What Twenty Years In My Photography Studio Taught Me

I just didn’t feel comfortable seeing clients in my home with two babies (and a baby sitter) there.  And I was tired of the unpredictability and stress of working on location. I wanted a space that was close to my home where I could focus on my work and clients without distraction.  

Lucky for me I had found the perfect space while pregnant.

Carrying twins is no joke.  I had a lot of complications, and as a result, had many ultrasounds.  One clinic I went to, just happened to be in walking distance to my house, and they had an extra room with incredible natural light.  

While there for my ultrasound I shared that I was a maternity and newborn photographer and that I’d be looking for a place to rent after my babies were born.  They offered me the space, and I accepted. 

My babies were born in May, and I signed my lease in August.  

It was a great place for me to be as a maternity and newborn photographer.  Pregnant women would come in for their scans, see my little studio room, and book a session. As a result, I was able to grow my client list without having to market myself.  

But, a few months after I moved in, the ultrasound clinic went out of business. The landlord offered me the entire space.  There was a lot to consider.  Taking over the entire space meant a huge increase in my rent, and without the clinic I would no longer have a steady stream of potential clients walking by. I was terrified.  But I also had a little voice inside me telling me it was a great opportunity, so I said yes.  And I’ve been in that same space ever since.

This August marks twenty years since I moved in.  And that blows my mind.  

I never thought I would stay in the studio for that long.  I never thought that space would end up shaping my photography career.  And I never thought being in that location would help me learn lighting, launch an education career, and write books.  But here I am.  

So let me share some things I’ve learned from twenty years in my studio..

#1 Trust Your Gut

When I moved into my studio, and actually had to sign a lease and commit to paying rent, I was terrified.

Could I afford  the rent?

Would clients want to come to a studio when lifestyle photography is all the rage?

Could I be creative in such a controlled environment?

Would my work become boring?

I had all the doubts and all the questions, but something in me told me that I needed to do it, and that I’d figure it out along the way.

And that is exactly what happened.

I found that I could pay rent, and honestly, I think that having rent due each and every month was a motivator in those early years.  It made me figure out my marketing and was the incentive I needed to make sure I was booking clients and earning a profitable  wage.

The limitations of the studio helped me hone my style.  I discovered that I loved the minimalistic look I was able to create in that space.  And I found that there were clients who did as well.  

I thought having a studio would be a liability, that clients only wanted to meet in parks or in their homes, but I was wrong. Opening my studio showed me what a huge demand there actually is for studio photography, and as one of the only photographers in my area who had one, it was a great way for me to stand out, especially in those early days.

The space also forced me to learn lighting.  I quickly learned that I couldn’t rely on window light exclusively, especially during the winter months in Seattle, WA.  So I learned to create natural looking light with strobes and flash, and now I stand on stages and write books teaching others how to do that.  I don’t think it would have ever happened if I hadn’t moved into my studio.

#2 Longevity takes work

It’s easy to look back on the past and romanticize it. But let me be the first to tell you, 27 years in business and 20 years in the same space is not fate or getting lucky, it takes work.  

According to research, only 20% of businesses make past the 20 year mark, and for businesses with a physical location, that number is significantly lower, with only 5% making it past 20 years. So, I’ve beat the odds

But my studio also survived me being an exhausted stay at home mother of twins.

It survived the recession of 2008, the pandemic of 2020, and the normal ups and downs of life in a big city.

At one point, we had so many homeless encampments on my block that I had to close the studio to clients while the city worked on finding housing and cleaning up drug paraphernalia. 

It pushed my technical skills, forcing me to learn flash photography. And it pushed my business skill, I had to learn how to market and price myself to make it work.

There have been plenty of times that I’ve wanted to quit and get a “real job”.  But I’ve stuck with it,  learned from my mistakes, and I’m still here.

That is something I’m super proud of.

#3 Consistency is good for business

One of the biggest things I’ve learned from being in the same space for 20 years is that consistency is good for business.

Being in the same space helped me to create a signature style.  My lighting, my posing and the overall look of my work develop in part due to the fact that I was in the same space.  I worked with the limitations of my studio and ended up creating the style that I’ve become known for.  

People in the neighborhood see my studio and have for years, so when they are looking for a photographer, I’m often top of mind.  And my clients come into the studio, and have a great experience, which makes them more likely to come back again.  The more they come back, the more comfortable they (and their children are) and that is reflected in their photos.

Why am I sharing all of this?

Twenty years ago, I signed a lease terrified, alone, with twin newborn twins at home and no guarantee any of it would work.

I had no idea what I was doing. Just rent to pay, and a gut feeling I couldn’t shake.

What I know now is that the studio didn’t just give me a place to work. It gave me a style, a community, a career I couldn’t have predicted. 

It pushed me to learn things I never would have sought out on my own, and it kept me accountable when it would have been easier to walk away.

The take away? Do the scary thing.  You may be surprised by where it leads you.

Are you ready to take the next step in your photography career?

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I hope that has answered your questions! Listen to the podcast to learn more and feel free to reach out on Instagram @sandracoan