We recently connected with Shaina Hammond and have shared our conversation below.

Shaina, thanks for joining us, excited to have you contributing your stories and insights. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? We’d love to hear the backstory the illustrates how you grew your brand.

When I started my photography business back in 2017,, I took my first steps into the world of photography by starting my own business. I was fueled by my passion for capturing moments and creating art through the lens. However, I quickly realized that running a photography business was far more complex than simply taking beautiful pictures. From managing client expectations and bookings to handling post-production work and marketing, there were numerous aspects that I wasn’t fully prepared for. The photography community at the time was also very tight nit and there where many times I would reach out to vendors with ideas for styled shoots and they would take them and use them with other photographers that where more established. When you have a lack of community and support from those around you it is really hard to keep pushing through.

Over time, those challenges faced made me reevaluate my approach. Despite my initial enthusiasm, I had to make the tough decision to put my business on hold. It was a period of introspection, during which I acknowledged my lack of preparedness and recognized the need for a fresh start. But, as a lot of business owners know that passion for what you once had never goes away and I knew photography had a place for me in it I just didn’t know exactly when.

In 2021, after gaining valuable insights and developing a clearer vision for my photography business, I decided to take a leap of faith and relaunch. This time, armed with a deeper understanding of the industry, a solid business plan, and a commitment to continuous learning, I embarked on the journey once again.

I invested time in honing my technical skills and expanding my knowledge of business operations. I also worked on building a strong online presence and fostering connections within the photography community. One of the key changes was recognizing the importance of seeking mentorship and guidance from experienced photographers and business professionals, but this time things where different and the photography community was different.

Fast forward to today, and I can proudly say that my photography business is more successful than it has ever been. The leap of faith I took in 2021 was a turning point. It wasn’t just about capturing captivating images; it was about embracing the entirety of the photography business, from artistic expression to effective marketing strategies and exceptional client service.

Through this journey, I’ve learned that setbacks can serve as powerful catalysts for growth. They provide opportunities to reassess, learn, and rebuild with renewed determination. I am grateful for the challenges I faced early on because they led me to a place of greater expertise, resilience, and success.

My advice would be to embrace the journey and stay true to your passion. Success doesn’t always come overnight. It’s essential to keep learning, adapting, and evolving as you navigate the world of photography or any creative endeavor. Finding your niche is incredibly important – it’s where your true passion and expertise lie. Once you’ve identified it, dedicate yourself to honing your skills and building a presence within that niche. And remember, every experience – even the challenging ones – contributes to your growth as an artist and entrepreneur. Also, find your people and support system and keep them close. The people in my life back in 2017 are not the same people that praise me and my business today. Support from community and your close people matter.

If there’s one thing I’ve taken away from this journey, it’s that success is not just about the destination, but the path you take to get there. The setbacks I faced have shaped me into a more resilient and knowledgeable business owner, and I’m excited to continue this journey, armed with the lessons of the past and the possibilities of the future.

Shaina, 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?

Connection is why I continue to photograph humans and decided to turn my photography passion into a business.

This isn’t just a regular “job” for me. At the end of the day, the connections I create with you as my client last a lifetime because you are the center of everything that keeps me going.

When I mention my why I always bring up finding your wild; it more than just traveling, going on adventures, or trying to create the most Instagram “worthy” post, because let’s face it not everyone is like that. It’s about taking what sets your soul on fire and running with it. It’s to loving loudly and being unapologetically you. It’s about the connections we make all while creating lifelong memories together.

Connection and the memories I make are what set me apart and why clients choose me. I not only listen to what my clients want but I help guide them to create a meaningful stories that they can keep forever. For me photos are generational and will be passed on. It Is the only tangible thing that people can hold onto forever of us.

Looking back, are there any resources you wish you knew about earlier in your creative journey?

Absolutely! When I first started out in my photography career I didn’t have the right kind of people around me in my personal life and in my photography life.

Like I say when I talk about me and my business, connection is the reason why I do what I do and it is SO important. The people you connect with will help you thrive in your business.

So my biggest advice is find people that can help guide you, get a mentor, build a community with other people in your business, and don’t involve those who don’t support you.

Others in your industry have the greatest advice to give because they have been through it.

How did you build your audience on social media?

building a genuine and engaged audience on social media has been a cornerstone of my journey. From the moment I restarted my photography business in 2021, I made a conscious decision to be authentic both in my work and in sharing my personal story. I realized that the connection between a photographer and their audience goes beyond just showcasing photos; it’s about sharing the journey and the emotions behind the art.

To begin, I focused on defining my brand identity and the story I wanted to tell through my work. I believe that each photograph captures a moment in time, and behind each moment is a story waiting to be shared. By infusing my images with my personal experiences and emotions, I aimed to create a deeper connection with my audience.

I started sharing not just the final photographs, but also the process that went into capturing them. I opened up about the challenges, the excitement, and the inspiration behind each image. Whether it was the early morning hikes to capture the perfect sunrise or crazy things that happened to me during my shoot, I shared the unfiltered reality of my photography journey.

Moreover, I realized the importance of engaging with my audience authentically. Responding to comments, engaging in meaningful conversations, and showing appreciation for their support helped foster a sense of community. I also leveraged Instagram Stories and other interactive features to provide a glimpse into my daily life, further solidifying the bond between my audience and me.

In a world where social media can sometimes feel curated and distant, I aimed to be the authentic voice that resonated with real experiences. By staying true to myself, my brand, and my journey, I was able to attract a community that genuinely connected with the story I was telling through my photography.

In essence, building my social media audience has been about sharing not just photographs, but a genuine part of myself. By weaving my personal experiences into my art, I’ve been able to forge connections that go beyond the screen, and that, to me, is the true power of authentic storytelling on social media.

Contact Info:

• Website: shainakhphotography.com
• Instagram: shankhphoto

Image Credits
shaina hammond