JAMES’S JOYS

need] someone who loves me for who I am. And nothing else matters.’ He’s certainly still the baby of the family: ‘I think Freya is more mature than me when it comes to general stuff,’ he admits. ‘Although I’m 29, I’m still perceived as the little one. But my family also have respect for me and the things that I do.’

He insists that he does not look to his parents for their approval – or for anything, certainly not hand- outs or investments. ‘I didn’t have their blessing when I left university. I make my own decisions. My life isn’t dictated by whether I get three gold stars or two gold stars, it’s dictated by “I am who I am”. I have learnt the confidence to be comfortable with who I am and the decisions I make; the people around me understand and love me because of that. I don’t think anybody could live a life where you have to wait for permission for something.’

The royal connection has taken some getting used to. That his sister married Prince William has had a massive effect on the way the Middletons have had to conduct themselves (remember the hoo-ha whenever Party Pieces has apparently ‘cashed in’ on royal events?). Every one of them – not just Kate – has to live their life with the royals in mind. Only recently, Pippa had to get an injunction to prevent private photographs stolen from her online account being published. The Middleton parents’ careful handling of their position, their silence – so often STRICTLY, X FACTOR OR BAKE OFF? GUILTY PLEASURE? Vintage tractor magazines. CAREER PLAN B? Adventurer. PERFECT SUNDAY? A walk with the dogs. WHO WOULD PLAY YOU IN A MOVIE? Leonardo DiCaprio. EARLIEST MEMORY? Wanting a dog. FIRST KISS? I never kiss and tell. MOST EMBARRASSING MOMENT? Probably my first kiss! DREAM DINNER GUEST? Dawn French. ON A NIGHT OUT YOU’D FIND ME… Bidding on something random on Ebay. CELEBRITY CRUSH? Donna Air. LIE-IN OR EXERCISE? Definitely exercise. IF YOU COULD GIVE YOUR TEENAGE SELF ONE PIECE OF ADVICE? Embrace dyslexia as a positive. DESCRIBE YOURSELF IN THREE WORDS? Dyslexic, creative, late. at their own expense – is something, rumour has it, that the Queen admires very much about them.

As James points out, though, Kate’s relationship with William developed over a long period of time. ‘It was a gradual progression. Of course, there was a sense of, “Oh my God, things are changing,” and “Why are so many people interested in us?”. As a family, I don’t think there is any particular “policy” on [handling it],’ he says. ‘Although one is probably not to speak to the media – ironic that I’m saying it in an interview! But I suppose it’s about respect, respecting the position we are in. It’s making sure you don’t overstep the mark. These aren’t rules that are written out. It is a general understanding. The fact that you get times when [our lives are] broadcast to everybody brings us closer together.’

Which brings us back to James’s love-hate relationship with the press: on the one hand appearing to use it to help promote his business, yet on the other being a victim of its knee-jerk ‘negativity’ towards him. In some senses, he can’t win. ‘There is more interest in negativity than positivity,’ he says. ‘Quite frankly, you are only really interested in talking to me because of my name, but I have to respect that I’d much rather the stuff that comes out about me Clockwise from top left: James with Donna and sister Pippa in 2015; taking part in the 3,000-mile Race America Challenge with Pippa and her fiancé James Matthews in 2014, and Donna with her daughter Freya in 2015 be in my voice instead of speculation. There will be plenty of people who will criticise me for doing this but I don’t think I am abusing a situation. Boomf is growing not because of [the press]. We had a £2.5 million turnover last year and it’s up by just shy of 400 per cent on the previous year. That happens because of hard work and a great team. We are now concentrating on stability.’

But the road to success is not always smooth, James admits. At busy times – Christmas, Valentine’s Day and Mothering Sunday – when there can be up to 9,000 orders every day for the boxes of nine personalised marshmallow squares, wrapping paper, bunting and slabs of chocolate, he employs around 70 people. This festive season looks set to be even busier, as he has just launched the Boomf Bomb, an exploding confetti greetings card.

James hopes to avoid last year’s problems, when they were dogged by shiftworkers not turning up, then discovered there was not enough space on the lorries to get the orders in the post. James and his production manager worked 39 hours in one go. He barely took off the regulatory blue hairnet. ‘I love working hard. I think about myself now, and the position I am in and the stuff that I do, and I am very pleased and confident in how I’ve turned out.’

With his sister Pippa’s wedding to James Matthews, a hedge-fund manager worth millions, on the horizon (her engagement ring cost £250,000), Middleton mania is set to start all over again. On the way home, I see at least two magazines with stories about her: “Pippa’s Wedding Gown! Eight designers dress that body.” And now his little niece is in the mix, too: “Charlotte’s Big Day Out.” Will there be a royal bridesmaid and pageboy? Will we see Pippa’s Made in Chelsea brother-in-law drinking champagne with Prince Charles? And on our fascination goes, like a compulsive, well, reality show. I think we can be sure of one thing: there’ll be no shortage of marshmallow wedding favours.

boomf.com

I love Donna very much but marriage isn’t the be all and end all