166: Designing a Luxury Photography Brand That Clients Rave About with Kelly Bullock

Sabrina: On today’s episode of the Shoot It Straight podcast, I have my friend Kelly Bullock back again, and this time we’re talking about her luxury photography business. We’re talking about how she stepped into this luxury space, what that even means, and the mindset shift that she had to make along the way.

We’re also making a really fun announcement at the end, so I hope you’ll join us for this episode. Let me start off by saying this, even if you have no desire to be in the luxury space, if that is not calling to you, if it does not sound interesting to you, that’s fine. There are absolutely still nuggets for you to glean today on how we can serve our clients well.

Things that we can put in place in our business, and it’s just a really great chat, so I hope you will join us. Let’s dive in.

Welcome to the shoot at Straight podcast, where honesty meets heart and real talk actually means something. I’m your host, Sabrina Gehart, and each week we get vulnerable, practical, and just a little bit bold so you can feel seen, supported, and ready to take the next step in your photography journey.

Let’s go.

Welcome back to the podcast, my friends. Today I have got my friend Kelly Bullock back for the second time she was here just a few weeks ago talking about her experience in the Mastermind route to Rise, and today we’re talking about something totally different. She is here as an expert. We are gonna dig into her incredible photography business that is set up with such luxury, and that’s where we’re going today because it’s such a unicorn, and I cannot wait for her to share her expertise with you all.

But before we get ahead of ourselves, just in case we’ve got a new listener who didn’t hear you last time, Kelly, please introduce yourself to the audience.

Kelly: Well, hello. Thank you again for having me. I’m so excited to be back. Um, well, I am Kelly Bullock. I am in Raleigh, North Carolina. I am a motherhood photographer.

I focus on primarily in-home, but newborn and young families and, um, maternity as well. I actually have three little ones myself. Um, I have twin boys and I have a little girl, and so, um, when I’m not behind the camera or serving my families, I am just hanging out with my kids because we have so much fun.

Um, or I’m an or because I’m also a nurse anesthetist, so I get to do all three, which is so much fun.

Sabrina: Yeah. You are a busy, busy lady. I wanna dive straight in. So you have got this incredible business that is built around luxury and a luxury experience, and it is so unique, but I’m curious like. Did you come out of the gate that way, or did you come out and start being a photographer kind of like everybody else, and then transition into more of a luxury elevated experience?

How, how did you get where you are?

Kelly: Mm. Yeah. That was like really fun to think back on. No, I mean, I, I didn’t even like really know that this like luxury experience was like really think when I started, like I started probably like most other photographers. Hey, I really enjoy like taking photos. Let me like pick up my camera.

Like I’ve always loved photography and so I just kind of like started doing it. The thing is, I just graduated from CRNA school and this was, you know, like I’m a total Enneagram three. This was like just six months after achieving that and like, what else can I do with my life? So that’s when I was like, okay, I love photography.

So I started doing it and I asked a couple of my coworkers, um, who are also CRNAs, like my friends and like, Hey, can I just like take some family photos of you? And they’re like, yeah, sure. I just like started seeing photos. I did charge pretty early, so I started, we’ll get more into this later, I’m sure, but I started like $300, um, a session and it was just the best because I knew them, I knew their families, I knew their stories.

It was just like so much fun. And so I did like a few family friends, and then soon after that, I got my first client that I didn’t know. That’s like really when I saw there was a disconnect and I didn’t know how to, I didn’t understand it at first. Right. So it was just like I showed up at their session, I took their photos, I sent them the gallery link and like that was it.

And then like it happened like a couple more times, like at their session. I was just. Like, I love getting to know people and so I was like trying to connect with them and like get to know them, but that’s like, you know, a lot to do, like get to know someone’s family story within just like an hour. And so I realized that that’s like where the disconnect was, like where I couldn’t really, like, I didn’t know their story.

I didn’t know like the little things that they wanna preserve from like their season of life, like as a mom, like, and I just like didn’t really know their kids. I didn’t know what their kids enjoyed. It was just like, just a disconnect is really what it came down to. And so. I started like realizing, okay, like there’s something that I’m missing, and so that’s when I really started thinking about like my client experience.

