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

Shayla, thanks for joining us, excited to have you contributing your stories and insights. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

Thankfully I have been able to earn a full-time living that started with photography services—when I started my business in 2020 I also began offering social media management and other creative marketing services. My photography journey started as a student in high school when I was gifted a camera by my parents. At the time social media was taking off and I was inspired by tons of photographers that I discovered through these platforms. I started bringing my camera with me on adventures with friends and when graduation season rolled around I started picking up my first few photography jobs.

I think it’s notable to mention that I was able to explore this creative outlet in Hawai’i, amongst the community I was born and raised. The support from family and friends truly encouraged me, inspired me, and allowed me the spirit to keep exploring photography as a career. When I graduated high school I headed to California to pursue a college degree, and it was during those four years I worked as an in-house photographer for a few local retail companies. I was taught by professionals with a deep well of marketing and media knowledge that took my photography skills to a professional level. Upon graduating and earning a Bachelor of Science degree in Business, I took what I learned home back to Hawai’i.

I was fortunate to pursue photography jobs in my hometown, where tourism and hospitality are often the leading career choices. I worked as a family photography in resorts, even landed a corporate job as a marketing assistant, where I created commercial images, advertisements, and contributed to their social media platforms. Needless to say, my entrepreneurial dreams led me to go full-time freelance with my own creative services in November of 2020. It was a crazy time to start a business but I felt the chance would only come once, it was the perfect mix of opportunity, ambition and a lot of courage.

From day one the art and creativity came naturally, but I soon realized just how much effort it takes to run even a small business. Some major steps I took from then and now involved seeking mentorship and hiring other local creatives to help bring the greater vision of my business to life. It helped me learn how I could improve my own services and gave me guidance on just how to do so.

Shayla, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Shayla Penera and I am a Hawai’i based creative offering content solutions for brands. My creative services revolve around photography and has since grown to include digital marketing services. Shayla Penera Studio primarily serves small and growing brands with content creation and social media management, my editorial photography work is what my business is most recognized for. I also photograph weddings and love stories through our sister brand, “Found Love In Paradise” based here in Hawai’i island.

Photography is really what started it all. I’ve refined my style of ‘sun-drenched’ and ‘salt-washed’ photos; greatly inspired by analog film, life in the islands, and a never ending curiosity of the world. These inspirations and my career experiences are what I believe sets my studio apart—through time and experience I’ve developed an eye for unique moments and an aptitude for digital marketing.

My business is driven by the intention to create meaningful stories that embody the legacy of dreamers, makers, and doers; and most importantly to document moments that mean the most. I’m most proud of seeing my clients grow their small businesses, reach monumental goals and strengthen their visual presence through our projects together.

What do you think is the goal or mission that drives your creative journey?

Simply put—my creative journey is all about designing a life that I love. This simple sentiment reminds me to fill my life with things that bring me joy, including the things I do in my business and also the ways I do it.

As a studio my goal is to support local businesses by helping them create a strong visual presence and ultimately instill confidence as entrepreneurs. When I graduated college and received my degree I knew that I would want to come back home to Hawai’i and implement the things I learned, that mission has stuck with me and is the driving force behind my business and creative journey.

Any advice for growing your clientele? What’s been most effective for you?

I’ve attracted many high-quality clients because my mission resonates in both my personal and professional life. If you want to begin building your clientele it’s important to start with knowing your mission and your reasons “why?”. What’s driving you to do what you do? Why do you want to work with a certain client? Why do they need what you have to offer? Why might they work with you instead of someone else? You’ll start to recognize your unique selling points and what’s meaningful about the service you have to offer. By the time you send that first email you’ll feel confident in what you have to offer and what’s worth your time.

As you start finding these clients build these relationships with trust, communication and respect, making sure your client feels seen and heard. Your client will feel like they have just discovered a trusty resource rather than a risky investment.

With those strong foundations you can start reaching out to potential clients through social media or in-person at shops, pop ups, or networking events. Focus on the few clients you start with and really learn from each of them. Take it further by reaching out to more potential clients and keep going. When referrals start coming in prioritize them and make long term relationships. Know when to accept “no” and when to say “no”. Continue sharing your work and showing potential clients what you’re all about.

Contact Info:

• Website: shaylapenera.com
• Instagram: @shaylapenera.studio
• Facebook: Shayla Penera Studio

Image Credits
Shayla Penera Studio