Member Spotlight INTERVIEW WITH: AMY WILLIAMS AMY WILLIAMS PHOTOGRAPHY

by Megan Sewell

In our new “member spotlight” section, we will be showcasing Pursuit 365 members who are doing amazing things in their businesses. Today, I am interviewing Amy Williams, a versatile, Vancouver-based photographer who specializes in family, school, and branding photography. She has over 2 decades of experience in photography, and in setting herself apart in a competitive industry.

Background & Inspiration

Can you tell us how you got started in photography?

Growing up, my dad and grandma were always taking photos, so my life has been pretty well documented! I received my first camera in elementary school. In high school, I took a photography class that I absolutely loved, we shot black-and-white film and developed everything ourselves in the darkroom. That experience led me to become the photo editor and sports photographer for the school paper, and I was hooked. Since then it's rare for me not to have a camera in my hand, even if it's just my iPhone now it's ready to go!

Was there a defining moment when you knew photography would be your career?

I think it really clicked when I photographed my first wedding for complete strangers, not friends or family. I was in college, and the wedding was on the island, in Tofino. Even though I was on my own, I captured everything and when the couple saw their photos, they were absolutely thrilled. Seeing how much those images meant to them made me realize: This is what I want to do, create lasting memories for people, just like my dad and grandma did for my sister and I.

What inspired your particular style or niche within photography?

Honestly, I just love real moments. After 30 years behind the camera, I’ve learned that the best photos aren’t the stiff, overly posed ones, they’re the laughs, the messy hugs, the little glances that tell a story. For families, that means keeping things fun and natural. For schools, it’s all about capturing the energy of kids being kids, I like to explain my school portraits as "where portrait and personality meet." And for small businesses? I love giving them a gallery full of images that actually feel like them—not some generic stock photos.

Business Journey

How did you transition from being a creative to becoming a business owner?

The creative side came naturally, but the business side was a learning curve. Early on, I realized photography isn’t just about taking great photos, it’s about client relationships, pricing, marketing, and systems. I invested in workshops and gradually built processes that let me focus on what I love while running a sustainable business. It’s a balance, but the reward is getting to do what I’m passionate about every single day.

What were some of the biggest challenges you faced in launching your photography business? Burnout. For nearly 30 years, I’ve run my own photography business, and while capturing moments for others is fulfilling, the unseen work is exhausting. It’s easy to assume I’m just a photographer, but behind the lens, I’m also the location scout, editor, content creator, the marketing team, social media manager, accountant, customer service rep, archivist, web designer, and booking coordinator, all rolled into one.

And yes, as someone whose work lives in the spotlight of social media, I’ve battled imposter syndrome more times than I can count. Some days, I’ll scroll through my own feed and think, "Who am I kidding?" Even after 30 years in this business. But then I remember, photography isn’t about perfection. It’s about connection. It’s messy, real, and beautifully imperfect, just like all of us.

So if you’ve ever felt like you’re "not enough" in front of the camera (or behind it), trust me: I get it. But your story deserves to be told, wrinkles, chaos, and all.

Brand & Client Experience

How do you approach creating a unique brand as a photographer?

Consistency is key. From my website to my social media, I ensure my brand reflects warmth, professionalism, and a focus on storytelling. I avoid trends that don’t align with my vision and instead lean into what makes my work distinct: timeless, emotive imagery and a personalized client experience. For me, branding isn’t just about aesthetics, it’s about how clients feel when they work with me.

A little fun fact about my photography: I always try to sneak a car into your photos whenever I can. Why? Well, when I look back at old photos of my grandparents and great-grandparents, the buildings and landscapes often look timeless, but the cars? They’re like little time capsules. You can always tell the era by the cars in the background.

It’s a small detail, but I love adding those subtle markers to your photos. Years from now, when your kids or grandkids flip through these images, that car will tell a story all on its own. Just one more way I help archive your memories, with a touch of nostalgia and a whole lot of personality.

How do you ensure a great client experience from first contact to final delivery?

Communication is everything! I reply fast, keep things clear, and make sure no one’s left wondering what’s next. I have client lounges on my website for my photo sessions, answering all the questions that could be asked, what to wear and some of my favourite locations. During shoots, I keep the vibe light, no stiff posing unless we need it. And after? I deliver photos on time and always follow up. Happy clients = repeat clients + word-of-mouth love.

Marketing & Growth

How important is social media to your photography brand, and how do you use it effectively?

I’ll admit, when I first started my business, social media didn’t even exist! (Now I really sound like a granny.) As much as I miss the days of simpler algorithms and fewer ads, we’ve got to adapt to the times, right? These days, Instagram is my go-to, it’s like a mini portfolio that keeps my work visible. Staying active, relevant, and open to new platforms is just part of the game now. But no matter how things change, the heart of it remains the same: connecting with people through the images I create.

Do you collaborate with other creatives or businesses to grow your reach?

