The younger brother of the most famous sisters in the world, James Middleton, attended the launch party for a polo consultancy service (I know!) at The Brompton Club in London last night.

Perhaps he is trying to divert some attention away from his sister Pippa, who has found herself in the media glare following the gun waving incident.

Middleton – a baking entrepreneur who turns 25 this coming Sunday – was at the venue for the launch of Polo Life, a bespoke polo consultancy service started by Charley Law, a former professional polo player and friend of Princes William and Harry. Law went to Ludgrove prep school with Princes Harry and William and regularly competes with them on the polo field.

James declined to comment on the recent gun-waving incident, saying, “I’m here to support Charley and his new club. I can’t talk about anything else.”

So what does Polo Life do? Well, according to their website: “Whether you want to try out polo for the first time, need tickets to the British Open final or your company wants to sponsor a tournament, we have the experience and the capabilities to ensure that your expectations are exceeded.”

I feel sure they will be rushed off their feet!