More Than a Workspace: An Interview with Sarah Daniels

Sarah Daniels, a long-term client of Naked Marketing and prominent and popular figure in the Norfolk business community, shares the story behind No.8 Thorpe Road as it marks ten years in business. She also reflects on her journey as the founder of both No.8 and RedCat. With a focus on personal touches, genuine relationships, and conscious business Sarah has built a space where people feel comfortable, valued, and supported. It’s not just a workspace, it’s a home where trusting relationships are made and businesses thrive. 

By Annabel Pounder
20/06/25

Q: You’re celebrating No.8’s 10th year in business, congratulations! If you were to describe No.8 in three words. What would they be and why?

A:Boutique, Sustainable and Welcoming.  

Boutique. Because it is different, isn't it? It’s unique. We’ve not tried to be the same as everybody else. A friend of ours called us disruptive when we opened, which at first, I didn't like. But I think what she meant is we’re different from the other businesses in our area – we aren’t just a straight-forward, bland office space – we’re all about the personal touches. We have countless plants, wooden and cork decorations and big windows which bring the natural world into the office. If one of our customers says they love a certain drink that’s what theyll get, one of us will pop to the shop to find exactly what they want. And that’s what it’s all about – making sure our customers are comfortable, productive and content in our space.    

Sustainable. Everything we do is about making sure that we are here long term – both as a business and in terms of the planet. So even today when one of our clients had 10 coffees and they said, ‘do you want us to send an invoice?’, I said, no, have them on us, it's Friday and you'll be back again’, or some words to that effect. We’re all about building lasting, positive relationships with our customers. We also try to recycle, reuse, and reduce waste. We have rainwater harvesting for our plants. We have a hot composting bin, which means we can compost all the coffee waste, tea bags, hand towels, toilet roll and all the shredded paper. In fact, in our non-compostable bins, we have less rubbish for a five-story office building than the average domestic family has.  

We have solar panels; we have electric charging points in the car park and the soap is completely plastic free. We buy well and we buy once. All the furniture is now ten and a half years old, so it's stood the test of time, and I'm really chuffed with it. I'm still in touch with the company; they’re our chums there and it’s made in Attleborough. We’re really keen on supporting local suppliers and buying consciously. 

And finally, welcoming. Like I said the space is light, airy and smells great, which I think is what people want from a workspace – it’s such a comfortable working environment. Everyone is always smiling and there’s a real sense of community among the teams we have working here. We have quiet spaces where people can get their heads down, but also a fantastic social area on the middle floor where everyone can mingle and have a chat.


Q: Running your own business is challenging, especially running two. What's the most unexpected hurdle you faced while running the two businesses?

A:I want to say sexism and ageism, I'll often find that I answer the phone, and people will assume I'm the receptionist. We're a husband-and-wife team and they'll ask for Richard. Although Richard is heavily involved, this is a female led business, so when people assume otherwise that really winds me up! This also feeds into the assumptions of other business owners. In the past people have said ‘what do you know about running a premises?Actually, I know quite a lot because I've used a lot of them. Or ‘what do I know about running a health and safety consultancy? Loads, because I'm an ex-inspector and a chartered practitioner. And being a people-facing business owner, really gives you a sense of responsibility.“


Q: What's something about No.8 that might surprise people who are unfamiliar with the business? 

A:How big it is. Everybody says that. What a Tardis it is! People don't see the lower ground floor and they don't see the top floor. So, it just looks like it's the squishy bit in the middle. And the lights, they really love those lights.“

 

Q: Running your own business is challenging, especially running two. What's the most unexpected hurdle you faced while running the two businesses?

A:I want to say sexism and ageism, I'll often find that I answer the phone, and people will assume I'mthe receptionist. We're a husband-and-wife team and they'll ask for Richard. Although Richard is heavily involved, this is a female led business, so when people assume otherwise that really winds me up! This also feeds into the assumptions of other business owners. In the past people have said ‘what do you know about running a premises?Actually, I know quite a lot because I've used a lot of them. Or ‘what do I know about running a health and safety consultancy? Loads, because I'm an ex-inspector and a chartered practitioner. And being a people-facing business owner, really gives you a sense of responsibility.“


Q: What's something about No.8 that might surprise people who are unfamiliar with the business? 

