Scott James, an entrepreneur from Ammanford, Carmarthenshire, has defied conventional expectations after receiving a disappointing grade in GCSE business. Now 31 and the founder of Coaltown Coffee, James reflects on his journey from academic underachievement to business triumph.
James’s educational experience was marked by frustration. Leaving sixth form college just three months in, he described his GCSE results as barely passing. “I never really got on with school,” James admitted. “My way of learning didn’t fit the traditional education system.”
Despite being predicted an A* in business, James’s actual result—a D—was a stark contrast. “It’s quite amusing that I got a D in business, given my confidence in the subject,” he said. His struggle with formal education stemmed from a lack of purpose in the curriculum, which he found difficult to engage with.
In search of a more fulfilling path, James volunteered with the National Trust. This experience ignited his passion for entrepreneurship and provided a new perspective on learning. “It changed the way I learned and fueled my enthusiasm for business,” he said.
James’s early exposure to the coffee industry through his parents’ coffee shop influenced his career trajectory. Despite starting with a less successful coffee subscription service, he used the experience to refine his vision. He repurposed parts from a family barbecue and a Ford Ka to build his first coffee roaster, a pivotal move in his entrepreneurial journey.
Today, nearly eleven years later, James’s company has earned a Great Taste award and supplies coffee and machinery nationwide. He attributes his success to passion and ambition rather than traditional educational success. “There’s too much emphasis on formal education,” he remarked. “Not everyone fits into that system, but with drive and passion, you can achieve anything.”
James now views his dyslexia as an asset rather than a hindrance. He actively hires neurodivergent individuals and advocates for greater acceptance of neurodiversity. “I used to hide my dyslexia out of fear of stigma,” he revealed. “But now, there’s more openness about neurodiversity, which is encouraging.”
Looking forward, James aims to expand his business, focusing on revitalizing post-industrial communities with new café spaces and collaborations with heritage brands. “We want to lead the charge in bringing industry back to these areas,” he said.
To students receiving their GCSE results, James offers this advice: “If you’ve done well, congratulations. But remember, every day is a learning opportunity. Your journey is far from over; it’s just a chapter in your story.”