CEO CHATS: Cassie James, CASSIES Founder

Cassandra James is the Founder behind CASSIES,  a full-service wholesale consulting service specialising in helping beauty, luxury, and lifestyle brands expand their retail reach and grow in new markets. Before launching the agency in 2025, Cassie built her career in strategic global wholesale roles, serving as Head of Sales at Australian athleisure brand P.E Nation and Head of International at fashion agency Polly King & Co.

We sat down with Cassie to talk about the launch of her new agency, CASSIES about how she knew the timing was right, her vision for the agency’s future, and why leaning on industry experts is so important for personal and brand growth.

Can you define your agency?

CASSIES is a 360 consultancy and wholesale agency offered to global fashion, lifestyle and beauty brands. We work with brands to streamline operations, drive sustainable growth and build meaningful connections in a constantly shifting global landscape.

What inspired you to open your own agency?

Trusting my instinct. I was nervous to launch something a little untraditional - especially in a space dominated by agencies with 10+ years under their belt. I felt there was space for something newer, more relevant, and more intuitive to how the industry works today.

"Just because someone else is already doing it doesn’t mean you can’t do it better - or in a way that feels more you. That’s what pushed me to start."

How did you know the timing was right?

The timing is never truly right - you just have to take the leap and figure it out as you go. What gave me confidence was the consistent demand. Australian brands were already reaching out for advice, support, and connection and I realised there was a real gap for a trusted partner who could help them navigate growth from the across the world. That was my cue to double down and build something around that niche.

What sets your agency apart?

CASSIES is an accumulation of all of the skills, knowledge and relationships I have nurtured over the years – so its not just about sales. I experienced the traditional landscape of the global agencies and wanted to shake it up.

"CASSIES is all about trailblazing new ideas and ways of working – it’s a new level of service for brands that feels more personal and boutique."

Whether that’s stepping into the showroom, hosting events, executing pop-ups, bridging influencer and PR support, ascertaining market knowledge or just opening the right doors. The intent is more authentic and cross-functional.

How do you manage your time between client vs stakeholders (influencer / press / VIP / creatives)? How do you ensure the right output vs retainer? 

As I’m in start-up mode, it’s definitely a juggle.

"Right now, it feels like a lot of everything - but that’s intentional. I want to fully immerse myself in each brand and offer a new standard of service that feels both strategic and hands-on."

Of course, this will evolve as the agency grows and we build out the right team and infrastructure. For now, I’m focused on showing up with impact and setting the tone for the kind of partnerships I believe in.

What’s your Agency mantra?

It’s not just sales. It’s a global partnership. My role goes far beyond just collecting wholesale orders -

"I’m an active partner in building and elevating your brand across global markets." 

It’s about long-term growth, strategic placement, and making sure every move relates back to the bigger vision.

What is the plan for CASSIES?

In the short term, we’re in onboarding mode with some very exciting clients.

"The focus is on staying agile and responsive to market shifts - which means showing up where it matters, whether that’s through pop-ups or presence in key markets like New York and Paris." 

Long term, the plan is to grow with real consideration and intent. I’m passionate about partnering with brands that truly align with my values and shared vision of success. It’s not about scaling fast - it’s about building something meaningful.

What advice would you give to someone wanting to start their own agency? 

Find your niche.

"Get clear on where you actually add value and what sets you apart - then build around that. Don’t just follow how it’s always been done."

If your gut is telling you there’s a gap or a better way to do something, trust that instinct. If you’re feeling that need, chances are others are too. That’s where the opportunity lies.

In an industry that changes so rapidly and constantly, how do you stay ahead and constantly pivot to stay fresh? 

I’m not afraid to ask questions or tap into the expertise of others. I love hearing different perspectives, especially from people outside my immediate field because our industry is so interconnected. They’re specialists for a reason, and I don’t believe in being too proud to ask for help. I also stay close to what’s happening culturally - through podcasts, news, media and friends in the industry. This helps to spark ideas or identify shifts early. It keeps me inspired, informed, and open to pivoting when something new emerges.

Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant? 

This is my creative outlet. I genuinely love problem solving and developing strategies that feel true to a brand’s identity and vision.

"Wholesale can sometimes feel restrictive, with brands boxed into certain categories or departments, so I’m always looking for ways to challenge that through unique partnerships, placements, and collaborations." 

In such a competitive space, brand identity has to be unmistakable. That’s why I make sure every wholesale opportunity we pursue feels aligned, considered, and where the customer expects to find the brand - never forced. That’s what drives both cut-through and sell-through.

How do you choose which clients to work with? Do you have a partner selection process?

Just a few months in, I feel really lucky to have had such an incredible calibre of brands reach out - it’s given me the confidence to be selective.

"I look for brands that feel aligned both emotionally and commercially - those with a clear point of difference, scalability, and a pulse on where the market’s headed. I often know straight away when there’s a natural connection."

Whether it’s the founder’s story, the product, or the brand storytelling. I usually place my consumer hat on first, which makes it easy to step into the role of ambassador and champion with authenticity.