Boomf Times Over
James Middleton has openly discussed his battle with anxiety and depression.
Dec. 15 2021, Published 2:24 p.m. ET
The Boomf times are over for the Duchess of Cambridge’s 34 year-old brother, James Middleton.
His marshmallow and gift firm called Boomf has gone bust with losses of more than $3 million, and he’s sold the title to new investors.
Photography company Splento has reportedly bought the concern, which sells, among other items, greetings cards which explode in a shower of confetti when opened.
James, who has described himself as an “ideas man” who struggles with “the minutiae of running a business,” previously ran a cake company which also folded.
His most recent venture was setting up Ella and Co — a company for the “happiness and wellbeing of dogs” of which he and new wife Alizee have several.
James has clearly not inherited the skills of his parents, who have made a small fortune from their Party Pieces company, which gave Kate, James and sister Pippa a secure middle class upbringing.
Mom Carole started the mail order business in 1987 and is still going strong.
She said recently: “They say that if you do a job you enjoy, you don't work a day in your life, and I truly feel like that, even when it's very busy.
“I spend a lot of time with young people and that keeps me young.
“I hope I haven’t become set in my ways, which perhaps can age you.”