Like there was like a gap that I wanted to fill Also, like a couple of my clients started asking me about albums, like where I like printing photos and like where I liked getting my photos framed, all these things. So I, it’s like, okay, yeah, there’s the gap. I just was like, okay, there’s like things that I can do here.

And so then I realized that like my favorite clients that I loved working with were the ones that like love the higher attention that like wanted me to like really serve them, like not just at the session, but like and beyond and even before. That’s just like kind of where I really started learning more about like a high touch experience and like leaning into it there.

Sabrina: Okay. So it started with that disconnect feeling where, correct me if I’m wrong, but I’m, I’m hearing it as you felt a disconnect. Like you felt like you couldn’t do your job the way you wanted to do it because you didn’t know them well enough. Is that Correct? Okay. So you felt a little disconnected to like your role and or how your ability to do what you wanted to do.

A lot of photographers hear luxury, right? They hear that somebody has a luxury photography business or SER serves a luxury clientele or has a luxury client experience. They hear that word and they just automatically are like, oh, that just means she charges a lot. Um, but you and I both know that sure, but also there’s like way more than that.

It’s not just a, if you charge this much, you are therefore luxury. Like that’s not it. So how do you define that quote unquote luxury term from the client experience side? Like what all goes into you being able to say that you have this luxury business?

Kelly: Oh yeah, it is like definitely so much more than just a price tag.

So luxury is not about cost, it is about care. It is just about the client experience. And so it’s less about like what, like these like my clients are spending and it’s more about like how the client feels during their experience. Like I just want to like have it feel easy. I wanna give them the attention that they want and deserve, and I want them to feel like really cared for every step.

I just want them to feel so seen and supported throughout the whole process. So whenever I say that like I offer a luxury experience, I’m not saying like, oh, hey, I’m expensive. I’m saying like, Hey, I’ve created a process like for you, a busy mom to a young growing family, and I want you to feel seen and supported and celebrated, like from our very first connection call to the artwork being delivered to your home.

Sabrina: There are so many pieces to it, and it’s true when you think about photography, but also when you think about many things. I mean, you think about luxury retailers or a luxury car experience. Yes, you’re paying more, but you’re also getting like handholding and a place to feel supported and also a really incredible final product as well.

It truly is a start to finish bookended experience. And that’s what makes it feel luxury, you know? Um, so I love that. What, um, what are some of the small but really powerful details that you include in your client experience that make your clients feel, feel that scene celebrated and all that?

Kelly: So I try to add in like a lot of little touch points just to kind of like feel like their whole experience is a little above and beyond, you know what I mean?

Or like way above and beyond, you know? I just like, absolutely, I love like gift giving. And so, uh, one of the ways is like through a welcome box. So as soon as they like come on board, as one of my clients, I send them a welcome box and it has like. Little gifts in there. It has like a really nice candle. It has like even a little something for like a toddler or if they’re having a newborn.

I have like a little finky like passy clip with like a little camera on it and Starbucks gift card of course, because it’s like, what mom doesn’t need Starbucks? And then, um, like their printed family prep guide. So that’s like how they get to first like start their client journey with me. Um, I also have a client wardrobe.

Um, I just love to say like, just see me as your design coordinator. I’ll help you, you know, with everything because that’s like, so stressful. And who really has time to go, like shopping on the internet for hours and hours when you’re a busy mom. I also have personalized artwork, so like I take the time to personalize, put that with them at the end and like choose their photos.

And then like another little, it’s like a super small thing, but totally wins it over the dads is by bringing Starbucks to their session. So I usually put it like on the end of the questionnaire so the mom doesn’t even think twice about it, like what their like go-to Starbucks orders are. Um, so the moms always forget about it by the time their session has rolled around because it’s been a couple months, and dads are like, whoa, how did you know my favorite order?

It’s such a win. I love that. So I feel like I’m starting out on a good foot too, you know?

Sabrina: Yeah, I love that. And that’s also such a fun little thing that you do on social media to show like what it’s like to work with you. You’re so good about like before your sessions, you’re like, I got my Starbucks order for my clients.

You know, it’s so cute. You know, it’s one of those things that like, is so Kelly, you know? So I think that’s awesome. You know, because we’ve worked together, um, and you’ve listened to the podcast, I love to like circle things around to mindset when possible because I am a believer that that is like the thread that runs through everything, whether you think it or not.

