James founded Amber Taverns in 2005 and is CEO. Amber has been backed by private equity firm Epiris since October 2024, and now operates 178 freehold, wet-led pubs across the North of England, the Midlands, Scotland, and Wales. These are community pubs, with a focus on well-invested, contemporary venues. Amber plans to open approximately 15 sites per year thanks to the success of its hybrid partnership model.