James is a past-president of the British Academy of Cosmetic Dentistry. He is the founder of Bow Lane Dental Group in the City of London and been practicing in the same clinic for 17 years. He is a judge for both the Dental Industry Awards and the Dentistry Awards. His book Brush about a work life balance in Dentistry is a number one best seller on Amazon and all the profits go to Dentaid. His current project is helping to find better rewards than sugar.