Mind Your Own Business – Entrepreneurship: Jessica Claire’s Business Insight

The number 10 plays an important role in the life and career of Jessica Claire, owner of Jessica Claire Photography, located in Ladera Ranch, CA. Jessica is celebrating her 10th anniversary in business this year and commemorated this milestone by sharing the lessons she has learned over the past decade with WPPI members at the WPPI 2009 Las Vegas Convention in February. Her lecture was fittingly titled “Top Ten.”

In the highly competitive market of Orange County, CA, she ventured onto the scene as an unknown only three and a half years ago, and now is one of the leading wedding photographers in the state. Jessica shared with her lecture attendees how she was able to accomplish this feat and hopes her personal experience will benefit others in the industry.

Says Jessica, “I’ve been attending WPPI conventions for the past seven years. Every year, I sit in on various seminars and lectures. Some are quite informative and helpful, but it is difficult to teach lasting information in a short block of time. I’ve come to the realization that in the short amount of time given to speak, we can only focus on a few points, so I started asking around to see what people would like to hear from me. What I discovered was that most people were primarily interested in learning from my experiences. Consequently, I focused the entire lecture on the top 10 best things I’ve done in business and the top 10 worst mistakes I’ve made… and the top 10 lessons I’ve learned.”

Jessica also planned an exciting surprise for attendees. “Of course, I can’t afford to give everyone in the audience a favorite thing like Oprah, but I gave away my top 10 favorite things I’ve found in the industry to help me in my business, or make my life easier or just more fun! I wanted people to leave my talk feeling like it’s the best time they’ve ever had at one of these programs. I shared what I have learned—both encouraging them on the right path and helping them learn from my errors so they won’t have to make the same mistakes in their business.” Continues Jessica, “Primarily though, I wanted people to be energized and excited while they learned because I feel that is a better mindset for creativity overall. Over the course of this convention, people probably attended up to 20 different seminars, so when they came to mine, I wanted people to remember their experience. I wanted my attendees to get to know who I really am, what I stand for and how I do business; and to leave with smiles on their faces. This is my 10th year in business, so I thought the name ‘Top Ten’ was fitting,” Jessica says, smiling.

By no coincidence, in 2008 Jessica Claire was chosen as one of the Top Ten Wedding Photographers in the World by American Photo magazine. Her impressive images have been featured in a number of magazines including Your Wedding Day, Inside Weddings, The Knot, Los Angeles Weddings and many others.

Jessica is a whirlwind of energy and has a full plate of projects going on all the time. Constantly creating new ideas and ways of generating additional revenue, while aiding the industry at the same time, two years ago Jessica began marketing her functional Shootsac lens bag, and filled a need for photographers shooting on location.

Jessica shares, “When I first started shooting, I was having a hard time dealing with the equipment effectively at weddings. Carrying my gear in a big roller bag made changing lenses difficult and time consuming because I did not have easy access to the tools I needed. Often, by the time I rummaged around for the right lens, the shot was already gone. My job would be easier if I had the lenses at my fingertips and easy to reach in a hurry. I don’t like being weighed down with multiple cameras around my neck. I’m a one-camera shooter. So, I began researching to find the perfect bag for just my lenses, and discovered that such a product did not exist.

That’s how the Shootsac was born—out of necessity. I designed it and my business partner and I have launched this endeavor together and it’s quite a popular product.” She continues, “The Shootsac is a slim, lightweight bag made from Neoprene that is worn messenger style across the chest. The coolest aspect of the Shootsac, besides its functionality, is the removable covers, which come in 30 different colors and patterns. People can change covers without investing in a whole new bag, depending on their mood, wardrobe or occasion,” Jessica explains. Shootsacs are available online at www.shootsac.com.

Besides shooting weddings, which is her main focus, Jessica also has a loyal following in the Los Angeles area for children’s portraits and high-end parties. These repeat clients are strictly word-of-mouth and referral-driven since she does not advertise this segment of her studio. In fact, Jessica does no paid advertising at all because the Internet generates most new clients from all over the globe. Destination weddings far outnumber local and state events for Jessica; she has photographed weddings in Africa, Greece, Hawaii and more.

A year ago, Jessica dropped her regular website and now only uses her blog, which works better for her because she has dedicated readers who visit often. “Most photographers have a website with a link to their blog. I just eliminated the website and link portions,” Jessica says.

A true businesswoman, she gets visitors to keep returning and bringing in new clients by posting promotions and specials on her blog. In November 2008, she ran a special price for family portraits for the holidays. Every January, she holds an annual free wedding photography contest where a lucky, deserving couple wins her photography services for their wedding day. Jessica shoots the wedding for free and also gives the couple a 30-photo 9 x 12 Leather Craftsman album and a DVD of images. “I feel that as a luxury item, I provide a service attainable by only the smallest population. However, every year, I remind myself that most of the world is more like me—just regular folks working to build a nice, comfortable life for themselves. It makes me happy to do a nice act for nice people, which is why I started this annual contest,” Jessica explains.

Her gallery is located in one large room in her home where she meets clients by appointment only. Besides having office manager/production person Chris Becker, she operates the business alone.

Jessica uses Canon EOS 5D cameras, with mostly prime lenses, such as the 24mm, 50mm and 85mm. When it comes to lighting her images, she prefers natural or available light 90 percent of the time. However, in darker situations, like the reception and large family groups, she uses a Canon 580EX flash unit on-camera. For fill or background light, she uses a softbox with a PocketWizard to trigger the off-camera light.

As for her future, Jessica has big plans to continue growing her business and coming up with innovative ideas to help make her working life easier. Recently, she added the Hip Slip, a slim laptop case with interchangeable covers, to the Shootsac line, and is also producing the Light-On-A-Stick product to make it easier to use off-camera flash, which she will be promoting in the future. She also hopes to increase her speaking engagements, but not so much as to interfere with serving her clients.
To set herself apart from her competition, Jessica pays careful attention to color and details, and most importantly, she has a clear photographic vision. “I think the most important thing is to figure out, early on, who you really are as a person and a photographer and don’t stray from it. Be very definite and clear about the kind of pictures you are looking to make and be consistent with it. Do it to the best of your ability. Be the best you possible. Nobody could ever be a better you than yourself, and that’s your greatest competitive advantage. If you’re doing that, you won’t have to worry about competition because nobody can compete with you on such a personal level, “ Jessica concludes.

Readers may contact Jessica Claire at Jessica Claire photography via email at [email protected] or visit her blog at www.jessicaclaire.net.

Linda L. May is a freelance writer/photographer based in Fort Dodge, Iowa.