Sarah Waters
We sat down with Women to Women Network member Sarah Waters, of Waters Photographs, and here’s what she had to say…
Who are your clients/customers?
I specialize in photographing established entrepreneurs and mission-driven businesses who are looking to take their online presence to the next level. My clients are looking to tell the story of themselves or their business with thoughtful portraiture that is more than just a headshot. A lot of the people that gravitate to me have an online presence but need updated photographs or a total rebrand. Other times my clients are looking to document a special event. I have worked with business coaches, authors, and non-profits, and support multi-day executive retreats for larger companies and their partner organizations to name a few.
Lately, ever since the devastating fires on the west coast, I’ve become passionate about working with mission-driven businesses that are focused on moving towards sustainable practices and conservation organizations.
How do you help your clients/customers?
I have a process for my shoots that creates a bank of beautiful images telling the story of their business. This saves my clients so much time and helps them feel confident being the face of their business. My photographs help people define the story pillars of their business with content that makes them relatable and relevant to their ideal clients. By giving people a large bank of images, it alleviates the struggle of staying consistent online.
Photography can inspire words, emotions, and stories that businesses want to show off to the world. Sometimes images can stir things you haven’t even thought of yet, which is a lot of fun to see. Once my clients understand how to relate their content to their target market’s needs, they can connect with their customers on a more intimate, personal level.
What brought you to this line of work?
I am a third-generation photographer and I’ve always been into the photographic arts. I was adopted and my father was much older. He was born in 1912 so it was like being raised by a grandparent. He was very tuned into the arts which brought a lot of culture into my upbringing.
My grandfather owned the first Kodak retail store in Salt Lake City, Utah. It was here that my father began his love for photography. He was on Admiral Nimitz’ private staff as an aerial photographer during WWII. After the war, he became the head of photography at Kodak where he commissioned Ansel Adams, Edward Weston, and other photography pioneers to promote Kodachrome film.
My dad then became a photolithographer, which is a printing process using plates ultimately resulting in his printing of beautiful photo books. He started his book printing plant in the Bay Area where I grew up to aid Ansel Adams in printing large books of his best work.
Dad’s expertise became known, and he supported some of the photography greats: Alfred Stieglitz, Imogen Cunningham, and Edward Weston to name a few. Sometimes I’d answer the phone and Ansel would be on the other line! My dad was a perfectionist and Ansel trusted him to print his books.
Needless to say, photography has always been a big part of who I am. I carry on the tradition and I am passing it along to my son as well!
What brings you the most joy in your business?
Traveling, meeting new people, and having the opportunity to be a part of really fun and exciting projects. One of the big things that has happened in my life is that I met a former National Geographic photographer by chance while looking for gear on Craigslist. Over the past six years, he has become my mentor and that’s brought me so much joy. I am always absorbing and learning, so to meet someone like that who has amazing stories to tell is inspiring. We’ve gotten to travel to India together where we brought a photography group. We hope to do so again in the future.
I love the travel aspect of photography and I enjoy working with clients from all over. I have clients in Texas, Colorado, California, and beyond. Being mobile and traveling to clients is a big perk for me.
I am also very passionate about shooting western culture and using film when possible. I love photographing wild horses whenever I get the chance.
What defines you/your business?
I am defined by unbound freedom. I currently choose to live in my Airstream and right now it gives me the freedom to pick up and go whenever I want. I’ve always been adventurous and optimistic. When someone says something’s impossible, I find the possibility in it and make it happen. If I don’t know how to do something, I say yes anyway and make it happen. If there is a lofty goal I look at all the options and try to figure out the easiest and quickest way to get there. It’s that attitude that has afforded me the opportunities that I’ve had.
I’m also defined by my ability to translate other people and their businesses in the most thoughtful and interesting way. I love helping people strengthen their own belief in their mission and produce impactful content that the world needs to see. One story I’ve helped to tell is for Wild Horse Mountain, a horse barn that rescues wild mustangs and then uses them for therapy. What goes on in that barn is such a beautiful story. I’m happy to always be called on to support and create beautiful images for them.
What is the most important thing you want people to know about your business?
I guarantee my work and I don’t limit my time when I’m hired for a big job. I intuitively know when I have captured what we need. I know when I need to take extra time to get the right photos. I am also naturally empathetic, so I always know when my clients are tired, anxious, or need a break.
I try to capture people as they are in authentic moments. I have a way of seeing my clients differently than they see themselves. I think there is so much need right now for people to be telling their stories. It’s so important for people to feel seen and heard. I have been working to slow down and create a comfortable space for my clients to rediscover and reinvent themselves through storytelling.