As Paris Fashion Week drew to a close in October, we met Australian-born founder Cassie James at Hotel Balzac - a quiet pocket amid the city’s end-of-season energy. Now based in London, Cassie is in the midst of an exciting chapter: newly engaged, settling into a new space for her agency, and leading CASSIES, her namesake wholesale consultancy, into its next phase of growth.
From Sydney to London, Cassie’s path has been shaped by intuition, resilience, and a deep understanding of the evolving global retail landscape. Founded less than a year after her move, CASSIES bridges Australian brands with global markets through a founder-led approach that feels purposeful and aligned with the DNA of every brand she represents.
Cassie is building in many areas of her personal and professional life and there’s a true sense of momentum surrounding her. It felt only right to begin our Time With series here in Paris, with a woman who embodies what it means to trust in timing, take the leap, and make it her own.
This time in your life feels so exciting and all about new beginnings, you’re building CASSIES from the ground up, you’ve just moved into a new home, and you’re newly engaged. There’s so much unfolding all at once, and from afar too. When you think about this season of your life, how would you describe it?
It’s such an important question, and honestly, one of the best seasons of my life! But admittedly last year was probably one of the more challenging seasons.. I think thats the way it goes, I am absolutely riding the wave and I am so blessed and lucky to be experiencing this life but it certainly doesn’t come without hard work or hurdles. Starting a business is really just the beginning.
It’s also a beautiful reminder to pause and reflect where I am at. There’s a younger version of me who dreamt of this exact time in my life - building something of my own, experiencing a love I dreamt of, and creating a home with that person in a foreign city. I think she’d be proud to see how all that hard work and sacrifice paid off.
For those reading that are new to CASSIES, tell us about the brand, what you're doing in the global wholesale industry and some of the trends that excite you.
CASSIES is really an extension of me - it’s evolving, learning, and adapting just as I am. It’s a blend of my lifestyle and the skills I’ve honed over the last decade. At its core, it’s a wholesale consultancy and agency, but there’s a strong layer of brand and marketing strategy woven through everything I do.
It’s that personal, founder-led approach that really defines CASSIES. The industry is evolving - people are stepping away from big, traditional agencies and looking for more agile, relationship-driven partners. Clients value authenticity, connection and quality over scale, and that’s where CASSIES shines.
Looking back over the past year or two leading up to CASSIES, what moment stands out as the one that really set things in motion?
As hard as it was, leaving my (now fiancé) in Sydney to take a spontaneous role in London was the catalyst. It was the second time I’d taken a leap like that - packed up my life and backed myself in the hope of something bigger.
When the contract I’d moved for ended, I had two choices: panic or pivot. I chose to start. Being in London, I could feel the strength of the Australian network here and saw a real opportunity to act as a bridge for brands navigating global expansion. All of my clients since have been through word of mouth and I’m proud of that.
I’ve always worked hard to put myself in every room possible and to make a lasting impression - so in many ways, it felt like the universe nudging me to finally bet on myself.
Starting any business takes both determination and faith in timing, the vision, and within yourself. How did you know it was the right moment to start, and what doubts or hesitations did you have to work through to get there?
Oh, there was definitely self-doubt! I started my business less than a year after moving to London, and I think a lot people probably thought I was mad! But I know myself, and I know that once I set my mind to something, I’ll find a way to make it work.
I leaned on friends, former colleagues, and mentors, and my Dad - I asked a million questions and wasn’t afraid to ask for help. That’s one of the best things about London; it’s a city full of people who want to see others succeed.
Launching a business in a new city can be both thrilling and intimidating, especially when your peers know the landscape inside out and you’re still figuring out the route to the office! But even in these first six months, I’ve learnt so much and feel deeply grateful for the incredible clients, opportunities, and growth that have already shaped this journey.
How has your time in London shaped your perspective on personal growth, success, and business?
London is an incredible breeding ground for ambition. It pushes you, tests you, and rewards you in equal measure. I don’t think I would have had the same experience in Sydney - being here on the ground is one of my biggest assets.
I’m also so grateful that my partner loves his career here too - we’re both in that building and grinding phase, working on projects and brands that feel globally significant. The exposure you get here is unmatched.
London isn’t always an easy city, but it’s one that gives back exactly what you put in. If you commit to it - it can completely transform your life.
If this chapter of your life had a title, what would it be?
“Becoming Her.”
This year, more than ever, I feel like I’ve stepped into my womanhood - into the version of myself I’ve been growing toward for years. Turning 30 felt like a quiet shift, but such a powerful one. It’s that sense of grounding that comes with knowing who you are, what you stand for, and the kind of life you want to build with a partner who loves you and friends who truly support you. That feels really empowering.
