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    August Member Spotlight: Leah Zawadzki!

    August 10, 2011 | Posted by Kristen the designer

    In our spotlight this month, we’re honored to feature NAPCP Retreat speaker, the thoughtful and talented Leah Zawadzki. In addition to creating beautiful fine are portraits in southern California, Leah is amazingly skilled at helping to guide other photographers in the search for their own signature style. We were thrilled to spend a bit of time with her in Colorado and share her words (as well as a special promotion on her yummy action set) with you here!

    Who or what inspires you and your work? How?

    Love. Love for my kids. Love for my clients. Love and gratitude for this amazing
    world we live in. When I see it and appreciate it, I just want to pick up my camera
    and shoot. Shooting helps me see the little things I might miss otherwise.


    How do you maintain a work/life balance while juggling photography, teaching workshops, and motherhood?

    It’s really, really hard. Sometimes I’m not the best at it. There is constant self re-evaluation. How am I feeling? How are my kids? Have I made time for my creative side? Have I made time to just be? When I get overwhelmed I usually have to stand back, take a day off, rejuvenate—then make a list and get back at it the following day.

    One of the things I really love about this profession is that, if done correctly, we can do this job any way we want. As a mother first to my three kids, I can limit my sessions and workshops, to what works for my family and me. My goal is to give the very best of myself to my family, to my clients and to our workshop attendees. How do I achieve that? By saying no, creating limits and taking time for myself every once and a while.

    What is the best advice you have received regarding photography?

    When I first started out, I was active on flickr and shooting all the time. A fellow photographer would told me, “just keep shooting”. He didn’t just say this once; he told me it to me over and over again. Back then, I thought he was crazy, but I kept shooting (my family had to beg me to put the camera down).

    Now that I have been shooting for six-plus years, own a small business and have older, opinionated children, I actually have far less time to go out there and just shoot for me. And sadly, something terrible happens when I stop shooting for me — I lose sight of why I am even doing this photography thing. I lose my confidence; my direction and I get down right cranky. He was absolutely right— just keep shooting.




    What advice can you give to those starting out?

    Some of the same advice I was given: Shoot. Shoot a lot. Ask questions. And then be patient.

    In the beginning, shooting through trial and error is the best way to learn and hone your skills. Shooting often is the best way to discover who you are as a photographer. You’ll do some things right, you’ll do some things wrong and you’ll learn through the process. You are not going to find who you are by looking at other people’s work on the Internet all day (however fun that might be). By shooting freely and letting go, you will develop your own individual style.

    Also, ask lots of questions. But not just of other people, ask them to yourself. And then go and find the answers…look up EXIF data, read a good book on the subject, google it.

    And then be patient. Become comfortable with yourself and your shooting style. Understand what it takes to get good, consistent, meaningful photographs before perusing it for money. You will be so much happier that way. I promise.



    We love your Lilyblue action sets! What inspired you to create such a wonderful product for fellow photographers?

    Thank you!! I didn’t really start out developing actions and presets for fellow photographers. I originally just got bored of other people’s actions, so I started playing with my own processing. Deb encouraged me to share my processing with others and I did. I was overwhelmed with the positive response and support I received about my actions, from the photography community. Now I just keep playing and continue to share. I am glad that I can help others with their workflow and processing—and I am so grateful for all those who support my work!!



    Last month Deb told us a little about your collaborative project, the Wallflower Friends Retreats. What are your future goals and plans for Wallflower Friends?

    We love our Wallflower Friends. It has been such a joy to get together with other photographers and share ourselves—our inspirations, our journey. I love that we not only share ourselves, but also we gain so much from everyone through the process. There is definitely an air of collaboration, growing and sharing amongst all who attend our retreats. I am so grateful for the friendships that we have made along the way. We plan to have one US retreat a year and next year we are hopeful for a second retreat in Australia. We also are discussing the possibility of online workshops and smaller, more intimate gatherings (mini-retreats). We’re not exactly sure where next year will take us but we’re
    absolutely thrilled about the journey!


