If there is one thing I get asked the most, it is probably how I started my business. More specifically, people wonder how I carved out a niche for myself with an emphasis on wedding photography. I wish I had a magical story to tell, but to be honest, I struggled through my first years of business like many of the same people who come to me for advice now.  But let's rewind a bit...

How It All Began

I suppose I can claim being creative is in my genes. I grew up watching my mom knit, craft, paint and repurpose vintage items with the the best of them. My grandmother was (and still is) an epically talented painter. My grandfather on my dad's side was a master woodworker and today I have an uncle who is a successful florist, not to mention other extended family members who are creative entrepreneurs and talented artists in their own right. From a young age I was always expressing myself in some way, from singing, painting, pottery, creative writing, acting, or dancing, you name it and chances are, I did it. Through middle and high school I was always in some type of art and writing class. I was certain I would graduate and pursue journalism in some fashion. I was completely in love with the idea of telling stories, and it wasn't until I was handed a camera that I learned there was a totally different way to tell stories through images.

While my first experience with a camera came in the form of a few photography courses in high school, it wouldn't be until I met my now husband almost 6 years after graduating that I would even consider photography as something more than an extracurricular to fill up my senior year class schedule.  When Jonathan (that's my husband, just in case you were wondering) and I met, he owned a Nikon and took photos often.  He shot landscapes and nature in a completely beautiful way and the camera intrigued me. Once we were married we traveled the country as he worked as a physical therapist in different locations every three months. While this was an incredibly exciting way to start our marriage, I was also really lonely as we moved to a new city so often. We were barely in one place long enough to make real friends, and our family back home wanted to keep up with our adventures. I needed something to fill my time. So naturally, I started a blog. 

Adventures of Newlyweds is Born

In 2010 after our wedding, I started a blog aptly titled "Adventures of Newlyweds" for our friends and family back home to follow. I had NO clue how expansive the blog world was back in those days, but boy did I figure that out quickly. Before I knew it, I had people who I had never met leaving comments on my blog. I soon discovered the world of blogging, and my mind was blown. Around that time I realized that my pictures were really quite terrible and that I should probably step up my game if I wanted to continue sharing and growing my readership. I started to learn my camera and with all the free time I had I practiced and began to improve. My husband's camera quickly began to limit me and I set my sights on purchasing some shiny new gear.

Canon, Baby

During my time as a "lifestyle" blogger, I had met and become friends with several other professional photographers. I began researching cameras and decided that I really loved the images that Canon cameras and glass produced. On my birthday in 2012 when we were on a travel assignment living in LA, I finally got my first Canon camera: the 5D Mark II with a 50mm f/1.4 lens. I was in LOVE.  My photo taking obsession went to a whole new level and I photographed everything I could while we were in such a beautiful area.  

A few months later we took a new assignment in the San Francisco bay area and it wasn't until I was living there that I decided to try my hand at photographing people. After one session (and I use that term loosely when talking about that time in life!) I was hooked. I loved working with people, the entire process of the photo shoot and knew that I may have found something that I could really love and be good at. The very next day I made a website, opened a business page and started looking for people to photograph for free to build my portfolio. I was a professional photographer.

But oh, how wrong I was! Now, in hindsight I cringe at how easy I thought it was going to be. I wince when I look at the photos I thought were so amazing and I practically want to crawl into a hole and die when I think about how unaware I was of what being a business owner actually meant.

Learning the Ropes

I VERY quickly learned that owning a camera, starting a website and shooting photo sessions for pennies did not make me a professional photographer. I made a lot of mistakes in the beginning but quickly learned from them as I went.  After a few months I realized I needed to really educate myself and become and expert and I painstakingly read, practiced and worked on anything and everything I could. My goal was to learn how to shoot in any and every situation, with each and every type of client.  I invested in myself in my business in a big way; I learned to shoot in manual, how to pay taxes and value myself as an artist. I can promise that each of these lessons came in a hard way, and if I can impart any advice on anyone hoping to become a professional photographer it would be to harness your initial excitement and passion and invest in yourself and your business so you can be the best you can possibly be. 

Finding My Niche

Once I had a handle on how to use my gear, I began photographing everything, from newborns to families to events. I wanted to try my hand at everything so I could decide what I loved the most, and what I was the best at. I quickly realized that my passion was with weddings and couples and artful portraitures. I began decline the types of sessions that didn't push my creativity and spark my passion. Once I began to focus on what I was good at, I also began to book more and more. Instead of trying to be good at every type of photography, I was showcasing my expertise in a particular area and because of that I attracted more clients. 

My Business Today

Fast forward to today, and I am completely in love with where my business is.  While I am passionate about what I do, don't mistake that for meaning that I have it all figured out. I continue to stretch my skills, learn new things and venture into unknown territory. For example, last year I began learning and shooting film photography, and I also co-founded and teach The Bloom Workshop for anyone in business or interested in starting their own business. After making so many avoidable mistakes and learning what it really takes to navigate owning my own business there is nothing I love more than sharing with others.  

I don't think I will ever be done learning or pushing myself to grow but I can say that I have found my passion in life and absolutely love my job!  So if you're a budding photographer, don't give up on your dream; try new things, reach out and ask questions and continue to learn!  Find your passion, and stick to it!

I love answering questions, so please leave a comment below or e-mail info@ashleyslaterphotography.com to connect with me! 

In the digital age we are in, it may be perplexing to hear about photographers who are returning to shooting film. You may be of an age when you remember when there was no other option for photographers but to shoot with film. The process of rolling, loading, taking upwards of 36 exposures and developing all before ever glimpsing an image was the norm. Today, advances in camera technology make it possible for us to see images as we capture them and even edit and upload photos over wifi from our cameras. The instant gratification of snapping away with immediate results has taken away some of the artistry of storytelling through photography. When you can take literally thousands of digital images, it isn't necessary to thoughtfully and creatively set up an image-- to pause and think about the smallest of details before clicking the shutter. Thankfully, a larger and larger number of photographers are returning to the craft of film photography. 

