Alright – so today we’ve got the honor of introducing you to Rachel Cuesta. We think you’ll enjoy our conversation, we’ve shared it below.

Rachel, thanks for taking the time to share your stories with us today If you could go back in time do you wish you had started your creative career sooner or later?

Life has a way of working itself out. Do I wish I had started my creative journey earlier? Absolutely. In my early twenties, I had the opportunity to partner in a photography business with a friend, but family pressure to find a “real job” and my own insecurities kept me on the academic path. At that time, I was also grappling with childhood trauma and discovering my identity—I simply wasn’t ready. I needed to experience life, learn, and grow before I could fully embrace my photography career.

I had been holding a camera since I was 13, but it wasn’t until I was 21 that I consistently picked it up again. I joined a photography club at my community college, even traveling to Israel for a photography expedition. However, coming from a family of high achievers where degrees were the expectation, a creative career didn’t seem like an option. So, I followed the expected path, earning degrees in Speech-Language and Hearing Sciences and Rehabilitation Counseling. Along the way, I became deeply involved in disability advocacy, working with non-profits, lecturing at a university in Southern California and even writing a textbook.

Had I pursued photography earlier, I would have lacked the confidence, maturity, and perspective I have now. I might have struggled more with imposter syndrome, undervalued my work, and possibly even given up. On the other hand, if I had waited longer, I might never have taken the leap at all. Burnout from academia and the realization that my husband’s military career meant frequent relocations pushed me to finally take my passion seriously.

Just before COVID-19, I upgraded to a mirrorless camera and started offering photography sessions. The business side was intimidating, but I leaned on mentorships, my counseling skills, and my ability to connect with people. I traveled to Iceland, the Dolomites, Colombia, El Salvador, the Hamptons, Miami, and Alaska, capturing stories along the way. Though daunting, I know now that I started at the right time for me.

I finally have the confidence to run a business, set my rates, and embrace the challenges that come with being a military spouse and entrepreneur. Do I wish life had been a bit kinder? Sure. But I don’t regret my journey—everything I’ve learned has made me the photographer and business owner I am today.

Rachel, 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 never took the straight path, but looking back, I wouldn’t change a thing. My background is rooted in academia—I spent years in disability advocacy, research, and teaching, earning a Master’s in Rehabilitation Counseling while lecturing at a university in Southern California. I loved the work, but the systemic barriers I encountered made me realize that true change takes more than just passion—it requires a level of control I didn’t have in that space.

Photography, however, gave me that freedom. Moving frequently is a given as a military spouse, so I needed a meaningful and flexible career. With my husband’s encouragement, I invested in my craft, built a business, and leaned on my counseling skills to create a photography experience that feels effortless and natural for my clients.

I specialize in capturing authentic connections—whether it’s couples, families, or professionals who want to tell their story visually. My background in counseling means I know how to make people comfortable in front of the camera, even those who say they’re “awkward” or “not photogenic.” I focus on creating an easygoing and fun experience, guiding my clients while allowing for candid, natural moments.

My work isn’t just about delivering images—it’s about storytelling. I want my clients to look at their photos and feel something, to see themselves as they truly are. That’s why I prioritize quality over quantity and build genuine relationships with the people I work with.

This business is deeply personal to me. It’s not just a job—it’s the culmination of everything I’ve learned: resilience, adaptability, and the power of human connection. I’m proud of the work I create, the trust my clients place in me, and the community I’ve built through my photography.

I am someone who truly cares about my client’s experience and the memories they are creating, I bring a unique blend of empathy, creativity, and professionalism to every session, ensuring that clients don’t walk away with beautiful photos—they walk away with an experience worth remembering.

I look forward to evolving as my business grows, as I love editorial work and am looking forward to selling prints in the future.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

There’s a myth that says “artists are not good at business” and I fully believed that. I had to unlearn this mindset, and let go of the idea of “perfectionism.” I was trapped in the idea that you had to do everything “perfectly” to have a business. For example,I was stuck on the logistics of starting a business, am I a sole proprietor, or do I want an LLC? Do I need to have my accountant set up? What is the perfect formula for having a successful photography business? And this had me stuck for years. I felt deeply inadequate because it was intimidating, and the process felt daunting, but in reality, it’s much easier than I had expected.

Thankfully, in my pursuit of starting the perfect business I invested in a business photography mentorship with Samantha Katz, who freed me from this mental burden and reminded me that sometimes “done” is better than perfect. So what did this mean? That I did not need to spend hundreds of hours making the perfect website, or have the ideal way of tracking my expenses, or have the perfect business strategy, or be able to have all of the best gear to start. She reminded me to start small. Some of the largest businesses started small, and I forgot about that.

That freed me. Honestly, my first few years were not profitable, but that is okay. I’m setting the foundation for profits and evolving. So, I started small, and as my business grew, I invested in what I needed to develop it. I understood my cost of doing business, set my rates to align with what I needed to make each year, and created strategic goals. With more information and some growing pains, I found the balance between being an artist and a business owner.

I’ve made mistakes and corrected them, and most importantly, I’ve shared my journey with other business owners, especially women and minority photographers. Success is subjective, and I was tired of pretending everything was perfect in my business when, in fact, I was winging it. Talking to other business owners and creatives, I found that many are on the same path, which is beautiful.

In a world where everything is curated and perfected, the authentic relationships and the freedom of “sometimes done is better than perfect” has allowed me to grow and have grace throughout this journey. And I am living proof that artists can be successful business owners.

Is there a particular goal or mission driving your creative journey?

My mission is to capture authentic stories and emotions while creating a business that gives me freedom, flexibility, and purpose.

I’m not just a photographer—I’m a visual storyteller, an advocate, and a connector. My goal is to make people feel seen, valued, and understood through a lens or my business. With a background in advocacy and counseling, I know the power of representation and human connection, which informs my approach to photography.

At the same time, my mission is about autonomy. As a military spouse, I’ve built something that moves with me—a career that isn’t dependent on location, that allows me to create on my terms. Photography allows me to adapt, grow, and maintain control over my work while embracing life’s unpredictability.

Ultimately, my creative journey is about freedom, storytelling, and connection—whether I’m capturing a fleeting moment for a client, building a community through events I’m photographing, or using my skills to make people feel seen in ways they may not have before.

Contact Info:

• Website: https://www.rachelcuesta.com
• Instagram: https://www.instagram.com/rachelcuestaphoto
• Facebook: https://www.facebook.com/rachelcuestaphotography

Image Credits

Rachel Cuesta Photography, LLC