So I’m curious, like when you first. We’re starting out and you realize there was this disconnect and that you needed to have a better client experience, a more in-depth client experience, and you started to find yourself in this luxury place. Were you already super confident in that, or was there a little bit of a mind mindset shift that you needed to take to kind of move forward?

Because I imagine going from $300 to what you’re charging now or going to, you know, letting your clients feel like they were in control to really taking control. There’s a shift there. So was that easy for you or did you have to work through that a little bit?

Kelly: Oh, I definitely had to work through that. I mean, yeah, like, oh, like literally overnight, I six times my prices, so I went from like 300 to 1800.

And so, oh man. There was definitely, I would say my mindset shift at that time was like, I am gonna do quality over quantity. Like no longer am I that photographer that’s gonna like say yes to everyone, like, I’m not gonna. Be the right fit for everyone. I’m just not and that’s okay. Was it hard, like Mary nose?

Uh, yeah, for sure. Like I felt the value. I saw the value, but like what I needed to do was like, help my clients see the value in that too. So I don’t know. So like part of that also was just like switching from this mindset of being like very transactional to being like very client focused. So I was there already, so that one’s a little bit easier, but.

For that, I needed my clients to feel that too. Like 1800 isn’t like a very normal thing, like to go out and spend, you know what I mean? Like they have to see the value, to feel the value and just know that they’re gonna be like taken care of. And so there was like quite a few things I needed to work through and that took some time for sure.

Sabrina: Is it something that like after the first client said yes, like immediately you felt better? Uh, or did it take getting several yeses? Like what was the process like?

Kelly: Oh my gosh, nothing is like getting that first. Yes. I still remember. Yeah, I still remember that first. Yeah. And I was just like, wait, what?

Like, but that gave me like the confidence I needed, just like to keep moving forward. But there were so many more nos after that. But I just had to say like I was confident in my, in the experience that I provide and even though that it was gonna be a no and take some time, like I just needed to like sit in that and then like, and it eventually came, you know, like I, and I, you know, I still get nos, you know, like it still happens for sure.

But I do have that confidence now.

Sabrina: Well, and the thing about it is, even photographers who are $200 get nos. Everybody’s going to get nos. It is what it is. Um, it, your price point is not why you’re getting nos. So I love that. And obviously I know I have a peek behind the curtain in your business that you are getting a lot of yeses and you’re very booked out and it’s awesome.

It’s awesome. So you’ve got this high end feeling business with a really beautiful high touch client experience. How do you add that like personal approach to communication and presentation and delivery to make it feel or be received? With that luxury feeling, like how are you adding those details and touches to things?

Kelly: One, personalization, like that’s like first and foremost and just like being like consistent in care. And so like I want them to feel like they know what’s gonna come next in the process. Like they’re never guessing, like they, like you kind of said it earlier, so just circle back to it. But like holding their hand.

I’ll just say that. Like I hold their hand until they’re ready to let go. And so. I’d just love to really guide them through that. And I just want it to feel like very effortless. So just like clear communication, a huge fan of over communication. I just feel like, you know, like a polished presentation is really good too.

And so like with my Zoom calls, like consistent branding throughout my website, like everything I share, everything’s like very consistent and just like a really thoughtful delivery. Like instead of just sending a gallery link, like we jump back on a Zoom call and we have a gallery view over Zoom call.

So they get to like truly get to experience their photos so they’re not just like clicking the gallery link while they’re at a stoplight in between like daycare pickup and like coming home. So those are the biggest ways. And then, um, I also actually have a client experience coordinator that I hired earlier this year.

She has been tremendous in just like really taking, um, my client experience to the next level and just really making sure that all my clients are being seen and like, cared for as well. Like now they have two people like taking care of them and being like serving them, which is just so wonderful.

Sabrina: That is such, uh, like another level of luxury.

I know that. I personally have had like a photography, like an assistant in my photography business for years and years, and the first year I hired one, I remember thinking, gosh, this feels amazing to be able to tell my clients that if they have questions or need anything, they can reach out to my assistant.

And she had her own email address. It felt really good to me. But my clients also loved it because they felt like they had more access to someone and they didn’t feel guilty, like emailing and asking a question, like, because it used to be, oh, I’d hate to bother you, but I have this question, or whatever.