A:How big it is. Everybody says that. What a Tardis it is! People don't see the lower ground floor and they don't see the top floor. So, it just looks like it's the squishy bit in the middle. And the lights, theyreally love those lights.“

Q: If number eight had a theme song, what would it be? And what does it say about your business? 

A:Oh, do you know what? I thought about this on the way in this morning and I thought the one thing that came into my head was 'If you're happy and you know it, clap your hands'. Which is the truly weirdest song, isn't it? But we're happy. We're happy and smiley and we will praise each other. We're all here for each other, good and bad. So, I think I'm going to stick with it.


Q: Looking back at your journey, is there anything you would have done differently? 

A:Personally, I think being too trusting. But I've grown up and my world is smaller now. I fill it with people with whom I share mutual trust and support. Professionally, I’d have probably believed in myself a lot more. It took me until I was at least 35 to believe that I could do what I do now.



QWhy do you think that was?  

A:Probably school people telling me there were things I couldn’t do. In the end, this made me more determined. But it still puts you on the back foot. That is why we are so supportive of other small businesses. We like helping out small businesses and charities like The Norfolk Community Foundation. To be able to go into a smaller charity or CIC type business and just go, this is what you need. This is what's appropriate for you. And in response we hear you've just saved us thousands of pounds. And importantly, we’re not looking to make a quick buck out of them, we’re always happy to help people out and pay it forward. Other businesses understood that more in Covid, but they may have forgotten it already. 



In our case, we really
do care. It's in our DNA, it’s who we are. We can't change who we are
.

Q: On the topic of Covid, what kind of lessons did you learn when running a business through difficult times or economic downturn? 

A:Having survived a couple of economic downturns and Covid, where we really didn't get any help. It's tenacity, absolute tenacity. I remember being sat in the corner of that room crying one day on a zoom call during the first lockdown, wondering what the hell are we going to do? And then I sat down with Richard and we rewrote our entire business plan. What were we good at? What could we then do? And just really played to our strengths. We helped people with their risk assessments. We went away and learned. I could tell you so much about Covid it was untrue. Ventilation rates, contact time of sanitizers. It was all bang, bang, bang. Somebody would ring up, with questions about how to keep their business safe. They had the answer straight away. Not I think you should do this, or the government says this… we were direct and efficient.



Q: What's the most rewarding part of running No.8 and Red Cat?

A:No.8 is the smiles when they come out of a meeting, or an event and you know you've nailed it. And then when they come back and ask to book again. With RedCat it’s when you hear a personal recommendation, or when the penny drops and your client says I get it now, I understand what I've got to do because you've explained it in such a simple practical and relevant way!



Q: If you had to give some advice to someone that's starting their career, would you say?  

A:Do what you love and have a good a number of people around you that will answer the hard questions honestly. You’ve got to have your trusted folks, your soul sisters and brothers haven't you? Surround yourself with people who have warmth, who aren’t mood hoovers. Folks who you have an absolute understanding and trust with. We have that with the No.8 crowd. They've all got keys; they can come and go when they like. I trust them with my building, the biggest asset that I've got. To lock the door, to turn the lights off. You can't do that with everybody, can you?


Q: Final question. Everyone has their go to guilty pleasure when they need a mental break. What's yours? 

A:It would have to be rhubarb gin, kettle crisps and dark chocolate. Dark chocolate praline, with a bit of bite and texture, but smooth. And when I want to unwind, I love the woods. Any kind of forest by the beach is even better. That’s why I think there's plants here in No.8. Like I said there’s a natural element here. There's wood, there's brick, there's light. And we bring items in from home. There are real bits of us here - my dad built that cabinet in one of the rooms, to fit. Everything has a story behind it. There's just real soul here, isn't there? Depth. Yes, depth.



To learn more about
No.8 Thorpe Road and RedCat, you can visit their websites. For any inquiries or to get in touch directly, you can email Sarah here 

 

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