Wayne James, a St. Croix-born fashion designer and cultural innovator, is making waves once again with the launch of three new fragrances at Bougainvillea Perfumery, nestled in the iconic pink building on King Street in St. Croix. These gender-neutral eau de toilettes—named Rebellion, Freedom, and Celebration—are infused with a rich tapestry of scents, including lime, sandalwood, nutmeg, and sugar plums. For James, these creations symbolize resilience, artistry, and his unwavering commitment to excellence.
From Humble Beginnings to Global Success
Growing up in a family of seamstresses, James mastered sewing and designing early in life. His talent flourished during his high school years at St. Joseph’s School and later at Bradley University. By the time he was in his final year at Georgetown Law Center, James had already begun building his fashion empire. His first collection debuted in March 1987 at the Anita Shapolsky Gallery in SoHo, attracting New York’s fashion elite. Just a week later, Bergdorf Goodman purchased his entire collection, marking the start of a flourishing career.
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Over the decades, James’ designs have graced the racks of prestigious stores such as Nordstrom, Victoire in Paris, and Saks Jandel in Washington, D.C. His creativity extended beyond fashion to include leather belts, Carnival-inspired seasonings, and even a modern etiquette guide for men titled Manly Manners.
A Life of Service and Advocacy
In addition to his artistic endeavors, James has demonstrated a profound commitment to social justice and historical preservation. In 1999, he founded the Homeward Bound Foundation, which honored the lives of millions of enslaved Africans with the installation of a Middle Passage Monument submerged in the Atlantic Ocean. For this groundbreaking initiative, he was awarded the International Humanitarian Medal.
James also served as a senator in the Virgin Islands Legislature from 2008 to 2010. However, his political career took a dramatic turn when he was convicted of wire fraud and theft of federal funds. Despite serving a 30-month prison sentence and facing significant challenges, including losing his vision due to untreated glaucoma while incarcerated, James has remained undeterred.
Triumph Over Adversity
Since his release, James has fought tirelessly to restore his name, appealing his conviction and filing a lawsuit against the federal government for negligence during his imprisonment. From the resulting settlement, he has dedicated $50,000 annually as a grant for adults seeking to explore the world, underscoring his belief in the transformative power of global experiences.
Blindness has not slowed James down. He continues to innovate, relying on his heightened sense of smell to refine his fragrances and still types an impressive 90 words per minute. “My entire life’s work has been based on vision,” he reflects. “Now that it’s gone, I rely on my other senses to keep moving forward.”
Looking Ahead
James has ambitious plans for the future. Over the next year, he will launch his fragrances across the U.S. Virgin Islands and eventually worldwide. Additionally, his online store, launching on February 15, will feature an array of luxury products, including leather carry-ons, bathrobes, scarves, and his literary works, such as Manly Manners and The History of St. Croix Cuisine. Fans can also look forward to his upcoming reality series on YouTube, offering an intimate glimpse into his life and creative process.
“A lot of people thought this conviction would derail me, but they were wrong,” James said. “Even the deliberate indifference that led to my blindness didn’t stop me. I’m here, creating, and thriving.”
Wayne James’ journey—from a young designer in St. Croix to an internationally recognized innovator and advocate—is a testament to the power of resilience, creativity, and an indomitable spirit. His story serves as an inspiration for anyone striving to rise above adversity and leave a lasting legacy.
