Alright – so today we’ve got the honor of introducing you to Nicole Lukas. We think you’ll enjoy our conversation, we’ve shared it below.
Nicole, looking forward to hearing all of your stories today. Can you talk to us about a risk you’ve taken – walk us through the story?
The Story of Taking the Leap into My Photography Business:
For years, I dreamed of creating a photography business that reflected my wild, free-spirited nature and my passion for supporting women on their personal journeys. I wanted to capture goddess photoshoots, holistic business owners, and the soulful moments of retreats and workshops, but that dream felt like a distant “someday.” I knew deep down that I wanted to live in alignment with my values—freedom, connection, healing, and creativity—but there was always fear holding me back. What if it didn’t work? What if I couldn’t make enough money? What if following my heart wasn’t enough?
At 24, I found myself at a crossroads. I was balancing part-time jobs that drained my energy while squeezing in photography sessions whenever I could. The stability was reassuring, but every fiber of my being was craving more. I felt a deep call to dedicate myself fully to photography, not just as a side hustle, but as my life’s work. I knew I could create something special by focusing on goddess-themed photoshoots and working with holistic entrepreneurs and healers. But it meant taking a risk—walking away from steady income, diving into the unknown, and trusting that my vision would lead me somewhere worthwhile.
The turning point came when I booked my first retreat photography gig. I was hired to capture the essence of a wellness retreat, documenting moments of stillness, healing, and sisterhood. That experience was electric. Watching women step into their power and seeing how my photos reflected their transformations made it clear: this was the kind of work I was meant to do. That weekend showed me a glimpse of the life I wanted to create, and after I returned home, I couldn’t go back to playing it safe.
A few months later, I made the decision. I quit my side jobs, drained most of my savings, and invested everything I had into my photography business. I upgraded my equipment, invested in branding, and signed up for workshops to sharpen both my craft and business skills. I also booked a one-way flight to attend a sacred retreat, knowing that photographing it would connect me with like-minded people who might open new doors. The stakes felt high—there were no guarantees, and failure was a very real possibility. But I kept reminding myself: the only thing scarier than failing would be never trying at all.
The first few months were tough. I was learning to navigate the ebbs and flows of entrepreneurship, and there were moments of doubt and fear. Some weeks were packed with shoots, while others were eerily quiet. But little by little, things began to align. Word spread about my goddess photos, and holistic entrepreneurs reached out, drawn to the way I captured authenticity and soul in my portraits. I began traveling to photograph retreats and workshops, collaborating with facilitators who shared my vision of empowerment and healing. Each project felt like a confirmation that I was exactly where I was supposed to be.
Now, I wake up every day feeling grateful that I took the leap. I’m living the life I once only dreamed of—photographing wild women, soulful gatherings, and entrepreneurs who are changing the world. My work takes me to sacred spaces and retreats, places I never imagined I’d be. And while entrepreneurship is still a journey with its ups and downs, I know I’m building something meaningful.
Looking back, the risk I took wasn’t just about starting a photography business. It was about trusting myself—trusting that my unique vision and passion were enough to create a life aligned with my dreams. And that risk? It was worth every uncertain moment.
Instagram: @nicolelukasphotography
nicolelukasphotography.com
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Hi, I’m Nicole! I’m a 25-year-old photographer with a passion for creating images that are soulful, empowering, and aligned with the essence of who my clients truly are. My journey into photography began years ago when I picked up a camera for the first time and realized how much I loved capturing people in their most authentic moments. Over time, my passion evolved, and I started to see how photography could go beyond just taking photos—it could become a tool for transformation, self-expression, and healing.
Today, I specialize in goddess-themed photoshoots, holistic branding sessions, and capturing the magic of retreats, workshops, and ceremonial events. My work is deeply inspired by the belief that every person, especially women, deserves to feel seen, celebrated, and connected to their inner power. I guide my clients through the entire process, offering gentle direction to help them feel comfortable and relaxed. Many people feel nervous in front of a camera, but one of my strengths lies in helping them shed that fear and tap into their divine essence. This allows them to show up as their most radiant, powerful, and true selves.
The services I offer include:
1. Goddess Photoshoots – These are intimate, artistic portrait sessions designed to help women embody their inner goddess. Whether it’s capturing softness, sensuality, or strength, these photoshoots are a celebration of self-love, empowerment, and beauty.
