Hey, What’s Your Specialty?

Photo © Erum Rizvi

Photographer: Erum Rizvi
Location: Washington, D.C.
Specialty: South Asian weddings

Speaking the same language and hailing from the same ethnic background made it easy to transition into being a photographer of South Asian weddings. I realized there was a need to bring something modern and fresh to a community of people where only traditional photography exists.

My love for the magnificent clash of color and chaos gives me an adrenaline rush; in fact, it’s what I grew up with. My clients are more comfortable knowing that I understand the complexity and cultures that exist within South Asian weddings.

Traditionally, South Asian wedding photographers are sought out by word of mouth from the community. You have to connect with the family and not just the bride and groom. I bridge the gap between what the bride and groom wants and what the family wants, breaking the mold of traditional wedding photography, documenting their wedding in an organic and modern light.
This niche has built trust and credibility. It brings me clients who already know what they want, making the whole experience delightful. When you specialize, you instantly stand out from the crowd with a message that’s irresistible to the exact brides and grooms you are trying to attract.

Photo © Sassy at Assassynation

Photographer: Sassy
Location: Cotswolds, England
Specialty: ”Creative Wedding Photography for Kickass Couples”

Very early on in my photography journey, I realized that my perfect couples were different from the norm, like me. I then focused all my efforts on filling my portfolio with exactly those kinds of weddings and found unique couples on forums, ran competitions and ensured that those unique weddings were prominently displayed on my website.

During this time, I was lucky enough to have huge support from [editor] Kat Williams over at Rock n Roll Bride; she was in her early days then, and my style and the weddings I was shooting just seemed to fit. I also formed some amazing friendships with some creative, alternative suppliers in other areas of the wedding industry and worked on shoots with them to further promote us in the alternative market.

Alternative Lifestyles Defined
I tend to get a lot of creatives and people who are alternative or have an alternative lifestyle—whether that be that they have tons of tattoos, crazy hair, are Rockabillys or simply refuse to let other people tell them how their wedding should be or how their relationship should work. I tend to get quite a lot of artists, architects and designers, people who like art, strong composition and color.

Couple Commonalities
I will turn weddings down based on the vibe I get on email from the couple. If I feel I can’t meet their expectations or that our personalities might clash, then I won’t take the booking. I don’t have a rule that says if you are not covered in tattoos or having a crazy wedding then I rule you out; it’s very much based on personality. The one thing my couples all have in common is that they are fun, relaxed, creative and willing to put their trust in me and have an adventure to get unique shots.

Photo © Mike Allebach/allebachphotography.com

Photographer: Mike Allebach
Location: Philadelphia, PA
Specialty: ”Unposed, Natural Wedding Photography for Quirky & Colorful Couples”

Since 2008, I’ve focused my business on punk rock, offbeat and alternative weddings. Most of my clients are tattooed, so I got the nickname of “the original tattooed bride photographer” by Rock n Roll Bride and Inked Magazine.

Having this specialty has allowed me to photograph some of the most interesting weddings—including three weddings in historic prisons. Couples know they can bring their fun and crazy ideas, so each engagement session and wedding is drastically different. I don’t think I could have gone full-time with my business unless I had a specialty.

                                                Photo © Marc Vaughn

A Consultant’s Creed to Finding Your Niche
“Look within before reaching out,” says Carolyn Potts, a creative consultant and former photography rep who helps shooters build their careers by connecting them to assignments and helping them discover their niches.

“An inventory of your unique strengths and passions is the best way to create your niche. When combined with strategic marketing, this will allow your clients to feel that you ‘get them,’ and they’ll sense that you can meet their needs better than your competition. Create a niche that inspires you, sets you apart and creates demand in your target market, and you’ll have the basis for a successful business.”

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