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Brand Creation



about us

Sarah Hurley is a creative lifestyle brand specialising in Licensing, Brand Creation & Product Development. 


Created in 2010, we are a family owned and run global company, encompassing a licensing and brand portfolio, retail division, extensive product range, publishing company producing online and print titles and a media division working across TV and online projects.


We are passionate about creating unique, imaginative and commercially successful work and products, sharing the best content and inspiration and developing exciting and forward thinking projects.


about Sarah

Multi award winning Entrepreneur Sarah Hurley, established the Sarah Hurley creative lifestyle brand and company in 2010 with her last £40 and a dream to create beautiful, creative products. Using that last £40 to buy a train ticket to a buyers meeting at a TV Shopping Channel, she secured hours of airtime to launch her first two products. Over the next five years Sarah grew the company to a multi-million dollar global brand creating over 3000 products, writing books, opening two UK and two US offices and launching licensing, retail, publishing and media divisions.

Sarah now leads a global team, designing every product and creating every brand under the Sarah Hurley banner as well as designing, licensing, writing and consulting for companies worldwide. Sarah is also a published author, TV personality, Brand Ambassador, Business Advocate and an in demand Global keynote speaker as well as a long serving Board Advisor to several Trade Associations.


Working with licensor's all over the world, Sarah creates one of a kind artwork, brands, products and more to create a unique proposition for every client we work with.

With current licenses in Gift, Craft, Stationery, Home Decor, Toys, Clothing, 

Publishing, TV, Digital and Media, we have a vast range of experience to ensure you get great results every time.

We offer existing brands and artwork for license as well as creating new and unique propositions every day. We also build solid relationships with every client ensuring a continued flow of unique and commercially consistent results.

We are happy to work to your brief or develop programs just for you.



Brand Creation

We create custom brands for licensing and products all over the world. From children's brands for books, TV and clothing through to lifestyle brands for stationery and home decor, we work on developing commercially successful brands that stand the test of time.


Product Development

With experience in design, product development, branding, packaging, sourcing and marketing, we're able to create products from a single SKU to a whole range or concept.

We've worked on product ranges in Stationery, Craft, Home Decor, Fashion, Publishing, Children's Products and more for major manufacturers, independent brands and stores.

Our Brands


Introducing the Sarah Hurley Pavilion at the CHSI Stitches Trade Show


Plans for CHSI Stitches, the UK’s trade show for the creative craft industry, are well underway for 25-26th February 2024 at the NEC, Birmingham.


This year the experienced event organisers, ICHF Events, have announced an extended partnership with Sarah Hurley from the Sarah Hurley Academy.


Sarah and her team will be running the following features:

  • The Pitch - a revamp of the Creative Dragons feature where business owners can share their business or product idea with key players in the craft industry, including Sarah Hurley and Simon Burns.


  • The Academy – a programme of business speakers curated by Sarah Hurley, drop-in sessions on a much smaller scale than the Insights Hub which are the main seminar sessions.


  • The Pavilion – an area dedicated to start-up businesses coordinated by Sarah to give them an entry point to exhibiting and getting in front of buyers.


  • Networking event – taking place on Sunday 25th Feb after day 1 of the show, hosted by Sarah


The multi-year partnership brings creative business education to the CHSI Stitches programme of events through Sarah’s new ‘Sarah Hurley Academy,’ launched in 2022. 


The Sarah Hurley Academy draws from Sarah’s industry and business successes to help entrepreneurs and small businesses at all stages. The Academy provides education to small business, entrepreneurs and intrapreneurs via a comprehensive range of courses and resources.


Sarah Hurley will be at the craft trade show at the NEC, Birmingham and will provide free advice from the academy stand alongside a host of new initiatives exclusive to the partnership. The entrepreneurial business advice is targeted at businesses at a range of stages; those starting out in the craft world, looking to start in the craft world, or those businesses looking for growth and direction.

Sarah Hurley said: "The academy and the trade show are the perfect partners for new and established businesses to focus and thrive in the retail world, especially at this challenging time. I'm looking forward to meeting lots of businesses at the event, whatever stage they are at, and providing advice and guidance."

Simon Burns, Managing Director ICHF Events said: "CHSI Stitches has a long and proud history of providing advice and support to small businesses. By its nature, the craft industry has a high percentage of independent businesses run by people with a real passion for what they do. We're delighted to partner with Sarah and to be able to offer free access to her advice to visitors to the show."


For more information, visit Follow Sarah Hurley Academy on Facebook or Instagram for updates. 

For more information on the Sarah Hurley Academy, and to join, visit: and visit on the day at stand B26. For more information about the show, visit:


To discuss exhibiting options in 2024, contact Steve Mitchell on +44 (0) 1425 460 811 or email 


For more information visit

Instagram @CHSIstitches.  

LinkedIn CHSI Stitches 


About Sarah Hurley Academy


Sarah Hurley Academy is a trusted resource and platform dedicated to empowering entrepreneurs and small business owners. With a mission to provide aspiring and established entrepreneurs with the knowledge, tools, and resources needed for success, Sarah Hurley Academy offers a comprehensive range of courses and resources. The launch of Academy magazine further solidifies Sarah Hurley Academy's commitment to supporting the entrepreneurial community and helping small business owners create financial independence.





Write to us:

Hurley HQ
36 Church Hill
IG10 1LA

For our USA,Canada & European 
offices - please email your contact for the best address to use for them.

E-Mail us here.


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We are a fast moving, privately owned, creative lifestyle brand and company. We are passionate about creating unique and imaginative products, sharing the best content and living our best creative life! We thrive on excellence, inspiration and creativity.

We are currently recruiting a Creative Assistant to work directly with Sarah! We are also looking for pattern designers to work on our soft craft ranges.

Click here for more information and to apply!


We like to do things a little bit differently, we guarantee Team Hurley will be like nowhere else you've worked before, it's not for everyone but if you're looking for a challenging role and you're ready to shake things up, think differently and work hard, we'd love to welcome you to Team Hurley!

How to apply

Please send over your CV and cover letter telling us more about you and why you feel you'd be a perfect fit for Team Hurley.

(Please note, applications without a covering letter will not be considered. Only shortlisted candidates will be contacted - thank you!)


SH Brands Group

36 Church Hill



IG10 1LA

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