And now that’s not the case. You know, I have clients that go straight to my assistant and they’re like, it’s time for us to put book our session with Sabrina, you know? And. It’s amazing and it feels so good that I’ve just been left out of the conversation. Do you know what I mean? Which is great though, because they have that added touch point.

Kelly: Oh, for sure. Like I’m already seeing that. Like we, I use HoneyBook for like my clients and there’s like our, like my client earlier today, it was just like, Hey, Lena, like, they’re like, she just talking to each other and I just get to. Likes sit on like a little further back and I get to like oversee a lot and it’s just so beautiful, like it’s just amazing.

Sabrina: Are you ready to uplevel your photography business with more ease, profit and clarity? Root to Rise is my five month mastermind for female photographers who want to refine their systems. Elevate their client experience, skip the burnout, and step into their next level with confidence. It’s a unique coaching experience that blends group support, one-to-one coaching and guest expert trainings.

You can join online only or upgrade to include an absolutely incredible in-person retreat. The next round open soon and spots are limited. So get on the wait list now at sabrina gehart.com/mastermind-waitlist

that as a business owner. You being able to spend more time, effort, and energy on the creative side and being with your clients and less like in the weeds, it takes that level of stress off of you. And so when you just put that emotional business owner who’s got a support team member who’s helping taking care of that clients, you’ve got this business owner next to.

The $250 photographer who’s doing everything by themself. They’re not outsourcing anything. They’re dropping balls and they’re probably overworked ’cause they’re doing too many sessions ’cause they’re $250 emotionally. You put those women next to each other and it’s not even. Like it’s not even on the same plane.

You know what I mean? It’s not even in the same universe.

Kelly: No, not at all. I did not expect like how life-giving that was gonna be like now, like having her step in and help me and take off so much of a load, but knowing that my clients are still taken care of, I feel like I’m able like to have like a vision for my business again.

Like I can like think forward. Like before I was just so, like my head was just spinning, but it’s not as much anymore and so it’s just such a gift. I love it.

Sabrina: Yeah. So. You have Alina and you’ve got this personalized communication process with your clients and making them feel really seen and taken care of, but automation is also still really, really important.

So how do you balance the personal touches with automations to make things feel consistent, but also still really like elevated? How does automation play a role for you?

Kelly: Yeah, that’s a good question. That’s something that I worked this year a lot on with Coley. Shout out to Coley because she’s amazing.

What we, um, through like a lot of conversation, what we end up doing, what I felt like was a good decision for my business is keeping the main points of my clients, like the client experience automated, but all the between in between is not. So like for all the planning sessions, like, hey, we’re still getting on Zoom call and we’re still having like a face-to-face conversation.

With the gallery reveal, but also like all the wardrobe planning, like anything that happens over email, like that’s just all gonna be personal from either me, my client experience coordinator, Alina, like we’re just, we’re in the inbox as much as possible, but like we don’t wanna drop a ball for anything.

Like that’s one of my greatest fears, especially when I have such a high touch experience. And so yeah, just those like main points of my client experience are automated just to like send the initial email, you know what I mean? Like, hey, it’s time for your gallery reveal, hey, it’s time for your planning session.

Things like that.

Sabrina: Yeah. And then your booking process is automated, right? Like once they’ve Like a proposal process or getting them through? Yep, exactly.

Kelly: So the whole thing is just smooth automations are helping it stay smooth and elevated, yet it’s so deeply personal throughout it.

Sabrina: So you six Xed your pricing overnight.

I imagine that your marketing had to shift a little bit. So when you decided to take that step and position yourself in the luxury space. Was there like a thing that you started doing to signal like, Hey, I’m waving the luxury flag over here to potential clients. Uh, was there language you started using?

Like what did that marketing shift look like for you?

Kelly: That’s a really good question. So first thing is I changed my website. I did that like pretty quick because if I’m gonna direct anyone to my website, I need it to show like, Hey, I am like a high touch, experienced luxury photographer, and like, I need to show my worth right on my internet first before anyone’s gonna pay me that.

So that’s like one of the very first things I did. But like for all the messaging and everything, I did hire a copywriter. I just like really reflected on like my values, my brand, and my mission statement. So I did take the time to do that with my business. So then I had the whole foundation laid. And so when it came time to social media.