    We were absolutely thrilled to have you and Deb join us in Vail for the NAPCP Retreat! Your presentation was moving, inspiring, and a wonderful way for attendees t connect with one another. What were your hopes for the closing presentation and what would you like attendees to remember most?

    Thank you so much for the opportunity to present at the NAPCP Retreat in Vail. Both Deb and I really enjoyed the attendees and the other speakers–such an incredible group of people. I was so excited and grateful to be able to share at the Retreat. To have the opportunity to learn and grow right along side everyone else, made the experience that much more amazing. I am a firm believer that our learning and growing is never done!

    With our closing presentation, we really wanted to inspire the attendees!! We wanted to encourage each and every person to be true to themselves, explore what their work means to them and ultimately, find their style. I hope that everyone was able to return home with a better sense of what their photography means to them and an understanding of their unique voice. Thank you again for an awesome week!

    To see more from the lovely Leah Zawadzki, visit her site here, and her blog here!

    Alice ParkAlice Park

    June Member Spotlight: Deb Schwedhelm!

    June 13, 2011 | Posted by Alice Park

    In the spotlight this month, photographer Deb Schwedhelm gives us a peak inside her busy life as she juggles photography, motherhood, and a successful series of workshops. Based out of Tampa, Florida, Deb continues to challenge traditional portrait photography while illustrating the importance of staying true to your own personal vision. She will also be sharing her insights during the “Finding Your Style” presentation at this year’s NAPCP retreat in Vail.

    Who or what inspires you and your work? How?

    I really can’t say that there’s one thing that most inspires me. I feel like I’m inspired by so much and it changes all the time….every day. I’m inspired by…

    - my children
    - a location I come across
    - words I read
    - a painting
    - a photograph
    - living life
    - and all the everyday beauty that surrounds me

      During times I’m really inspired, I feel a stronger push to just be and create. It’s a longing…a pulling, to get out there, photograph and make magic happen.

      How do you maintain a work/life balance while juggling photography, teaching workshops, and motherhood?

      Juggling and balancing mother, wife, client work, personal time, business, creative growth, etc…it’s one of my biggest challenges. It’s often the topic of discussion between my photographer friends and I. All I can say is that I do my best and some days, weeks, months go better than others.

      I am constantly trying to set business hours — specific times where I’m on the computer working. But I can’t say it’s really worked or I’ve done a very good job with it. It’s an area I’m always striving to improve. When at my computer, I sit with a framed print right next to me that says “TURN OFF YOUR COMPUTER AND GO OUTSIDE”.

      What is the best advice you have received regarding photography?

      I think the best advice I received was when I first launched my business and was told to price myself where I thought I’d be in a year and offer discounts. So I priced myself and then offered a 40% portfolio building discount, then a 25% holiday discount, then a 10% summer discount and finally full price. It gave me a solid starting point and in my mind, it made sense.

      Also, shortly after starting photography, I attended a Cheryl Jacobs-Nicolai workshop and she pushed me to just keep doing what I was doing and not worry about fitting in or what other photographers think. Following my own journey…my own path and not worrying about anyone else was so liberating. That was huge for me.

      What advice can you give to those starting out?

      Be true to yourself throughout your photography journey. Don’t get caught up in the cliques and what everyone else is doing and showing. Work hard and be patient!! Be inspired but do your own thing. And once you’re in business, know your cost-of-goods and price yourself appropriately. If you don’t have a solid business foundation, it’s easy to get caught up in the client / business work and not have time for continued creative exploration and growth.

      What is one business lesson you wish you learned a long time ago?

      I wish I learned to delegate or outsource earlier. We wear so many hats — photographer, small business owner, marketing executive, secretary, bookkeeper, accountant, graphic designer, stylist, etc. It’s not realistic to do it all and do each task well. I now outsource my bookkeeping and accounting and wish I made the decision to do that long ago. If you find that you just can’t do it all, find those things that are right for you (and your business) to outsource. I promise, you won’t regret it and always remember that your time is worth it.

      What are some of your favorite product offerings and biggest sellers?

