Sara tells the story of Sara De Roose, a business economics graduate, who passed with honours at the university but has trouble finding a job - until she comes across an assistant job in a Belgian fashion company, called "Présence". The company is looking for a new general manager, and Sara arrival coincides with the two CEOs arguing who this has to be. Sara begins the series as the ugly duckling, mocked by many of her colleagues for being "ugly". As the series progresses, she develops confidence, moves up the ladder, becomes more powerful and explores romantic interests. The series also focuses on fellow Présence employees, and their relationships and career problems.