We were lucky to catch up with Donna Permell recently and have shared our conversation below.

Donna, appreciate you joining us today. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

Photography can be lucrative when there’s a shared understanding. With digital technology, everyone can take photos, yet many lack business acumen. Twenty-five years ago, I could charge $1000 for a one-hour shoot; now, it’s a struggle because many photographers haven’t researched or sought mentorship. As a natural teacher, I’ve always aimed to share the knowledge I’ve gained over the years. Along the way, I’ve mentored many, allowing them to use my cameras, books, and other resources to ensure they don’t undercut the industry. I’ve cultivated a client base that respects me, some even offering blank checks for me to fill in. Building my business has been a journey, but it’s one I cherish.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I began as a sketch artist and transitioned to photography at 15 for its immediacy. My portfolio spans weddings, sports, concerts, culinary photography, and headshots. My international travels have led to published works, and I’ve explored numerous photography disciplines. Collaborating with celebrities often involves multiple genres. With 42 years of experience, my journey continues. My background in banking has been invaluable for managing my business, and I believe corporate experience is beneficial before entrepreneurship.

Currently, my focus is on headshots and product photography.

My clients appreciate not only my work but the experience I provide in my studio.

I strive for excellence straight from the camera, ensuring clients receive value for their investment. Visiting my studio is about enjoyment and collaboration to create outstanding results. While there are rules, the goal is to break them effectively, ensuring we both shine in the final product.

We’d love to hear a story of resilience from your journey.

Resilience is key, and I don’t give up easily. When people mention what others charge and label me as expensive, I wonder why they compare me to others. It’s like asking Gucci about Louis Vuitton’s prices. One client mentioned that they pay me more than they have any other photographer, but they adore my work. It was an opportunity for me to educate them about my business and help them understand the value.

Have you ever had to pivot?

Faced with the opportunity to travel for photography and the choice between continuing my work or earning $8,000, I decided to leave my managerial job.

Contact Info:

• Website: https://www.primephocus.com
• Instagram: @primephocus
• Facebook: https://www.facebook.com/donna.permell/
• Linkedin: https://www.linkedin.com/in/donna-permell-3b97717?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=android_app
• Twitter: https://x.com/primephocus

Image Credits

credit Prime Phocus