We’re excited to introduce you to the always interesting and insightful Sierra Lorraine Ferguson. We hope you’ll enjoy our conversation with Sierra Lorraine below.
Hi Sierra Lorraine, thanks for joining us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.
Reflecting back on my life, I realize that photography has always been a massive part of it. I was born and raised in the prime Tumblr era, where Arctic Monkeys, Brandy Melville, Indy Blue Travel Vlogs, and Lana Del Rey on vinyl were the aesthetic. My friends and I would set up sheets against our closets, place our cameras on the tripod with the self-timer, and try to replicate the “grungy” vibe. At the time, I used a simple point-and-shoot camera, but I would find images on Tumblr and spend hours editing the blur, white balance, focus, and all the small details to create my dream images to post on Instagram. I had begun to grow a decent following, which only sparked my creativity. At 15, I received my first Canon DSLR Canon EOS T3 with the two standard lenses. Receiving this camera brought out a light I can not describe; I saw and created art everywhere I went. Unfortunately, as I grew up, my love for photography grew, but my perfectionism and fear of failing grew bigger; I experienced so much imposter syndrome that I ultimately ended up deleting my Instagram account that I had worked hard growing.
By the end of high school, I began picking up my camera more frequently to capture senior and couple sessions and adventures with my friends up and down the coast of CA. Some of my all-time favorite memories growing up were with my friends going on road trips with no specific location to bring the camera and a car full of clothes to change into. When I moved to O’ahu for college, being in a new paradise location felt like a creative challenge. Although I did not have much time to shoot or grow my business due to balancing college athletics and academics, my roommates and I would bring the camera to capture our time at the beach on our off days. During college, my photography business was strictly “referrals” as I did not have the the capacity to handle social media and marketing on top of my busy schedule. However, in December 2020, I had the fantastic opportunity to shoot for Aviator Nations in my hometown of San Diego with my first non-referral client. From there, I slowly began to receive bookings for nonfriends or referrals who had seen my work online or just looked on Instagram. Additionally, I shot my first wedding in the summer of 2022. However, it was all a prolonged burn.
After graduating from college, I worked in biotech but continued using photography as my creative outlet. In early 2023, I began to struggle mentally and experience extreme burnout symptoms. In October of 2023, I decided it was time to step away from the corporate world to preserve my mental health. I had just gotten my Pilates certification and realized I wanted to fulfill my passion for empowering others to feel confident, competent, and valued. Besides teaching, I had no plans other than to start applying to Master’s in Counseling Programs and find a restaurant job. While waiting to see if I got into a program, I responded to a story asking for a photographer to shoot for their upcoming launch. I did not think much of it but realized it was a well-known brand when I showed up to the session. It was my first time shooting in a real studio like that, and I felt so out of place. I left thinking full of doubts about my work and creative directing and was very negative towards myself. Little did I know that this shoot would be the catalyst to my current status. I finished 2023, booking some exciting couple and branding sessions, which was a true blessing as I navigated this new “fun-employment” era.
Entering 2024, I thought it would be just like the last two months of 2023, but I quickly realized that to sustain my business, I would need to get creative with my branding, marketing, and offerings to find ways to make my services unique. I set the goal of learning how to shoot on the Canon AE-1 that my grandmother gifted me before she passed. I spent the first two months of the year bringing that camera with me everywhere, but I messed it up every time I shot on it for a different reason. Finally, at a beach day with some of my best friends, I brought it out for fun and captured my first successful roll. I vividly remember the feeling of receiving the scans with actual images on them and the pure joy on my friend’s faces in the images. It felt like such a full circle moment since taking photos of my friends was the root of my creative inspiration from a young age.
At the time, comparison began to creep in during the slow season when I would compare myself to others in the business and question my worth. I was navigating many internal battles of “What am I doing?” “Why did I think I could do this?” but continued to remind myself to keep one foot in front of the other. I quickly realized how much of a highlight reel social media is, especially when owning a business. It occurred to me that I was “appearing” busy as well, and many of my friends or other creatives in the space would point out “how well my business was doing,” when in reality, I was doing free shoots for close friends or neighbors to continue to build my portfolio. As a media consumer, you do not know what is going on behind the screen, and it is so easy to read into it and compare, but the whole picture is essential to remember.
I say this to highlight the importance of continuing to do something for your business to move it forward, even if you have been waiting to receive an inquiry in days. I will never decline a free or trade session, but I work to find ways to make it fit, as this is an ESSENTIAL part of growing and sustaining your business. I am a firm believer in the fact that you get what you give. I hope my story inspires you to do what lights you up inside. I firmly believe that if you have a talent or gift you have been itching to pursue, do it because if it is meant to be for you, it will. I am still learning and navigating this business, and I will be forever. There will always be a new challenge or new adventure, making it exciting.
