Aurora Fish

Intense drive and unwavering support have spurred me on through all the ups and downs. I've always chosen unconventional and somewhat difficult paths, and starting my photography business has been no different.

Once I decided to pursue photography professionally, I knew that I had to push myself through long nights, hectic schedules, knowledge gaps, and more. Though this discipline has been crucial in my evolving journey, the constant emotional, physical, and mental support of my wonderful husband has been too.

Being an entrepreneur is exciting and complex, but it can also be frustrating, demotivating, and at times isolating. Having someone, or a group of individuals, who believes in and challenges me has often bridged the gap between quitting and succeeding in my endeavors.

I've been fortunate to receive small but powerful nuggets of wisdom that are foundational to my work ethic and professional systems. The most impactful statement has been to critically evaluate my reality, vulnerably and objectively, so I can improve what I can control and let go of what I can't.

As a young woman myself still mastering my craft, I can only speak to the thought process and practice I've found most effective.

If photography is a people-oriented business and the universal goal is to capture the essence of your subject, then a genuine connection with those on the other side of your lens must be the priority. Refining your approach is what sets you apart, but including this step is non-negotiable. Conversing about packages, concepts, or losing yourself in the creative process is second to establishing a positive connection with who you are capturing. This practice is foundational in creating an unforgettable experience for clients.

Beginning with this mindset and basing all systems, branding, and decisions on it will set you up for success, no matter what path you choose.

In one word, exposure. In today's world, exposure to millions worldwide is at our fingertips.

As creatives, incorporating this aspect into our business is especially important because our art is different and therefore requires a specific audience to gain traction. Researching and navigating the best methods for our field, and consistently showing up, can be the deciding factor in whether our business is successful or, at the very least, saves the time, money, and headache that often accompany traditional outlets.

However, balancing the time and creative requirements with other personal and professional responsibilities is a skill I have yet to master, and one I know other professionals, especially budding entrepreneurs, actively struggle with.

I don't separate the values of my personal and professional life because I believe doing so can lead to disharmony.

For both my business and my personal life, I base my decisions on integrity and empathy. When I was about 8 or 9 years old, we were given a speech on being an integrous person by a school administrator, and that impacted every step I took from that moment forward. Doing the right thing, whether other people saw, knew, or agreed, simply because it was the right thing to do has shaped my work ethic, my professional relationships, my marriage, my parenting, and more. That mindset imbued me with power and autonomy I didn't know I held at such a young age, and to this day, I believe the only value equal to it is empathy.

Empathy fuels my desire to understand and connect with a client from inquiry to gallery delivery. It is what allows me to creatively and accurately capture a client’s essence. Utilizing empathy is a skill, but it's also a basic human inclination that too often we ignore or avoid out of fear, discomfort, and ego. It cannot be faked and because of this, every interaction I have is genuine, and every person is instilled with the belief that I care about who they are, and the ultimate experience and satisfaction they have with me and my work.