Conversations with Carol Wehling

Hi Carol, 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 began working in the apparel industry when I was 18, on the wholesale and manufacturing side. I worked with various brands and designers and sold to retailers across the country, both specialty and major stores. After 30 plus years, I felt strongly that I wanted to produce and work as a photographer, which I had only done at that time as a hobby.

Initially, I was terrified because this was happening later in my life, in my early 50’s. Changing careers midlife was no easy thing. But I love photography that much that I went for it.

My favorite things to capture were people on the streets. I would notice people wearing clothing that matched doors or buildings they were walking by. I loved and still love street photography.

I spent a year not knowing how to start, let alone how to open a photography business. I also felt like I wasn’t good enough or didn’t know enough technically. Then I just had to put myself out there, and I got hired for a job involving many dogs and their owners. It was a very frenetic environment. I felt in my element with everyone, yet at the same time I was stumbling through since I didn’t have any professional lighting setups.

It was a blast, and I remember the feeling of getting paid to take pictures. It was so exciting, yet bizarre to me all at the same time.

After that, I landed right in the lane of brand photography. Working with businesses and organizations, both small and large, capturing their products or services in use, the people who make the magic happen, and the behind the scenes process. Storytelling, mainly.

It felt natural and the most authentic to me, and a very comfortable place. I absolutely love helping businesses with their storytelling and connecting to their audiences. I also help with creative direction and visuals that elevate their brand and story.

Every business and organization has a story, and for me, it’s an honor to capture it.

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?
No, nothing is ever smooth or easy.

The first year, I was frozen in fear. I would scroll on Instagram and compare myself to others who had been at it for many years. I was terrified of learning technical things and felt like, well, I should know this or know that before diving in.

But one thing I did know, which I believe helped me, was my many years of experience in business and executive sales. It matters to me that the client is happy, and I take care of them even after a shoot. I also took on jobs I knew I could shoot well and execute.

I’ll never forget one quote I heard from Annie Leibovitz, which changed things for me. She said, “I’m not a technical person.” If you focus on that, you’ll forget to just take the pictures. So just go out and take the picture.

I might be a little off on her exact words, but it helped me be free of that and stick with my picture making, and take ownership of my own style and aesthetics.

I stopped comparing myself to others, and then the doors opened fully for me.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I specialize in brand and business storytelling photography. I help elevate products and services for various businesses and organizations, showcasing and capturing their stories so their audience can see how it fits into their lifestyle. My style leans heavily into authenticity and lived-in moments.

I’m most proud of understanding a client’s needs and going the extra mile for them. When they’re happy with the end result and it makes an impact on their bottom line and converts, that’s everything.

Hard to say what sets me apart from others, but what has been a valuable asset is my many years of experience as a former executive in the clothing industry. Having sales and business knowledge, along with an eye for merchandising, has been invaluable.

What makes you happy?
Creating and producing. That’s it, all the way. I feel most alive when I’m working, making a difference, and collaborating with great humans