James Dunworth, BA Hons, PGCE
Chairman & Co-Founder, E-Cigarette Direct (UK Vape Retailer)
James Dunworth is the Chairman and co-founder of E-Cigarette Direct, one of the UK’s longest-running independent vape retailers.
Founded in 2008 with an initial investment of £1,500, E-Cigarette Direct operates nationally online and through specialist high street vape shops across England and Wales, serving adult customers in a regulated retail environment.
Before founding the business, James spent nine years living and working across Asia and the Middle East, funding his travels through teaching and writing. During this time, he became fluent in Indonesian and developed a strong interest in education, completing two postgraduate teaching qualifications and lecturing at Cardiff University for a year.
E-Cigarette Direct began when James’ mother, Jean Rasbridge, brought home an early electronic cigarette from a trade show and asked whether he could build a website to sell it. Two weeks later, the site launched, marking the start of what would become a long-established UK retail business.
As Chairman, James focuses on retail standards, long-term business governance, and operating responsibly within a tightly regulated category. He sits on the steering committee of the Independent British Vape Trade Association (IBVTA) and co-authored one of the first peer-reviewed studies of electronic cigarettes: Heavner, K., Dunworth, J., Bergen, P., Nissen, C. and Phillips, C.V. (2010), "Electronic cigarettes (e-cigarettes) as potential tobacco harm reduction products: results of an online survey of e-cigarette users".
James also oversees The Ashtray Blog, E-Cigarette Direct’s long-running publication providing evidence-based information for adult consumers. Through this work, he has been involved in interviews with scientists and researchers and has contributed to wider public discussion on vaping from a retail and consumer perspective.
He has regularly been invited to comment on vaping and retail regulation in national media, with appearances including Sky News television interviews in 2013 and 2021, ITV News, BBC Radio Five Live, and The Jeremy Vine Show, where he debated the proposed Welsh ban on vaping in public places with the then Minister for Health, Mark Drakeford.
Outside of work, James spends his time outdoors, tending his vegetable plot, hiking, fishing, swimming and surfing.
Featured articles and talks
- Why Compliance Matters for the Vape Industry (The Grocer)
- Employees bullied or fired for vaping at work, study claims (Sky News)
- ECigaretteDirect Interview with Sky News: The Video (Sky News, 2013, archived)
- The Big Problem With Banning Disposables (Global Forum on Nicotine)
- Vapreneurs and the Economy (SME 4 Labour)
- The Vaping Phenomenon (Truevo Talks)
- Is UK Government’s “Smoke-Free Generation” Bid Losing Its Way? (Filter Mag)
- Voices of Vapers: Vaping in the UK (Heartland Institute)
- At the front line - what do consumers need? (Global Forum on Nicotine)
- James Dunworth’s Interview with Herbert A. Gilbert, Inventor of the E-Cigarette (Alcohol and Drugs History Society)
A full list of coverage is at E-Cigarette Direct in the media.