Business in Profile

Dragonfly Photography and Design - Karen Ashcroft - Photographer


Tell us about your business

Dragonfly Photography and Design began in 2005. We are a professional portrait studio focusing on pregnancy, newborns, children and families. We are based in Camden but travel from the Blue Mountains to the North Shore and anywhere in between.

Photography is not a job for me, it is a passion that I thoroughly enjoy.

As a mother of two, I know how fast children change and grow. We are so consumed with looking after our new baby that we barely have time to look after ourselves let alone sit back and absorb the joys of a newborn. Before we know it we turn around and our baby has completely changed.

My mission is to capture those elements that define a child’s true character through natural photography. To create timeless portraits that will capture the heart and soul.

The best part of our business is that I go to clients. This is extremely convenient for my expecting clients and also new parents. They are much more comfortable in their own home and we also have easy access to wardrobes for outfit changes.

I use as much natural light as possible and don’t have any studio lights so children are free to move around and are not limited to a ‘studio set’. Another bonus is the portfolio being uploaded onto my website for viewing.

You can view my extensive portfolio at www.dragonflygallery.com.au

Why did you start your business?

Photography has always been my passion.

I photographed weddings on weekends for many years then stopped to get married myself and have children of my own, becoming a graphic designer.

After my daughter was born, I realised how much I enjoyed photographing newborns and babies. I also remembered being glad that I had photographed her as I was surprised I didn’t remember her being so tiny. I didn’t quite remember those gummy smiles, her chubby legs…!

I wanted to provide these memories for others. When it was time to return to work after my first child was older, I realised if I was going to be away from her, I wanted to make it worthwhile. I also wanted to be able to work form home and have flexibility in my work hours.

Has starting your own business lived up to expectations?

Absolutely. I love every minute, all aspects, the photography, the marketing, planning and design. I love the contact with my clients. I am so proud of what I have created with the help of my incredibly supportive husband, I love the sense of achievement and knowing the business’ success is a direct result of our many hours of planning, hard work and late nights.

What have you enjoyed the most about running your own business?

The most enjoyable part for me would have to be going out meeting many different, wonderful families and being fortunate enough to be asked to capture a day in my client’s lives.

I love seeing my client’s reactions and emotions when they see their images. The best compliments speak louder than words, the tears, the huge smiles… there is no greater satisfaction knowing the emotion I captured will be treasured by my clients and their family for generations to come.

What is the biggest challenge for you in running your own business?

The biggest challenge is separating work and family life. As I mainly work from home, I often jump on my computer to reply to a few emails and find myself still there two hours later processing orders.

How do you manage the juggle of running your own business with family?

I have worked out a timetable of dedicated work time and I make sure I put my equipment away and turn my computer off at the end of the day or evening so I am not tempted to quickly get a start on tomorrows work. I remind myself one of the reasons I started the business was to be here for my family and have more time for my young children.

Do you have a favourite networking opportunity or event?

I will promote my business where ever I can - I try to network in my day to day affairs telling anyone who will listen. I also get a lot of word of mouth referrals.

If I always aim to do my absolute best and give the best service, my clients will talk about me and do some networking for me.

I am also involved with the Childrens Hospital at Westmead, donating $5 from every portrait session.

Do you have any advice for anyone out there who may be thinking about starting their own business?

Do your planning and research and set a solid foundation first. Set your goals and know how you are going to reach them. Treat each and every client like a member of your family and finally, believe in yourself and your abilities, have a positive mindset and don’t be afraid to chase your dreams.