About the business
Having established that the current industry gross margins were enormous, James created Glasses Direct as an online opticians in May 2004 and has broken the mould of the traditional optician.

Judges comments
What immediately caught the judges eye is how James, with no experience in business at all, let alone of the industry sector, has spotted an enormous business opportunity and has already shaken up a substantial and established industry. The implementation of the concept has been highly impressive, done without significant startup capital, and despite considerable opposition from established companies. The potential for this company is excellent and the judges believe that this company has an excellent chance of growing into a very substantial business.