Really it was like switching from not just showing like my beautiful work and photos, but like switching to showing like the experience, like I needed to highlight and I wanted to highlight like, but I have a full high touch like client journey to make your life so much easier. So like I offer planning sessions on Zoom, wardrobe planning, gallery deals, and I personalized artwork.

And so just like reflecting the experience to show them how it feels to work with me. Just again, highlighting that ease and the care and the attention to detail just so much more than. A session. Session and then you get a link more done.

Sabrina: Yeah. Yeah. So a lot of marketing change then a big one that probably took some time to settle in and you know, have the dust settle.

So now that you’re on the other side of this, you are successfully on the other side of transitioning your business. You’ve got this beautiful luxury business. Your clients come in, they’re so supported, so seen, they have no problem paying you your high rates because you are worth it, and they see the value in that, which is incredible.

What does your business feel like now compared to before you made the shift?

Kelly: Oh, I love my business so much. I, um, now it just feels so aligned with who I am and what I value. Not only am I offering and providing experience to these busy moms, but that like an experience that I would love to have as a busy mom of with toddlers.

I just get to connect with moms. Like I, I just feel like almost all my clients I leave with, like, just wanting to go get drinks with them, drinks, coffee, like whatever, like I just like am making new friends left and right, and that’s just because I have this. Time and the ability and the capacity, um, to just like really connect with them.

And I have so many touchpoint I get to know them and their story, and so it’s just, I don’t know. I just love having a service based business like this that doesn’t feel like transactions. It’s just really special to me.

Sabrina: Yeah. Oh, I love that so much. That’s amazing. We have something fun to share with the audience.

Kelly, you are going to be our guest expert at the 2026 Route to Rise Retreat. Yay. You are going to, you are going to teach this exact topic to the women who joined the program next year. All about building a luxury business or transitioning to a luxury business or adding luxury client experience. I don’t want the listeners to think, oh, I don’t want a luxury business, or, that’s not my cup of tea, so I’m not interested in the program.

No, no. Hear me out. Kelly has something for you. Okay. No matter who you are, she’s got something for you. Can you give me like a little teeny tiny baby, itty bitty sneak peek into what you’ll be sharing with the group as one of our guest experts?

Kelly: Yeah. Okay. I’m really excited about this ’cause you haven’t even heard about this yet, so I know.

I’m

Sabrina: excited. I know, I know.

Kelly: So I’ve been thinking and planning a lot and so I have come up with three pillars to a luxury client experience and so those are ease and guidance. Personal attention and then connection and celebration. And so we just are gonna dive a little bit deeper into those. And I’m just so excited to just show you how to, um, help support your clients and help those moms feel so seen and just connect with them.

It’s just. It’s, it’s be so special just to like, to really preserve their family story. That’s gonna be amazing.

Sabrina: Yeah. And for the listeners, if you’re not aware, so there are several guest experts throughout the program that teach virtually. Um, it, it generally ends up being about one a month. Uh, that’ll come speak on some sort of expertise.

We’ve got some really cool experts lined up for 2026. But the guest expert at the retreat, she gets to double dip. So she’s gonna teach virtually. She’s gonna teach virtually to the whole group, um, whether they’re gonna be at the retreat or not. She’ll teach the week of the retreat. But then for everyone that does decide to join us at the retreat next year, uh, she will be.

Answering questions and participating in the treat, but also leading a session. And you’ll get to see her work. And she’s, she’s brilliant with families, so you’ll get to watch her do her thing. And, uh, it’s gonna be a lot of fun. I’m excited. It’s

Kelly: so much fun. I can’t wait. So come join us. We’re gonna have the best time.

Sabrina: I know. I’m so excited. Uh, at time of, um, airing. You can still get on the wait list. The wait list is getting access in just a few days. And then if you don’t wanna get on the wait list, that’s cool for you. Root rise will open to the public in just a few weeks with any remaining spots that are still available.

So, okay. You know that I love to ask some rapid fire questions before we end, and so I wanna do that before we wrap up our chat today, just so the audience can get to know you a little bit better. My friend, what is a hobby or something fun that you’re pursuing purely for Joy this year?

Kelly: Okay, so late last year, I joined a book club with a bunch of moms from daycare, and I’ve just, it’s been the best.

