This might sound entitled or ungrateful, but believe me, after over a decade in this business, working both abroad and in the UK, I’ve learnt that I must work with people who care about quality and their brand image, and let go of those who don’t. Why? Because they can damage my brand and standards (they’re already not prioritising theirs).

In this world, there are two kinds of professionals: those who love what they do and are passionate about constantly improving, and those who see their work purely as a means to an end. Some people prioritise stability over passion, and that’s perfectly fine, but it’s not how I work. I choose to collaborate with those who take pride in their craft and push boundaries, because that’s the energy that elevates my work too.

Photography used for marketing is all about communication and style. I naturally attract or repel certain people based on these (and other) important factors. You can elevate your brand, or you can downgrade it, depending on the amount of effort you’re willing to invest. The choice is yours.

Beauty and elegance are values that are non-negotiable for me.

“Work until you are on someone’s vision board. ”

Recently, I spoke with a prospect and said: “What I’m hearing is that you want quantity instead of quality, is that correct?”
He replied, “Yes, I want quantity. I don’t care about quality.”
I smiled and said: “In that case, I’m not the photographer for you. I do the opposite. I wish you good luck with your business, and if one day you want the opposite, you know where to find me.” I ended the conversation with a warm, kind smile.

working with value-aligned clients

I could’ve explained the benefits of elevating his visual aesthetic, but it was clear we had opposite visions. I had planned ahead in my mind to style the entire shoot to match the brand and products, to elevate the look and capture more attention in a saturated bakery market. But he just needed 60 snaps to show what the products were. In fact, there was little point in hiring a photographer; he could have done that himself with a phone.

Let’s be clear: both of us were right in our own approach, but we were not the right match to work together.

The beauty of differing ideas is that we can serve different target audiences.

People often tell me I produce outstanding photos. But the truth is, I work with outstanding people, those who are just as passionate and dedicated as I am, and who care (a lot!) about what we do.