Interested in starting your own entrepreneurial journey in photography but unsure what to expect? Then read up on our interview with Irene Cruz, a photographer, cinematographer, filmmaker, teacher, and visual artist based in Berlin, Germany.

What's your business, and who are your customers?

I have always been freelancing, and I work in photography in different areas: exhibitions (selling my artwork through galleries), I also work as a cinematographer (creating films). I am a teacher and have an online course platform through patreon.com/irenecruz that I update weekly. Sometimes I am also a consultant and coach for other artists.

Tell us about yourself

Since I was very young, I knew I wanted to dedicate myself to an artistic profession, and photography has always been a part of me. It is a language that I practice every day, and just the simple fact of knowing what my purpose is makes me wake up every day with something to do. It's true that it's a tremendously unstable profession, in which I have to reinvent myself almost every time and find new ways to make a living... but I have to say that it's the "most beautiful curse in the world." I don't think I could do anything else.

What's your biggest accomplishment as a business owner?

As a photographer, I have exhibited in amazing places such as the Palais de Tokyo or the Louvre Museum (Paris), the Project Art Space (New York)... in the Kunsthalle (Berlin), etc. As a director of photography, I have already made 3 feature films, two series, and several documentaries. I have also directed campaigns for big brands like Levi's. I have also recently worked for Christian Dior on his 2023 collection, which will launch next month.

I've collaborated with brands such as Canon and Hahnemühle and worked for the Berlinale Film Festival. I have taught at universities and private schools in Spain, Germany, the UK, and Switzerland. But the greatest achievement, without a doubt, is not to give up, to see that when one way of working doesn't work, other possibilities open up. Although it's tiring, I'm always there, trusting the universe and looking forward to the next opportunity.

What's one of the hardest things that come with being a business owner?

I would say instability (although it's something I've had to deal with all my life)… Another difficult thing is that sometimes you ask for support or collaboration from other people who don't seem to value what you do... and it's a bit of a hard and lonely journey.

Many times what I do is not seen as a job but as a hobby, and people, in general, don't know how difficult it is to make a living from art/photography, especially when you don't have artists in your family. It's hard to start from scratch to make your own name a brand and earn a living with your first small savings.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Be clear about what you have come to do in this life, what makes you happy, and what you can offer to others in a natural way.
  2. Be persistent: in life, you either win or you learn.
  3. Concentrate, focus and be open to new ideas/innovations within your sector. Think about what people want to consume and what gives them attention and value. Keep up to date with what others are doing, be inspired, and put your personal touch on it.

Where can people find you and your business?

Website: https://www.irenecruz.com/
Patreon: https://www.patreon.com/irenecruz
Facebook: https://www.facebook.com/irenecruzfoto/
Instagram: https://www.instagram.com/irenecruzfoto/
Twitter: https://twitter.com/irenecruzfoto
LinkedIn: https://www.linkedin.com/in/irenecruzfoto/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.