The Apprentice candidate, 26, has set his sights on The Only Way Is Essex beauty Jasmin Walia, 24.
IS JAMES HILL THE BEST REASON TO WATCH THIS YEAR'S APPRENTICE?
But businessman James might have a problem in pursuing his feelings in the form of Jasmin's boyfriend, Ross Worswick.
Jasmin and James met at a party at Sugar Hut – of course – earlier this year and allegedly hit it off.
Despite her on/off relationship with Ex on the Beach star Ross, Jasmin is said to be torn between him and James.
A source told The Sun: "Jasmin thinks James is gorgeous but when she and Ross split they get back together! She's torn."
Tweeting a picture of her and James last month, Jasmin wrote: "Nice meeting you @sugarhut babes! Good luck with #TheApprentice @JHill_Official x"
James, who has been labelled the 'hottest Apprentice candidate ever' by many, has also been linked to his fellow candidate Lauren Riley.
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Meanwhile Jasmin has insisted her bad experience with The X Factor this year hasn't put her off trying again.
She told the Daily Star: "Maybe the fact that I am on a reality show is why I wasn't picked because they didn't want a crossover. I will apply next year and remind [Simon] of what he said to me."
Anyone else hoping James and Jasmin get together and become TOWIE's newest couple?