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Meet Laurie Goldfarb of Luxe Event Photography in West Los Angeles

Today we’d like to introduce you to Laurie Goldfarb.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
In 2011, a colleague of mine suggested that we start an event photography company, which we did. Unfortunately, she didn’t stick around for more than a few months, but by that time, we’d already bought the domain, built a website, started advertising and had done a few jobs, and had more booked. I had no choice but to keep it going, in order to finish the jobs that we had started. So I did. And I’ve been running the business by myself ever since.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It’s up and down.

Other than the initial break with my intended business partner, which really didn’t affect the business at that point – Luxe hadn’t been around long enough for it to matter, the biggest struggle I’ve had has been keeping a steady flow of work. Advertising is expensive and often it’s hard to find the right place to advertise as well. I’m not a wedding photographer primarily, so wedding focused publications aren’t going to find my target clients.

It’s also quite difficult to find photographers who are good enough and whom I trust to shoot events when I can’t or if I need a second photographer for an event. It’s so easy these days to buy a camera and say you’re a photographer, but often these people have no idea what they’re doing. Especially when shooting in low light situations as most events are – you have to have the technical skill as well as a good eye.

Please tell us about Luxe Event Photography.
We specialize in shooting events: parties, benefits, corporate retreats, that sort of events. The tagline I use in most of my advertising is “It’s all in the details,” which I think is appropriate. Not only do we make sure that the expected photos are taken, but I have a very journalistic way of shooting – I tend to sneak up on subjects and catch them in more natural moments, which I find more interesting than what’s referred to as “Grip & Grin” – where you ask subjects to pose for a quick snapshot really. Myself and my other photographers always make sure we get a good balance of both natural and editorial style shots, as well as the posed images that everyone expects. I think that tagline hits the mark – it’s all in the details – the details are what make an event unique, whether it’s a themed event or unique decor or costumes or just the interactions of the guests. I want to make sure we capture all of that.

Do you look back particularly fondly on any memories from childhood?
I rode horses a lot when I was a kid, so pretty much anytime I was at the stable, on a horse, riding, on a warm day would qualify as a favorite. I loved the feeling of adventure and freedom riding gave me. I still do.

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