      Digital files on CD are definitely my biggest seller. Some photographers don’t want to release their digital files but I feel it’s important to offer digital files, as we live in a digital age. If a client purchases a CD, they get an 11×14 print as a thank you gift. I want to be sure that they have an amazing print on their wall.

      I also love offering high-end giclee prints – prints that are handcrafted and printed on museum-quality hahnemuhle photo rag paper. They’re really something special!!

      Your style is so unique and defined by the detail and thought that goes into every shot. Can you tell us how you make it all work?

      I really try to stay true to myself, when I shoot and edit. I feel that true artistry is something that comes from within and cannot be taught. I wish I had some special secret to share, but I don’t. I just worked hard and shot as much as I possibly could and my style naturally evolved. I simply do what I love and absolutely love what I do!!

      I guess my best advice would be to be authentic and look at what you truly love. I think that’s when your photography goes to the next level and becomes “art”. Be honest with yourself — with what you shoot, how you edit, what you share. Dig deep. Play. Explore. Infuse yourself in your work. Infuse yourself into the technique you’ve already mastered.

      Tell us a little about the Wallflower Friends workshops you offer with fellow photographer and friend, Leah Zawadzki?

      Leah and I had talked for years about doing a workshop together and had always said when the time is right, it will happen. And it did! And we love it! We wish we could offer more Retreats but we’re both mothers of three and coordinating our schedules (and the time away) is challenging.

      We really want those attending the Walllfower Friends Retreat to have a unique, open, honest experience of sharing, learning growing and exploration. And of course, we love that so many special friendships have resulted from our retreats.

      We are so excited to have you and Leah join us as featured speakers at this year’s NAPCP Retreat 2011: Vail! What will you be sharing with us?

      We’re so excited too and we thank you for this awesome opportunity to share with others. At the Retreat, the main topics we’ll be discussing are finding your style, being yourself, inspiration and creativity. These are topics we’re so passionate about and can’t wait to share with all those attending the NAPCP Retreat.

      To see more from the lovely Deb Schwedhelm, visit her site here, and her blog here!

      Kristen the designerKristen the designer

      May Member Spotlight: Kelley Ryden and Tracy Raver!

      May 12, 2011 | Posted by Kristen the designer

      In the spotlight this month, Tracy Raver and Kelley Ryden, authors of “Sleeping Beauties: Newborns in Dreamland” have been photographing newborns exclusively since 2007. Kelley brings to this duo her stellar camera skills and comforting of the newborns, while Tracy adds her handmade crafts, perfect posing and great set-ups. Teaching workshops on their technique in-studio and abroad, Tracy and Kelley will conduct an intimate workshop for attendees on the finer points of newborn photography at this summer’s NAPCP Retreat 2011: Vail.

      Tell us about yourselves and how you make your business work?

      It helps so much Kelley and I get to work together as a team. That’s how we can get some pretty tricky shots. Kelley’s the technical side and I’m the artsy side. Put the two together and it just works.

      How do you maintain a work/life balance while juggling the studio management, teaching workshops, and motherhood?

      It’s very hard to not work all the time. We do limit our number of private sessions per month to about 6 each. Then with teaching and publishing work it can add up fast to work overload. Just being honest with our clients on how long it takes is a key. We do strive to capture images in camera the best we can so that limits our time editing on the computer.

      What was the biggest turning point for your business?

      An article published in a UK on line periodical. That’s how the Today Show found us and lead to getting a publisher and the two books we have in stores now. We were busy before this with client work, now it’s almost non-stop craziness! We wouldn’t have it any other way. We like to keep busy and working hard in the studio getting amazing shots.

      What has (and hasn’t) worked well for you in terms of your marketing strategy?

      We let our websites do the marketing for us. Keep them updated with new images as well as our blogs. Word of mouth by our clients keeps the clients coming.

      As someone who’s been in business for several years, what’s one piece of advice you can give to those starting out?

      Know your camera, know your style and be comfortable with your pricing. Keep your number of clients per month to a manageable number. The more you can give good customer service the more referrals you’ll get and the faster your business will grow.

      We are thrilled to watch your business continue to grow. What are your plans for the future?

