Sara is a Flemish telenovela, based upon the Colombian telenovela Betty La Fea. It 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's arrival coincides with the two CEOs arguing who this has to be.

The series was broadcast by the commercial station VTM, upon which it was shown every weekday at 6:25 pm. On Sundays, VTM broadcast all episodes of the past week, called 'De Week van Sara' ("Sara's week"). Sara premiered on 25 September 2007 and ended in June 2008, after 200 episodes. A new telenovela called LouisLouise (about a guy named Louis, who turns into a woman (Louise) by a spell) replaced Sara as of September 2008.

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.

The show was written by a team of writers, led by Hugo Van Laere. He already wrote many scripts for Flemish TV series and movies, such as 16+, Rupel, and Dennis van Rita. The series was directed by Serge Bierset, Renaat Coppens, Filip Van Neyghem and Geoffrey Enthoven. The latter already directed many Flemish movies, such as The Only One and Happy Together.