Conversations with the Inspiring Aliza J. Sokolow

Today we’d like to introduce you to Aliza J. Sokolow.

Aliza, please share your story with us. How did you get to where you are today?
I graduated from the University of California, Berkeley in 2009 with a degree in Architecture and Industrial Engineering and Operations Research. I could not find a job. Finally, after months of applying, I got a job as a set design assistant for tv shows. The first set I walked onto was a food show. I saw what I perceived as a bunch of artists creating tiny architecture – but with food as the medium. I said to myself this is what I am going to do for a living. Fast forward a few years later and my television shows (Emmy winning and nominated), super bowl commercials and ads later, I walked away from everything to launch a social media agency is the restaurant space. This was before Instagram was created to give you an idea as to what a crazy idea this was. I had been taken on a tour of the Santa Monica farmer’s market by Josiah Citrin of Melisse when I was hired to work for Jamie Oliver. I leveraged those connections and was working with every major restaurant group in Los Angeles. I began shooting years into it when Instagram became the key focus. I was inspired by showing people what happens in the back of the house in restaurants or the kitchen for not restaurant folks. It’s an honor to be in the kitchen with such great talents. I have a great amount of gratitude every day.

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?
The advice I always give is to be your own advocate. No one is going to do the work for you or open doors just because you’re a kind human. You have to work for what you want.

What should we know about your business? What do you guys do best? What sets you apart from the competition?
I work full time as a photographer and artist while still owning my social media agency, Poppyseed Agency. I am based in Los Angeles but have worked around the world collaborating and shooting with chefs and other makers. I am mostly known for my images of products that I share on Instagram and in my print shop and the giant noshing spread I make with produce. I worked for Jamie Oliver on his food revolution years ago. I like to use my art to educate. While working on his show, I was most inspired by educating the youth on how food affects your body. Eating things that are grown from the earth and God’s gift to us, farmers are not only beautiful but tasty and delicious. So, what sets me apart — I remain authentic to myself. I sorta go to the beat of my own drummer, I am inspired the most by colors from nature and really enjoy sharing my perspective with the world. there is enough space for everyone to be creative and share their perspective. I also food and prop styled my first cookbook this year with a chef that I greatly admire and respect. It was a dream come true.

It would be great to hear about any apps, books, podcasts or other resources that you’ve used and would recommend to others.
I was a competitive swimmer growing up. Taking time to exercise every morning when I wake up is what helps me do best in life. Each day is different and it is the one element that is consistent for me. I read articles all day on health, cooking, wellness, and fashion. I am obsessed with skincare and the blog byrdie. I am also always listening to music. My friend Patrick Carney has a radio show called Sirius boredom on Sirius XM and I credit him for my rad musical taste. I like to look the best outside of my industry for inspiration.

I also have a cookbook club. My friend Holly Liss and I started it almost a year ago. It’s a great way for me to cook with people from outside of my industry while exploring my worst addiction of cookbook purchasing and reading. It’s like a different Thanksgiving dinner every other month!

Contact Info:

• Website: sokolowphoto.com
• Email: hi@sokolowphoto.com
• Instagram: instagram.com/alizajsokolow

Image Credit:
salad bowl photo: Chad Alligood, above shot with citrus: Holly Liss, portrait with pasta: Katie Parla, Black & white standing on table: Jamie Greenspan, other pics: ME!

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