His dental practice was voted London practice of the year in 2006. James is immediate past-president of the British Academy of Cosmetic Dentistry. He qualified from Kings College Dental School (London) and went to study his Masters degree in Conservative Dentistry at the Eastman Dental Institute. James sits on the board of the British Dental Bleaching Society and helps train the dental team worldwide regarding tooth whitening, minimal intervention dentistry, social media and marketing. James is a key-opinion leader and was voted the fourth most influential person in UK Dentistry in 2010. He is well known in the media and is the clinical ambassador to Arm and Hammer.