An Interview with Sarah, organised by Sophie (marketing apprentice, Pictorial Photography)

Sarah has been an independent photographer since 2001, growing her business over the years and adapting to life's challenges (such as lockdown). As Sarah's apprentice, learning the way her business works and seeing how much can change in only a year and a half, I asked Sarah some questions about the story of Pictorial Photography.

When did you start the business and why?

I was asked by a friend to photograph her wedding when I was at university studying Contemporary Photographic Practice. I was only 19 but I knew this was what I wanted to do, so I thought up the business name, registered ‘Pictorial Photography’ with HMRC and got insured. Soon after that, colleagues and friends started asking for photos of their families and children. I also took on a few more weddings in Newcastle - shooting on film! I worked at Northumbria University by then so it was more of a weekend job for the first 5 years.

Over those first 5 years I grew the business and built my website, which meant that when I had my first child, Leo, I could work around him. Leaving employment was less of a choice and more of a necessary decision. Self-employment offers many opportunities and benefits like flexibility, so it was my only option. It was difficult at first, juggling childcare and working when they slept (when I was exhausted), but I have no regrets.

What was your goal for Pictorial then and now?

At the start the weddings were something fun to photograph at the weekends, then my photography grew into a flexible job to be able to work around my babies. I used to photograph a lot of children when mine were young and it fitted in well with school times. Now they have grown into teens, I focus more on business and branding photography, aiming to work less at weekends.

I guess my business has followed the flow of my life to an extent. I find I have a lot in common with my clients so I must be attracting people at a similar stage in life. I’m very into marketing and business development now and this year we have been working on a better CRM system and a much-improved customer journey for clients. It feels more professional and saves a huge amount of time on a day-to-day basis.

What did you do before?

I used to work at Northumbria University’s Design School, helping students create their vision in the studio and learn Adobe software. I was an Apple Mac demonstrator and a part-time lecturer. I loved working there and although they were flexible and accommodating employers, even after going half-time the long commute didn’t work for me when my children were little.

What was your biggest learning curve?

It took me a really long time to feel happy and confident with studio portraits, getting lighting to look natural and flattering in the studio was a challenging skill to master. I used to call myself a ‘natural light’ photographer but that was a total cop-out because I just wasn’t confident with studio lights.

I’m so glad I worked on those skills because I can now shoot with flattering and consistent light in a warm environment at any time of year. Being a ‘natural light photographer’ used to mean that my sessions were often cancelled last minute due to bad weather.

How do you spend your spare time?

Spare time, what’s that? But seriously, I enjoy walking my dog Marley when it’s not windy or raining, I love a bit of DIY, but I’m usually driving the teenage kids around in Mum's Taxi! When we get the chance I love to travel with my husband Aaron, and sometimes the kids. I feel like I have to completely leave the country to properly unwind from work.

What changes have you made to your marketing strategy?

22 years ago, things like having a listing in the ‘yellow pages’, newspaper ads and putting posters up around town were key to getting business. Nowadays most of our marketing activities happen online.

How much time do you spend working on your business each day?

Probably a couple of hours each day, even when I am at home I listen to business podcasts and have a large library of photography books and business training and I love to tweak the website! I sound like a right saddo but I adore it!

Do you remember your first day?

Yes! I remember sitting in my little flat thinking up the name, phoning to ask my mum what she thought about it, and registering it on HMRC, thinking that was all a bit scary. Then I started making a physical ‘mood board’ for my logo. No such thing as Pinterest back then! I remember sticking things on it like a Tunnocks tea cake wrapper and labels from ice cream cartons.

Over the years have you used any exceptional professional services for your business?

Gosh, so so many. I’m a huge advocate for getting help with the things you don’t enjoy or things that aren’t in your skill set. When you are self-employed you do take on a lot of things which push you out of your comfort zone and you have to be quite adaptable. There are certain things that are downright awful to do, for example, I find working with numbers totally mind-numbing so I’ve always had a good bookkeeper and accountant to make sure everything is right in that department. I’m also not a fan of cleaning and would much rather be taking photos, it’s something that I feel is definitely worth paying for and a nice clean environment certainly improves how I feel.

In the early days, I enjoyed working with creative website designers but it was very expensive for such a small business and I knew that it would be something I would enjoy so I learned the skills to create and update my own site. I do get help with SEO (not in my skill set) from online SEO gurus like Lee Fletcher and Menekshe Stewart, whose training is quick, clear and easy to understand.

For the website, I have commissioned local proof-reader Trudi Morrison to check over my words.

I’ve had various headshots taken by lovely photographer friends - Caroline, Alex, and Amber, never an easy task!

I love attending Business Northumberland and Rural Business Growth Service events and still go along to their training days to stay up to date with new business-y things. There’s always something new to learn!

There are a few amazing online services I couldn’t work without now too: my website is built on Squarespace; our new (amazing!!) CRM system is Studio Ninja; and our photo hosting platform is Pic-Time.

How has your job changed?

My first few weddings were shot on film and at the start the competition was mostly older men. That changed when everything went digital and a lot of them retired instead of learning the new technology. Nowadays there are lots more women in photography and it’s a shared market, probably because self-employment ties in well with family life.

Customers know a lot more about photography and take photos every day on fancy mobile phones now. They also have access to constant amazing imagery online which means they have much higher expectations than they did in the past.

When my children were little I worked from the kitchen table (into the wee small hours after they went to bed). Now I only work from my studio and my work/life balance is much better (not perfect, but better).

Why do you think Pictorial Photography has stood out from other businesses and been successful?

I think it’s customer service and trying to think about everything from the clients’ point of view.

I’m always learning and keep up to date with new technology, I love going on courses. I’m currently learning video to create short but beautiful films for websites which I’m really excited about.

What is your proudest business achievement of the last 22 years?

Moving from the kitchen table to my first studio was a really big moment but my proudest achievement is the day I got the keys to my (current) new, bigger studio and was able to start growing the business again after covid. When it seemed like other businesses were shrinking back, we were expanding and optimistic for the future with a lovely new space from which to do it.

Where do you see the business in 5 years?

Hopefully still doing what I do but with more branding and product work in the studio. I love working with small business owners. I’d also love to get back into a bit of teaching so have been looking at starting that online too.

If you would like to take a look at our branding and product work, check out the business pages HERE.