We caught up with the brilliant and insightful Elena De Luca a few weeks ago and have shared our conversation below.

Elena, appreciate you joining us today. If you could go back in time do you wish you had started your business sooner or later?

I started my creative studio back in 2020. I was 33 years old and finally felt ready to pursue a creative career. From a young age I always knew I was destined to live my life as a creative but I didn’t quite know how to go about it.

I finished a Bachelor of Arts in Photography at RMIT University in Melbourne, Australia, back in 2010 and the following year I went on to complete a Bachelor of Arts in Creative Media (Honors) which brought me to the end of 2011. After completing my degree I never considered myself a typical commercial photographer. I was into film grain, alternative darkroom practices and at the time I couldn’t quite recognise my own personal style and I lacked the confidence within myself to really know what my purpose was. I also felt a bit burnt out, after around 6 years of being committed to studying at University, so I decided to take a year off to feel free and travel through North, Central and South America. My plan was to start off in New York and make my way all the way down to Brazil before returning home to Australia.

Wishfully thinking I had the financial means to travel for such an extended period of time – after only spending a few months travelling around the United States & Mexico – I ended up making it as far south as Costa Rica. When I came here, I felt an instant attraction to the tropical landscape, I was drawn to the warmth and friendliness of the people in the Caribbean, the warm weather and their slow paced way of life. I imagined myself living here for a little while so I decided to stay.

With that decision to stay, came the harsh reality of having to support myself financially in a foreign country and in a rural town without a lot of job opportunities at the time. It proved to be quite difficult to focus entirely on my creative life and career. In the 12 years I have been living in Puerto Viejo, there have been a lot of changes and development in the area and with that, I realised that local businesses actually needed creatives to work with.

Looking back, I would have loved to have started my business sooner. Working as a photographer and designer on creative projects within a small community has allowed me to create connections with locals and travellers alike. Which in turn, gives me a deep sense of purpose and fulfilment. However, I am also a believer that things come together for you right at the time when they are supposed to. I doubt it would have been the right time for me, back in 2012, when I first came here. It would have been a bit too soon for me to start a business like the one I have now – as an outsider in a rural town where nobody knew me.

Elena, 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 am Elena De Luca, an Australian photographer based in Puerto Viejo, Costa Rica. From as far back as I can remember I have loved to create visual imagery. Formally trained as a commercial photographer I am also passionate about creative art direction, graphic design and sometimes (when I am in the mood for it) I like to paint.

I love portrait photography because a photograph freezes an exact moment in time – it captures emotion, love and connection and becomes for our loved ones a portal to the past – looking at photographs of our loved ones become what I like to call memory triggers. They become a way to lock in a specific moment in time to our memories, when we see them we are transported back to that location, that person, that moment in time – a moment in time which would otherwise be long gone – buried in a sea of time, lost and forgotten.

I offer portrait packages for couples, families and individuals. I take pride in connecting and getting to know my subjects and putting them at ease both before and during their shoot. Before all of my shoots I create a personalised mood board with photographic examples of poses for my clients try out, which helps guide us both during the shoot.

I also offer creative art direction, photography and graphic design services for small businesses. I have worked on various projects with jewellery designers, swimwear labels, restaurants and bars, clothing stores, hotels and vacation rentals, yoga retreats and surf retreats.

I am driven by creativity with a keen eye for detail, continually searching for new ways to explore and experiment with different techniques and styles. My graphic design and photography is tinged with a love and appreciation of art and fashion and I adore working on projects where I am able to mesh the two together.

What’s the most rewarding aspect of being a creative in your experience?

For me, the most rewarding aspect of being a creative is the creative process in itself. It fascinates me – how you set out with one small idea and then you go on to develop the concept further and it becomes something entirely different. It starts off with a small spark of inspiration – and then if you persist with the idea and keep at it, it eventually births into something else – and thats your creation. Being able to collaborate with my clients and bring their vision to life is at the heart of what I do – ultimately connecting with others through creative projects is the most rewarding aspect of my job.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

In a sense I think most people in general can somehow relate to feeling a bit disconnected from themselves and their purpose at stages in their own growth and personal development. Whether you are a creative or non-creative, coming from a country with a more fast paced lifestyle – its so important to take time out, to reflect on yourself and your life choices and become proactive to do whatever it is that you want to do and do it in your own way.

Dedicating time to yourself and your craft, whatever it may be, seizing opportunities and not being fearful of the outcome is something that I came to learn to do. Moving to another country (albeit unplanned, as it was in my particular case) or switching jobs. You really have to put yourself out there and take a leap of faith in the beginning. I am typically shy but also a little outgoing at the same time (once you get to know me). I hid away from any ounce of exposure and felt so shy about my creations because in the beginning they always felt so personal to me.

Almost all the people who have ever been close to me and have known me from a young age have said they felt as though I should have a career doing something creative – but it isn’t always enough – no matter how many times you hear it from others the confidence and belief in your abilities has to come from within yourself. You have to want it for yourself, and you have to have the drive and motivation to do the hard work to get where you want to be and not be disheartened if it doesn’t work out for you right away. If it’s what you really want to do – keep at it. It may take you a little longer but you’ll get there in the end.

Before opening my studio in Puerto Viejo I had a few people close to me, who met me here, express their doubts about whether or not I would be successful opening a studio in town, if I had have listened to them, I wouldn’t be where I am now.

“When you feel in your gut what you are and then dynamically pursue it – don’t back down and don’t give up – then you’re going to mystify a lot of folks.”

― Bob Dylan

Contact Info:

• Website: https://elena-deluca.com
• Instagram: https://www.instagram.com/elenadelucastudio