2. Holistic Branding Photoshoots – I work with coaches, yoga teachers, healers, and other wellness entrepreneurs to create images that reflect the heart and soul of their brand. These sessions are not just about headshots—they’re about telling a story that aligns with their mission, values, and unique offerings.
3. Retreat and Workshop Photography – I travel to photograph events that are centered around healing, community, and personal growth. Whether it’s a wellness retreat, yoga workshop, or sacred ceremony, I capture the meaningful moments that allow participants to look back and relive their experiences.
4. Event Photography for Holistic Gatherings – From cacao ceremonies to breathwork workshops, I love documenting events where people come together in shared intention and healing.
What sets me apart is that I don’t just take photos—I create experiences. My sessions are designed to feel intuitive, meaningful, and aligned with the energy of each person or event. I aim to build a connection with my clients, so they feel safe, seen, and celebrated throughout the process. My clients often tell me that working with me feels like being supported by a friend who sees their potential and reflects it back through the lens.
I’m most proud of the transformation I’ve witnessed in my clients. There’s nothing more rewarding than hearing someone say they finally saw themselves the way they’ve always wanted to—strong, beautiful, and free—after a photoshoot. I also love being able to document sacred moments in spaces where people feel safe to grow, heal, and express themselves fully.
What I want people to know about my work is that it goes beyond just images. It’s about telling a story—whether that story is about a woman reclaiming her power, a healer launching a new venture, or a group of souls gathering to heal in community. My photography is about capturing moments that matter, moments that feel like an extension of who my clients are and the journey they are on.
At its heart, my brand is about freedom, empowerment, and connection. I believe that through art, we can reveal deeper truths about ourselves and connect to something sacred. Whether it’s through a goddess photoshoot in nature or a branding session for a wellness business, my goal is to create meaningful art that reflects the beauty and power within every person I work with.
This work is more than just a career to me—it’s a reflection of the life I want to live. I’m committed to growing not only as a photographer but as a person, aligning my life with love, strength, creativity, and connection. Through this journey, I hope to continue supporting others as they step into their power and live their truth.
Where do you think you get most of your clients from?
The best source of new clients for me has been a combination of word-of-mouth referrals, community connections, and social media presence. What’s been truly magical is how organically these sources seem to build off each other—it’s like a ripple effect that keeps expanding as I continue to grow my business.
Word-of-Mouth Referrals
Referrals have been the most powerful way new clients find me. Many of the women I’ve worked with, especially through my goddess photoshoots and holistic branding sessions, leave feeling deeply seen and empowered. Because these sessions are so personal and transformative, clients naturally share their experience with others—whether it’s with a friend looking for new branding photos or someone seeking to reconnect with their inner goddess. When a new inquiry starts with “I heard about you through…” it’s a reminder of how impactful personal recommendations are. People trust the experiences of those they know, and I feel grateful that my work sparks these conversations.
Community & Event Connections
I’ve also found that being active in the wellness and holistic communities has been a huge source of growth. Whether I’m photographing a retreat, attending a workshop, or teaching yoga, I’m constantly meeting people who align with my values and vision. Every time I document a retreat or workshop, it connects me with facilitators, participants, and other creatives, many of whom end up booking their own sessions. These events are perfect opportunities for building authentic relationships—and it’s often in these spaces that my future clients see me in action and feel drawn to working with me.
Social Media (Instagram)
Instagram has also been an essential tool for attracting new clients. I use it as a space to share my work, tell stories, and connect with my audience in a personal way. The photos I post often highlight the energy and essence of the people I work with, and the captions reflect my free-spirited, uplifting tone. I’ve found that by being authentic and consistent—showing not only my work but also glimpses of my life, values, and creative process—people feel more connected to me as a person. Many clients tell me that they resonate with my posts and feel inspired by my storytelling, which draws them toward booking a session.
Why These Sources Work So Well
What ties all of these sources together is authentic connection. I’m not just offering photography services—I’m creating experiences that resonate on a deeper level, and I think that’s what sets my business apart. Whether it’s through a personal recommendation, a shared experience at a retreat, or a meaningful conversation in my DMs, new clients often come to me because they already feel aligned with my energy and the kind of work I do.
I’ve learned that people are drawn to experiences and businesses that feel real and aligned with their values. By focusing on building community, showing up authentically on social media, and treating every client interaction with care and intention, I’ve been able to grow my business in a way that feels sustainable and true to who I am.
How did you build your audience on social media?