Why Film Photography?

As I dive deeper into the world of film photography, I have found more and more reasons to shoot with this medium over digital.  Shooting with film has made me a better artist because instead of snapping away, I am forced to be in the moment. I am more thoughtful about everything from the lighting, to the way I frame an image.  I pause to consider everything, and the smallest of details are important.  I know that taking these extra moments will yield a beautiful image that won't need much, if any, post production editing.  I simply am investing more of myself into the process initially instead of filtering through thousands of digital images, color correcting, photoshopping and tweaking things that could have been done to begin with to make the image even more beautiful.  

The second reason that I have fallen in love with film is because of its amazing capabilities in multiple lighting and weather conditions.  You may have heard that it is awful to shoot during mid-day with a digital camera, which is true.  Highlights get blown out, color and depth is lost and the image suffers.  Film's ability to translate the scene, react to light and capture the moment despite the time of day is unmatched. Film has a depth unlike anything that can be created digitally.  You feel like you can literally step into the photo because of the overwhelming sense of realness.  I love that, and I love that moments like weddings can be captured in a way that feels so timeless.  Film is as close as you can get to what you actually are seeing with your own eyes than anything else.  (You'll see this for yourself in the examples below)!

Third, the turnaround from time of session/event to delivery has literally been cut by more than half.  Instead of spending days tediously culling through hundreds of images, I simply package and send my rolls off to the lab.  They develop and scan them and send them back. Most of the time they are perfect as is, but sometimes may require slight tweaks that can be done in less than half an hour.  After that, off the images go to the client.  That means I get to spend more time on other areas of my business, which keeps me motivated, passionate and excited to work!

So, Is Digital Bad?

Not at all! As much as I love, and prefer film I also will never go bashing my digital gear.  There is a time and place for digital equipment, and because of it we can shoot and ensure every special moment is captured.  For those fast paced moments of weddings days--receptions, ceremony and entrances-- I will always have my digital camera out.  Why? Because this means that while a bride and groom are playfully smashing cake in one another's faces, I can shoot several images and choose the best ones for their gallery.  Or maybe someone at a session isn't very confident in how they look. With my digital camera, I can show them how their smile and pose is reading, and we can make tweaks during our time together to make sure we get the best of the best.  Just like film, digital definitely has a time and place!

Compare these film (right) verses digital (left) images below to see the difference in how the camera interprets light, skin tone and softness... The film photographs show detail, depth and light in an unmatchable way! 

To inquire about a film session or wedding, please contact Ashley!

We’ve all been there at one time or another.  It matters little if you are specifically a photographer; you could be a designer, a calligrapher or another type of artist.  Regardless of your job title, at some point, a potential client has gushed, raved and admired your work only to reply to your pricing with “Oh, I was hoping to spend a little less…”

Womp, wommmmp.

What gives? Why is it, that in an artistic field pricing is inherently negotiable? Why would we never in a million years waltz into a local Best Buy, gush and rave about the new IPAD and then tell the sales girl that “we were only looking to spend around $200 today….” and expect them to re-price that coveted tablet?  I’ll tell you why: it is because we value those products at their price. When Apple tells us that the Ipad is $499, we don’t question it because we value it.  We see it as a luxury item, not something we necessarily need, but something we would really like to have (it has video! and the retina display! and the pretty colors!)  

Just like Ipads, new phones and fancy vacations, professional photography is a luxury. 

Photography is a Luxury, Not a Given.
No, not everyone can afford to have their pictures taken every single year, but I gaurantee if they value your work they will pinch their pennies and save up to be able to afford such a luxury.  So although I try and work with people as best as I can, at some point I had to start valuing myself–  my time, my art and my business and standing firm in my pricing.   It’s not up to you to try and explain the cost of quality equipment, taxes, insurance, website fees, etc to your clients.  Your ideal clients will value your work where you price it, and that is the type of person you want to form a relationship with.

You Get What You Pay For
We all know that when it comes to anything in a creative field, you absolutely get what you pay for.  Recently I had a potential client (who decided I was too expensive) mention they got their photos done for a fraction of my cost —with unlimited time, locations and outfit changes. Needless to say, the photos reflected the pricing.  Aside from business costs, your clients are paying for your expertise. You’ve most likely spent years learning your craft, investing in equipment and becoming a master of your skill. As business owners, we have to be okay with letting clients move on. If they don’t value your work, then let them go elsewhere (and chances are, they will be back asking for you after they see for themselves what the difference is!). 

Beware of Offering Discounts
When I first began my business, I did a lot of work for little or free. I was portfolio building and it made sense for me to do that. I started to increase my pricing, and would get contacted my friends of those I had done the free or cheap work for. Of course those friends expected the same price, and it was a bit tricky to un-paint myself out of the corner of being the “cheap” photographer. Now, I rarely (if ever) give discounts or price breaks. I know what I am worth and stand behind that. In some cases, trading services works well and can be a huge benefit to your business. Maybe you need a new logo– find a calligrapher and see if they have any projects that need photographed. In that case, you are both getting something you need.  The key to these kind of relationships is making sure the work traded is even and fair– you never want to feel, or have someone else feel like they got the short end of the deal. 


In the beginning, when you are starting your business you are going to have to make decisions about these type of clients. Is it worth it to offer a discount during your portfolio building stage? Do you need the work? At some point though, you will have to make that mental move from being an unsure beginner to confident professional.  Stand behind your skill, because you are valuable! Your time is valuable and I promise, the clients you want will agree wholeheartedly!