**all images in this post copyright: Laura Siebert. (unless otherwise noted)**
 

{To nominate women you'd like to see in this series please list them in the comments-or if you have a question you'd like to see in the interviews--make sure to include your info in the comment fields so that I can get in touch with you- or write to me at: davina at davinafear.com }

As always make sure to leave comments for the women who are featured. They like comments as much as i do I'm sure...let them know if you have questions or just to say thanks! for their insight and wisdom...

NEXT WEEK: Jaquilyn Shumate

You can check out the rest of the series by clicking here. Tell a friend!

Laura, I discovered your work only a few months ago when another photographer friend was gushing over your photographs.  I went to take a look and fell in love with the beautiful playfulness, whimsy, and authenticity of your images. I've been waiting for your interview to arrive in my inbox and have loved the chance to read about how you manage 2 studios, your effort to shoot for yourself, providing for a family, and your no nonsense, move ahead, and have fun attitude.  Thank you so much for being on Women and Business today!

You have 2 studios in two different cities.  Are they both storefront locations?  What made you decide to have two studio locations?
Neither of my studios are the boutique style storefront type.  My mantra (though I'm not sure if it's out of uniqueness or laziness) is function over fashion.  While I LOVE seeing other's amazing boutique style studios (Joyce Smith and Marie Cox come to mind), it's not something I have ever taken the time or budget to do.  My St. Louis studio is a residential style urban loft in a mixed use building in the hip and trendy loft district.  It is set up like a living loft and I shoot both lifestyle and studio there.  It has a queen bed with a white down comforter and lots of fun throw pillows.  Although I didn't foresee our move to Denver when I got the St. Louis loft in 2007, it has turned out to be a blessing as it doubles as my hotel when I come to St. Louis for sessions.

photo taken by Laura's studiomate: Don Cudney

My Denver studio is quite different.  It is a large warehouse style studio, very much like those you see in LA and NYC.  The ceilings are tall enough to accomadate large production equipment.  It's much different to shoot in than my StL loft.  I often have to block off some of the light coming in to achieve any sort of shadowing.  The Denver studio is really fun because it sits on top of (and shares an entrance with) an eclectic antique store from which I can rent or borrow items.

What does your workflow look like?  Do you outsource or keep everything in house? 
My workflow is fairly simple.  I do my own editing but outsource all printing and framing.  I get asked about my editing style all the time but I'm not really sure why mine is much different than any one else's.  I don't have any magic/secret formulas or actions.  I've been told by some private mentorship attendees that it is more about the way I see things that need adjusting vs. how I actually adjust them.  If that makes sense (; 
After editing, I present an online slideshow and ordering cart.  My clients get 7 days to place their order.  I do phone consultations when necessary but I don't do any in person sales appointments.  After ordering, I place the orders with my vendors and have them sent to the appropriate studio.  I have a delivery person in St. Louis that packages and hand delivers for me.  I deliver my own in Denver because my client volume here still allows me the time to do it personally.  I do have a client coordinator who takes care of keeping me organized and also takes care of everything from initial inquiry through the session day for both studios.

Your images have such a playful whimsy about them and at the same time feel authentic.  What do you do to achieve that and what do you do to help your clients be so comfortable with you during a photo shoot? 
Thank you!  I think that's every photographer's goal: authentic, emotional images. I truly believe that photography is much more of a social science than anything else.  When I meet photographers whose work I admire, I always notice the same thing;  they are authentic people.  They look you in the eye when they speak to you and wait for your answers with interest on their faces.  I try to do the same with my clients.  I really and truly try to get to know them in the small window of time that I am with them.  I start by sending them a pre-session questionnaire that asks about their family.  I also ask them what they expect from me and their final images.  During the session, I try to draw from that.  For example, if they are a very active family that talked about how they love to be silly together then I will try to capture images with more movement.  On the other hand, if they said "We love spending quiet time together reading and snuggling" then my images will take on a more peaceful, quiet, intimate feel.  Another thing that helps tremendously is that a lot of my business is repeat clients.  I know what they liked (and purchased) from the previous session (;

A large portion of your business is commercial work.  How did you get started? 
I think I started the way most portrait photographers do; a company here or there contacted me about using an image or two that they had seen on my website. That led to more stock requests, which led to assignment projects, etc.  My first really big campaign was for a clothing company that I shot over 8 days in England in Oct 08.  Since then, I have shot for other clothing brands, child product brands, magazines, books, greeting cards etc.