Building my audience on social media has been an organic journey rooted in authentic connection, storytelling, and staying aligned with my vision. When I first started, I didn’t have a clear strategy—I just knew I wanted to share my photography and create a space that reflected who I am. Over time, I learned that social media isn’t just about numbers or trends—it’s about building relationships, expressing your unique voice, and attracting the right people by showing up authentically.
The Early Days: Showing My Work, Finding My Voice
In the beginning, I focused on simply sharing my photos—posting sneak peeks from shoots, behind-the-scenes moments, and favorite portraits. But I quickly realized that beautiful images weren’t enough to build real connections. People didn’t just want to see my work—they wanted to know the person behind the camera.
So, I started using my captions to tell stories. I shared what inspired each shoot, what made my clients special, and how the experience impacted them (and me). I also opened up about my own journey—my decision to take the leap into photography, the challenges I faced, and the dreams I was working toward. I noticed that the more vulnerable and real I was, the more people resonated with my posts.
That’s when things began to shift. People who connected with my energy and vision started following along—not just because they liked the photos, but because they felt connected to the heart behind them.
Staying Consistent & Engaged
One of the biggest lessons I learned early on is the importance of consistency. I showed up regularly on Instagram—not every day, but often enough that my audience stayed engaged and knew what to expect. I made sure my posts reflected both my personal brand (wild, free-spirited, uplifting) and my photography style (goddess energy, soulful portraits, holistic storytelling).
I also engaged with my audience actively. Rather than treating social media as a one-way platform, I responded to comments, answered DMs, and built conversations. Many of the people I connected with—whether fellow photographers, retreat facilitators, or potential clients—became part of my larger community, and some even turned into clients or collaborators.
Using Stories & Behind-the-Scenes Content
Instagram Stories became a great way to give my audience a more authentic look into my life and creative process. I shared snapshots of my day—prepping for shoots, setting up props, or traveling to retreats. I’d also post little reminders about self-love, alignment, and the creative process, staying true to the energy I wanted my brand to embody. This gave my audience a sense of being part of my world, which built trust and connection over time.
Lessons from Trial & Error
There were definitely some missteps along the way. For a while, I got caught up in the pressure to post what I thought would “perform” well—polished posts, trendy hashtags, and curated feeds. But I quickly realized that the more I tried to fit into trends, the more disconnected I felt from my own brand. When I stopped trying to be perfect and leaned back into authenticity, my engagement increased, and I attracted more aligned clients. I realized that being true to yourself will always attract the right people—even if it takes longer than chasing trends.
Advice for Those Starting Out
1. Be Yourself and Stay Authentic – People connect with authenticity. Don’t be afraid to show your personality, your values, and the things that light you up. Your unique voice is what will set you apart.
2. Consistency Matters, But So Does Rest – Show up regularly, but don’t burn yourself out. Consistency doesn’t mean posting every day; it means finding a rhythm that works for you and sticking to it.
3. Engage and Build Relationships – Social media is a two-way street. Respond to comments, connect with others in your field, and make your audience feel seen and appreciated.
4. Use Stories to Connect More Personally – Stories are a great way to show behind-the-scenes moments and give people a glimpse into your life. It helps build trust and makes you more relatable.
5. Don’t Worry About the Numbers – Focus on building a quality audience over a large one. It’s better to have 500 engaged followers who resonate with your work than 5,000 followers who don’t care.
6. Stay Aligned with Your Vision – It’s easy to get caught up in trends or compare yourself to others, but your magic lies in being true to who you are. When you stay aligned with your values and vision, the right people will find you.
Where I Am Today
Today, my social media audience is filled with people who truly align with the energy and message of my brand. Many of my clients first find me on Instagram, drawn in by the storytelling, soul, and creativity I share. While I still focus on growing my presence, I’ve learned that quality connections matter more than numbers. Social media is now an extension of my creative process—it’s a place where I can share my art, connect with inspiring people, and invite others into the experience of transformation through photography.
At the end of the day, social media is just one tool in the journey. But when used with intention and heart, it can become a powerful way to build community, grow your brand, and create meaningful connections.
Contact Info:
- Website: https://www.nicolelukasphotography.com
- Instagram: nicolelukasphotography
- Facebook: https://www.facebook.com/nicolelukasphotography
Image Credits
Nicole Lukas Photography
Instagram: @nicolelukasphotography
www.nicolelukasphotography.com