We were lucky to catch up with Abby Mook Moreno recently and have shared our conversation below.
Abby, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?
During the spring of 2019 I was recovering from a major surgery. The thing about a major surgery or a challenge in your life is that it can give you a newfound perspective. It makes you reflect on what is important in your life. I know this was definitely the case for me. As I was recovering I reflected on things that made me truly happy. I had posed the following question to myself: if I could do anything at all with my life, what would it be? The answer was instantaneous. Dog photography of course!
Specifically,one of those things that make me happiest is that spark of joy and connection I feel when I connect with a dog that is on the other side of my lens.There is something so meaningful to me to be able to connect soul to soul with another being in that way. As if the dog is saying: “you see me. You get me.” I knew I needed more of that in my life and so Paws Fur Joy Photography was born. I was a bit overwhelmed and fearful at the thought of starting a photography business but decided to go for it anyway! I knew this would be a worthwhile endeavor since it is something that I am passionate about. This passion learning about starting and marketing a business
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
An element that is a central component of my photography is celebrating all of the gifts that our pets give us. The power of a dogs’ gifts was made evident to me at a young age. My mother passed away when I was young. A few years later we got Penny, a golden retriever puppy. Throughout the years she was instrumental in the grieving and healing process. I firmly believe that dogs are more than “just dogs”. They are family members that can have a powerful, profound impact on us. Sadly, I don’t have any professional portraits of Penny from that time period in my life. I started this business because it is important for me to make sure pet parents have photographs with their pets to celebrate and share that special relationship with their pet for years to come.
A focus of my business is providing heirloom quality artwork for pet parents. Too often digital images sit for years on a hard drive or folder in the computer. Sometimes people can’t even remember where they’ve stored their photos! Pets are works of art, they deserve to be displayed in our homes.
I also use my pet photography business as a way to create community connections and celebrate the power of dogs. I have seen first hand that dogs have a way of connecting people to their communities. Whether it’s through volunteering, getting out to dog events, or simply sharing a bond with another “dog” person. A unique take I have on pet photography sessions is that I view the session as more than a photo shoot. It is a celebration. I also offer legacy sessions for senior pets and those diagnosed with a terminal illness. 10%of the amount spent for these sessions get donated to a rescue of the owner’s choice in their pet’s name.
Have any books or other resources had a big impact on you?
There are several books that have been impactful regarding my mindset when it come to business and entrepreneurship. The Big Leap: Conquer Your Hidden Fear and Take Life to the Next Level. By Gay Hendricks. This book was instrumental in helping me to answer and explore what was holding me back in business. Additional books addressing mindset include: Conscious Luck: Eight Secrets to Intentionally Change your Fortune by Carol Cline and Gay Hendrick; You are a Badass at Making Money: Master the Mindset of Wealth by Jen Sincero. Another book that provides a great framework for managing money in your business is: Profit First: Transform your Business from a Cash-Eating Monster to a Money-Making Machine. As you can see I really can’t get enough of business mindset self help books! Others that have been instrumental in my approach include: She Sells: The Empathy Advantage-How to Increase Profits and Give Clients What they Really Want by Megan DiPero. I would also be remiss if I didn’t mention Matthew Pollard’s The Introvert’s Edge: How the Quiet and Shy Can Outsell Anyone. This book has actually helped me re-frame my assumption that one must be extroverted to be good at sales. However this book explains how being introverted is actually an advantage!
What do you think helped you build your reputation within your market?
I am very active in the rescue community. I often volunteer my photography services to take portraits for the bios of adoptable dogs. I also make it an aim that whoever I interact with to leave them better than I found them. Whether it’s making them smile, helping them solve a problem, or giving them a compliment; it helps to put more positivity in the universe surrounding myself and my brand.
In addition to my experience in giving back to rescues I also strive to create an elevated client experience. I also try to surprise them by providing small gifts or getting their photos edited early. Above all, I put their pet’s comfort as the top priority. I also am sure to assuage any concerns about the session. For example, many people are concerned if their dogs don’t pose or have to be on a leash. I explain my process in how I capture images easily and how I edit out a leash.
Contact Info:
- Website: https://pawsfurjoy.com/
- Instagram: @pawsfurjoyphoto
- Facebook: https://www.facebook.com/pawsfurjoyphoto
- Linkedin: https://www.linkedin.com/in/abigail-moreno-9897141a6/
Image Credits
Bio photo: Alfredo Moreno all others: Abby Mook Moreno of Paws Fur Joy Photography