Julie Fridley

I attribute my success to living life by my own drumbeat—trusting what makes me happy and boldly pursuing it. There have been uncertain times, including the difficult period during and after COVID when I wasn’t sure if my studio would survive. I have also had times when I wondered if I was on the right journey, but I have always believed in making a difference. At the heart of my work is helping women see themselves in a different way. While many women focus on perceived flaws—“a wrinkle here” or “something that could be fixed”—I remind them to own their own beauty, flaws and all, to see themselves through the eyes of the people who love them. I have photographed women of every shape, size, and age—from very thin to very curvy—and I firmly believe that every woman is beautiful in her own right. One of my favorite moments is the reveal after a session, when a client sees her images and says, “Oh my gosh, that’s me!” Those reactions reaffirms why I do this. In 2022, Julie was honored as Photographer of the Year for Des Moines, a milestone that felt especially meaningful given the stigma that can sometimes surround boudoir photography. The recognition validated not only her artistry but also her courage in choosing an unconventional path. That award became a pinnacle moment—proof that following her inspiration, trusting her vision, and staying true to her own rhythm has been both purposeful and profoundly fulfilling.

Aurella Hall, my grandmother, gave me the best career advice by her example of her life. She had a lasting influence on me, the woman and business owner I would become. While my father was serving in the Army in Vietnam, we moved to my grandmother’s home in the woods of Arkansas. Aurella was a woman of extraordinary grit. She raised three children, including my mother, on her own during a time when support systems for single mothers were virtually nonexistent. In the 1940s and 1950s, there were few resources available to women in her position—but she never let that stop her. She bought her own property, built sheds with her own hands, delivered mail for her job, raised rabbits, and tended a garden that helped feed the family. She was both resilient and self-reliant—someone who didn’t wait for permission or assistance to create the life she needed. She didn’t let others intimidate or deter her. If something needed to be done, she handled it. I learned from her that determination creates possibility and if you are not happy with what you’re doing, you do have the power to change it. My grandmother lived by her own drumbeat, unapologetically. She passed away when I was 13 but her example gave me the determination to do the same. It helped me to have a vision and a dream to be self-employed and create the career I have now.

There are different types of photography, from family, wedding, pet, boudoir, seniors, travel, etc. You need to find the one that makes you feel empowered, because if it doesn't, burnout will come, and then resentment. You will be making a commitment and investment to yourself and the people you intend to offer the service to. The best thing I did was that I didn't always pay myself or just paid what I needed to get by, so I could reinvest in my business by continuing to take more education and improving my sets one at a time. This will pay off in the long haul. Also, understand that things don't happen right away. Make a plan for when the times are slow. Can you plan a budget for that. What are your monthly living expenses and try to put at least 2 months aside in a savings account. That is the best advice I can give.

Many people may think photography is becoming a dying art because of AI and digital automation. The heart of photography has never been about technology alone. It’s about creativity, connection, and experience. AI can generate images, but it cannot replace the human ability to tell someone’s story with intention. It cannot replicate the feeling a woman has when she steps into a thoughtfully designed set, is professionally styled, and is guided through a session that helps her feel seen. The magic happens in that lived experience—the laughter, the vulnerability, the transformation—and in using her camera to reflect a version of someone they may not have fully seen in themselves before. The same philosophy applies to the travel experiences through Jewel Photo & Travel. There is always a challenge in inviting women to invest in an adventure they haven’t yet experienced. But the women who have traveled with Julie consistently describe it as one of the most meaningful experiences of their lives. Beyond the destinations themselves, what makes the retreats extraordinary is the connection. Women bond deeply through shared adventure, vulnerability, and celebration. Many participants from prior trips remain close friends long after returning home. The experience becomes more than travel—it becomes community.

For me, whether behind the camera or leading women across the world, the goal is the same: to create magic through storytelling, shared experience, and human connection—something that will always have value, no matter how advanced technology becomes.

My life is grounded in both life and business with some deeply held values—starting with self-love. I believe loving yourself is not selfish; it’s foundational. When women choose to step into a photography experience that celebrates who they are right now, it becomes more than a photo shoot—it becomes a declaration of worth. I often share that self-love is something we model, not just preach. Children don’t do what we say; they copy what we do. I experienced this firsthand with my own daughter. I would criticize myself in the mirror—pointing out flaws or tearing myself down—I saw my daughter begin to mimic that same behavior. Even when I reassured her, saying, “You’re so beautiful just the way you are,” the louder lesson was in my actions. Alongside self-love, I value a strong work ethic and delivering exceptional service. I believe that if someone entrusts me with their vulnerability, time, and investment, they deserve an experience that feels transformative. From the first consultation to the final reveal, my goal is that every woman leaves feeling amazing in the skin she’s in—confident, celebrated, and proud of who she is.