We’re excited to introduce you to the always interesting and insightful Laura Woolsey. We hope you’ll enjoy our conversation with Laura below.
Laura, appreciate you joining us today. Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?
I’m Laura Woolsey, founder of Memory Forward, a business dedicated to helping people organize and preserve their most treasured memories. Memory Forward began in 2007 with a focus on printed photo organization, but over the years, it has evolved to address the challenges of both physical and digital photo collections.
I started Memory Forward in 2007 as a single woman with no children, living in Austin, TX. At the time, I had spent my career as a computer programmer but was experiencing what I jokingly call a “mid-20s crisis.” I felt unfulfilled in my work and was drawn to professional organizing, which seemed like a way to help people in a tangible and deeply personal way.
At first, I worked on organizing everything from kitchen drawers to sewing rooms, but I quickly noticed a recurring theme: photos. For so many of my clients, their printed photos were a source of both joy and anxiety—a form of “clutter” they couldn’t part with but didn’t know how to manage. Growing up, I had spent countless hours organizing my own family’s printed photos, so it felt natural to focus on this area. Little did I know that I was stepping into a new and largely undefined profession.
2007 was a pivotal moment in photography. It marked the end of an era when people regularly printed photos and the dawn of the digital age, heralded by the release of the first iPhone that same year. Back then, few people could have predicted how digital photography would take over our lives. But as I began helping families organize their printed photos, I unknowingly laid the foundation for what would become my life’s work.
About a month after starting the business, I met my future husband. By 2010 and 2013, we had our two beautiful children. Those early years of marriage and motherhood were both wonderful and demanding, and I made the intentional decision to keep Memory Forward small. It was a work-from-home business that provided supplemental income while I still did some computer programming on the side. During that time, the world of photography transformed. Digital photography became ubiquitous, cloud storage emerged, and suddenly, people weren’t just overwhelmed by boxes of prints—they were drowning in thousands of digital files.
As my children grew, so did Memory Forward. The business evolved to include digital photo organization alongside scanning and preserving printed photos. But in the process, I began to notice a deeper shift in how people value and connect with their memories. While digital photos are convenient, there’s something irreplaceable about holding a printed photo in your hands. A tangible photograph is a piece of history that doesn’t require a device or a password—it just is.
Now, nearly two decades later, I find myself coming full circle. I’ve rediscovered my passion for printed photos and the stories they tell. The world is more digital than ever, but I believe that makes printed photos even more precious. My focus today is on helping families organize and preserve these treasures, ensuring they aren’t lost to time or technology.
Looking back, I don’t wish I had started Memory Forward sooner or later. Starting in 2007 allowed me to witness and adapt to the seismic shifts in photography, from the decline of prints to the digital revolution. It also gave me the flexibility to prioritize my family when I needed to, while laying the groundwork for the business I have today. Every phase of the journey has shaped the business into what it is today, and I wouldn’t change the timing or the path it’s taken.
Laura, 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?
We help clients who feel overwhelmed by the sheer volume of their photos—whether they’re dealing with chaotic shoeboxes of prints or tens of thousands of digital files. Our services include scanning and organizing printed photos, converting home movies, creating streamlined systems for digital photo libraries, creating printed photo albums, and managing cloud storage solutions for our clients. At its core, Memory Forward is about turning disorganization into a sense of peace, helping families reconnect with their stories and legacies and rest assured that their memories are safe and protected.
What sets Memory Forward apart is our emphasis on blending technical expertise and quality with emotional sensitivity. We approach each project with the understanding that these aren’t just photos—they’re irreplaceable pieces of people’s lives. Whether it’s restoring a century-old photo album or organizing thousands of digital files so a client can find exactly what they’re looking for, we handle everything with care, respect, and the utmost attention to detail.
I’m proud of the trust we’ve earned from our clients and the sense of relief we provide when we help them preserve what matters most. I want people to know that Memory Forward is more than just a service—it’s a partnership. We’re here to help you rediscover and protect the memories that have been forgotten in the back of a closet for decades. Our goal is to make your photos and stories accessible, meaningful, and shareable, so you can focus on enjoying your life’s journey and living out the memories you’ll want to preserve next.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
We believe our reputation within the photo organizing market has been built on three key factors: trust, expertise, and a deeply personal approach to every project.
Trust is the foundation of everything we do at Memory Forward. When clients hand over their photos, they’re entrusting us with their family’s history—often their most precious and irreplaceable possessions. We’ve always approached that responsibility with great care and respect, and clients recognize that. Whether we’re working to organize a digital library or preserve fragile printed photos, they know we’ll treat their memories as if they were our own.
Our expertise has also been critical in building our reputation. With nearly two decades of hands-on experience in photo organization, we’ve developed systems and workflows that help clients achieve results they didn’t think were possible. We’ve also stayed ahead of trends, evolving our services to meet the changing needs of families as technology—and photography itself—has transformed.
Finally, what sets Memory Forward apart and has helped build our reputation is the personalized approach we take with every client. No two projects are the same, and we take the time to listen, understand each family’s unique goals, and tailor solutions that work for them. For us, it’s not just about organizing photos—it’s about helping people reconnect with their memories and create something meaningful they can share with future generations.
In the end, what’s helped the most is a genuine passion for this work. We truly care about our clients, and that shines through in every interaction that Memory Forward has.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
One of the most important lessons I’ve had to unlearn is my tendency to overcomplicate things. As someone who thrives on process and detail, I used to believe that sharing the intricate details of our workflows with clients would help them see the value of what we do. While well-intentioned, this approach often led to confusion and, at times, more overwhelm.
Over time, I realized that simplicity is always better—both for my team and my clients. They don’t need to know every step of the process. What they care about is feeling taken care of and seeing the results they were hoping for: beautifully organized and accessible memories.
This shift in perspective not only simplified how we communicate with clients but also streamlined our internal processes. We now view our job as removing complexity from the ever-changing world of photo organizing and distilling the chaos into something manageable, clear, and meaningful. Letting go of the urge to over-complicate has allowed us to focus on what matters most: delivering exceptional results while making the entire experience as smooth and stress-free as possible.
Contact Info:
- Website: https://www.memoryforward.com
- Instagram: @Memory_Forward
- Facebook: @memoryforward
- Linkedin: https://www.linkedin.com/in/laura-woolsey-3b12a1160
- Youtube: https://www.youtube.com/channel/UCh5FTL-9lnM8DlYcreBYeJA
