How this photographer helps people forget their nerves for gorgeous photos to treasure!
Katrina found her passion in photography, and now she loves capturing people at any stage of their lives.
When people come to her, they’re nervous about how they look and feel - and what the pictures will look like.
Katrina prides herself on supporting clients to feel safe and comfortable so they shine in their images.
Below, Katrina shares her journey to become a business owner and why you have to keep showing up when everything is hard.
What’s your biz?
I'm a personal branding, newborn and family photographer - basically I photograph people at any stage of their lives!
Who do you work with? What sets you apart?
I mostly work with women who either run their own small business or are becoming parents for the first time. They’re at really different life stages, but they all share the same feelings when it comes to photos — they worry about how they’ll look, and being in front of the camera makes them nervous.
I’m really good at helping people forget all that. My sessions are super relaxed, and I’ll usually have you laughing within minutes. Every testimonial I get mentions how much fun the shoot was, which always makes me smile — because most people expect it to be awkward!
For business owners, I help them show up confidently as the face of their brand with photos that actually feel like them.
For new parents, it’s about capturing those fleeting moments in a way that feels natural and real — no stiff poses, no stress, just genuine connection.
What sets me apart is how easy and enjoyable I make the experience — the smiles in my photos aren’t forced, they’re real.
What sparked the idea behind your business?
I went to university to study photography and, as part of our training, we had to do work experience. I approached the previous owner of Accent Photography and ended up working for him on a casual basis for about three years. When he decided to retire, he asked if I’d like to buy the business. I was 21, with only a tiny bit of photography experience, no clue how to run a business, and suddenly a mortgage (guaranteed against my parents’ house — thanks Mum and Dad!). They said it was too good an opportunity to turn down, and clearly they were right, because 17 years later I’m still here.
After running the business for a couple of years, I took on a part-time job alongside it — I wanted to do normal young people things like move in with my partner and travel, but it was tough juggling that with a mortgage and not much business knowledge.
It actually took a run-in between my hand and a chainsaw (thanks again, Mum) to make me stop and re-evaluate what I really wanted to do. The answer was simple — get back to full-time photography, because that’s where my heart was.
So I got myself a few business coaches, learnt how to be a proper business owner (not just a good photographer), and slowly phased out the other jobs. These days I’m back running Accent Photography full time, with a much better understanding of what it takes — and so far, so good!
What does a typical day look like for you as a business owner?
My days vary a lot, so I tend to think more in terms of a “typical week” than a “typical day.”
I have certain days set aside for different parts of the business — things like networking, marketing, and of course, photoshoots.
I always start my day with a bit of a mindset routine that includes gratitude, meditation, and some exercise. After that, it’s usually straight into editing, emails, and all the behind-the-scenes work that comes with running a business — I definitely spend more time at my computer than I’d like!
I’m not sure I’ve nailed the balance yet (but honestly, who has?). It’s a constant work in progress. I’m learning to be better about sticking to my boundaries and not booking shoots whenever and wherever they pop up — instead, scheduling them into my planned shoot days so my week keeps a bit of rhythm.
The best part of being in business, though, is the flexibility. My partner does shift work, so I love being able to shuffle things around for a midweek date day, pop out to my niece’s school or dance events to cheer her on, or sneak off for a paddleboard if it’s a stunning day.
What are some of the key milestones in your business journey so far?
There have been a few big milestones along the way. Hitting six figures in a year was definitely a proud moment — not because it’s all about the money, but because it showed that all the hard work, long nights, and constant learning were paying off.
Another big turning point was when I decided to work with my first business coach. At the time it felt terrifying — I was spending what felt like a huge amount of money without any guarantee it would work. But looking back, it was one of the best decisions I’ve ever made. It helped me shift from “just a photographer” to a proper business owner, and I’ve never looked back.
And yes, I suppose the chainsaw incident counts as a milestone too — not the most glamorous one, but definitely a life-changing reminder to slow down and figure out what really matters!
Honestly though, what I’m most proud of is that I’ve stuck it out through two recessions, all the ups and downs of running a small business, and I’m still here — showing up, adapting, and loving what I do.