So I’ve just like really gotten back into reading, which has just been like really great. So every night. I just, um, grab a glass of wine and I go up in bed. I think like one of your guests recently said this actually on the podcast. So I go to my room and I grab my little Kindle and my little Kindle clicker and I just like relax and just get ready for bed.

It’s awesome. It’s a good way to unwind.

Sabrina: I know. I love it. I. I get in bed so early to read. You do. It’s like shockingly early. It’s shocking. Shockingly early. I, well, that’s the beauty of having big kids. That’s so true. Like I’m no longer needed. Yeah. I’m no longer needed at bedtime, and so I’m just kind of like, all right, I’m tapped out guys.

I’m done. I wanna be able to do that. You’ll someday. You’ll someday. Okay. What is something that you’re always up to talk about?

Kelly: I just love health and wellness. This year I just became very intentional about my health, working with a naturopath, intentional about lifting weights, getting stronger, like moving my body.

And so I love it because I’ve done so much to transform my health this year. So I’m here. Anyone wanna talk about it? Let’s do it.

Sabrina: Yeah, I know. I love that. Um, do you have a next vacation planned?

Kelly: Yes. We’re going to Disney World. I am so excited. We went, oh my gosh, when the twins were two and my daughter was six months old.

So now they get to like really enjoy it more. ’cause my twins are five, my daughter’s three. It’s gonna be so much fun. Like we can’t wait. Yeah. Like every night they’re like, are we going Disney tomorrow? I’m like, Hmm. No, not yet. It’s been long. Two months. Not yet. Not yet.

Sabrina: Yeah. That’s exciting. I love that.

And then last one of these, what is a business tool or hack that you are loving right now?

Kelly: I’m just obsessed with Imagine ai. I know it’s like a new, not a new thing, but I, the amount of time it saves me and the accuracy, any of my photos now that I’ve like fine tuned it so much. It’s just like a complete game changer.

I love it.

Sabrina: Yeah. At this point, honestly, in 2025, I don’t understand the people that are not using it. It because it’s agreed, so agreed. It is so optimized at this point, and, and listeners, I want you to hear me say this, if you tried it when it first came out and you were like, yeah, not my cup of tea, I am not a fan, give it another try.

Uh, I literally had this conversation with somebody last week, so just a few days ago. That’s the exact same thing. She said, I tried it a few years ago when it came out and I didn’t love it. Maybe I should give it a try. And I said, stop what you’re doing right now. Give it another try. And like a couple of hours later she was like, holy cow.

It’s totally different. It’s so good. I mean, if you haven’t given it a try in a minute, it’s time to circle back around. It will change your life. Uh, for sure. So let’s end on this note. If, if you could give the listeners one piece of advice. If they are thinking, okay, yeah, I wanna elevate my brand, I wanna elevate my client experience my business, but it feels kind of overwhelming maybe to go from where they are to where you are.

What is one thing they can do? One step they can take.

Kelly: Just one step is to take one thing off of your client’s plate. So whether it’s helping them choose outfits, offering a client wardrobe, guiding them through what to expect, or just helping ’em design artwork after their session, just choose one thing.

The goal is to help simply like remove stress and just help them during their client journey. What it comes down to, it’s really about leaving families with more than just beautiful photos and just aiming to give them an experience where they feel like at ease and care for the whole time. So yeah, just one thing, just one small thing.

You don’t need to do everything every night.

Sabrina: Yeah, I love that. Thanks for that. Kelly, can you share with the listeners where they can find you?

Kelly: Yes, you can find me on my website, kelly block photography.com. Um, or you can find me over at Instagram at Kelly Block Photography.

Sabrina: Uh, thanks for being here, my friend.

I can’t wait for you to be a part of Root Rise 2020. Six. It’s gonna be amazing.

Kelly: So much fine. Oh, I can’t get here fast enough. I know, I

Sabrina: know. Alright, my friends. That’s it for today’s episode. We’ll see you next week. Thanks so much for listening to the Shoot at Straight podcast. You can find all the full show notes and details from today’s episode@sabrinagephart.com slash podcast.

Come find me and connect over on the gram at Sabrina Gehart Photography. If you’re loving the podcast, I’d be honored if you hit that subscribe button and leave me a review. Until next time, my friends shoot it straight.