We’re excited to introduce you to the always interesting and insightful Shayna Johnson. We hope you’ll enjoy our conversation with Shayna below.

Shayna, thanks for joining us, excited to have you contributing your stories and insights. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

One of the biggest challenges to profitability in wedding photography is that most people don’t realize how much work goes on behind the scenes. It’s not just showing up and taking pictures. There’s planning, editing, answering emails, keeping gear in shape, learning the latest and greatest, paying for insurance and software—it adds up fast. If photographers don’t account for all that, it’s easy to end up working a ton but not actually making money.

I learned this the hard way. Early on, I said yes to every job, kept my prices low, and worked around the clock trying to make it all work. I was busy, but I wasn’t really thriving. It took me a while to understand that being busy isn’t the same as being profitable—or fulfilled. Profitability means valuing your time, your craft, and your clients, and building a business that reflects that.

That’s when I decided to focus on what I love most: weddings. I stopped trying to be everything to everyone and instead started working with couples who want more than just pictures—they want someone who’s truly invested in their day, who understands their story, and who creates images that feel real and meaningful. By setting clear boundaries, refining my pricing to reflect the full experience I provide, and being intentional about the clients I take on, I was able to build a business that’s sustainable and rewarding.

The biggest payoff isn’t just financial—it’s knowing I’m showing up fully for couples who value what I bring, and capturing moments that truly matter to them. That’s the kind of work that makes running this business worth it.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m a wedding photographer based in Kentucky who loves traveling wherever couples want to celebrate their love. I got into photography because I’m passionate about storytelling (cliché, right?) and it’s the perfect creative outlet for me. I truly love capturing real moments—not just posed smiles. Weddings are my favorite because they’re full of emotion, connection, and joy, and I want to create images that let couples relive those memories for years to come.

Outside of weddings, I live near Kentucky Lake with my husband of ten years and our two elementary-aged kids. We’ve got what I call a little hobby farm, and most of our time is spent playing outside, getting dirty, going to church, running to ballgames and dance activities, and there’s always a project going on (always). It’s a mix of chaos and calm that keeps me grounded in what really matters: people, relationships, and making the most of the season you’re in.

While weddings are my main focus, I also photograph family sessions and sometimes dabble in sports photography and creative “passion portraits.” No matter the session, my goal is to offer a high-end experience with a relaxed, down-to-earth approach. For example, I’m the kind of person who’ll make sure you’re drinking water on your 95º wedding day, have had a snack before the ceremony, and help you breathe through your frazzled Aunt Betty chasing down two uncles who disappeared to the reception early—even though they “knew they needed to stay here for these pictures.” I’ll remind you, no matter where we are on the timeline, that your day is going perfectly; even when you’re watching everyone run around and feeling overwhelmed. Because honestly? You’re marrying the love of your life—and that is everything.

My mission is to ease your stress and have your back, so you can enjoy the day you’ve dreamed of. I’m passionate about creating an experience where couples feel seen, supported, and confident, knowing I’m capturing moments that are truly meaningful to them.

What sets me apart is that I’m not just there to take pictures. I’m there to support you, keep things calm, and tell your unique story with images that feel real and timeless. I take the time to get to know my clients personally, so working together feels natural and easy. You can count on me to be your steady presence throughout the day, helping things flow smoothly and making sure you feel comfortable every step of the way.

What else should we know about how you took your side hustle and scaled it up into what it is today?

I photographed my first wedding more than 16 years ago, back when I was still in college. At the time, it was just something I did when someone needed a photographer and I happened to have a camera. But honestly, becoming a photographer wasn’t really seen as a “real job.” It still isn’t by some people. The second most common question I get after “Does that camera take a lot of pictures?” is “What’s your real job?” So I thought I needed to do the practical thing and went down the path of athletic training or teaching… or maybe something else that felt more “normal.”

But I couldn’t shake my love for photography. I was always looking at the world through a different lens—literally—and taking pictures of whatever caught my eye, even if it seemed ridiculous to others. Weddings weren’t my main focus yet, but photography was always there.

Fast forward to a time when I was juggling a part-time job at the hospital, our 18-month-old, and trying to keep my photography side hustle steady. One spring, I realized something had to give. I was overwhelmed and exhausted, and I knew I had to make a choice. That’s when I decided to take the leap and turn that sweet little side hustle into my full-time career.

It wasn’t an overnight success. There was no big launch or viral moment. It was a slow and steady process—learning, growing, and working every day. I leaned heavily on online resources like YouTube to teach myself new skills and techniques. I even went through a year where I was completely swamped—buried in work and feeling miserable—but eventually, I figured out how to find balance.

Now, I’m in the best year of my business yet. It’s consistent, sustainable, and most importantly, family-friendly—which is a huge priority for me. It’s been a journey full of self-doubt and hard work, but I’m proud of how far I’ve come.

What’s worked well for you in terms of a source for new clients?

Honestly, some of my best new clients come from couples who see me working at a wedding they’re attending. Watching how I handle the day—the behind-the-scenes flow, the real moments I capture—that’s something photos alone just can’t show. Often, within a week or so, I get an email like, “We were at [so-and-so’s] wedding and loved how you captured everything!” How awesome is that?

Of course, word of mouth and referrals from happy couples are still my bread and butter. When people feel cared for and relaxed, they want to tell their friends and family. Those personal recommendations mean the world to me—they’re way more powerful than any ad or social media post.

Social media, especially Instagram, helps me share my style and vibe and connect with couples before we even meet. But honestly, nothing beats that real-time connection—seeing me work and knowing I’ve got your back on your big day. That’s how most of my new clients find me.

Contact Info:

• Website: https://shaynajohnsonphotography.com
• Instagram: https://instagram.com/shaynajohnsonphotography
• Facebook: https://facebook.com/shaynajohnsonphotography
• Youtube: https://www.youtube.com/@shayjohnson270
• Other: https://share.google/wPtUF3pvLzBZfFTjA

Image Credits

Headshot Photo: Jade & June Photography