We recently connected with Ruta Swanson and have shared our conversation below.
Ruta, thanks for joining us, excited to have you contributing your stories and insights. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?
People often assume my name is Amber. Well, it’s Ruta. A Lithuanian name that’s not especially hard, but easy to forget. When I started my business here in the U.S., I knew I needed a name that felt warm, meaningful and easy to hold onto. That’s how Amber Shore Pictures came to life.
The name is a tribute to the Baltic Sea, where I grew up. On those quiet shores, my family spent sunlit summer days together—my mom searching for amber, my dad quietly photographing it all. Those memories were simple and peaceful, full of presence and love. That’s the feeling we carry into everything we do.
At Amber Shore Pictures, we believe weddings aren’t about performance—they’re about connection. Our mission is to create honest, heartfelt photography and wedding films for people who want to enjoy their wedding day and remember it fondly for years to come. We’re here to preserve the beginning of your family story with elegance, depth and care.
Ruta, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
The very first wedding I filmed, I was pregnant with my daughter. I didn’t have fancy gear or years of experience—just a deep love for storytelling and the sense that this was something worth doing. I still remember working on that project and thinking, this doesn’t feel like work—it feels like something I want to do forever. My daughter is now fourteen, and I’ve been filming and photographing weddings ever since.
My path to this industry wasn’t traditional. I started in drawing and painting, attending art school with a focus on fine art. It wasn’t until later that I discovered video and began learning on my own. I was captivated by how moving images, sound, and story could come together to create something powerful and emotional. Photography followed as a natural extension—at the time, wedding videography wasn’t as common, so I began offering photography to get into the industry. What surprised me was how much I loved it. Now I do both, seamlessly switching between formats to tell the story as fully as possible.
Over the years, I’ve added to my craft in ways that many in this field don’t. One of the biggest shifts came when I decided to master artificial lighting. Early on, I realized calling myself a “natural light photographer” was sometimes just code for not knowing how to light a scene. So I learned. Not to create flashy images, but to quietly control the environment in a way that still feels natural and flattering. That ability gives me the freedom to work anywhere, anytime—with consistent, elegant results. It’s also led to opportunities beyond weddings, including working on film sets and photographing red carpet events for the Cordillera International Film Festival.
Today, I offer wedding photography and videography, family portraits and headshots. My clients are grounded people who care deeply about their families and want their wedding to feel calm and intentional—not like an all-day photoshoot. I help them plan a timeline that makes space for the day to breathe. Yes, we’ll get the portraits—but we’ll also make time for spontaneous hugs, unplanned laughter and genuine connection. I document the day with purpose, but without turning it into a production.
I’m proud of how far I’ve come, especially with hybrid photo-video work. It wasn’t easy at first. I remember thinking, I’ll never do this again. But when a bride called crying because she was so moved by both her photos and her wedding film, I knew I’d found something worth perfecting. And I did. Now it’s second nature, and I bring that calm, capable presence to every wedding I shoot.
What sets Amber Shore Pictures apart isn’t just technical skill. It’s intention. It’s care. It’s the ability to see what matters, and preserve it in a way that feels effortless and real.
Can you tell us about what’s worked well for you in terms of growing your clientele?
The most effective strategy for growing my clientele has been SEO. I’ve invested a lot of time into building a website that’s not just visually strong, but also written with intention—speaking directly to the kind of clients I want to attract. Thoughtful blog posts, location-based content, and clear messaging have helped me reach couples who are searching for exactly what I offer.
It’s not a quick strategy, but it’s a lasting one. Most of my inquiries come from people who found me on Google and said something like, “I read your post and it felt like you were talking directly to me.” That kind of connection doesn’t happen by accident—it comes from being clear, consistent, and authentic in every part of your online presence.
What’s the most rewarding aspect of being a creative in your experience?
The most rewarding part of being a creative is knowing that what I make actually matters to someone else—that it becomes part of their story. I get to preserve moments that would otherwise fade, and I do it in a way that feels honest and beautiful. When a couple tells me they felt completely present on their wedding day and still ended up with photos and video that captured everything they didn’t even realize was happening—that’s the reward. It’s knowing I gave them something real to hold onto. Something that will still matter decades from now.
Contact Info:
- Website: https://www.ambershorepictures.com/
- Instagram: @amber_shore_pictures
- Facebook: https://www.facebook.com/AmberShorePictures
- Linkedin: https://www.linkedin.com/in/ruta-swanson-90922650/
- Youtube: https://www.youtube.com/@Tahoe_Wedding_Videographer
- Yelp: https://www.yelp.com/biz/amber-shore-pictures-reno-7
- Other: Vimeo: https://vimeo.com/ambershorepictures
Image Credits
Amber Shore Pictures