As their relationship developed, he bought her a camera to support her passion for photography, which eventually led to them starting a photography business together. Despite lacking business and photography experience, they successfully launched their business. They educated themselves through courses, podcasts, and books, leading to a fruitful first year with 19 weddings and over $100,000 in sales, including a destination wedding in Arizona. 

Joshua shares that their rates have significantly increased from $2,500 for their first wedding to starting at $15,000 now, with an average investment of around $18,000. This growth reflects their business development and the tailored proposals they now offer. They have seen substantial growth in their business over six years, noting how their rates and client base have expanded significantly. He emphasizes that setting and striving for high goals is crucial for success. He also underscores the value of consistency and dedication, affirming that persistent effort and dedication to the craft and business are key to achieving success. 

Joshua and Lady’s experience with the Business of Luxury Weddings course highlighted the importance of mindset in achieving success. Joshua reflects on how their mindset allowed them to effectively implement the strategies taught in the course. One key takeaway was the significance of networking and building personal connections within the wedding industry. Joshua discusses how shifting his perspective on networking from attending formal events to forming genuine relationships with other professionals greatly impacted their business. This shift in mindset, from seeing networking as a mere formality to recognizing its value in creating meaningful business connections, has been instrumental in their growth.

Before wrapping up, Josh discusses pricing strategies and the importance of understanding and communicating the value of the brand to justify price increases. He credits the mentorship program’s encouragement for their significant price adjustments, illustrating that overcoming fear and making bold moves can be beneficial. He also touches on the balance between personal identity and brand image. Listeners are advised to separate their personal traits from their brand’s image, which allows for a more targeted approach to branding and marketing.

Timestamps:

0:30 – Introduction of today’s guest, Joshua Fournier. 

1:02 – Josh’s introduction to the business of wedding photography. 

9:25 – The necessity of setting high standards and being consistent. 

10:32 – Discussing risk and growth. 

13:25 – Josh’s key takeaway from the Business of Luxury Weddings course. 

16:13 – Overcoming imposter syndrome. 

20:05 – Pricing strategies and understanding brand value. 

28:10 – finding the balance between personal and brand identity. 

Bio:

Joshua Fournier, co-owner of The Fourniers and destination wedding photographer, has made a name for himself by capturing timeless photos for couples around the globe. His passion goes beyond photography; he is dedicated to mentoring aspiring photographers, helping them navigate the complexities of the luxury wedding photography market.

Joshua understands that breaking into the high-end sector requires more than just technical skills—it demands a mindset shift. Many photographers struggle with imposter syndrome, feeling unworthy of charging premium prices or doubting their artistic capabilities. Joshua specializes in guiding his students through these mental barriers, empowering them to recognize and embrace their unique talents.

Joshua’s approach is rooted in real-life experience and strategic business acumen. He teaches photographers how to improve their branding, market effectively to high-end clientele, and implement appropriate pricing strategies to increase their income. With his guidance, students learn to overcome self-doubt, unlock their true potential, and thrive as distinguished photographers in the competitive luxury market.”

Learn more about their mentorship program here.

Finally, I am very passionate about coaching wedding photographers through their imposter syndrome as artists in a luxury space.

Learn more about The Fourniers and give them a follow on Instagram here.