Stevie Cruz could be described aptly as a one-woman powerhouse who followed her dreams and found unbridled success.
What started out as a simple goal to take photos of her own children worth hanging on the walls of her home turned into a flourishing photography business. Since opening up shop in 2012, Stevie has photographed almost 450 newborns, most of them at her retail studio nestled in the hills of Orange County in Southern California.
We fell in love with her beautiful and timeless work, her generous heart, and her charming studio space. Stevie was kind enough to share more about her path to success and her perfectly suited studio space.
Tell us how you got started. When did you transition to a studio?
My first year in business I traveled to clients’ homes to capture their newborn babies, shooting both lifestyle and posed photos. In year two, I realized I wanted more consistent results from my posed newborn images so I decided to transform my home living room into a shooting space. Clients began traveling to me for sessions and it worked well.
Nine months later, I had an opportunity to rent studio space from a local photographer so I committed. It was a perfect stepping stone and helped me form a vision for my own retail studio.
My client base grew larger and I needed more flexibility in my shooting schedule, so six months later I began the quest for a retail studio space and just seven days into my search I found the perfect fit. It’s close to my home, central to all of Orange County, and right off the highway. It has tons of windows, dining and amenities in the shopping center, and lots of traffic passing by. I love the natural light and the warm and inviting atmosphere.
I had dreamed of a brightly lit space, and this is it. I also love the lounge area where clients relax and watch TV while I’m shooting. Best of all, it allows me to shoot on a schedule that works for me and my clients and to create the space I have always wanted.
What considerations went into play when you were designing the interiors?
My vision for the studio was a clean, modern, all-white look. I wanted simple décor that could easily be cleaned and wall art that would take center stage. I am a minimalist at heart. I try hard to stay organized and remove all clutter so clients can come in, relax, and simply focus on the session at hand.
Most of my décor was found at Home Goods, IKEA and World Market. My studio décor reflects the style of my photos: simple and classic with only beautiful, natural colors. My hope is to create timeless images parents will cherish for years to come.
We love that you have wall art so prominently displayed. Does that help with showing clients wall art ideas and sizes?
Hanging framed prints and canvases in studio is important to me. These displays subtly show clients how wonderful it is to see images in print.
Photography is all about visual appeal and what better example than to display different ways to showcase the art I create. I love freshening up my studio by simply changing the images on the wall. I want clients to come to my studio every few months and have a new inspiration for wall art.
Above my viewing TV I display different sized canvases of the same image. This is an invaluable tool for me when I help clients choose the size canvas they want. I specifically chose not to list the size or price of the canvas with the sizing chart. I want clients to choose the size that visually appeals, rather than have them focus on the price or preconceived notions of size.
Helping clients visualize the photos on their walls is part of my sales process. I use a program called Shoot & Sell to provide clients a mock up of their own images on a picture of a wall in their home that they provide to me prior to the ordering appointment.
Tell us about your newborn posing area. What props do you keep nearby?
My newborn posing area has everything I need, including a changing table for parents to use, lots of fabric backdrops, headbands, bonnets, pant sets and so much more. I use a square posing beanbag and have it placed on a white IKEA coffee table to add height so I am comfortable when posing and shooting.
All bonnets and headbands are displayed using the IKEA Vidga tracking system. I love the simple look to this display, and it is super functional.
Do you use both natural light and studio light?
Yes, I shoot with both studio and window light. I use an Einstein E640 Flash Unit paired with the 86-inch White PML Umbrella. The large windows are great for fill light when I use studio lights and they also work well for backlit images. When I shoot on the white bed, I always use natural light because I love the look.
What gear do you always have in your bag?
I use Canon gear and my favorite lenses for outdoor work are the 35mm f/1.4 prime and 70-200mm f/2.8; both have such distinct characteristics that I love. I can capture wide shots of a family interacting and snuggling with the 35 and then switch to my longer lens to capture the in-between moments with beautiful bokeh.
For maternity clients I use my 85mm f/1.2 lens outdoors and for newborns I tend to use my 50mm f/1.2 and 100mm macro for detail images. My favorite lens for shooting creative images is my 15mm wide-angle lens.
Tell us about your in-person ordering sessions.
Clients preview their unedited images on the large TV as soon as the next day after the session. I sit with them and guide them through the process of selecting favorites and determining which photos are best for prints, albums and wall art.
Once decisions are made I ensure that products are delivered in less than a week. Timeliness is important to me because clients love to share their images as soon as possible.
What are some of your best-selling products?
Clients love albums and so do I. SmartAlbums has been a game changer for my workflow because I can design classic and simple albums quickly. Clients also tend to purchase the wall art collections they see on the studio walls. Currently I have a canvas cluster of eight family images displayed, and most families purchase this collection for above their couch or a hallway.
Can you share your client service philosophy with us? What are some of the steps?
I’m committed to outstanding customer service. At every turn, I create a memorable experience for clients; this begins with an initial phone call and ends with beautifully packaged products. I strive to offer unique services and surprises along the way for clients, too, including custom gifts my clients adore.
I also love to help busy clients style their session. I have a large clothing rack full of maternity clothing (gowns, skirts and tops), toddler clothing and newborn rompers. Clients have full access to any of these items when they book a session with me at no added cost. Clients also have the option to add hair and makeup to their session. This service is highly requested, especially among maternity clients.
This article first appeared in the March/April 2017 issue of Click Magazine. Order your print or digital copy from the Click & Company Store. Or better yet, get a 1-year subscription so you never miss an issue!
