We’re excited to introduce you to the always interesting and insightful Elizabeth Incrocci. We hope you’ll enjoy our conversation with Elizabeth below.
Hi Elizabeth, thanks for joining us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? We’d love to hear the backstory the illustrates how you grew your brand.
Scaling up my business to where it is today has been a journey rooted in authenticity, networking, and staying true to the values instilled in me from a young age. My mother always taught us that our reputation and character are our most valuable assets—that they are our brand, and the impression people will remember. I took that wisdom to heart, and I firmly believe it has been the foundation for my growth and success.
From the very beginning, I committed to being honest, kind, and true to myself. Those principles became my compass, shaping how I interacted with clients, collaborators, and my community. Over time, I realized that staying genuine wasn’t just a nice idea—it was my superpower. People noticed and appreciated it. Even teachers from my childhood still reach out to my mom to ask about me or hire me to photograph their families. Those connections remind me that building a business isn’t just about transactions; it’s about relationships that span years and even generations.
The path to scaling up wasn’t a straight or easy road. Like most entrepreneurs, I faced my share of challenges and uncertainties. In the beginning, I juggled multiple jobs while pursuing photography to make ends meet. I leaned into networking, not just to grow my client base but to create meaningful, lasting connections. Donating photography packages to nonprofits, leveraging platforms like Groupon, and collaborating with local businesses were just some of the ways I worked to gain visibility and trust in my community.
There were moments of doubt—times when I questioned if I was doing the right thing or if I would ever get to a place where I felt steady and secure. But I kept going, drawing strength from the belief that hard work, authenticity, and kindness would pay off. One of the pivotal decisions I made was transitioning to running my business. That shift wasn’t just about pursuing my passion—it was about creating a life that aligned with my values and allowed me to be present in life and my dream.
Motherhood gave me new confidence and perspective. It taught me to prioritize my time, trust my instincts, and value my worth—not just as a photographer but as a business owner. It pushed me to grow in ways I hadn’t imagined, giving me the strength to take risks and embrace challenges. Every milestone I reached felt more meaningful because it was built on a foundation of integrity and connection.
As my business grew, I focused on scaling in ways that stayed true to who I am. I prioritized personalized touches, like handwritten notes for clients and follow-ups that showed genuine care. I embraced technology, like monthly newsletters, to stay connected with clients and share photography tips, session announcements, and reviews. I also worked hard to create a memorable experience for every client, knowing that word of mouth and referrals were invaluable to my growth.
Of course, there were twists, turns, and mistakes along the way. Not every strategy worked, and I learned to adapt quickly when things didn’t go as planned. But each obstacle taught me something new, whether it was how to manage my time better, navigate difficult conversations, or refine my approach to client relationships.
Looking back, I see that my growth wasn’t the result of one big break or a single strategy. It was a culmination of years of hard work, small wins, and staying true to the values my mom instilled in me. My business grew because I focused on building trust, maintaining integrity, and nurturing connections that mattered.
Today, I’m proud to see how far I’ve come—not just in terms of business success but in the relationships I’ve built along the way. The journey wasn’t glamorous or overnight, but it was real, meaningful, and entirely worth it. I hope my story reminds others that success is less about shortcuts and more about staying true to yourself, working hard, and genuinely connecting with the people around you.
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.
I’m Elizabeth, a San Diego-based photographer with a deep passion for capturing life’s most meaningful moments. My journey into photography began as a child when I was often called the “family historian” in my close-knit Irish family. I loved documenting birthdays, gatherings, and simple everyday memories. This early connection to photography, and my appreciation for preserving generational stories, inspired me to turn my passion into a career. Today, through Elizabeth Ireland Photography, I specialize in family portraits, branding, event coverage, and property photography, blending technical skill with heartfelt storytelling.
Services I Provide
I offer a range of photography services tailored to meet the unique needs of my clients:
Family Portraits:
Capturing the love and connection of families across all stages of life. I work with clients to ensure their session feels natural and stress-free, offering guidance on wardrobe and posing while creating a comfortable environment.
Event Photography:
Documenting milestone celebrations, corporate events, and community gatherings with an emphasis on capturing genuine emotions and candid moments.
Property Photography:
Helping realtors and property owners showcase their spaces with high-quality images that highlight the beauty and potential of the property.
Custom Products:
Encouraging clients to bring their images to life through prints, custom albums, and wall displays. I believe in the magic of holding memories in your hands and creating tangible keepsakes.
Problems I Solve for My Clients
Many clients feel unsure about how to prepare for a session or worry about whether their photos will turn out how they envision. I take the time to guide them every step of the way—from helping choose outfits to creating a family prep guide and referring trusted hair and makeup professionals. For families with young children, I ensure the session is fun and relaxed, allowing natural smiles to shine.
