Soho Photos is dedicated to capturing the special moments in their clients’ lives with passionate attention to detail and lots of style.
As a family-run business servicing Richmond, VA, and beyond, Soho Photos understands the importance of great wedding photography. Owner Frank Pitchford shares, “I really enjoy having the opportunity to spend one of the most important days of a couple’s life with them and providing something tangible to remind them of their day for years to come.”
In our exclusive interview, Frank shares his approach to photography and how he makes his client’s visions come to life!
- Name: Frank Pitchford
- Business Name: Soho Photos
- Founded: 2017
Describe your business.
Soho Photos is a family-run business that provides wedding photography services in Richmond, Virginia and beyond. We love to photograph weddings in all their splendor. A wedding is one of the happiest days of most couples’ lives, so having a photographer on-hand to capture the moment without over-embellishment makes sense. Producing photos in full color, black and white, as well as offering both posed and natural shots, Soho Photos gives couples a wide range of snaps for their wedding photo album.
What did you do before starting your business in the wedding industry?
Prior to starting Soho Photos, I worked as an IT professional at my alma mater. I’ve always had a knack for I.T. work which started during my time in high school as a computer support specialist. Therefore, when I needed extra money as a college student I began working for the I.T. department. During this time, I was also interested in photography so I began photographing my friends for fun. Fast forward four years and a college graduation later, I was offered a full-time position in I.T. at my alma mater and I’ve been working there ever since.
How long have you been in the wedding industry?
I actively began to pursue photography in the wedding industry towards the end of 2017. I started to upgrade and invest more into my business to prepare for the workload that this space has to offer. I shot my first wedding in early 2018 and the rest is history.
How would you describe your style?
Interestingly enough, when I first started wedding photography, I really could not put my finger on how to describe my style, but I always knew that I wanted to provide my couples with lasting memories that truly captured the beautiful essence of their special days. It was not until I was a part of a conversation with other photographers about our photography styles that they shared that my style fit more into the light and airy category. Therefore, I categorize my style of photography as a combination of light and airy and natural.
What motivates you?
My motivation is simple, I woke up this morning and I have air in my lungs. I have chosen to perform a type of artistry that others appreciate, so when I’m entrusted with capturing a couple’s wedding day I simply want to do it to the best of my ability. I do not believe in doing things half-heartedly. I have very hard-working parents, a very hard-working wife, and I’m surrounded by hard workers who display examples of trying their best.
Why should brides/grooms choose you?
Weddings are filled with a lifetime of memories that deserve to be captured by someone couples can trust to bring their vision to life. Soho Photos is a family-run business that started with the help of my then-girlfriend and now wife. In the beginning, she came to each of my shoots whether they were family portraits, graduations, or weddings. I quickly learned that couples enjoy and appreciate that she comes to make sure that every little detail is in place, ranging from posing to checking that hair, make-up, and clothing are perfect. I am a perfectionist who believes that attention to detail is paramount to all weddings that I capture, so having my wife at the shoot not only enhances the couples’ experience but also ensures that the photo quality is top-tier before the editing process begins. Furthermore, my wedding packages are customizable to tailor to the needs of each of my couples because no two couples are the same and that should be reflected in the packages offered for their special day. At Soho Photos we balance the fun and professional aspects of our work which creates a great photography experience for us and our clients.
How does your company define and measure success?
For us, success is measured by the number of satisfied customers and the referrals they give to their networks because it means that we not only did an impressive job, but they are willing to vouch for us and our services. At Soho Photos, we also love when our clients who initially hired us to capture their weddings and engagement photos, connect with us for their maternity shoots and family portraits- becoming their family’s go-to photographer.
What do you enjoy most about your work?
I really enjoy having the opportunity to spend one of the most important days of a couple’s life with them and providing something tangible to remind them of their day for years to come.
Describe a proud moment while working in the wedding industry.
A moment I am very proud of happened during my first year of expanding into wedding photography when I was chosen by a couple and their parents to cover their wedding in the Florida Keys. The mother of the bride found me at a wedding expo in Richmond, VA where we chatted and exchanged information. She called me the next week! After speaking over the phone, we met at a local cafe with the mother, her daughter (the bride-to-be), and her husband. After about an hour of talking about their vision for their wedding day and how I would love to make it come to life, they decided to entrust me with their special day. It was my first destination wedding along with the first time someone was paying for my services, travel, and lodging. I was very excited to say the least.
What’s the best compliment you’ve received for your work?
For me, it’s the little things, when I find out my clients have my work on display in their home that’s the best compliment. They love something that I created so much that they have it in a place where it will be seen by their guests on any holiday or gathering. I love that.
What are your business goals?
One of my business goals is to establish Soho Photos enough in the industry where we can work with couples not only in the Richmond area or the East Coast but across the country and internationally. I would also like to become a business of opportunity for other photographers that want to pursue this profession. I believe I have some great fren-tors (friends/mentors) and I’d like to have the opportunity to do the same for others in and out of this industry.
What’s your favorite part of the wedding industry?
I would have to say seeing so many people’s hard work come together to create a special and magical day for a couple and their family. This is often the single most expensive day for couples and to have all the planning, decor, floral arrangements, and so many other vendors come together to curate the joining of the two and their families is a beautiful thing and I get to witness that in a very special way as a photographer.
Where do you find the most inspiration?
I get so much inspiration from the person that has been beside me this entire journey. She stays up late editing and sometimes re-editing, going through thousands of photos at a time, driving me around so I can take calls with clients and type my notes when we are heading to the grocery store or to pick up dinner. She is always encouraging me to invest in myself, cheering me on, and not letting me short myself or our clients. She makes sure I have everything I need before a session, she comes along and assists, and has even second shot for me on occasion. She is my personal photographer when I want updated photos of myself and my partner in every aspect of life, my wife.
Is there anything else you’d like our readers to know?
Congratulations to all of the engaged couples. We would love the opportunity to capture your special day!
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