When I chose photography as my career, I knew from the beginning that I didn’t want it to stay as “just a hobby.” My background is in economic engineering, where I learned how to create and manage businesses. For me, the business side was never the uncertain part. What mattered was how I could apply that knowledge to something creative that I love: photography.

Building Systems, Not Just Taking Pictures

Photography is not only about being behind the camera. A big part of it is what happens around each session: planning, communication, editing, and delivery. That’s why I’ve built clear systems that help me and my clients.

• A structured calendar: In the winter, I limit myself to a maximum of two sessions per day. This gives room to reschedule in case of bad weather, and also space for editing during the darker months. In the summer, I always say I “work with the sun.” Longer days allow longer working days, so I accept up to four hours of shooting per day and 16 hours per week. Still, I set a limit of around 30 sessions per month, and after every 10 sessions, I block time off to rest and recharge.

• A smooth booking flow: My booking website automates much of the process, but I still keep an eye on overlapping inquiries. Once I accept a session, the client has seven days to confirm and pay. After that, a detailed questionnaire is sent automatically, so I have everything I need: preferences, logistics, and reminders. With this system, clients also receive confirmation emails, maps, and clear guidance before their session.

• A consistent editing schedule: All sessions are delivered within 5 business days (Monday to Friday, excluding Dutch holidays). This timeline keeps me focused while giving clients a reliable expectation.

• Transparency in information: My website and booking system outline exactly what’s included. Clients know upfront how many photos they can expect, and while I always deliver that amount, I often include more if we create enough variety together. My rule is simple: I don’t limit creativity when it’s flowing.

Privacy as a Value, Not a Service

Something I take very seriously is privacy. Every single client has the right to keep their images private, with no extra costs attached. For me, privacy isn’t an add-on; it’s a basic right. That trust is at the heart of the relationship I build with the people I photograph.

I ask clients to share their privacy preferences, and I reaffirm this again in the delivery email. Sessions are only shared online after 4–6 weeks from the client receiving their pictures, giving them enough time to let me know their wishes. Each gallery comes with a password option to set images to private, so clients can easily manage their own level of privacy.

Why This Matters

Treating photography as a business means creating an experience that is reliable, respectful, and thoughtful. It’s not just about the photographs; it’s about the way people feel before, during, and after the session.

For my clients, this means:

• They know I’ll be prepared.
• They know their images will be delivered on time.
• They know their privacy is respected without question.
• They know I create space for rest, so I can bring full energy and creativity to every session.

At the heart of it, photography is my way of connecting with people. The systems, calendars, and structures are there so that when we meet, the focus is fully on you: your story, your time in Amsterdam, and the memories you want to keep. For me, turning photography into a business has never been about losing the joy of it, but about protecting it. And I hope that when you step in front of my camera, you feel that care in every detail.

Until we meet in Amsterdam,

Joanna

Your Photographer in Amsterdam