What have been some of the biggest challenges you've faced so far?
I’ve been through two recessions now, and they’ve definitely been some of the toughest times in business. There’s no real handbook for how to get through that — you just have to keep showing up. For me, that meant putting my face out there, staying visible, and trying new things, even when they didn’t always work out.
I’ve had plenty of flops over the years, but I’ve learnt to just dust myself off, tweak what didn’t work, and give it another go.
I think that’s one of the biggest lessons in business — you don’t have to get it perfect, you just have to keep moving forward.
What are you most excited about in your business right now?
Right now, I’m really excited about growing the personal branding side of my business. Over the years I’ve worked with so many amazing small business owners, and I’ve realised how much I love helping them not just with photos, but with their whole visual presence — from their website to their Canva templates and everything in between.
I’m rolling out new packages that offer that full wrap-around visual support, so my clients don’t just leave with a gallery of photos, but with everything they need to actually use those images confidently in their marketing. It’s about helping them show up consistently and feel proud of how their business looks online.
In the next few years, I’d love to see that side of my business really take off — continuing to create genuine, relaxed branding photos but also becoming a trusted visual partner for small business owners. It feels like a really natural next step, and I’m excited to see where it leads.)
What’s worked best for you to build brand awareness and get customers?
For me, it’s definitely been networking and just getting out there. Most of my clients come from people I’ve met through local business groups or word of mouth.
I’m a big believer that people buy from people, so if they’ve met me and we’ve had a chat, they’re much more likely to remember me when they need photos.
I try to show up online too, though I’ll be the first to admit I’m not always the most consistent with it! But I do think sharing bits of myself and my work — even when it’s not perfectly planned — helps people connect with me and see what I’m about.
I know it’s scary to show your face online, but honestly, it’s been one of the best things I’ve done. It’s such a nice feeling when someone recognises you at the supermarket or you walk into a networking event and they say, “Oh, you’re the photographer who does those cool group photoshoots!”
What is one of the important lessons you've learnt as a business owner? What advice would you share to someone starting out?
One of the biggest lessons I’ve learnt is to get a coach earlier. Having someone to bounce ideas off and help me actually run the business — not just take photos — has been absolutely invaluable.
The other big thing has been surrounding myself with people who just get it. Running a business can be pretty lonely at times, so having a network of other small business owners to talk to, share wins and struggles with, and learn from makes a huge difference.
If I could give one piece of advice to someone starting out, it would be to find your people early — whether that’s a coach, a mentor, or a networking group. It makes the journey so much easier (and a lot more fun).
How does being a part of She Owns It help you in your business journey?
Being part of communities like She Owns It has been a huge help. Running a business can be pretty lonely at times, so it’s nice to have a space where people genuinely get what you’re going through.
I might not always be the one posting or jumping into every conversation, but I love scrolling through the comments and seeing that other people are dealing with the same things. It’s oddly comforting to know you’re not the only one figuring it out as you go.
It’s also such a great space for picking up ideas, learning from others, and finding a bit of encouragement on the tough days. I’ve met some amazing women through groups like this — not just business connections, but real friends — and that’s honestly been one of the best parts of the journey.
⚡️ FAST 5:
1. One thing you’d tell your younger self starting out?
Get a business coach — it’ll be a total game changer for you and your business.
2. Your favourite biz or personal development books or podcasts?
I love anything by Mel Robbins, and the best book I’ve read has to be Atomic Habits.
3. How many tabs do you have open right now?
Only six — that’s a miracle! It’s usually a lot more
4. What's your go-to power song?
Anything with a Latin beat. I miss doing Latin dance, so it always gets me moving.
5. A quote you love and why?
“Don’t take life too seriously — no one gets out alive anyway.” It’s a good reminder to laugh, relax, and enjoy the ride.
How can people connect with you and your business?
Website - https://accentphotography.co.nz/
Facebook - https://www.facebook.com/accentphotographynz
Instagram - https://www.instagram.com/accentphotographynz
LinkedIn - https://www.linkedin.com/in/katrina-johns-nz/
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