What went well


As I wrap up this year's business and review all the clients and projects, I've made a list of all the good things! There's a lot to be grateful for and a lot of folks to thank for keeping my business going. Sharing what I've experienced in case it helps someone who is exploring options to start their own business or on their own small business journey too.


  1. Heart fulfilling work as an artist: I did my first artist residency and have the opportunity to do my first commissioned photo artwork in 2025. This was during my busiest month of the year, and so it wasn't easy. I had a lot of logistics to juggle, and it all went well! I am so glad I had the chance for this and it's inspired me to do more intentional artful work in 2025.
  2. Rebrand: bringing all my photography under one name with Holli with an i - merging all this together was a lot of detailed work like making new business cards, updating the website, merging newsletters and sorting out all the social platforms. Tedious work is not my favorite thing, but it's paying off.
  3. Repeat clients: this year I saw a lot of returning clients and am truly grateful and delighted!
  4. Classes: despite not planning any small group classes myself, I was able to create custom classes for 2 groups of folks, and teach several folks privately in 1 on 1 style tutorial classes. I am looking forward to doing more in the New Year with small group - more to come!

Studio Anniversary Open House Showcase, photo by Brigit Standler

Native Santa - self-portrait with my husband, Casey.

What could be better


While I like to focus on the positives, there are areas of my business that can do better. There are some clear next steps for me to take and they involve more planning and better marketing. Specifically, I want to share these 3 areas in case they help you too.

  1. Classes - while this was also included in What Went Well above, I could be teaching more with better planning and marketing. After reviewing what folks have been most interested in learning, I'm working on building a series of small group in-person classes. It's a lot of work to market a group class and hope to fill all the seats. I am inspired to lean into strategy and focus to see that happen.
  2. Studio - the studio only paid for itself 6 out of the 12 months this year. I have loved being in the space and it has helped me serve clients more quickly. My goal is to keep working with it and grow this next year so that it not only pays for itself but also generates income.
  3. Marketing - I'm not a big fan of social media these days. It's something I've struggled with in terms of the ethics behind algorithms and AI. I'm learning how to do more but not sure it's actually translating to connecting to new clients. This inspires me to lean into connect more directly with my newsletter and past clients instead of relying on a platform or two that crashes or I find I just cannot support anymore.

what's new for 2025


Yes, you guessed it: classes! I'm working on a series of SmartPhone classes and other types as well. My focus will be including some other experts in our community too. There will be something for anyone interested in photography to business owners who wan to level up their own brand content. The best way to stay connected and get first chance to sign up for them is through my newsletter. You can subscribe to it here.