We recently connected with Rachel Johnson and have shared our conversation below.

Alright, Rachel thanks for taking the time to share your stories and insights with us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

What started as a small family portrait business has grown into something I could have only dreamed of.

In the early days, my work took me wherever military life planted us. I photographed families while traveling across Texas, Mississippi, Tennessee, Florida, and even Japan—serving mostly locals and fellow military families on or near the bases we called home. My business was built on community, flexibility, and showing up wherever families needed their memories captured.

As our roots settled, so did my business. Today, I’m honored to serve the Gulf Coast of Florida, where my photography has continued to grow and evolve. I still get to work with so many incredible military families and locals, but now I also welcome tourists and returning clients from out of state who plan their trips and come back year after year just to step in front of my lens.

For the past five years, families from all over have trusted me to document their time here—sun-soaked vacations, homecomings, milestones, and everyday moments turned into lifelong keepsakes.

This journey has been anything but linear, but every place, every family, and every season played a role in scaling this small business into what it is today. I’m endlessly grateful for the support, the referrals, and the families who have followed along from state to state—and now, back to the beautiful Emerald Coast.

Here’s to growth, community, and capturing memories no matter where life takes us.

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’m a mother of three girls, a military spouse for the past 8 years, and a family portrait photographer here on the Gulf Coast of Florida. Every part of my life has shaped the way I see families, time, and the moments we so often rush past.

My passion for photographing families comes from a deep understanding that time is fleeting. Every second is quietly slipping away, and none of us are promised tomorrow. That’s why I believe so strongly in capturing families while the moment is still here—the laughter, the chaos, the tenderness, and everything in between. These are the moments we should never take for granted.

When you step onto the beach with me, I want you to know how much I truly care about you as individuals, about your family’s story, and about the memories we’re creating together. This isn’t just another session on my calendar. It’s your time, your people, and your chapter of life being preserved.

It’s never been about the money for me. It’s about the memories, the connection, and capturing real, raw, vulnerable emotions with every click of the camera. The quiet glances, the tight hugs, the sandy toes, and the love that lives in the in-between moments.

Those fleeting seconds deserve to be remembered—and it’s an honor I never take lightly to be the one trusted to freeze them in time.

Let’s talk about resilience next – do you have a story you can share with us?

Building a small business is hard. Building one rooted in trust, loyalty, and genuine connection is even harder. Now add military life to the mix—where just as your clientele grows, relationships deepen, and your business begins to feel established, it’s time to pack up and start over again.

As a military family, uprooting every few years means leaving behind not just a place, but a community you worked tirelessly to build. It means saying goodbye to loyal clients who became friends, families you watched grow, and a rhythm that finally felt familiar.

Each move brings new challenges. A new location may not have the same scenery, the same seasons, or even the same needs as the last. What worked beautifully in one place doesn’t always translate to the next. You have to learn a new market, understand new families, adapt your style, and rebuild trust—again and again.

There’s a quiet resilience required to do this. To keep showing up. To keep believing in your craft. To keep starting from scratch while carrying the heart of everything you’ve built before.

It’s exhausting. It’s emotional. And it’s also incredibly humbling.

But through every move, the purpose stays the same: serving families with intention, creating meaningful connections, and preserving moments that matter—no matter where military life takes us.

How’d you build such a strong reputation within your market?

These attributes have built reputation in a very powerful, very human way—especially in a family-centered, relationship-driven market like portrait photography.

Building a business repeatedly in new locations shows grit, consistency, and reliability. Clients don’t just see a photographer—they see someone who knows how to adapt, problem-solve, and follow through. That builds confidence. People trust professionals who’ve been tested and still show up strong.

My experience as a military spouse instantly creates relatability and respect, especially among military families. They know I get it: the moves, the goodbyes, the urgency to capture moments before another season of life changes. That shared understanding fosters loyalty quickly and deeply.

Because I’ve had to rebuild clientele over and over, your success has depended on connection, not convenience. My market picks up on that. Clients feel seen as individuals—not just bookings. This positions you as a photographer who values relationships, which leads to:
• Repeat clients
• Word-of-mouth referrals
• Long-term brand loyalty

People don’t just recommend my photos—they recommend ME.

My emphasis on fleeting moments, real emotion, and meaningful storytelling makes my work feel intentional and heartfelt. That elevates your brand from “beach photographer” to memory keeper. Clients are more willing to invest when they believe the photographer is emotionally invested too.

My story naturally filters your audience. Families who value:
• emotion over perfection
• connection over posing
• meaning over aesthetics

are drawn to me. That alignment strengthens my reputation because clients walk into sessions already understanding my heart and my approach.

These attributes build a reputation that says:

She’s experienced. She’s genuine. She understands our season of life. And she’ll treat our memories with care.

That kind of reputation isn’t just strong—it’s lasting, no matter where military life takes me next.

Contact Info:

• Website: https://racheljohnsonphotos.mypixieset.com/
• Instagram: https://www.instagram.com/rachel.johnson.photos?igsh=MXdrNjQxdGNub3cyMQ%3D%3D&utm_source=qr
• Facebook: https://www.facebook.com/share/1AFiEHaUZg/?mibextid=wwXIfr