      Future plans are to get our own babies older and all in school and then do some traveling to teach and client work. We’d absolutely love to get some celebrity newborns as well. We will continue with publishing work and have one more book to produce which will come out in the next year or so.

      What are some of your favorite product offerings and biggest sellers?

      We are very simple as is the area we live in, good midwest living. Basic wall prints are what our clients want, and always an announcement card. We are starting more to get interest in custom designed client books. Those are fun to put together and just amazing in print.

      We are so excited to have you both join us as featured speakers at this year’s NAPCP Retreat 2011: Vail! What will you be sharing with us?

      We will be sharing everything we know! No questions will go un-answered…We strive to show how to keep baby calm, good camera technique and capturing the shot.

      To see more about these two, visit Kelley’s site here, and Tracy’s site here!

      Alice ParkAlice Park

      April Member Spotlight: Liana Lehman Hall!

      April 4, 2011 | Posted by Alice Park

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      In the spotlight this month is NAPCP Retreat 2011: Vail speaker and business guru Liana Lehman Hall, of Liana Photography. Aside from launching a new letterpress business & making the best darn banana bread east of the Mississippi, this down-to-earth southern gal is one of the only working professional photographers in the nation who teaches managerial accounting, finance, and business planning to other industry professionals.

      We have heard raving reviews on your Business Boot Camps! Can you tell us a little bit about them?

      Basically, I teach the not-fun-stuff that every photographer (or entrepreneur for that matter) needs to know in order to run a financially-sound business. The information is based off the same principals taught at major educational institutions like Harvard Business. We use PPA’s Studio Financial Benchmark Survey as our guide as well. It’s a small group setting so we really have a chance to dig deep into each studio’s finances and individual situation. We’ve done over 25 of these since 2007 and it’s been interesting teaching abroad as well, and learning that a lot of the issues and photographers face overseas is the same as what we are dealing with here in the USA.

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      How were you able to use your background in business in shaping your photography business?

      I’ve learned to think of this process as a journey, not a one-time thing you apply then move on. Business is a never-ending adventure of building and improving things one step at a time. In the beginning I had to apply a lot of what I’d learned out the need for getting systems in place, and setting things up correctly with finances. When you are starting a new business, there is SO MUCH you need to do and know before things start to run smoothly. Once certain systems are in place (for example a solid workflow and having your banking set up right) I had more time to work on other parts of the business that were true profit-centers. In the past few years my focus has been on improving the client experience and most recently it’s been integrating my husband’s passions into our service offerings as well.

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      How do you juggle it all, Liana? The photography businesses, the bootcamps, the new letterpress endeavor, and life with friends & family?

      I’ve learned that I NEED to schedule in down-time, even when I’m in the midst of the busiest season of my business and life.

      This year we are essentially adding in two new business service lines into what we offer our current clients. My husband is very gifted in areas of technology and design, so we are adding Cinema and Letterpress experiences into our service offerings, in addition to building out a studio space in our home.

      One thing that gets us through all of this is realizing this is just a season of being extremely busy. It won’t be like this forever. Once we have systems in place and some of the larger projects behind us, we will be able to relax into a more regular schedule and workflow. I have experienced this already with my photography business. Things are somewhat of a well-oiled machine on the photography front, so we have the ability to focus on growing other areas of our business now.

      Back to the scheduling time off. We literally keep a calendar of personal appointments and dates. Even if it’s a day off to do “nothing,” I schedule it and make it known to others that I will be taking time off then. We tend to go in spurts of constant work, to times away to travel and explore and have some down-time. Next week we’ll be traveling to Northern Italy and Southern France to celebrate our 2-year anniversary and do some filming for a commercial while we are there. Last year it was Australia and South East Asia for a month. If I didn’t have these times away I’m not sure how we’d keep our sanity!

      Having a supportive network of friends and family helps a lot too. They are our biggest cheerleaders and some of them actually work with us and take care of the business while we are traveling. My sister Laurel now shoots wedding (both photography & cinema) with us too and is learning the Letterpress business as well. We have a small group of other newlyweds we meet with every Tuesday, like clockwork, that keeps us accountable in life. We schedule retreats with groups of friends and date nights with each other.

