Telling Honest Stories One Image at a Time

Interested in starting your own entrepreneurial journey in photography but unsure what to expect? Then read up on our interview with Jake Armour, Owner of Armour Photography, located in Minneapolis, MN, USA.

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

I've been working in commercial photography for over 34 years. My business has
created images for advertising, design, retail (fashion/product), and corporate
communications clients. I specialize in honest, iconic portraiture. Branding, healthcare, finance, and dance fashion are some market sectors that keep me busy today.

Tell us about yourself

Being a dyslexic learner is a tremendous gift and comes with ongoing challenges that I have learned to embrace most of the time. I have been holding a camera since I was 11 with my first Kodak X-15 Instamatic. After completing a commercial photography program at the New England School of Photography in Boston, I had a lot of success as a freelance photo assistant. Four years later, I opened Armour Photography in 1988.

Armour Photography grew steadily into a business of 5 employees, with a huge roster of freelance crew. Together we created a massive amount of retail fashion, product, and object imagery. My passion for creating iconic visuals has always been the root of my brand, with light being a primary tool.

What's your biggest accomplishment as a business owner?

That's a tough one. Measuring success is tricky. My reputation as a strong creative partner with a unique approach to visual solutions is a big part of my brand's success. Despite my learning challenges, I have navigated the business side well. Taking strategic risks around business growth, investments in studio space, equipment, and people has almost always paid off. Having feature photography on three billboards in Times Square was a big deal, but photographing Prince and album art for two of his record covers were pretty epic.

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

The endless hustle is real. The passion it takes for self-promotion and to continue to grow creatively is not simple, but that has been a natural trait for me over the years. Managing many roles in the business has been incredible, but managing human resources can be tricky. We are all human, yet humans can be really challenging.

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

Invest in people and yourself, rent space and gear as needed, and keep your overhead as low as possible while allowing for growth. Establish good credit and vendor relationships. Find your voice and send it out. Be true to yourself, your vision, and your heart. Creative awards rock, but a strong vision will get you where you want to go (with a ton of hustle). Find mentors that will be honest with you and support you. Relationships are your future.

Where can people find you and your business?

Website: https://armourphoto.com/
Instagram: https://www.instagram.com/armourphoto/
LinkedIn: https://www.linkedin.com/in/jake-armour-35505b7/

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.

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