This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
‘Skipper to the stars’ James Ballard on his ultra-luxe marketplace, House of Assets
By Lysanne Currie | 1 May 2025 | Culture, Wealth
James Ballard has seen and done it all – captaining yachts for royalty, brokering islands and castles, and even dealing with dinosaurs. Now, he’s reshaping the luxury market with House of Assets, a revolutionary marketplace for ultra-luxury goods
James Ballard’s life reads like a blockbuster adventure, spanning oceans, yachts, and the rarefied air of the ultra-wealthy. For 25 years, James Ballard captained some of the most exclusive superyachts in the world, serving royalty, movie stars and billionaires alike. His journey, however, didn’t stop at the helm.
Today, the “skipper to the stars” is the founder of House of Assets, a trailblazing online marketplace for luxury goods that’s giving traditional auction houses like Sotheby’s and Christie’s a run for their money.
It’s a culmination of everything he’s learned over the years, bringing together the exclusivity of niche luxury with the trustworthiness of expert curation — all powered by digital innovation.
James’s story begins far from the glittering harbours of Monaco, growing up in sleepy Tunbridge Wells, East Sussex. With a father in the army, he travelled extensively as a child and, by 18, had developed a clear sense of adventure. A chance encounter while sailing during college set him on an unexpected path.
“They offered me a job teaching sailing when I was just 17, James, 43, recalls. But when he got home, his uncle suggested a bigger idea: head to Antibes in the South of France. “I met an old sea dog of a captain there — a real Captain Birdseve lookalike. He helped me get my first yacht job.”
That first role as a deckhand on a 60m yacht was the start of what would become a 25-year career. “I thought I’d do it for a year — but I never looked back” From deckhand, he steadily climbed the ranks to captain prestigious yachts for the (“down-to-earth”) Qatar royal family, Hollywood A-listers like Robert De Niro and Leonardo DiCaprio, and self-made billionaires.
Working with ultra-high net worth individuals (UHNW) taught James lessons beyond seamanship. Persistence, determination and discretion were essential.
“You couldn’t survive in the industry if you weren’t confidential. So, you learn to be trustworthy and respectful, because these people rely on you entirely.” One businessman, with offices in 96 countries, even asked him to help him purchase an island — “My first-ever negotiation — I was flying by the seat of my pants.”
From overseeing the sale of islands, castles and supercars (“I bought the first Aston Martin DB11 — I never got to drive it though.”), James earned the trust of his clients. “It’s like flying a plane,” he says. “People trust you with everything when you’re the captain.”
BACK ON DRY LAND
After stepping back from life at sea, James took inspiration from his years of managing high-value assets. A frustrating experience trying to sell artwork sparked the idea for House of Assets.
“I tried selling a piece of art back to a gallery, and they suggested eBay, James explains. “It was clear there was a gap in the market for a platform that combined the convenience of online sales with the credibility of expert curation.”
Launched in 2023, House of Assets offers a diverse portfolio of rare and high-value items, from fine wine and property to sneakers and supercars. With a total portfolio value of over £1bn, the platform is quickly establishing itself as a disruptor in the luxury goods market, taking on the Goliaths of Sotheby’s and Christies.
One of House of Assets’ key differentiators is its panel of world-class curators – specialists in every category, including Theo Fennell for jewellery, Limelight Nova for handbags, Harry Herbert for racehorses, and Jim Dawson for fine wine and whisky.
This blend of digital accessibility and human expertise is setting House of Assets apart in a crowded market. “It’s about trust,” James emphasises. “If someone wants to buy a Picasso [artwork] or a £75,000 watch, they need to know it’s authentic. That’s where our experts come in.”
Among the treasures that have been listed on House of Assets is a pair of the iconic Back to the Future sneakers, personally signed by Michael J Fox and valued at up to £80,000.
With just 1,500 pairs made, they were originally sold to benefit the Michael J Fox Foundation for Parkinson’s disease research. Other standout items include shares in racehorses, €600m-worth of property in Monaco or Beverly Hills, and exclusive artworks by the likes of Picasso, Hockney, Warhol and Hirst.
“We even had someone offer us a complete T-Rex skeleton, found in Dakota, in the National Park,” James reveals. “There was interest from museums in Abu Dhabi, Canada, and Belgium but, unfortunately, the sale fell through.”
James is particularly enthused about how the ultra-wealthy are embracing digital platforms like House of Assets, with clients more open to digital transactions than ever. Ultimately, it’s still all about relationships: many of our clients trust him because of the relationships he built during his yachting career.
The platform’s Inner Circle’ membership caters specifically to UHNW clients, offering personalised services for sourcing unique items.
Looking ahead, James has ambitious plans, and, despite the platform’s rapid growth, he remains grounded. “I miss the on-deck camaraderie but love being on terra firma, and I love the variety and excitement of what we’re building.”