It was soon after college, but there were a few important stops along the way before owning my own company. My first “real” job was at an ad agency. I was always drawn to the physiology of branding and the creative aspects of advertising. Working on the agency side provided priceless insight into their process, systems, client management, broad marketing strategies and so on. I basically started backwards and learned what my future clients need from me before I even became a photographer and producer. The serendipity of life!

The next lily pad was pairing up with a very well known advertising photographer in San Francisco. He was speaking at a photography event downtown. After his presentation, I worked my way through the fan-fare, introduced myself and asked him for a job. Luckily, I was hired and long-story short, I ran his busy commercial photo studio for the next few years. This is where I learned the ins-and-outs of the entire industry, from producing, studio managing, client servicing, lighting, technical skills, retouching—you name it. It was the most challenging and difficult years of my career, but it catapulted me into an arena working side-by-side with brilliant players—and I loved it.

From there, I went out and launched my own production company and continued shooting as much as physically possible. Producing has been my greatest teacher and given me valuable tools and insight that I apply to my own photography career.

Oh sure! Anyone who runs their own business will tell you it can be daunting and overwhelming at times. The nature of my career started quite organically and I had no real idea what I was diving into at the time.

As I branched out on my own, referrals and word-of-mouth were my only marketing channels. I’ve learned that connecting with people is the single most important element and this industry particularly is centered around those inter-personal relationships. Building a photography portfolio and finding my voice and brand has been a literal shoot-by-shoot, image-by-image process. At times, looking ahead to where I want to be feels overwhelming, so I just go back to the “one foot in front of the other” mantra. And I remind myself it’s all those little things that are adding up.

I was always drawn to the arts—music, painting, dance—and I am still surprised my discovery of photography came as an adult after college. I was looking for a new creative hobby and so I decided to start a little jewelry company. Looking back it was obvious I really had no interest in the actual jewelry part. I would tear ads out of magazines and plan how I was going to showcase and photograph my pieces, which I was immensely more enthused about. I actually never made one piece of jewelry! Ha!

So I took a photography night-class, and on day one, it hit me like a ton of bricks. Helllllooooo, photography! Why had I not even thought about it before?! I was immediately hooked and decided this was how I was going to make a living. I read every photo book I could, assisted photographers to learn from them and I booked trips by myself just to photograph places and people. To say I was obsessed would be an understatement.

When I started to immerse myself in photography, I was immediately drawn to Ellen Von Unwerth. Her imagery was sexy, playful and iconic. She documented women in a different light than you see with male photographers—it was raw and girl-powered from a women’s perspective. She is still one of my favorites. I also love Chris Craymer. He has a flirty, fun vibe but his imagery is so romantic, charming, clean and colorful. You can tell he has a great sense of humor, too—it exudes from his photos.

I feel blessed for the support that I have received from the photo community. When I created Applebox, I wanted to be known as the top-quality, full-service, 5-star production company with three sets of values:

1. Dependable, strong and reliable: Deadlines are everything in my industry and the production is the backbone of every shoot so it has to deliver flawlessly—every single time with no exceptions.

2. Positive, resourceful and optimistic: I believe my “can-do” attitude is the single most influential factor in why my clients have hired me.

3. Attention to the small details: Yes, of course, logistically, but also creatively. My creative side influences all my productions, from a gorgeous, designed production book, to a classy set with flowers and delicious food or a welcome basket for out-of-town clients. I want to take the production experience to the next level and bring thewow factor no matter what the production budget may be.

As my photography career has taken off and the nature of the production company has evolved, I have taken myself off the heavy lifting of productions so I can focus on creating and shooting.

Fortunately, I’ve brought together a rock-star team under Applebox that work with the same perfectionist mentality. A good team is everything.

To be honest, social media is a channel I feel I could improve on. I feel strange about constantly self-promoting on a social network platform, even though it is necessary for photographers—to not only showcase their work, but also their lifestyle and brand. Most of my photography clients find me through my amazing rep, Tim Mitchell, as well as through industry sourcebooks, blogs, direct print mailers and email blasts. Oh, I also was surprised how many inquiries come in from good ol’ Google!

However, once a prospective client finds me and sees my work, social media becomes a second tier showcase that can convey my personality, lifestyle and attitude. I believe platforms like Facebook, Pinterest and Instagram help clients get to know the artist behind the images. And that is just as important—clients need to like you personally as well as the work you produce, especially on long travel jobs where you spend some evenings having cocktails together after a shoot!

Traveling is by far my favorite experience, both personally and professionally, and photography and production are amazing catalysts to see the world. I’ve been very fortunate to be able to work in many beautiful and exotic places.

The one experience that stands out was actually a photo campaign I shot for an international non-profit organization that builds homes and water wells in poor communities down in El Salvador. I was able to spend a few weeks down there documenting the process of building a home for a family. The children, specifically, were the purest example of joy in spite of their lack of materialism and luxuries. And they loved the camera—photographing them and then showing them the photos brought so many smiles and laugher. It was incredibly moving.

 This trip stands out because it reminds me that photography is not only a vehicle to sell advertising, but can impact people on a very personal and human level. Many of those families did not have any family photos, so the ones that I took and gave to them were treasured.

Three things:

1. Surround yourself with talented people from whom you can learn.
2. Understand the big picture and how your role fits within the process.
3. Oh, and as cliché as it sounds—shoot, shoot, shoot andshoot! You can’t grow as an artist unless you practice it relentlessly.

I am always “talking shop” with my photographer friends. In fact, I’ll make coffee or lunch dates with them so we can gab about geeky photo stuff. I love it and I learn quite a bit from my peers. Reading is another way I keep up—PDN, Comm Arts and industry blogs. Oh, and I pick the brains of my DT’s (Digital Technicians) and photo assistants—they are good about keeping up with all things tech!

I’m a Canon girl and use Adobe Suite for editing.

I’m still waiting for that month-long travel gig in Santorini, Greece or Tahiti—ha!

But in the meantime, plans are to continue to create beautiful work for brands and clients that I am drawn to and grow as an artist, pushing my work to become better and better. I am wildly grateful to be in this industry and I love my job.