With that, I am excited to announce that my husband and I will officially return to the mainland in November 2024. We will be in Oklahoma for six months for his Army Training, and I look forward to the adventures that come our way in this transition. I will not lie; this move has taken quite a toll on me mentally, especially as my business is the strongest ever. However, reflecting on my story, I am seeking comfort in knowing that it will all work out, and this is just another season in Sierra Lorraine Photography that I cannot wait to embark on. Thank you for being a part of it!
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.
Born and Raised in San Diego, California, I grew up adventuring the coast and fell in love with finding creative ways to capture my memories. I vividly remember forcing my little sisters to sit in our front yard and take photos inspired by Tumblr. I began growing my business in high school, but as I prepared for college, it became more of a hobby and passion project than a job.
After moving to Oahu over seven years ago to play volleyball and attend college, I was eager to find ways to continue to bring my love of documentation to my new life on the island. I started by getting my camera to the beach and slowly taking photos of my roommates/ teammates to build my portfolio. Photography has always been a way for me to express how I see the world and its people. It has grown and evolved with me as I have. I started with portrait work, which is the backbone of my business, but as I have continued to grow, I shifted into the couples photography space, event photography, fashion and brand work, and more. I don’t believe in picking a specific “niche” because I genuinely feel that all stories need to be told, and I want to say to them all!
Since 2016, I have continued to pursue this passion on the side, as it has allowed me creative freedom and expression. Nothing is more special than having the opportunity to pour into others and empower them. Despite all the life changes, photography has been the consistent thing I have carried through each season. It is so dynamic and intimate, and how I hope to leave my mark on the world through it.
In October of 2023, I stepped away from my corporate position as I decided I wanted to attend grad school and pursue a Master’s in Counseling. I was unsure of my next step as I was getting married in December of that year and planned to wait for a “full-time” job until we returned from our honeymoon. I felt this calling in my gut to lean into this aspect of “trust” and let go of my need to solve every problem in my life. I am so thankful for my husband, Peter, and the patience, support, and love he entrusted me throughout this process. He is one of the main reasons I can do what I do. He works so hard to support us and find ways to help my small yet growing business and me. The blessings from that waiting period are indescribable, as I received a maxed out bookings month(s) for November and December before leaving for our wedding. We are now halfway through 2024, and it has been amazing to see the fantastic clients I have connected with this year and the projects I have had the unique opportunity to participate in. I do not take any inquiry lightly, as I know how important this role is.
I serve clients worldwide and locally in San Diego, Oklahoma, and O’ahu. Specifically for Weddings, Elopements, Fashion Campaigns, Portraits, Proposals, Engagement Sessions & Special Events. Specializing in both Digital & Film Photography, I am inspired by love, light, and adventure. My goal with this art form is to empower others to see their true beauty and light. I believe that as a photographer, I am a vessel to help others feel their best and a form of therapy to continue to allow others to see parts of themselves that they can’t see regularly. Through photography, I want to push you out of your comfort zone to achieve your dream vision, and I am thankful for every client’s trust in me.
How did you build your audience on social media?
When cultivating my online presence, I aimed to be full of light and inspiration for past, present, and future clients. I strive to be the first photographer someone thinks of due to my consistency, personality, quick responses, flexible pricing, and more. Through social media, I work hard to articulate these core values so that clients initially know the kind of person I am and the services I offer. However, I try not to “stress the small things,” I make running my social media fun by removing the pressure to post a specific amount of times a week and lean into what feels suitable for me on that particular day. My biggest tip for consistency on social media is habit stacking!!! I typically work on my posts and reels during morning and evening walks. Walks are scientifically proven to help boost creativity, and I find my best work to be done outside, immersed in the beautiful nature around us. If my ADHD brain can do it, so can you!! Make the content that you would want to see, so it makes creating the content more fun for you.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
Perfectionism!! If you couldn’t tell already, I struggle(d) with extreme perfectionistic tendencies, which have often led to burnout. It has taken years of unlearning and targeted therapy to realize that our worth is not dependent on being the best, and it is not sustainable. I was too scared to learn film because I “did not want to mess up; I did not want to launch my photography business because I was scared it would fail; I was terrified to apply to grad school, so I postponed three years in a row because I was scared I would not get in. Releasing the fear of “the what if” has been the most beneficial thing I could have done for myself. Looking back at myself a year ago, I see a girl with crippling anxiety about the unknown, and seeing where I am today, I am happier than I could have ever dreamed. Focusing on what you can control and letting go of the rest is the most freeing experience.
Contact Info:
- Website: https://www.sierra-lorraine-photography.com/
- Instagram: https://www.instagram.com/sierralorrainephotography/
- Linkedin: https://www.linkedin.com/in/sierrapiester/
Image Credits
Sierra Lorraine Photography