The business behind the photographs

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Earlier this month, I won Sole Trader of the Year award at the Chesterfield Business Awards.

I’ve won a few photography awards in the past, but it is the first that’s been about business rather than being a good photographer.

There’s a key distinction here. Being a really good photographer doesn’t automatically mean you’ll have a successful portrait photography business. They’re two very different skill sets.

When I first started taking photography seriously around 2014, I was completely obsessed with the craft of photography. I lived and breathed technical and creative exploration and put an enormous amount of time into developing my skills.

Building a successful business has been a different challenge altogether. It’s more about discipline, organisation and strategy. It’s a constant evolution, and giving my customers the very best experience has always been my number one priority.

So, what was I actually judged on?

The application process was formal, and my written statement was judged by a professional panel on my business credentials

• Business performance: Revenue growth and client base expansion.
• Client impact: Strong testimonials and repeat business.
• Professional excellence: Quality, innovation and reputation.
• Future strategy: A clear direction for continued development.

And that’s why this one feels particularly special at this point in my journey.

Event Photos throughout by James Larkin Photography

Building a photography business that lasts

This is my tenth year as a full-time professional photographer.

When I started, my business was focused predominantly on family photography. It was pretty flexible, low admin, and I worked my own hours around my kids. Over the years, I’ve responded to changes in the market and deliberately evolved towards a much greater focus on personal branding.

That shift didn’t happen by accident

I’ve developed new services, introduced workshops and one-to-one training, created a 12-month branding programme and expanded the geographical area I work across.

I’ve built systems, invested in support and continually analysed what’s working and what isn’t. I’ve listened to my clients, adapted to changes in the market and made decisions about where the business needs to go next.

But perhaps the number I’m most proud of is that 60% of the people I photographed in 2024 booked me again for 2025 and/or 2026.

I’m also incredibly proud to have received over 150 five-star Google reviews. A lovely testimonial tells me that someone enjoyed their experience. Coming back and trusting me with their photography again is perhaps an even bigger compliment.

The part of the business nobody really sees

The photography is the visible part of what I do. Behind every shoot is everything that people don’t necessarily see – the client communication, planning, marketing, CRM systems, professional development, analysis, future planning and the constant decisions about where to invest time and money. It’s not the glamorous part of running a creative business. But it is what turns being good at your craft into building a professional, sustainable business.

Award presented by the Director of design agency Crush, friend and inspirational female founder, Natalie Burkinshaw

Female Founder / Sole Trader / Micro Business Owner

I think there’s still a tendency not to take female micro business owners quite as seriously as we should.There’s something about being a woman, a mum and running a solo venture that can sometimes be dismissed. As if it’s not quite a real job. As if we’re earning a little extra pocket money to fund the small treats for our families.

Over the past three years, I’ve co-hosted Loop with my friend Michelle Leeder, a women’s networking group that has welcomed more than 100 local women in business. Most are sole traders. Many are also wives, mothers or carers.

Not one of them is doing it for a bit of extra pocket money.

These women are ambitious and creative. They’re leaving high powered corporate careers in their 30s, 40s, and 50s, building businesses, supporting their families and contributing to the economy. Our businesses deserve to be taken seriously.

And I think that’s another reason why this particular award means so much.

I’m proud to have been recognised for the growth of my business, the systems I’ve put in place, the clients who come back year after year, the experience I give them, the community I’ve helped to build and my plans for the future.

A note about being Brave

Running a business means constantly evolving, learning from mistakes and adapting to what my customers need.  There’s always a lot to learn and it’s not always easy. As a sole trader it’s hard to not take things to heart. A criticism about my business is a direct criticism of me. In time I’ve been able to build a bit of resistance. I pick myself up quickly, dust myself off and try to learn from ‘less than perfect’ experiences.

I never take for granted how lucky I am to have some amazing people around me who help me feel brave enough to keep pushing forward. People who help me put problems into perspective, help me work thought ideas, and people who celebrate the wins with me.

Photo of me with my dear friend Annie Littlewood, who was also shortlisted for an award

There’s no point at which I can sit back and decide I’ve got it all figured out. It’s a constant, ever-changing journey of learning, adapting and trying new things.  A journey that I’m very happy to be on.

I’m hugely passionate about photography, of course.

But this award recognises everything that has gone on behind it over the past ten years.

And that feels particularly special.