How do you juggle commercial work and family sessions?  It seems like so much to keep straight! 
They don't have to be completely separate. Many times on a family session I will shoot the first 95% as a portrait session and the last 5% doing something a little more commercial/editorial with them.  It helps keep my creative side active and provides me with stock images (should the family be ok with it).  I always get specific permission for specific uses from parents whether I have a model release or not.  Generally speaking, I spend 70% of my year shooting portraits.  Commercial work does not come along as often but it sure is fun when it does!


What do you recommend women do who are just getting started in the industry?
Make friends who are both at your level and those who are a few years ahead of you in their journey.  Some of my greatest friends are those who started their business in 04-06.  I have been able to share ups and downs with them throughout our growing pains years.  It's also great to get insight from those who are several years ahead of you.  However, it's important not to look for handouts from the people who have gone before you.  Instead of asking generalized questions that sound like you have not done any legwork like "How can I get my pictures to look like yours"; maybe ask something like "What are 2 things you wish you knew 3 years ago regarding pricing"  There are SO many new photographers now and, while most working professionals realize that they were once just starting out, they often get annoyed by the constant flow of basic questions flooding their inbox.  Be specific, be creative and be respectful of time.  Another piece of advice for those just beginning their business journey (this is assuming that they have already mastered photography itself) is to have pride in your work and take ownership of your prices.  Be confident that what you are charging is what you are worth.  There will always be someone who is cheaper.  Your attitude should be "I'm worth it".  Know it in your heart and your clients will respect it too.  You may not get every booking. I still get grumpy people who complain about my rates before booking with someone cheaper.  I'm totally fine with that because I know the people who come to me are looking for my work, not a deal.

What are you most proud of as a business woman? 
I guess I am proud of how far I have come in 5 years with no photography background or formal training.  I was a Pediatric ICU nurse for 5 years prior to starting my business.  So many photographers (portrait and commercial) are struggling right now, I feel blessed to be able to support my family of 4 on my photography.

You have two boys.  How old are they?  How do they manage traveling between two cities all of the time?  Do you live in one city most of the time? 
My boys are 5 and 9.  They don't travel with me.  We moved to Denver from St. Louis in June 2009.  We go back to St. Louis as a family a couple times a year but when I travel there for business, the boys stay home with my husband.  He is a firefighter and is still looking for a job here in Colorado.  I won't lie, it has been really nice having him home (:  We are blessed that our boys are always with one of us.  If it wasn't for that, I wouldn't travel nearly as much.  My travel schedule isn't too bad. I go to St.Louis about 15 times a year.  I usually leave on Thursday and come back on Monday when I go.  I do have to miss some soccer, football, etc but not too much. 

What are the top three things you did when you were first getting started in business to bring in clients? 
I don't really do any marketing so I really 100% on word of mouth referrals.  So the main thing I have always done and will continue to do is exceed expectations from start to finish.  I want clients to look at their friends images and think "Wow, I want something like that of my family" and then when they see their images, I want them to cry and think "That is even more beautiful than I could have ever imagined."  By going beyond expectations, my hope is to create "client evangelists" who market for you every day.  For example, they are at a school function and see a mom who is pregnant and they approach her to tell her she needs to contact me for a newborn session (true story).

Do you shoot film or strictly digital? What is her favorite post processing action or formula that you can't live without? 
I shoot only digital for clients.  I used to shoot film for personal stuff but haven't in a long time.  I've been thinking about experimenting with a medium format camera.  Just haven't found the time.  As far as actions... the only think I use consistently is Totally Rad's Yin/Yang.  It's a dodge/burn on mask layers and a nice starting point for all images.

