Founder’s Story

My name is James Christian-Black, and my journey has been shaped by resilience, compassion, and a commitment to improving the lives of others.

Born in England and proud of my African heritage, I have always believed that our experiences define not only who we are but also the impact we choose to make. As a graduate in Psychology and a father of two, I understand the importance of empathy, dignity, and human connection—both in family life and in professional care.

Personal loss and the responsibility of becoming a carer transformed my outlook on life and inspired me to dedicate my career to serving others. This calling led me to join the National Health Service as an Auxiliary Nurse, where I have spent years providing compassionate, person-centred care in people's homes, hospitals, and mental health inpatient settings. Every role has reinforced my belief that quality care is about preserving dignity as much as treating illness.

Throughout my career, I recognised that urinary incontinence remains one of the most overlooked and misunderstood health challenges, affecting people of all ages while often compromising confidence, independence, and quality of life. Witnessing these struggles firsthand ignited a passion to seek practical, dignified solutions.

Drawing on years of hands-on experience, observation, and practical research, I developed Pee Smart Wears—an innovative approach to supporting and managing urinary incontinence for both men and women across different stages of life. My mission is not only to provide an effective solution but also to challenge stigma, restore confidence, and empower individuals to live with greater comfort, independence, and dignity.

My purpose is simple: to combine compassion, clinical experience, psychological understanding, and innovation to improve lives. I believe that every person deserves care that protects their dignity, supports their wellbeing, and enables them to live life without unnecessary limitations.

This is more than my profession—it is my life's mission.