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      What do you feel is the biggest challenge portrait photographers face in pricing?

      Not knowing where to start or thinking they are not worth what they need to charge to make a living.

      So many photographers base their pricing off of “what others are charging” or “how my work compares to others in my area” when in reality that’s only one way to price. It can be dangerous to price according to this method because you actually have no idea if those other photographers (that we compare ourselves to) are actually making a living at it or not!

      In your opinion, what is the biggest challenge portrait photographers face in running their business?

      The Groupon mentality. Three years ago I would have said that portrait photography was the way to go. It was a much less-saturated industry back then. These days everyone is a portrait photographer and everyone is giving it away for free. Figuring out how to validate yourself and your work to clients is becoming ever more challenging.

      What is the best advice you’ve received regarding photography and business?

      Understand why you do what you do and what makes you different. If you don’t know this and cannot tell a client why they should pick you (over every other photographer in your area that does essentially the same thing), you can hardly expect others to know this and hire you because of it!
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      Who are some of your favorite vendors, and why do you love them so much?

      I’m a huge fan of Pixel2Canvas and KISS albums. Out of my many suppliers, these are consistently the ones that “bend over backwards” so to speak with their phenomenal customer service. They both also have a very simple ordering process and absolutely stunning products. I love when clients order these over alternatives because I know how easy and painless it will be to get beautiful pieces of art ordered and in my client’s homes in time.

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      What are some recommendations you have to newer photographers who want to grow their business quickly without giving their services away?

      When you do your portfolio building sessions, be sure to invoice for the full amount, even if you are giving the family a discount or something complimentary for their time. You may then write in the discount so they know the value of what they have received. They need to be able to let their friends and family know the true value of the work so when someone asks “how much did that cost” their answer is the amount, not “oh, I got if for free.”

      Also, learn as much as you can about finance, both personal finance and business finances. Having a sound and strong financial foundation for your life and business will get you through the ups and downs. Cash flow is one of the most difficult issues entrepreneurs face, and if you can tackle it head on, you are ensuring a greater chance at success and business longevity.

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      We’re so excited that you will be coming to speak to our group at the Retreat! What is one thing you want all of our attendees to take away from your session with them?

      I’m very excited and honored to be joining you all out in Vail this summer! There’s so much I want for others to take away, but if I had to pick one thing, it would be a greater understanding of how much we take home out of every dollar. When you understand this equation, making wise business decisions becomes much easier. Things start to make sense.

      To see more of Liana Hall, check out her website here, and read the latest on her blog here!

      Alice ParkAlice Park

      February Member Spotlight: Karen Carey

      February 1, 2011 | Posted by Alice Park

      In a beautiful new studio space located thirty minutes outside of Philadelphia, Karen Carey is a lifestyle portrait photographer nationally acclaimed for creating soulful and artistic children’s imagery. Known for her beautiful stories told as fine art black and white portraits, Karen has spent more than fifteen years looking deep within to not only create an exquisite and unique signature style, but successfully and profitably implement it as a thriving business.

      How long have you been a photographer and how did you develop your niche in the market?
      I have been working in the industry for over 15 years. In the early days I photographed every job that came my way including fashion shows, public relations events, products, clothing catalogs, editorial portraits, and model portfolios. I worked with children and adults alike and learned as much as possible about the art of photography. After years of struggling to define my style, in 2004 I began to listen to my heart and shoot only jobs that called out to me. I noticed that my attention turned toward children’s portraiture, specifically created using black and white film. It was then that I began walking in my own truth, acknowledging not only my gifts, but my passion for the art and the business of photography. My style began to emerge quickly and the business brand began to take shape as a fine art children’s portrait niche.

      How would you describe your signature style and distinctive brand?
      I would describe my signature photography style as intimate, honest, soulful and somewhat witty or humorous. I believe it is a direct reflection of who I am as person. I work hard to incorporate these same adjectives into the the way that I run my business. I believe that being authentic is one of the best ways to gain client trust and build lasting loyalty to the brand. I approach both my work and my business with three basic principles in mind: honesty, integrity and artistic merit. I believe that these traits are paramount to my success and I see them as the backbone of my brand.

