Alright – so today we’ve got the honor of introducing you to Lily Helander. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Lily, thanks for joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

I picked up a camera at a young age and started snapping pictures of just about everything. For me, it wasn’t about how the photos looked—it was about the way I felt when I was taking them. When I went off to college, I chose a major that felt like the “right” choice at the time. To my 18-year-old self, school was all about meeting people and making connections, so the major didn’t seem like a big deal. But I soon realized that if I wasn’t passionate about what I was studying, I couldn’t be my best self.

One day, my mom called me and said, “What are you passionate about, lil? Major in that, and it’ll all work out.” Right before winter break, I switched my major, knowing the spring semester was going to be a big shift. I walked into my first day of art class and immediately knew I had made the right choice.

That following fall, I took an intermediate photography class with a professor, Anderson Wrangle, who not only challenged us but also fully supported our creative visions. I’ll never forget one thing he said: “Someone’s going to do it, so why not have it be you?”

I don’t like uncertainty. The future excites me, but not knowing how things are going to turn out makes me nervous. After graduation, I had plans to land a job, but when the position I was counting on fell through, I was left feeling hopeless. My friends were moving forward with their lives, and I found myself back home, stuck.

During college, I had started a side hustle—my photography business—as a way to make a little extra cash. After yet another emotional breakdown about what I was doing with my life, my mom suggested I advertise family photos on local Facebook pages. One gig was all it took for me to realize I needed to dive in headfirst. I took the risk. I invested in a business that was entirely mine—my name, my story, my photos.

It felt like everyone around me was doing “more”—making more money, meeting more people, moving to new cities. It took me about six months to realize I was doing “more” too. At 22, I was running my own business, working across three states, and loving every minute of it. If it weren’t for taking the risk and committing fully, I wouldn’t be where I am today.

Lily, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi, I’m Lily! I’m a photographer based in NJ/NYC, and photography has been my passion for as long as I can remember. My journey began by the water—summers spent at the Jersey Shore and family trips to northern Minnesota, where the lakes and ocean became my first sources of inspiration. Those moments, from the soft morning light on the water to the joy of family sunsets, planted the seed for my love of photography. I was captivated by the way these scenes made me feel, and that sense of awe is what still drives me to capture the world around me today.

Now, I specialize in weddings and brand photography, and I’m drawn to the little moments—the way sunlight catches a bride’s hair on a warm evening, the quiet connection between two people on their wedding day, or the unique essence of a brand I believe in. While I’m still inspired by the water, I’ve also developed a deep love for city skylines and bright city lights which has brought me back to NYC.

What started as a side hustle in college, a passion project to make a little extra cash, has now turned into a full-time career. After three years in the industry, one of which has been full-time, I can confidently say that this is one of the best decisions I’ve ever made.

At the heart of everything I do—whether it’s capturing a wedding, a brand shoot, or a family’s story—is creative direction. I’m inspired by the golden glow of a late summer ceremony, the energy of a model showcasing their passion, and the authentic moments that unfold naturally. It’s all about collaboration: connecting with you, bringing your vision to life, and creating something meaningful. My goal isn’t just to deliver beautiful photos; it’s to create images that inspire you and allow you to relive each moment in a way that feels true to you.

I love people, and that’s why I’m so excited to capture their stories. Meeting new people, building connections, and experiencing new places are all part of my job every day. While I consider you my client, my priority is for you to feel like more than that. When I think about my business, the thing I’m most proud of is the relationships I’ve built along the way. I know stepping in front of a camera can feel intimidating, but my goal is always to make sure you feel comfortable, confident, and at ease. If you walk away from our session feeling that way, then I know I’ve done my job.

What’s been the most effective strategy for growing your clientele?

About a year ago, another photographer told me something that really stuck with me: “It’s all about putting yourself out there… and telling everyone about it!” So, when I think about the most effective way to grow my clientele, it’s clear to me—connection. Building genuine connections with people and delivering work that you’re truly proud of is the best way to grow your business. I’ve landed countless jobs through word of mouth—clients who found me through “a friend of a friend” or someone in their circle. That personal connection and trust is everything.

Can you talk to us about how you funded your business?

Growing a business doesn’t happen overnight, and most of us don’t have an endless supply of money to fund it. Photography, in particular, can be an expensive venture. Building your gear list feels like an ongoing challenge, especially with new equipment constantly being released. The key is to start small.

When I first entered the industry part-time, I had to be patient and strategic. I saved money from my other job in college to invest in a camera body that I knew would help me level up my craft. I started with a kit lens—it wasn’t ideal, but it was what I had, and I made it work. After all, if you don’t understand how to work your camera and its settings, the gear you use doesn’t matter.

Once I purchased my Sony body (which I still use and absolutely love), I began saving for the next piece of equipment. It’s a slow process, but if you prioritize it and stay committed, you can get there. It won’t happen overnight, but with time, it will happen.

Contact Info:

• Website: https://www.lilyjanephoto.com
• Instagram: @lilyjane.photo
• Linkedin: Lillian (Lily) Helander on Linkedin