In your post processing what have you done to save the most time? 
Switching to Raw actually saved me the most time.  I switched about a year into my business.  It's so much easier to make bulk adjustments to color and exposure, then just make minor edits to each image individually. I still use ACR but have been "nudged" by several colleagues to switch to Lightroom.  We'll see...

What is the best thing you've done to make your business successful? 
Two things, which I have already touched on briefly:  One, I try to exceed every client's expectations.  If they walk away from the experience getting exactly what they think they paid for, I feel like I've failed.  I want to knock the socks off of everyone in terms of final product and service throughout the experience.  Two, I have owned my prices and appreciate my own worth which contributes to my overall brand identity and value.  I don't run sales or specials, I don't play favorites (except for priority booking at peak times when clients who have had a session in the past 18 months get first dibs on premium dates).  All of my clients are special and valued.  It is a fine line to walk but you CAN be firm and proud as well as fair and approachable when it comes to prices and policies.

I am in love with your work.  Do you offer workshops or mentoring?
Thank you.  I offered private mentorships in 2010 which I loved but wasn't able to get very many photographers through due to time and schedule.  For 2011, I will be hosting a few very intimate workshops (8-10 people) on different topics such as "studio style natural lighting", "newborns", "capturing intimate family connections", etc.  I may also be offering online photoshop instruction. Anyone interested in any of these can contact me at laura@laura-siebert.com

What do you do to keep from feeling overwhelmed?
If you find someone who knows can you please let me know (;

What three products or things help you stay organized? 
My client coordinator!, google docs allow me to track clients as they progress from inquiry to final delivery, and madmimi.com allows me to have an online databse of my clients that myself, my client coordinator, my framer and my delivery girl can all access.

What is something that you think women in the industry should not do?
Feel guilty about pricing.  I've heard so many women photographers say that they feel bad because their old clients can't afford them if they raise prices (or something along those lines).  We need to remember that we are running a business and not everyone will be able to afford our services. If you really want to give back, then find a cause that you want to photograph for charity (sick kids, adoptive families, military personnel, etc).  But the rest of the time, run a BUSINESS and don't feel guilty about it.

What is something that you think women in the industry should do?
Network with other women but ALSO with men and with photographers who are shooting different genre. Get outside your "circle of friends" once in a while and see what the rest of the photography world is up to.  I use facebook (and phone, email, text) to keep up with my women child photographer friends.  I try to use twitter to follow those photographers and industry professionals who I don't follow elsewhere (men photogs, commercial photographers, graphic artists, copywriters,etc)


I love your vintage outdoor circus concept that you photographed.  Was that a concept you did for yourself or for a client?  Will you tell us about your process? How did you come up with the idea, how did you find the children, did you hire a stylist, did you have assistants, lighting set ups, etc.?  With an already busy schedule how do you fit in pulling all of this together? 
Thanks so much!  At least twice a year, I try to conceptualize, develop, style and implement a shoot entirely for me.  The circus shoot evolved from me seeing the antique carousel animals in the antique store below my studio.  I knew I wanted to use them and it went from there.  Wovenplay was the obvious choice for stylish, whimsical clothing.  As for models, I found most through friends of friends.  I prefer to work with "regular kids" vs signed models whenever possible.


Laura, you have a beautiful “Entwined” series.  Please tell us about it.
In 2008 I shot a series of images for a solo exhibit that showed at an art gallery in St. Louis.  It received some (brief) national attention when some runners from the United Nations torch run stopped in for a ceremony.  However, I really would like to spread the images around more. I am working on trying to get a book published with these images and images from a second series I plan on shooting sometime soon.  The Entwined series directly evolved into my signature Simplicity style of shooting families and newborns (shirtless or in white camisoles with arms entwined on grey seamless).  I am including a couple Entwined images as well as a couple Simplicity images.

To see more of Laura's Work:

Commercial Website

Portrait Website

Blog

**all images in this post copyright: Laura Siebert. (unless otherwise noted)**