Today we’d like to introduce you to Sandra McCurdy.
Hi Sandra, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I was born in Jamaica to a British father and Jamaican mother, and I grew up in Toronto. In my 20s, I moved to Los Angeles to pursue a career in acting and modeling. I was fortunate to work with major brands like Coca-Cola, Ford, Coors and 24 Hour Fitness, among others.
Over time, I transitioned behind the camera and found my passion in photography—specializing in actors’ headshots, fashion/branding and lifestyle portraits. That creative journey eventually led me to co-found, Silked a clean beauty brand with my partner, Phoenix Gonzales. As the creative director, I also handle all of the brand’s photography. We’ve been fortunate to collaborate with and be featured in outlets like Harper’s Bazaar, Dwell, Good Housekeeping, Fabfitfun, and American Express. We hand make some of our products and manufacture locally in DTLA.
Outside of work, I’m a proud mother to an adult son and a 7-year-old daughter. I also love capturing local family moments through photography—it’s a beautiful way to help people preserve their memories.
Community is incredibly important to me. I serve on the board and volunteer at the North Hollywood Interfaith Food Pantry, where we support individuals and families facing food insecurity.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a completely smooth road—but that’s where the growth happens. Transitioning from in front of the camera to behind it took time, and I had to earn trust as a photographer, not just as someone with experience in the industry. There’s also the ever-evolving nature of photography and branding, especially with the rise of AI and digital tools.
AI has brought a lot of changes—some exciting, some challenging. As a creative, it’s pushed me to stay ahead of the curve, finding ways to blend technology with authenticity. I’ve had to learn how to keep my work feeling personal and real in a world where visuals can be generated in seconds.
Another shift has been the demand for mobile content—especially iPhone headshots and social-first imagery. At first, it felt like a threat to traditional photography, but I chose to embrace the shift. It’s taught me that creativity and connection matter more than the gear. Great branding comes from intention, vision, and understanding how to tell a story—regardless of the camera.
Every challenge has made me more adaptable, more creative, and more connected to what people actually need.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My work is all about capturing real, beautiful moments—especially through family and lifestyle portraits. I specialize in creating natural, candid imagery that tells a story, whether it’s a quiet connection between loved ones or the joyful chaos of a family just being themselves. I’m based in Valley Village, where I’ve built a local photography presence that’s deeply rooted in community.
What I’m most proud of is the happiness my work brings to families. Being able to freeze time for people and give them lasting memories is incredibly rewarding. It’s not just about taking a photo—it’s about creating a moment they’ll want to keep forever.
What sets me apart is my ability to connect with people and make them feel comfortable, seen, and celebrated. That connection shows in every photo. I also believe in using my work to give back. I’m proud to serve on the board of the North Hollywood Interfaith Food Pantry, where we support those facing food insecurity. It’s important to me that my work—and my life—makes a positive impact beyond the camera.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
think the photography industry will continue to evolve rapidly, especially with advancements in technology and AI. Cameras—both professional and mobile—will keep getting smarter, and editing tools will become more accessible and automated. But despite all that, I truly believe the personal eye of a photographer and the human connection we bring to a shoot can’t be replicated by technology.
Family portraits, in particular, will always need a human touch. Capturing emotion, chemistry, and those unscripted in-between moments takes more than just a good camera—it takes intuition, empathy, and trust. While trends and tools will shift, I believe there will always be a place for photographers who know how to tell a genuine story through their lens.
Contact Info:
- Website: https://www.valleyvillagephotography.com/
- Instagram: https://www.instagram.com/valleyvillagephotography/
- Facebook: https://silked.co/
- Twitter: https://www.instagram.com/silkedco/
- Other: https://nhifp.org/
Image Credits
Matt Carmody -main pic photographer
Phoenix Gonzalez in pic with me and pillows.
