Sarah Moore was born on 14 April 1973 in Redditch, Worcestershire, England. Details about her parents are not publicly disclosed, though she has mentioned on social media that her father has prostate cancer, and her grandparents had a restaurant in Norfolk where her grandmother cooked bistro-style food in the 1960s and ’70s.

Moore grew up in Redditch, Worcestershire and studied Philosophy at the University of Warwick, competing nationally in Latin and Ballroom dancing while there. She then studied at Cardiff Journalism School, gaining work experience as a weekend news editor for a radio station in Wolverhampton.

Her media career began in 2003 at ITV Central, where she won two awards for an investigation into drug-rape. In 2006 she moved to ITV News before joining GMTV in October 2006. In summer 2007, she became New York Correspondent for GMTV, a post she held until August 2010.

In 2015, she was offered the opportunity to host Money for Nothing on BBC One, where she rescues items from the dump and turns them into valuable pieces, working with craftspeople and designers to transform waste into desirable objects. The profits are returned to the original owners.

Sarah Moore is married to her husband Pete Smith. They have three children: Harry, Edward, and Libby. The family live in a farmhouse in West Sussex, which Sarah and Pete renovated. They also own a villa on Skiathos, Greece, renovated during and after the lockdown years.