas (7 countries), Harvey Norman, Care to Beauty, and CurrentBody, and developing localised e-commerce sites for international beauty brands.
Nura

As Interim Sales Director for EMEA at Nura, I led the brand’s retail rollout across EMEA, achieving £2M in sales in Year 1 and accounting for 60% of global retail revenue. I secured placements with top-tier retailers including Selfridges, Dubai Duty Free, CAPI, Currys, MediaMarktSaturn, and Richer Sounds, driving rapid growth and brand visibility.
Zuvi

As interim Sales Director EMEA at Zuvi, I led the brand's international expansion strategy, securing high-profile retail partnerships across multiple regions. Under my leadership, Zuvi launched in Douglas across 7 European countries, and entered Neiman Marcus, Lane Crawford, Harvey Norman, and CurrentBody. These placements significantly elevated brand visibility, drove revenue growth, and positioned Zuvi as a premium player in the beauty tech space.
Shokz

As interim EMEA Sales Director at Shokz, I lead the brand’s regional retail expansion, delivering over £6M in sales in Year 1. I secured listings with key retailers including Dubai Duty Free, CAPI, Curry’s, and MediaMarktSaturn, while appointing and managing 6 distributors across the region.
Nomad

Over a 5-year partnership with Nomad Goods, I acted as their Interim Sales Director for EMEA—first through a distributor, then independently via a sales agency. During this time, I secured placements in nearly every premium tech retailer across the region, including Selfridges, Elkjøp, Dubai Duty Free, Currys, and CAPI.