“Do It Anyway”: Sarah Chrimes on Confidence, Growth, and Thriving at SVS

SVS first began transacting gift cards in 1992, launching its first card programme in 1996. Today, the company operates globally, with over 850 clients and 275 employees. SVS is a true specialist. Its sole focus is helping retailers and brands launch and grow their gift card programmes.

From loyalty to customer engagement, the gift card market has evolved far beyond the days of last-minute birthday presents. Retailers now see gift cards as strategic tools for increasing revenue, enhancing loyalty, and connecting with customers with digital wallets and mobile notifications. SVS partners with clients to help maximize their sales potential, whether by linking with loyalty schemes, enabling mobile wallet provisioning, or exploring gift cards as revenue-driving levers for merchant returns or refunds.

We caught up with Sarah Chrimes, Senior Account Manager at SVS, to hear about her career journey, her experiences with inspirational women in leadership, and her advice for women navigating the workplace.

Q: Can you tell us about your role and the journey that led you here?

I’m a Senior Account Manager at SVS, managing a portfolio of tier-one retail clients. Some of my clients are UK-based with a global reach, while others are large domestic players. Every client is on their own journey. Some programmes are complex because they span multiple countries, while others are complex because of their market diversity within a single country.

My role is all about helping clients get the very best from their gift card programmes. If they don’t have a programme, we help them launch one. If they do, we help them grow it. Before joining SVS, I spent years in recruitment and estate agency, fast-paced, people-first environments. Those roles taught me that success always comes down to building genuine relationships, a lesson that’s stayed with me in every role since.

Q: How does SVS support women in the workplace?

I can genuinely say SVS is the only company I’ve worked for where there’s not a shred of misogyny or sexism.

Gender is never a factor in how you’re treated, and a lot of that comes from our Chief Revenue Officer, Jenny Parris, who is a true role model. She sets the tone for a culture that brings out the best in people.

Nobody does their best work under pressure or when worried about home life so it’s important to create an environment of collaboration and trust that allows people to flourish.

We’re in that sandwich generation where people often have responsibilities for both children and parents, and nobody would ever question you needing time for that. That support allows everyone—not just women—to do their best work because you’re treated as a person first, not just an employee.

I think some companies expect women to “play like men” to reach the top. You can’t be soft, you can’t show vulnerability, and you have to hide your empathy.

SVS is the opposite. Here, empathy is a strength, and people thrive because of it.

Q: How has the WiiN network impacted you and the team at SVS?

WIN is an incredible place for learning.

I really want to grow. I'm sort of at the age now in life where it would be very easy to take my foot off a little bit and coast, but I don't want to do that.

I'm as keen, if not more keen now, to learn. There's a lot happening in the world of work over the next five years, particularly with the emergence of artificial intelligence, which will impact every job in every industry. I think it's fascinating to see how that's all going to play out as part of the next industrial revolution.

I'm as hungry as ever for new things and discovering new skills, and WiiN supports that and the team in really diverse areas.

I really see so much value in networking through WiiN, and strongly believe a wide network is key to success.

For example, outside of work, I do ballet and tap, and I’m involved in local amateur dramatics. That’s given me friends from their early 20’s and those of retirement age, which not only keeps life interesting but it gives me a broader perspective, and I stay aware of the latest topics, whether that’s AI, TikTok or changes happening around me.

Finally, I’d say it’s also a safe, woman-centric space.

There are numerous mixed-gender networking opportunities, but it’s refreshing to be in an environment where everyone understands the invisible “swan effect” that women often face—gliding on the surface while paddling like mad underneath to balance work, family, and everything else!

Seeing other women thrive and lead with authenticity is really motivating.

Q: If you could give your younger self—or other women—one piece of advice, what would it be?

Be more confident. You know more than you think you know, and you are better than you think you are.

If I had a mantra, it would be, “Do it anyway.” What’s the worst that can happen?

Women often over-analyse and get stuck in that analysis-paralysis cycle. My advice is to just go for it. Whatever happens, you’ll handle it.

Q: What events can we see you at this year?

I’m excited to attend the WiiN event in October, and I’m looking forward to connecting with more people and networking.

I’m also really keen to get started within the WiiN mentorship programme—and uniquely, I think I could be both a mentor and a mentee! I think there are some areas where I’d love to learn from others, and I’d also love to share my knowledge. I’m hopeful that this is a goal I can complete by 2026 with the help of WiiN.

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Written by Elaine Keep - https://elainekeep.com/