For business clients, I focus on delivering images that tell their brand’s story effectively, whether through headshots, event coverage, or property photography. My goal is to create a seamless, enjoyable experience that leaves them confident in the final product.
What Sets Me Apart
What truly sets me apart is my commitment to authenticity, empathy, and building genuine relationships with my clients. My mom always taught us that our reputation and personality are our business and brand—people will remember who you are before anything else. I’ve carried that advice into every interaction, whether it’s with first-time clients, returning families, or local collaborators. This has helped me foster a network of loyal clients who trust me not just for my work but for who I am. Most of my clients I have captured every milestone in their lives.
What I’m Most Proud Of
I’m incredibly proud of the relationships I’ve built with my clients. Many of them come back year after year, trusting me to capture their families’ growth and evolution. Some even refer friends and colleagues or hire me for multiple types of photography, from family sessions to business events.
Another point of pride is my collaboration with nonprofits, particularly my seven-year partnership with the Emilio Nares Foundation. Photographing families navigating difficult times has shown me the profound impact photography can have. It’s a way to document love, resilience, and unity during life’s toughest moments, and I’m honored to provide that gift.
What I Want You to Know
Elizabeth Ireland Photography isn’t just about pictures; it’s about stories, connections, and preserving the moments that matter most. I view my work as a partnership—I’m here to support my clients, guide them through the process, and create images that are as unique and special as their stories.
I’ve scaled my business by staying true to who I am, focusing on authenticity and kindness. My goal is to ensure every client feels seen, valued, and confident in the memories we create together. Whether it’s capturing a family’s legacy, celebrating a milestone, or helping businesses showcase their brand, I’m here to make the experience meaningful and memorable.
I’m incredibly grateful for the journey I’ve been on and the clients who have trusted me to be part of their lives. If you’re looking for a photographer who will not only take beautiful images but also care deeply about your experience, I’d be honored to work with you.
What’s worked well for you in terms of a source for new clients?
The best source of new clients for me has been the incredible network of referrals and collaborations I’ve built over the years. A huge part of this has come from working and business moms, who have been some of my greatest collaborators and supporters. As moms, we understand the delicate balance it takes to run a family and a business, and there’s a special camaraderie in supporting one another.
These women have not only been clients but also advocates for my work, spreading the word to their own networks, whether through word of mouth, social media, or community events. Their referrals often come with such heartfelt endorsements, which is invaluable in an industry where trust and connection matter so much.
What I love most about these connections is that they often turn into lasting relationships. A family might hire me for portraits, then later refer their friends, or a business client might bring me in for a headshot day and then recommend me to others in their network.
Ultimately, it’s these authentic relationships and the genuine support of my community that have been the foundation for my business’s growth. It’s a reminder that collaboration and kindness can create a ripple effect, leading to opportunities and connections far beyond what I could have imagined.
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.
Absolutely, one of the biggest things non-creatives may struggle to understand about the journey as a creative entrepreneur is the constant balancing act it requires. Running a business as a creative isn’t just about following your passion; it’s about growing a sustainable business while simultaneously honing your craft. For me, that’s meant dedicating countless hours to perfecting my photography skills, finding my unique style, and refining my editing process—all while managing the day-to-day responsibilities of running a business.
It’s a delicate dance between the artistry and the logistics. Behind every beautiful image I deliver is a significant amount of time spent planning sessions, maintaining client relationships, marketing, scheduling, and learning new techniques to stay inspired and innovative. Non-creatives might not realize that for a creative business owner, the work doesn’t stop once the photoshoot ends. There’s an entire process that follows, from culling and editing to ensuring each image reflects the unique vision I’ve built for my brand.
Another aspect that might not be obvious is the emotional investment. As a photographer, I pour a lot of heart into my work because it’s about more than taking pictures—it’s about preserving memories and telling stories. That personal connection adds so much meaning but can also make it challenging to separate work from life.
What I’d like others to understand is that creative entrepreneurship isn’t just a job; it’s a deeply personal journey. Every project is a reflection of who we are as artists, and every step—from mistakes to breakthroughs—shapes the craft and the business. For those who are curious about supporting creatives, a little patience, encouragement, and understanding go a long way. Creativity thrives when there’s a balance between business and passion, and having the support of others makes that balance much easier to achieve.
Contact Info:
- Website: https://www.elizabethirelandphoto.com
- Instagram: https://www.facebook.com/eirelandphoto
- Facebook: https://www.facebook.com/eirelandphoto
- Linkedin: https://www.linkedin.com/in/elizabethirelandlanz
- Yelp: https://www.yelp.com/biz/elizabeth-ireland-photography-san-diego?utm_campaign=www_business_share_popup&utm_medium=copy_link&utm_source=(direct)
- Other: https://g.page/r/Cb1X6LJDTGGVEBM/review
Image Credits
@Elizabeth Ireland Photography 2025