On the Water with Sarah Flavell Marketing Director of Damen Yachting

For our next On the Water conversation, and straight from the Monaco Boat show, we’re delighted to be joined by Sarah Flavell from Damen Yachting. Capable, knowledgeable, and always a joy to work with, Sarah has a deep understanding of the marine world and what it takes to create exceptional experiences on board. I still remember our very first meeting years ago - via Zoom - when she was specifying COAST products for a client while balancing a baby and a toddler on her knees. Today, she brings that same calm capability to Damen Yachting, the Dutch shipyard renowned for building some of the world’s most innovative superyachts, explorers, and support vessels.

Sarah Flavell, Marketing Director, Damen Yachting

With 20 years of experience in the superyacht industry, Sarah Flavell has established a reputation as a dynamic and results-driven marketing professional. Originally from the UK, Sarah has called the Netherlands home for the past 17 years. Sarah is known for a forward-thinking approach, creative problem-solving skills, and a commitment to excellence in every aspect of the marketing process, from digital campaigns to high-end events. For Damen Yachting, Sarah focuses on driving strategic brand growth, expanding market reach, and fostering meaningful relationships with key stakeholders across the industry. With a passion for innovation and a keen eye on industry trends, Sarah consistently delivers marketing strategies that resonate with both new and seasoned yacht buyers, ensuring the company’s position as a leader in luxury yacht building.

Sarah has two children, Olivia (13) and Edward (11), together with her husband who also works at Damen Yachting. When not in the office or traveling she is usually out walking her black labrador, Monty.

1. What’s a favourite destination or hidden gem you’ve discovered while cruising — and what makes it special?

I’ve been incredibly lucky that both my work and private life have taken me to many amazing destinations. Funnily enough, the ones that stand out the most aren't necessarily the most beautiful or exotic, but the ones tied to great memories. That’s why I have two favourites - a favourite place and a favourite memory.

My favourite place is what I consider a hidden gem in the Med. Away from the crowds of the popular French Côte d’Azur, you’ll find the Îles d’Hyères, just off the coast of Le Lavandou and Bormes in the Var area. Porquerolles and Port-Cros are two of these islands, each special in its own way. Porquerolles is larger, with white sandy beaches, while Port-Cros is smaller and an unspoiled national park. If you reach these anchorages on a quiet day, you’re guaranteed stunning views and crystal-clear, clean waters. If you're lucky, you might even spot a whale or two on the cruise over. It’s a place our family loves, and my children always ask to go there by boat.

My favourite memories at sea, however, probably aren’t on most people’s bucket lists. As a child, we spent every school holiday in Pembrokeshire, southwest Wales. It has a dramatic, rugged coastline, and every year we’d take a boat trip to Ramsey Island - managed by the RSPB (Royal Society for the Protection of Birds) and located about half a nautical mile off St David’s Head. It's an area of incredible natural beauty, but looking back, I’m not 100% sure why we loved getting up early to catch the right tides, wearing drysuits with multiple layers, and braving the cold, wet weather while being battered by waves and strong currents - all just to spot seals and puffins! But we did. Maybe it was the adrenaline, or being so close to nature. Either way, it was always the highlight of every childhood holiday.

2. Where’s your go-to vineyard, restaurant or provisioning stop when you’re on the water?

We never head out to the boat without a bottle of cold, crisp, and not-too-sweet rosé. You can’t beat a Provence rosé in my opinion, and the region is full of amazing vineyards. I especially love the smaller, family-run ones — not the big names — where everything is produced in limited quantities and sold directly from a makeshift shop in a barn or traditional cellar. The flavours reflect the countryside around them, and there’s something authentic and charming about the Provençal lifestyle that comes alive in every sip.

Rose- on the water

3. What are your must-haves on board — things you wouldn’t set off without?

Well, as I mentioned — the rosé is definitely one! But also sunglasses, sunscreen, and a mask and snorkel are standard parts of the boat bag. Plus, plenty of still and sparkling water!

4. Do you have a favourite on-board meal or recipe that’s simple but always hits the spot?

We like to keep things simple: a charcuterie and cheese board, pasta salad for the kids, and my mum’s famous potato salad (sorry, not allowed to share the recipe!). These are usually paired with a bottle of Figuière (rosé or white) and some nice cold beers.

5. Are there any brands/items that you always trust for quality and performance on the water?

As a parent, my answer is definitely driven by practicality and performance: La Roche-Posay factor 50 for kids. They can be in the water for hours without risk of sunburn! Happy, safe kids are key to making time on the water fun and relaxing. Also — if you're on a smaller boat — a great cool box is a must, and you can’t beat an Igloo or a Yeti.

6. What’s one small detail that elevates the experience on board — something your guests or clients always comment on?

Personally, I believe the best details are the ones people don’t comment on — those are the ones that make the difference. It’s the small touches that go unnoticed but elevate the experience, so that what you remember are just the amazing moments and memories.

Stay tuned for the next edition of On the Water, where we’ll bring you more stories from those who live - and design - for life at sea.