We caught up with the brilliant and insightful Lindsay Ortez a few weeks ago and have shared our conversation below.
Lindsay, thanks for joining us, excited to have you contributing your stories and insights. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
I’ve been an artist my whole life, its deep rooted in my soul. I like to think I embody and honor it in every area of life & self. After high school I went to college thinking I wanted to focus on fine arts and become an art teacher, I’ve always had a heart for impacting and inspiring others. A few years in, I took a film class for the first time and I was instantly hooked, my purpose in the art world was suddenly so clear. In true “rebel artist” style, I left school after 3 yrs to do things my way. My intuition has never steered me wrong. I threw myself into building a brand & business. I had my first baby at 25 and with her came a new passion for creating art from life & love. I spent the next 10 years pouring so. much. heART and intention into my photography business, and myself as an artist. I’ve always been obsessed with absorbing knowledge & evolving into more.
Its been 20+ years and still to this day holding my Nikon lights my soul up. I am now a mama to 4 beautiful kiddos, Teagan 16, Jagger 12, River Moon 7, and Everest Coast 3. They truly are my reason for everything I do and become. I came from a not healthy or genuine family, and am the first to break that cycle. Healing yourself in motherhood, and to become a better woman is not for the weak. I have spent many years doing some deep inner work, and it has been my greatest catalyst for the many blessings that have entered my life.
A quote that has always lived in my heart is: ” I feel that there is nothing more truly artistic than to love people”
I truly believe that doing everything in my business wholeheartedly, has been the solid foundation I’ve built on all these years. I’ve been voted “best of” in my hometown for the last 5 years. I specialize in newborns primarily, even mentoring other photographers ( here’s where the art teacher came in to play) But I also am blessed to photograph many weddings, I’ve traveled all over the country for love. Anything motherhood owns my heart. I photograph lots of maternity sessions, families, graduating seniors, branding for businesses…I love all of it! I love storytelling and exuding the light all around and within us.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Hey friends, I’m Lindsay Ortez, 41, small town mama to 4. I have been solely self employed with 2 self made businesses for the past 20 years. In all honesty a lot of my personal drive stems from a not so healthy family history. I was determined to become different. To LOVE different. I’ve been told many times over the years that “I have such a wonderful way of turning pain into beauty” and I hold that so close. I’ve always had such a connection to the word “alchemy” and I believe now…through everything I’ve endured and created anew from it, THIS is why.
Any Artist will tell you, the desire to simply c r e a t e stops at no “1” medium. I have always loved baking, feeding people is another way I show big love. At the beginning of 2023 I was determined to learn everything about sourdough. It’s much more “scientific” than typical baking. There’s creating a wild yeast starter, understanding dough fermentation, temperatures, shaping methods, cold ferments, different flours & hydrations, scoring techniques & baking methods…Its a lot to absorb right? Well the red headed, taurus, black sheep in me loves a challenge. Tell me I cant, and I’ll teach you how.
And so I did just that. At first it was solely just for personal reward. Sourdough truthfully brought me a lot of healing in a really dark season. It reminded me that I can do hard things. That love & intention is always felt. I started baking so much that I obviously had to gift it away. I would give fresh loaves to everyone I came across almost daily. Showing an abundance of selfless acts and simple kindness has always reminded me that GOOD still exist in humanity, and that’s something I’ve always tried to show as an example for my kids.
By the end of summer, I started getting request to bake loaves for purchase, I was nervous it would feel like a chore or something else I couldn’t take on with my already full photographer schedule. But in October I went for it. I wanted to honor the ARTS, and the artist in me who’s always created from love. Artisan Art’s Bread was born. I filed for licensing and launched for online ordering starting small with like 5-10 loaves. I was baking in my home kitchen and could only do 4 loaves at time in dutch ovens and like many cottage/micro bakers, I was offering porch pick ups.
Because of my success in Photography, I knew a lot of my customers personally. But very quickly those 5-10 loaves 1 day a week grew into “ok what’s a few more” And by Thanksgiving I took on my biggest order yet with 75 loaves, and it sold out within minutes. I was overwhelmed with gratitude. I always go hard, I don’t know how to keep things simple…so naturally, I didn’t do just plain artisan loaves. I offered many different inclusion flavors, plus pumpkin & turkey shaped loaves. And that’s where my late night photo editing turned into 3am bakers mornings.
