Celebrating 25 Years: An interview with Jill, founder of Granite 5
As Granite 5 marks its 25th anniversary, we sat down with its founder, Jill Davies, to discuss the company’s journey, the evolution of digital marketing, and her personal experiences that shaped Granite 5 into what it is today.
“When I came across websites back in the 1990s I could see the potential impact they could make for a business and I was hooked! I knew I wanted to create an agency that would support businesses to harness this new asset as it was relatively unknown back when we started.
From there my focus has been to create a team of digital marketing specialists so they can support our clients but also challenge them to create the best solution possible. We always go the extra mile and treat a client project as if it is our own with the same dedication and focus. That’s what I’m really proud of.” Jill Davies, Granite 5 Founder
Inspiration and beginnings: When Granite 5 was just a twinkle in Jill’s eye
Before Jill got into digital marketing, she had a successful career in aviation. She discovered her love for flying early, taking her first lesson at 12 and getting her private pilot’s license at 17, even before her driving test! She advanced to become a flying instructor and later a commercial pilot, roles that honed her leadership and resource management skills. The emphasis on crew resource management in aviation significantly shaped her approach to running a business.
Granite 5 wasn’t always the brand we recognise today. Initially named Business Care Web Management, it was inspired by Jill’s husband’s company, Business Care. Despite having no prior coding experience, Jill, never one to turn down a challenge, taught herself HTML and web development to launch the company. In its early days, she created small websites for local clients, including a notable project for a parish council. This foray into community websites eventually led to the company’s rebranding as Round Your Way, focusing on creating and managing community websites with local advertising.
The birth of Granite 5
The transition to the name Granite 5 came from a more personal inspiration. Jill and her small team of 5 brainstormed names over a summer BBQ, considering everything from internet-related terms to quirky names. The winning choice was inspired by a team member’s horse named Granite and the five people at the BBQ, thus Granite 5 was born.
Granite 5 evolved organically into a fully-fledged digital marketing agency. Jill admits that she didn’t set out to create a large digital marketing Cambridge agency. It was more about enjoying what she did and not wanting to spend her maternity leave at coffee mornings.
One of the major challenges was the COVID-19 pandemic, which forced Granite 5 to adopt remote working. Jill and her team navigated this by building a sense of unity focusing on looking after each other as a team, which was crucial to getting through the pandemic.
Building a positive company culture
“I have always striven to create a team of specialists who are passionate about what they do and a culture that’s fun and encourages collaboration. I believe in bringing talented people into the agency and supporting them to do their best work by delivering outstanding outcomes for our clients. An example is one of our longest serving team members, Ricky, who joined us back in 2011 as an apprentice, and has evolved into an outstanding front-end developer who is a real asset to the agency.
Our company values are People, Results, Innovation, Diversity and Excellence and these are embedded in everything we do as an agency. I very much believe in living and breathing our values and not having them as a tick box! This has allowed us to build an agency with a unique culture that breeds outstanding work with an excellent cohesive team. I know I’m biased but I think our clients would agree too!” Jill Davies, Granite 5 Founder
A significant aspect of Granite 5’s success is its company culture. Jill emphasises the importance of people-first leadership. This caring philosophy has built long-term relationships within the company, with many team members staying for over a decade.
One of Jill’s proudest moments came in 2021 when Granite 5 won the Breathe Culture Leaders List award. This award celebrates small businesses in the UK that prioritise their employees’ wellbeing. For Jill, this recognition showed that Granite 5 is not just successful in digital marketing but also in creating a positive and supportive workplace. It confirmed the company’s dedication to putting people first and maintaining a strong, employee-focused culture.
Around the same time, Ellie won the DevelopHer award. Her nomination was exemplary, and while she wasn’t particularly keen to deliver a speech, Ellie decided to overcome her fear and do it anyway. This act of courage and determination was a source of immense pride for everyone at Granite 5, especially Jill.
Future goals
Looking ahead, while Jill has stepped away from daily operations to enjoy more time sailing with her partner, she is still a continuous and consistent presence in the company supporting the team and allowing them to take on more responsibilities with Simon at the helm.
Jill’s journey from a pilot to a digital marketing agency founder is a testament to her resilience and adaptability. As Granite 5 celebrates 25 years,it has become a respected name in the digital marketing industry. With a solid foundation, a talented team, and a forward-thinking approach, Granite 5 is well-positioned for future success.
