We caught up with the brilliant and insightful Lindsay Soriano a few weeks ago and have shared our conversation below.

Lindsay, looking forward to hearing all of your stories today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

One of the biggest challenges to profitability in the photography industry is that people often do not value family photography as art. Customers make assumptions that photographers just pick up a camera and take a photo, but it’s so much more than that. It’s taking time to set up everything for a smooth scheduling process, learning about light, composition, editing, spending time editing (and for some photographers this is a lengthy and detailed process) and so much more. I think a lot of potential clients think, if they had a fancy camera they could also take great photos. But it’s not just about the gear, actually it often doesn’t have much to do with the gear. It has so much to do with how the photographer as an artist views the world through their lens. And with everyone having a pretty powerful camera in their pocket with a smartphone it can be easy to dismiss what a professional photographer does to run their business. So many photography businesses fail because even photographers believe clients won’t pay higher prices, so they undersell their art and burn out because they have to do so many sessions in order to try to break even. This contributes even further to clients not seeing the value in photography as art.

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 got my first DSLR in 2015 as a distraction for infertility and fertility treatments. I’ve taken photos of my dogs, landscapes, done daily and weekly photography challenges all to improve my skills.

Since finally having children 3 years ago, I want to slow down time with them and be able to capture every little facet of their personalities at each phase of their lives. It’s what made me want to do family and newborn photography.

Because as an Arizona family and newborn photographer and a parent, I understand that your family is unique. It’s full of personality, energy, and beautiful, unscripted moments. I don’t want to force you into stiff poses or make everyone hold their smiles until their cheeks hurt because those moments don’t feel real. Instead, I’m here to create a space where your family can be their authentic selves—whether that means running around, sharing a quiet snuggle, or bursting into laughter over an inside joke.

When you look at the art we create together I want you to feel the moments contained in those memories. I want you to remember the smell of your newborn’s head, or the feel of your child’s hand in yours. I want you to feel the love and connection you have with your family and I want a photo session with me to be about creating new memories, not just taking pretty photos.

Any resources you can share with us that might be helpful to other creatives?

When I first started taking photographs I wish I’d known more about avenues for education. I watched a lot of YouTube videos and purchased some books, but the best way I’ve found to grow my art and my business is through live feedback from other creatives. And specifically other creatives who aren’t trying to create cookie cutter images of themselves, but want you to grow your unique art. When I’ve found those individuals and learned from them (and been able to shut out the noise of imposter syndrome) I’ve found my art has really grown.

What do you think is the goal or mission that drives your creative journey?

My goal in building my own creative business is to have freedom. To no longer be beholden to a boss who determines how much I work on projects I don’t like. I want to be able to grow and flourish as an artist and a business woman, who provides an amazing service to her clients.

Contact Info:

• Website: https://www.lindsayjanephotographyllc.com
• Instagram: https://www.instagram.com/lindsay.jane.photography/
• Facebook: https://www.facebook.com/profile.php?id=61553500381335

Image Credits

Lindsay Jane Photography LLC