A few months of continued growth and maxing out my porch pickups, I knew I was at capacity. In January 2024 my goal was to purchase a commercial bread oven (Simply Bread Co.) Being the sole financial provider for my family I was struggling to make that happen. But I put so much faith in trusting that it would happen. And just like that an angel of a friend came out of nowhere and believed in what I was creating so much, that he wanted to help “invest in me” I will forever be grateful for his helping hand. It was true testimony to what being a good hearted person in everything you do will always come back to you. And not only that, my stars had aligned me with a new business friendship too. A mother and daughter who run 2 business locations, Pop The Bubbly, a champagne bar & eatery in downtown Lodi and Murphy’s Ca. We connected in such a natural way it make me emotional to this day thinking about how it all manifested. They offered me their extra “kitchen space” to turn into my bakery room. Over the next 6 weeks, we did just that. I bought piece by piece, an 8ft bakers table, shelving, tons of extra bakers supplies, bulk packaging for all the orders I was about to take on, and prepared electrical to welcome the arrival of my new bread oven.
Ill never forget the feeling of seeing that oven arrive on the patio. It was the same feeling I had when I walked into the first home I purchased in 2020 and my friend & relator had left me a brand new kitchen aid mixer as a thank you gift. I instantly sobbed, and felt like ” I DID IT” when all my life I never had a supportive family, I created one regardless.
Its been 2 months and everyday I wake up at 3am, I’m overflowing with so much gratitude. I went from baking 4 loaves in my home kitchen, to now doing 250+ loaves 2 days a week, plus sprinkling in baked goods like my famous chocolate chip, walnut & sea salt cookies. I believe what has set me apart from the rest is my desire to create outside of the box. I don’t just offer plain sourdough loaves, but rather a full menu. Including flavors like: Lemon, Rosemary + Sea Salt, Jalapeño + Cheddar, Roasted Garlic + Herb, Cinnamon + Raisin, Pesto + Cheese, Double Chocolate & many more. Does it take more time & $ to make those? ABSOLUTELY. But I vow to run Artisan Art’s Bread the same way I have always ran Lindsay Ortez Photography….WHOLEHEARTEDLY! Authenticity connects us all. Being true to who you are while equally holding space for others to be who they are is infectious. Genuine Love is always felt and simple kindness is always needed.
Be a LIGHT friends. We all need it.
What do you think helped you build your reputation within your market?
Authenticity + Vulnerability 100%. I think too much of social media is a facade. A lot of what we see isn’t reality even though it’s painted as it is. In all honesty, most intuitive people can see through that. I have always believed that being true to who you are is the only way to show up, which also means having a deep awareness to your self and growth. I’m one who is probably much more open & honest than many on socials and in person. I wear my heart on my sleeve. I’ve always felt that its important to show the Artist, behind the art. To give people a better understanding of where it comes from. Sharing the highs & lows, the ebbs and flows of business and as a healing woman has been extremely important in building my businesses over the years. People can FEEL your energy when its real, when its pure and they’ll gravitate towards that. They’ll feel seen, and validated, and less alone in their own stories when you find beautiful and true ways to share you own.
Where do you think you get most of your clients from?
Word of mouth. I know that’s probably not the “most professional” answer many new entrepreneurs want to hear. But for me personally its a true testament to my business growth over the last 20 years. You see…It sounds so simple, and really it is. I believe technology and socials have complicated way too much in peoples minds. When you allow yourself to get out of your head, and back into the HEART SPACE, a lot of confusion becomes so clear. I think too many business owners get wrapped up in logistics, and pouring into areas that don’t hold true significance and meaning. I see too many business owners, taking on more and more without focusing on the qualities that stick with people and that will never have a lasting impression or sustainability. What has helped my businesses grow to what they are, and hold such a beautiful reputation that I hold so close in my heart is honestly just LOVING people, & doing everything wholeheartedly. I don’t half a*s anything. Simple examples would be: How you respond to your clients messages. “Thanks.” feels a whole lot different than “Thanks so much I appreciate you Jane” Or returning more photos in a gallery than promised. Or doing social media giveaways simply for the act of gratitude and energy, rather than “business gain” Or leaving a loaf of bread on someone’s porch after a long day of baking, because I know they too have a hard day. Or just truly listening to your clients stories with a comforting presence so they’ll want to come back to you because they feel like they truly know you. All of they simple acts have genuine been the foundation to what my businesses are built on. Soul over a quick buck everyday. That’s what last. That’s what will spread the word in the most genuine lasting way every single time.
Contact Info:
- Instagram: @LindsayOrtezPhotography and @Artisanarts.bread
- Facebook: Lindsay Ortez Photography