Absolutely! Collaborating with local businesses (e.g., boutiques, schools, or marketers) expands my network and provides mutual value. For example, I’ve partnered with small businesses to create branded content while giving them a library of professional images. I also love working with stylists or makeup artists for styled shoots, it elevates the work and introduces my business to new audiences.

Tools & Workflow

What gear or tools are essential to your work?

As a photographer, I definitely don’t travel light! I come from a long line of Nikon loyalists, my grandma, dad, and sister all shoot Nikon, so it’s a family tradition. My current fave is my Nikon Z6ii paired with a 24-70mm f/2.8 lens, which is perfect for family sessions.

For behind-the-scenes moments, my iPhone is always handy, and I’m excited to start experimenting with the Ray-Ban Meta glasses for even more immersive content during shoots. When it comes to editing, I’m a Mac devotee, and Adobe Creative Suite is my lifeline, I’ve been using Photoshop since 1994 (version 3!) and haven’t looked back.

Of course, the essentials don’t stop there: multiple external drives (backups are sacred), a well-loved (read: falling apart) camera bag, studio lighting, and… honestly, I could keep going, but I’ll spare you the full gear-nerd rundown!

Are there any systems or software that help you stay organized as a business owner?

I tend to keep things simple. For accounting and taxes, I stick with Numbers, it gets the job done without overcomplicating things. When it comes to notes and ideas, OneNote is my lifesaver (and synced to my phone), no more scribbling on random scraps of paper!

For scheduling, I’m old-school at heart: I rely on an extra-large yearly wall calendar where I jot everything down. (There’s something satisfying about writing it out by hand!) But just to be safe, I back it all up in Google Calendar because even the best systems need a digital safety net.

Advice & Insight

What advice would you give to aspiring photographers who want to turn their passion into a business?

Start with a strong foundation: define your niche, master your craft, and understand the business side (pricing, contracts, taxes). Don’t undervalue your work (that is still a tough one for me!), charging what you’re worth attracts the right clients. Network relentlessly, and always prioritize client experience over shortcuts. And don’t stress about having it all figured out right away. I’m still learning after 30 years!

What’s one thing you wish you knew when you started your business?

That perfectionism can be paralyzing. Early on, I hesitated to put myself out there because I wanted everything to be “perfect.” But growth happens through action, launch the website, share the work, learn as you go. Also, outsourcing (editing, accounting, etc.) sooner would’ve saved me time to focus on creativity.

Future Vision

What’s next for your photography business?

I’d love to expand my brand photography services, helping more small businesses craft their visual identity.

I’m also exploring workshops for parents who want to take better pics of their kids, sharing what I’ve learned over 30 years. I have this idea about working with older women and celebrating their lives through photography. As we age, we often forget just how incredible we are, the lives we’ve lived, the challenges we’ve overcome, and the wisdom we’ve gained. I want to change that. I want to create a space where women can see their strength, beauty, and resilience honoured in photos. It’s about reclaiming our stories and celebrating everything we’ve accomplished. And honestly? It feels like a big, important idea.

And personally, I’m always seeking new ways to push my creativity, whether through personal projects or experimenting with light and composition.

How do you continue to challenge yourself creatively and professionally?

I set aside time for personal projects, like travelling and making resin and polymer clay jewellery (@oldivystyle) to reignite inspiration. I attend workshops and stay curious about new tools (I'm looking at your Nikon) or trends, while staying true to my style. And I regularly ask for client feedback to refine my process.

Wrap up

Anything else I should have asked you? And how do people find you?

You can find me at amywilliamsphotography.ca or on Instagram @amywilliamsphoto (if you’re active there!) I'm also on TikTok @amywphoto sharing more fun and travel videos.

I’d add: What’s your favourite part of being a photographer?

For me, nothing compares to the joy on a client’s face when they see their photos for the first time. Whether it’s a parent tearing up over a candid moment of their kids, a small business owner thrilled with their new brand gallery, or a heartfelt email thanking me for capturing years of school memories, that’s the magic that keeps me inspired.

I’ve been so touched by the feedback on my fresh approach to school photography, where I focus on genuine smiles and authentic energy instead of stiff, traditional portraits. And when parents reach out to say, "We still treasure the photos you took years ago," it reminds me why I do this: you’re not just hiring me to take pictures, you’re trusting me to freeze time.

Every session is a chance to meet incredible people, tell their stories, and create something meaningful. Knowing these images will be passed down, laughed over, and cherished for decades? That’s the greatest honour of all.

Erin and her team are amazing! I can’t say enough about them. They take great care in their work and the house always sparkles. We have used them for bi weekly cleans as well as a move out clean which left our house looking brand new. I would highly recommend Simply Immaculate Cleaners! ~ Kerri

Erin is very efficient and pays attention to detail. She is both friendly and professional to communicate with. I recommend her services to anyone needing a trustworthy person to give your home a good clean! ~ Robin