Hi there! I’m Alison...

Photography has been my dream since my teens, but it wasn't until my 30s  - after a marriage breakdown and a move to Melbourne - that I finally took the leap.

And when I say leap, I mean one almighty big canyon jump.  I'd never worked in the creative industry, let alone run a business.  My background?  Science and public health policy. Worlds apart!

But I had a passion I couldn't let go...

I wish I could say the ride was smooth.  But when I finally leapt, I dived in with zero strategy - shooting everything: weddings, portraits, lifestyle, products, food, events....if it existed, I'd photograph it. 

And with every bit of praise, I convinced myself I was on the right track.

To me, a paying client (any client) meant success.  That was the dream, right?

So there I was the 'chameleon photographer', willing to be whatever photographer my client needed.  Don't get me wrong, I love having the skills to adapt and create the imagery they wanted.  But when it came to the business side, I was full of doubt and uncertainty - not really knowing how to show up to attract the kind of work that lit me up inside.

I took a step back and asked myself: what kind of service do I really want to provide?  Not just the images, but the problems I wanted to help solve, the results I wanted my clients to achieve...and most importantly, who I wanted to help.  

That clarity was a  TOTAL GAME CHANGER for me.

I realised my dream business was not at odds with helping others to achieve theirs.  What a revelation!

Then there was another revelation - or maybe a little surge of panic for this introvert at heart!

I realised I couldn't hide behind my camera any more. I had to show up for my business, breathe new life into my personal brand, and invite people into my world.  Truth is, even as a photographer I'm not immune to feeling apprehensive in front of the camera and putting myself out there online... JUST LIKE MANY OF MY CLIENTS, I totally get it.

But I had to get real and break up with those insecurities because my need to have the business I wanted outweighed any of those icky feelings.  In fact, the images you see here are from my very first branding shoot. With the prep (hair, makeup, styling) I felt like the best version of myself.  That collection marks such a turning point in my business. 

And I want my clients to feel that same transformation too!