Alright – so today we’ve got the honor of introducing you to Gui Benites / Joe Freyta. We think you’ll enjoy our conversation, we’ve shared it below.

Gui Benites / Joe Freyta, looking forward to hearing all of your stories today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

Naming a brand is definitely one of the hardest parts. You want it to feel personal and meaningful but also timeless. For us, the name 98 Wedding Co. is a tribute to where it all began.

Back in 2016, Joe and I had both moved to New York from opposite sides of the world — me from Brazil and him from Colorado — each pursuing our creative paths. I was already photographing weddings, and Joe was just starting his career in fashion design. Funny enough, we actually met online, completely unaware that we were living in the same building — just one floor apart. That coincidence still blows our minds.

When we finally met in person, everything just clicked. We fell in love and quickly realized that not only were our lives aligned but our creative passions were too.

One night after a dinner full of dreaming and a little wine, we started talking seriously about building something together — a wedding photography company that blended our love for storytelling, design, and emotion. As we walked home, we looked up at the number on our building, 98, and it just felt right. That number had marked the beginning of our story, so naming the company 98 Wedding Co. became a beautiful way to honor the place that brought everything to life.

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 Gui Benites, a wedding photographer based in New York City and the co-founder of 98 Wedding Co., which I run with my husband, Joe. Our work is rooted in connection, both with the couples we photograph and between each other as creative partners.

I got into photography in Brazil, where I was originally focused on art and fashion. But it wasn’t until I photographed my first wedding that everything clicked. I realized that weddings are one of the few moments in life when art, love, emotion, and storytelling all come together in the most honest way. After moving to NYC, I dove fully into wedding photography, and soon after, Joe and I launched our company together. He brings his background in fashion design, and I bring my years of experience behind the lens. That blend really shaped the visual language of our brand, emotional, elegant, artful, and intentional.

At 98 Wedding Co., we specialize in full-service wedding photography. That includes everything from engagement sessions to full wedding day coverage, both in NYC and destinations around the world. Our style is a blend of documentary and guided photography. Most of the day, we let things unfold naturally, capturing candid moments with a photojournalistic eye, but when it’s time for portraits or couples photos, we gently guide you to help you feel confident and natural. Our goal is to make people feel like the best, most relaxed version of themselves in front of the camera.

What sets us apart is how personal we make the experience. We’re not just vendors, we often become a calm, grounding presence on the day of the wedding. We believe that great photography comes from trust, so we really take the time to connect with our couples and create space where they can be fully themselves.

I’m most proud of the relationships we’ve built over the years. We’ve photographed over 300 weddings, from intimate celebrations upstate to iconic venues in Manhattan, to villas in Tuscany. Many of our couples stay in touch long after the wedding, and that means the world to me.

If there’s one thing I’d want potential clients to know, it’s that we care deeply about what we do. Every wedding is a once-in-a-lifetime moment, and we don’t take that lightly. We show up with our whole hearts, ready to capture every detail, every glance, every feeling — beautifully and honestly. That’s the heart of 98 Wedding Co..

What do you find most rewarding about being a creative?

For me, the most rewarding part of being a photographer is knowing that I’m capturing one of the most important moments in someone’s life. These images won’t just be looked at once and forgotten — they’ll be passed down, printed, framed, and revisited for generations. That’s incredibly special, and it’s something I never take for granted.

I also love the actual process of taking photos — being present, noticing the little moments, and creating something beautiful in real time. And then, of course, there’s seeing people’s reactions when they receive their photos. That never gets old. It’s a reminder of why I do what I do.

One thing that always sticks with me is photographing older family members, especially when they’re laughing or dancing and just fully in the moment. At one wedding, I captured a photo of a grandfather on the dance floor, totally lit up with joy. Not long after, he passed away, and his family told me they used that photo at his memorial. They said it was the best photo they had of him because it showed exactly who he was. That moment really stayed with me. It reminded me that photography is so much more than just taking pretty pictures. It’s preserving life as it is, for the people who love and remember it.

Any advice for growing your clientele? What’s been most effective for you?

For us, the most effective strategy has been a combination of referrals, social media, and just showing up consistently with professionalism and care. Most of our bookings come from word of mouth whether that’s past couples, planners, or other vendors, and that kind of trust means everything in this industry.

Instagram has also been a huge tool. It’s where we showcase not just our work, but also our personality and the experience of working with us. It’s visual, immediate, and personal, which is exactly what wedding photography is all about. Boosting posts and being active on stories or reels can really make a difference in visibility too.

We also try to stay active in the wedding community going to industry events, networking, and building real relationships with planners and vendors we genuinely like working with.

One thing that’s changed over time is how we handle communication. We’ve learned that being quick to respond to new inquiries and emails is key. It might sound simple, but being super responsive and on top of everything builds confidence and trust from the very beginning. People want to feel like they’re in good hands, and that starts with how you show up from day one.

Contact Info:

• Website: https://www.98weddingco.com
• Instagram: https://instagram.com/98weddingco