James and Elyse George, of Highlife Property Group
Armed with $5000, a tool kit and a bold idea, carpenter James George proved a trade career can be the golden ticket to property wealth.
Mr George founded Highlife Property Group with his wife, Elyse, after attaining his builder’s licence aged 28 in 2012.
Unlike university graduates facing years of study and climbing the corporate ladder before a decent pay cheque, Mr George had immediate, hands-on earning potential.
Today, the Gold Coast couple is behind a $250m property empire, building more than 150 homes across Queensland and NSW.
The Gold Coast couple is behind a $250m property empire
“My background in carpentry equipped me with a solid foundation of practical knowledge and industry awareness,” Mr George said.
“It provided hands-on experience of the construction process from start to finish, which made it easier to communicate with clients and homeowners, and also connected me to a wide network of other professionals in the industry, from trades to suppliers to consultants.
“And importantly, it gave me the ability to generate early earnings, which provided the capital we needed to invest in our first projects.”
Their success highlights the enduring value of practical trade skills in an increasingly automated world.
New data from Finder comparing careers showed carpenters, joiners, stone masons and tilers could expect a starting salary of $76,996 — almost $9,000 more than a law graduate, and close to entry-level earnings in medicine.
Blonde is Highlife’s new development at Bilinga on the Gold Coast
Finder head of research Graham Cooke said blue collar jobs looked more secure in an era where companies were exploring the potential role of AI.
“Trades on the other hand pay pretty well,” Mr Cooke said.
“You get four years of pay for an apprenticeship and some trade skills could be far more valuable in the long-term…you can’t get AI to fix your toilet.
“There is more security with those types of jobs than with college degrees.”
Mr George said while digital tools would continue to enhance efficiency and accuracy within the industry, the “human element” to trades would remain indispensable.
“Unlike many white-collar professions, where work can often be digitised or automated, trades remain overwhelmingly hands-on,” he said.
“Construction is inherently complex and variable, requiring a high degree of problem-solving and adaptability. The ability to interpret conditions on site, customise builds to suit individual clients, and apply specialised craftsmanship is something technology can assist with, but not readily replace at this point in time.”
They have build 150 homes across Queensland and NSW
Ms George was 23 and working in TV and media when they launched Highlife, bringing a second income and business nous.
They pooled their cash, investing $5000 in a newspaper ad beneath the year’s State of Origin line-up — landing their first renovation project.
A leap into development followed, first partnering with a client on a duplex project, then five townhouses, and eventually launching their own multiresidential builds.
Recent beachfront projects include Ayla in Mermaid Beach and Blonde in Bilinga.
Blonde beachfront residences are priced from $3.9m
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Ms George said her husband’s early years as a carpenter shaped Highlife’s attention to detail and build quality, while she was committed to learning the business from the ground up, bring a fresh perspective from outside the construction industry.
“James brings the big-picture vision and momentum, always driving growth,” she said.
“I’m more strategic and detail-oriented, focused on refining and making sure everything is considered and cohesive.
“We work really differently, but we’ve learned how to stay in our lanes, and that’s been key.”
Highlife’s latest project, Blonde, is located along Bilinga’s uncrowded beachfront on the southern Gold Coast and priced from $3.9m.
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