Alright – so today we’ve got the honor of introducing you to Emily Cappelen. We think you’ll enjoy our conversation, we’ve shared it below.

Emily, thanks for taking the time to share your stories with us today One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

One of the primary ways I diverge from the industry standard at Evergreen Photo Co. is through my emphasis on a docutorial shooting style in both digital and film formats. I focus on intimate, authentic moments, capturing the candid beauty of my client’s big day while encouraging them to be fully present in each moment. Rather than sticking to just the polished, posed shots that are often expected in wedding photography, I aim to capture the raw, authentic moments of a couple’s day—the candid laughs, the teary eyes, and everything in between. This documentary-style storytelling feels more personal and real, and I find that clients connect more deeply with their photos because of it. My clients still get their stunning portraits during specific parts of the day, but this difference matters because it aligns with their desire for a more personalized and authentic experience on their wedding day.

Another way Evergreen Photo Co. sets industry standards is with the Post-Wedding Box. This is my special way of delivering clients’ wedding memories with a personal touch. After their wedding day, clients receive a beautifully curated box filled with a collection of keepsakes to relive those incredible moments. Inside, they find a selection of hand-picked prints that showcase the highlights of their day, trinkets from the ceremony and reception, and physical negatives from their 35mm film, offering a timeless and nostalgic way to remember the full wedding day. The Evergreen Photo Co. Post-Wedding Box is more than just a delivery of wedding photos; it’s a thoughtful, tangible reminder of the love and emotion from the wedding day, crafted with care so my clients can hold on to those moments forever.

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 Emily, the owner and photographer behind Evergreen Photo Co., based out of Melbourne, FL. I specialize in weddings, elopements, and adventure photography. My focus is on creating imagery that feels personal and real. My journey into photography started with real estate but quickly jumped into portraits and weddings—I’ve always been drawn to the raw emotions of life, and photography became my way of preserving those moments in a way words can’t.

I got into this business because I want to offer couples more than just beautiful photos. I want to create experiences that my clients can look back on and feel transported to that exact moment. My approach combines a mix of candid, documentary-style shots with a touch of editorial. I use digital, 35mm film, and drone photography to capture a wide range of perspectives—whether it’s an intimate moment between the couple or a sweeping shot of the breathtaking landscape where they’ve chosen to exchange vows.

What I’m most proud of is the connection I build with my clients. I’m not just a photographer who shows up, takes pictures, and leaves—I become part of their story. I make it a point to understand each couple’s unique dynamic and what makes their relationship special. This allows me to capture photos that are truly reflective of who they are, not just posed images.

At Evergreen Photo Co., my goal is to make couples feel comfortable, heard, and excited about their experience. I want them to see their love story in a way they’ve never seen before. Whether it’s an elopement in the mountains or a quiet ceremony on the beach, I’m there to document not just the big moments but the little, meaningful ones that often go unnoticed. I’m proud to say that I offer more than just photography—I provide memories that will last a lifetime.

What’s worked well for you in terms of a source for new clients?

The best sources of new clients for Evergreen Photo Co. have been Instagram and SEO. Both have played a huge role in connecting me with couples who align with my style and values.

Instagram is a highly visual platform, making it perfect for showcasing my best photos. I curate my feed to reflect my documentary style while also sharing personal stories, behind-the-scenes moments, and client testimonials. This helps potential clients feel connected before they inquire. Features like stories and reels allow me to engage directly with followers, building relationships through DMs and showing what it’s like to work with me. Strategic use of hashtags geotags, and content tailored to my ideal clients helps me reach those searching for elopement and wedding photographers. My personal touch to Instagram has made it a key driver of inquiries.

SEO has been a game-changer, especially for clients searching online. By optimizing my website with keywords like “Melbourne Florida wedding photographer” and writing helpful blog posts (like “How to Elope in Florida” or “How to Plan A Wedding”), I attract couples looking for those specific services. Local SEO and niche keywords also help me connect with clients seeking destinations I want to work in and my local areas. My site serves as a resource, building trust and driving inquiries from clients ready to book.

Instagram and SEO have created a seamless path for potential clients to find me, connect with my work, and book me.

How did you put together the initial capital you needed to start your business?

I started my business with very humble beginnings—a used Nikon D3300 and a 35mm lens I found on eBay for $150. That’s how it all began. It wasn’t the most advanced gear by any means, but it was enough to fuel my passion for photography and get my business off the ground. I knew that I wanted to capture meaningful, authentic moments for couples, and I was determined to make that happen with whatever resources I had.

I took on every session I could, saving every dollar until I could finally upgrade my gear. After a while, I was able to afford a new mirrorless body, the Nikon Z6II, along with a lens to go with it. Eventually, I added a second body and multiple additional lenses.

Since then, I’ve continued to invest back into my business, upgrading my equipment as I go. Every new piece of gear represents another step forward in my journey, but what I’m most proud of is that I’ve built this business brick by brick, session by session. Starting with the bare minimum taught me a lot about resourcefulness and determination, and it made every small success feel that much sweeter.

Looking back, I’m grateful for those early challenges because they pushed me to be more creative and thoughtful about how I ran my business. I didn’t let the limitations of my gear hold me back. Instead, I focused on honing my skills and providing a memorable experience for my clients. And honestly, I think that’s what really made a difference—passion and dedication can take you further than the most expensive equipment ever could.

Contact Info:

• Website: https://www.evergreenphotoco.com
• Instagram: www.instagram.com.evergreenphoto.co
• Facebook: https://www.facebook.com/evergreenphotoco.fl/
• Other: https://www.tiktok.com/@evergreenphoto.co

Image Credits

Image credits to Emily Cappelen – Evergreen Photo Co.