James Watts is a brand and business strategist who helps design‑led and premium brands clarify who they are, what they stand for, and how they grow.

As a strategy consultant, James has partnered with brands including Ellison Studios, Tigmi Trading, Hale Mercantile and others, working across brand positioning, market strategy and go‑to‑market planning. His work is collaborative and practical, designed to turn insight into clear decisions, compelling stories and focused action.

Before establishing his consulting practice in the Southern Highlands of New South Wales, James spent over a decade in advertising, branding and creative agency leadership, developing strategic solutions for brands across categories and markets.

He then served as Managing Director of luxury rug brand Armadillo for eight years, leading its evolution into an internationally recognised, purpose‑driven brand. Under his leadership, Armadillo expanded into key global design hubs including New York, Los Angeles and San Francisco, built a strong retail footprint in Australia, and became known for its commitment to sustainability and philanthropy.

Today, James draws on this combination of agency, brand‑side and consulting experience to help clients build brands that are distinct, coherent and commercially effective.