Celebrating 10 years in business

Ten years ago, Anna Watson took a leap, one rooted in heritage, fuelled by passion, and grounded in purpose. What began as a love of textiles and tailoring has grown into Anna James: a brand that blends timeless design with everyday confidence. In this conversation, Anna reflects on the highs, the lessons, and what it really takes to build a fashion brand from the ground up.

The Beginning: A Family Thread My family’s rich history in British textiles fascinated me from an early age. My connection to fabric isn’t just professional, it’s personal. Growing up surrounded by stories of British manufacturing excellence, I knew craftsmanship was in my blood. But it was in Sloane Square, working in tailoring, that the idea of building something truly my own started to take shape.

The First Sketch The single-breasted wool check blazer was my first design. Classic, understated, and sharply tailored, it laid the foundation for everything to come. Would I still wear it today? Absolutely. It’s still part of the collection. That original design has evolved, taking new form in velvet, corduroy and now, linen. It’s a testament to the power of a timeless cut.

What’s Changed, and What Hasn’t In the early years, success looked like features in magazines and hitting revenue milestones. Now? It’s about building something meaningful and lasting. It’s hearing from women who wear our pieces to interviews, to weddings, to big life moments, and feel amazing in them. That emotional connection is the new definition of success.

Advice to Her Younger Self Don’t try to do it all alone – early challenges of restricted budgets and wearing every hat is part of a start up but I wish I’d known the value of surrounding myself with the right people sooner. Freelancers, mentors, trusted collaborators, they’ve all helped bring my vision to life.

Proud Moments From packing orders by hand to dressing Dame Jessica Ennis-Hill in the dusty pink linen blazer and winning the Midlands UK StartUp Awards, the highlights are many, but they all come back to one thing: confidence. Seeing someone wear a blazer I designed and feel amazing in it… that never gets old.

The Hardest Part Cash flow. Fashion is a high-investment industry. From production lead times to supplier commitments, managing money has often been my biggest challenge. But with time came strategy, planning, and resilience. I’ve learned to grow at a pace that feels right, sustainable, thoughtful, and in line with our values.

Staying Creatively Inspired Creativity doesn’t have to mean chasing trends. For me, it’s about fabrics, form, and function. It starts with a conversation, a swatch, a mood. I’m most inspired by the women who wear Anna James, their lives, their confidence, their everyday style.

The Best Advice She’s Ever Received “Your product is only as good as your marketing.” It was a turning point, realising that great design alone isn’t enough. Storytelling, connection, and brand clarity matter just as much.

Behind the Seams Many don’t realise I am the driving force behind every touchpoint. It’s just me! From sketching and sourcing to marketing and packing orders, it’s all done with care, intention, and a deeply personal touch.

Looking Back – and Forward If I could sum up the last decade in three words? Rollercoaster. Resilience. Passion. Looking ahead I am focused on international growth, pursuing B-Corp certification, and building deeper partnerships through the brand’s DICE campaign. Anna James isn’t just a label. It’s a movement for meaningful fashion, female empowerment, and purposeful growth.

Whether you discovered the brand last month or have been here since the very first blazer, this story belongs to you too. Thank you for believing in craftsmanship, confidence, and clothing that makes you feel like your best self.