One day, nearly 5 years ago now, I made the decision to stop playing by the "rules" and it changed everything for me. After years of trying to do all the right things that didn't feel like me at all, I leaned in to what I was truly passionate about, listened to my heart instead of the industry – and now I want to help you do the same.
I know "do your own thing" is much easier said than done. And a thing I've learned was that we don't have to do this alone. Going my own way, doesn't mean that I have to do it all by myself. But instead of buying into cookie cutter solutions and one-size-fits-all programs, I started working with professionals who have helped understand my own strengths, highlight my differences, and intuitively build the business and brand I am proud to call my own today.
Back in 2017 I was three years into my full-time photography journey, but I was lightyears away from where I am today. I shot at low prices, was unhappy with the results of my work, felt drained and unhappy. My clients back then loved my work, but I hated it. It didn’t represent me - just the industry. The trendy poses, props and fake smiles. All of it was pretty, but it simply wasn’t me at all. The “dream business” was starting to feel like a nightmare I couldn’t get out of.
THE TURNING POINT
I finally realised that I needed to quit or make a massive change. And so I decided to start from scratch. I found what my style is, how I wanted to work and who my dream clients were – and I built everything else around that. I realised that in some way, intuitively, I had always known what I wanted – I just hadn’t allowed myself to really think about it. And you know what? What I did, actually worked. I suddenly found myself getting booked for dream shoots by dream clients at dream prices.
My style now is a mixture of super simple Scandinavian minimalism and timeless neutrality. All I need to shoot is a simple location that helps the connection between my clients take centerstage. The experience I offer my clients is what's most important to me. And all of it is planned from my imagination and intuition, mapped out and built over years. I didn’t look left and right, only inwards and ahead. And that feels great.