We recently connected with Brianna VanValen and have shared our conversation below.

Hi Brianna, thanks for joining us today. Was there an experience or lesson you learned at a previous job that’s benefited your career afterwards?

I had a career in retail for many years before venturing out on my own with my photography business. The foundation of the company I worked for was rooted in the customer experience: Was it easy, memorable, and positive? Did the customer feel like there was added value? Did their exposure to our brand leave them wanting to come back and/or recommending us to their friends and family?

This principle of building a business based on putting the client’s experience first is something I have carried with me while growing my own brand. Although this concept seems like a no-brainer (the phrase “the customer is always right” didn’t come out of no where), we all have stories where companies and brands have fallen short. It’s hard to tarnish the reputation of a multi million dollar corporation with some negative customer reviews, but when you own a small business, YOU are the brand and the relationships you build with your clients are all you have.

It’s because of this lesson I learned in my early working life, that I strive to build strong relationships with all the families I work with and ensure that the experience I provide exceeds their expectations. I genuinely care about them, going above and beyond to build trust every step of the way, and I believe this is seen in my actions and communication from the second they inquire on my website, to when I deliver their gallery and beyond. I have photographed more than half my clientele year after year for the last seven years, I’ve been invited to photograph births, pregnancy after loss, and deeply personal stories and I know it’s only been possible because I’ve always put people first.

Brianna, 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 studied at the Fashion Institute of Technology and began my career in Manhattan, spending the first chapter of my adult life immersed in the world of merchandising and styling for major retailers. My role demanded a keen editorial eye and a deep understanding of color theory, silhouettes, and the artful layering of textures and patterns to create compelling, purchase-worthy looks.

When my first son was born, I picked up a camera to document the fleeting, tender moments of his early years. What began as a hobby quickly grew into a passion—and eventually, a business. I realized I could blend my love for styling with my newfound devotion to photography to offer something truly special.

The goal of Love of James Photography was to create a full-service experience: to shop for my clients, style them thoughtfully, and capture them beautifully. I wanted every person who stepped in front of my lens to feel like they belonged on the glossy pages of a magazine.

I launched my photography business part-time in 2018, and by 2020, I had taken the leap to pursue it full-time—a decision I’ve never once looked back on. Since then, my portfolio has flourished to encompass families, newborns, maternity, motherhood, and birth photography. Most recently, I celebrated a milestone by opening my first lifestyle studio in April of this year.

What I offer is more than just a photoshoot—it’s a thoughtfully curated experience. I take pride in guiding my clients through a creative journey that results in meaningful, lasting artwork. This isn’t simply about taking pictures; it’s about investing in their legacy. I see myself as a trusted collaborator in preserving the moments that will live on their walls—and in their hearts—for years to come.

My daughter proudly says she wants to be a “photo girl,” just like Mommy—and in that moment, I’m reminded why I do what I do. It’s not just about creating beautiful images; it’s about showing my children what it means to pursue something with heart and intention. Through my work, I hope they see that passion paired with perseverance can build something meaningful.

That’s the spirit I bring to every session. I’m not just here to take photos—I’m here to create lasting art, to help families feel seen and celebrated, and to remind them that their story is worthy of being beautifully told. This business is my dream realized, and I hope it inspires my children—and my clients—to believe that with love and purpose, anything is possible.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

I think it’s easy for those outside the creative world to underestimate just how much of ourselves we pour into our work. What we do isn’t transactional or black and white—it’s deeply personal. Every time we create, we’re offering a piece of our heart to the world, hoping it resonates, connects, or simply means something.

That kind of vulnerability is both beautiful and brave—but it also comes with its own quiet battles. Feelings of imposter syndrome, self-doubt, and comparison often surface, especially in an industry where there is so much talent. So much of our identity is intertwined with our art so, despite those moments, we keep showing up—because creating is not just what we do; it’s who we are.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Staying connected with my clients goes far beyond building an email list—it’s about building real relationships. I want every family I work with to feel seen, valued, and genuinely cared for. That’s why, even though it may sound unconventional, I don’t use a CRM. Every message, every follow-up, every detail of communication comes directly from me. My clients are never just names on a spreadsheet—they’re part of something deeply personal.

Before each session, I make it a point to connect over the phone. It’s a chance to get to know each other, ease any nerves, and create a sense of comfort before the camera ever comes out. After the session, once their gallery is delivered, I always send a handwritten thank-you note along with a complimentary 8×10 print—a small gesture to show my gratitude. If it was a maternity session and I know baby has arrived, I love to include a little Starbucks gift card, because let’s be honest: new moms deserve all the coffee.

Every few months, I check in with my clients—just to say hello, see how their family is doing, and remind them I’m here when they’re ready to document the next chapter. By now, more than half of my clients are repeat families, and many have grown into something more than clients—they’ve become friends. And that’s exactly the kind of business I set out to build: one rooted in connection, trust, and genuine care.

Contact Info:

• Website: https://www.loveofjamesphotography.com
• Instagram: https://www.instagram.com/loveofjamesphoto/