We’re excited to introduce you to the always interesting and insightful Holly McAlister. We hope you’ll enjoy our conversation with Holly below.
Holly, thanks for taking the time to share your stories with us today What’s the best or worst investment you’ve made (either in terms of time or money)? (Note, these responses are only intended as entertainment and shouldn’t be construed as investment advice)
One of the best investments I’ve made as a business owner has been participating in styled shoots—not for the reasons people usually think, like building a portfolio, but because of the relationships they helped me cultivate.
When I first started my business, I thought styled shoots were mostly about creating beautiful images for my portfolio. And while that’s certainly part of it, I’ve come to love them for a different reason. Styled shoots give me the creative space to dream without limits—to try new concepts, play with light, explore luxury details, and capture moments with intention and artistry. In fact, some of my favorite images I’ve ever taken have come from styled shoots because they allow for the kind of editorial storytelling that’s often impossible within the pace of a traditional wedding day.
More importantly, they’ve become a way to connect—with planners, designers, florists, and other creatives who share the same vision for what a truly unforgettable wedding experience can look like. Those relationships have shaped not only how I photograph weddings, but who I photograph them with.
The biggest lesson I’ve learned: As a business owner, investing in relationships is just as important—if not more so—than investing in gear or marketing. Styled shoots were never really about the photos. They were about the people. And the trust, referrals, and creative collaborations that grew from those connections have had a deeper and more lasting impact on my business than any one image ever could.
Holly, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m Holly, the owner and lead photographer behind Hollyberry Studio, a wedding photography brand rooted in editorial storytelling, refined details, and intentional connection. Based in St. Louis and available worldwide, I work with couples who want their wedding to feel like an experience—not just an event—and who care just as much about how it feels as how it looks. My style blends timeless elegance with effortless warmth, and I specialize in wedding imagery that feels refined, emotive, and deeply personal.
While my professional background is in accounting, photography began as a creative escape, something that brought beauty, freedom, and a little bit of sparkle to the structure of my day job. What started as a passion project quickly turned into something more. After photographing my very first wedding, I knew I was all in. That creative spark evolved into Hollyberry Studio—a brand built on creativity, connection, and intentional artistry.
I work with couples who care deeply about the details and aren’t afraid to dream big, whether it’s a black-tie celebration in the city, an intimate wedding at a French château, or the vision of a thoughtfully curated weekend in wine country. I’m endlessly inspired by couples who turn their wedding into a fully immersive experience, one that’s as unforgettable for their guests as it is for them. My clients want a wedding that feels like them, and a photographer who can match their energy and elevate their vision. I don’t just show up with a camera, I bring a calm, collaborative presence, a sharp creative eye, and the kind of precision you’d expect from someone who gets excited over balanced spreadsheets.
At the end of the day, Hollyberry Studio is about more than beautiful images—it’s about creating work that feels luxurious, meaningful, and worthy of the spotlight.
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
One thing non-creatives often don’t see is how much strategy and structure goes into creative work, especially when you turn it into a business. There’s this assumption that creativity is all spontaneity and emotion, but for me, stepping into the wedding industry meant learning how to blend vision with logistics, beauty with boundaries, and inspiration with client service.
Coming from an analytical, numbers-driven world as a CPA, I thought I was switching gears completely. In reality, I use that background every single day, whether I’m building timelines with planners, responding to emails, or editing hundreds of images with consistency and precision. Creativity doesn’t cancel out structure; it needs it.
There’s a joke that gets tossed around, “you take good photos, you must have a really nice camera,” as if the magic of a wedding day comes down to gear and a button. But great photography isn’t luck. It’s instinct, timing, light, composition, emotional awareness, and hundreds of tiny decisions made in real time. And yes, I have a great camera. But it doesn’t make people feel comfortable, find golden light, or anticipate tears. That’s me.
The truth is, I’m making decisions constantly. Every frame requires thought: Where’s the best light? How can I flatter my couple and still capture the authenticity of the moment? What small, quiet detail will mean the most five years from now? People see the highlight reel—what they don’t see is the quiet mental gymnastics behind the lens to make those images feel effortless. And if I’ve done my job right, they never will.
Have you ever had to pivot?
When I started photography, I said yes to everything—families, seniors, newborns, headshots. But over time, I realized the work that truly lit me up was always weddings. There’s nothing like the energy, emotion, and intentional beauty of a wedding day.
So I pivoted. I phased out other sessions and focused solely on serving couples. I’d love to say I followed a brilliant strategy, but honestly, I spent a lot on things like a photography headshot and a branding course I’ve never even opened before I made that decision. What guided me instead was instinct and experience. Saying no to what didn’t align made space for the clients I love most: dreamers, decision-makers, and people who want a celebration that feels unforgettable.
Contact Info:
- Website: https://hollyberrystudio.com
- Instagram: @hollyberrystudio
