We recently connected with Alyx Jones and have shared our conversation below.

Alyx, looking forward to hearing all of your stories today. Risk-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.

In 2016, I gave birth to my first daughter who changed my perspective on most things. I had been an elementary teacher before, but knew I needed something more flexible to spend more time with her. I became a nanny the next year where I cared for another girl just 10 weeks older than my daughter and loved the idea that my new “job” was to spend my days at local museums and playgrounds felt like a dream.

Fast forward to having my second daughter and I knew I needed a new kind of flexibility, but also a way to use my creativity and be in control of my personal and professional life. For years I had friends asking me to take a photo for their holiday card, and my husband asked if I would consider charging people. Then, I realized not only could I become a professional, but I was capable of building a brand.

I had no backup plan, no part time job, I just poured my time and money into this new endeavour. Fast forward 4+ years and I have built a six-figure, award winning, and established family photography business in a major US City. Of that, I am extremely proud and full of gratitude.

Alyx, 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?

I started photographing friends and family because I wanted them to have good quality images of their family and loved ones. Over time, I realized I had a real gift. Then, I realized the skills I had learned in the classroom and as a parent equipped me to take this newfound talent and turn it into something much bigger.

Today, I’m a family and childhood photographer based in San Francisco, and my work is all about capturing connection, personality, and the beautifully imperfect moments that make a family feel like themselves. I have grown this business into something that allows me to serve families during some of the most meaningful seasons of their lives. From welcoming a new baby to documenting extended families my most sacred moments in this business are watching families grow over the years. Some babies I have photographed from a maternity session all the way to being the big sibling to another baby.
I offer a range of sessions designed to meet families where they are: natural light, lifestyle newborn sessions in the studio, playful outdoor family sessions, and my most popular: 15 minute mini sessions in the Fall. No matter the session type, I focus on creating an experience that feels relaxed, enjoyable, and real — because the best photos always come from genuine moments, not forced ones.

One of the biggest problems I solve for my clients is helping parents actually relax during their session. So many families initially come in thinking they need to force smiles, keep everyone perfectly posed, or control every moment — but the truth is, the best photographs happen when you let go. My approach encourages parents to hand over the reins, trust the process, and simply be with their kids.

Instead of worrying about perfect behavior or Pinterest-worthy poses, I guide families into natural interactions, genuine connection, and real moments of joy. I create a space where parents can breathe, sink into the moment, and enjoy their children exactly as they are right now. My job is to anticipate the unexpected, embrace the chaos, and turn it into beautiful, authentic imagery that feels true to your family.

I also make the entire experience as easy and pressure-free as possible. From clear communication and simple prep guidance to a calm, kid-friendly flow during the session, I remove the stress so families don’t have to perform. The result is photos that not only look beautiful, but also feel like your family at its best: connected, relaxed, and genuinely yourselves.
What sets me apart is the way I interact with kids and parents; that’s where my background as a teacher and a mom truly shines. I know how to make kids feel comfortable using child psychology and my experience working with hundreds of children. I know how to anticipate their energy, and how to give gentle direction without putting pressure on anyone. I’m patient, upbeat, and always looking for those in-between moments that might actually get you the “perfectly posed” image without you even realizing it.

I’m most proud of the fact that my business has mostly grown, thus far, by referrals. Having happy clients who tell their friends about me is the most flattering compliment. Year after year I have repeat-clients, plus 1-2 families that they bring along, and it has been a beautiful way to organically grow my client base full of families that I love.
If there’s one thing I want people to know about Alyx Jones Photography, it’s that my work is rooted in heart. I’m not just taking pictures, I’m telling stories, honoring childhood, and giving families art that reflects who they truly are. Whether I’m photographing a brand-new baby or a wonderfully loud family session in the park, my goal is always the same: to create images that feel warm, honest, and deeply personal. Family photography is not an everyday necessity, but it becomes a meaningful annual tradition your future self will thank you for.

What do you think helped you build your reputation within your market?

I was diligent in finding successful mentors within the industry and incredibly grateful for their guidance. From the technical side of photography to building a sustainable business, the information I gained through courses and individual relationships has been immeasurable.

At the same time, I’ve built my reputation through consistency and genuine presence within my community. I show up year after year, both online and in person. Many of the families I work with today first met me through their child’s school photos or at a neighborhood family event. Those connections naturally grow into a trusted relationship. Parents see how I interacted with their kids, how patient and warm I am, and how thoughtful their images are. That foundation has led to long-term clients who return season after season.

Another important factor for me: I was quickly embraced by the photographer community in the Bay Area. I deeply value the community-over-competition mentality among family photographers here. It’s one of the things that makes this work feel so meaningful, and it’s played a huge role in helping me build the reputation I have today.

What’s been the best source of new clients for you?

By far, my biggest source of new clients has been current clients. Not only is this flattering, but it also gives me more clients I enjoy working with. In this business, the client-photographer relationship is so important. Finding ideal clients and then growing that client base exponentially has been a key part of my growth.

Contact Info:

• Website: https://alyxjonesphotography.com
• Instagram: https://www.instagram.com/alyx.jones.photography/
• Other: https://share.google/lOwhX2mVQ1kLZ14dv