      What is it about you and your work that make you distinctive in the market?
      I believe that my work is distinctive for a few reasons. The obvious and least important reason is because of the medium. I shoot traditional b/w film and print my work by hand in traditional darkroom. That is distinctive simply because it is uncommon. The more important reason that I think my work is distinctive is because it is authentic. I have a very real and relatable personality. What you see is what you get and I bring that spirit to my work. I look for the truth in my clients and bring it to the forefront to be celebrated. My unique approach lends itself to the truthful soulful style of images that I like to create.

      I think being authentic is challenging for many photographers, and for many people in general. But if you can tap into your truth and get to know the real person behind the camera, the work becomes that much more distinctive and therefore that much more difficult to imitate. No one can do what I do, in the way that I do it. I bank on that statement and I sell that concept to my clients.

      How are your studio offerings different and in line with your brand?
      I have always avoided the trends in the market and have steered away from offering my clients the “products of the moment.” I don’t sell metallic prints, canvases or products that I feel may become antiquated or out of style in a few short years. I stick to the basics in terms of products. I sell (1.) fine art portraits printed on archival papers, (2.) storybook albums in one particular size and finish, and (3.) one style of keepsake album covered in a fabric that matches my brand design. I keep the offerings simple and and put my energy into creating timeless images that will remain relevant for years to come. I create classic imagery sold beautifully matted and framed, befitting a fine art collection that can be passed down for generations.

      In a market that is over saturated with product lines that are trendy and common, my work stands out as something a bit more refined and distinctive. I educate my clients so that they understand the difference in our quality and craftsmanship, and so that they can appreciate the higher price tag. I think that “selling” is a service that I offer my clients. It incorporates listening to their needs, meeting and exceeding their expectations and helping them to purchase exactly what it is that they came to me for in the first place: heirloom quality fine art portraits of their children.

      Who are your product vendors?

      My fine art fiber based portraits are printed by Robert Cavalli from Still Moving Pictures.
      My fine art giclee wall portrait are printed by Jonathan Penney Master Printmaker.
      My storybook album is printed by Vision Art Books.
      My keepsake album is a made by Finao.
      My favorite frame mouldings come from Roma and Larson Jule.

      What advice would you give to a photographer that would help them to discover their own signature style?
      Throughout my career I have studied with some amazing photographers while honing my skills in lighting, composition, posing and presentation. I studied the masters of our field and visited countless galleries so that I could learn to decipher between a good photographer and a great photographer. I did not do this so that I could learn to shoot like them, but rather to come to understand what makes them different from me. Then I looked at the differences and began writing down the things that I do differently. I studied myself. I looked for my differences then began to celebrate my unique traits.

      My suggestion to photographers who are interested in discovering their own style is to study those who have already done so. Then study yourself and begin to celebrate that which makes you unique and different. It is in that difference that your signature style will be revealed.

      To see more of Karen Carey, check out her website here, and read the latest on her blog here!

      Karen Carey’s The Art and Commerce photography workshops can help you learn how to identify and develop your own “signature style” and you will be given the tools that you need to bring that style to life. On top of that you will learn to promote your newly discovered style through branding and marketing strategies that attract the clients that you desire.. As a special treat to one of our lucky NAPCP members, Karen will be giving away one seat to her upcoming workshop March 4-6 to be held in Philadelphia, Pennsylvania! See below for rules and deadlines. Good luck everyone!

      1) Must be a NAPCP member.

      (1) Must “Like” Karen Carey’s Facebook page

      (2) Write something nice on Karen’s Facebook wall on behalf of NAPCP

      (3) Send an email to kristen@napcp.com to let us know why you should win!

      Deadline: Monday, February 7th at 11:59 pm est

      —- UPDATE —-

      A winner has been selected for the Karen Carey giveaway! A huge thanks to Karen for providing a seat to her upcoming, Art and Commerce workshop, as well as to everyone who entered. The winner is…Rachael de Azevedo!!! Congratulations Rachael!


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