For many, photography is a hobby that accidentally turns into a career. For LaJoy Lewis, it was a calling born out of a profound realization of what happens when the moments aren’t captured.
Based in Atlanta, LaJoy has spent the last decade and a half evolving from a family photographer with a CD burner, to a high-end editorial and documentary storyteller.
As one of ShootProof’s longest-standing users, she sat down with us to discuss the “lion session” that saved her career, the regret that fueled her business, and why privacy is the ultimate luxury for her clients in 2026.
The Heartbeat of the Business: A Legacy Born from Loss
Fifteen years ago, LaJoy wasn’t looking to start a business. She had a stable career and a deep-rooted love for the arts, often serving as the designated photographer for family gatherings. But when her mother passed away, everything changed.
“While planning my mother’s funeral, I realized something that shattered me,” LaJoy recalls. “I didn’t have a single professional photo of her. Every image we had was a grainy, low-quality cell phone photo. Knowing we had to use that for her memorial broke my heart.”
Just months prior, on a family trip to Florida, LaJoy’s mother had urged her to capture “really good photos” of her grandmother. LaJoy did exactly that, documenting her grandparents laughing and walking together. But in her focus on them, she missed the person right in front of her.
“When I looked back, my mother was almost always turned away, out of focus, or cut out of the frame. I had documented my grandparents so carefully—but not her. The regret was overwhelming.”
Using her inheritance to buy her first professional kit, LaJoy turned that grief into a mission: to ensure no other family would ever have to experience that void.
The Evolution of Style: From Focus to Feeling
In the early days, success was simple: “My only focus was getting the image in focus,” she laughs. Today, her work is far more nuanced.
LaJoy’s current style is a sophisticated blend of documentary storytelling and editorial flair. She captures moments as they naturally unfold but elevates them to feel intentional and timeless.
“I want my clients to see themselves the way I see them—worthy of being framed, published, and remembered,” she says. “My goal is for them to feel like they belong in a magazine while still recognizing the honesty and emotion of who they truly are.”
“Adaptability isn’t just part of my process; it’s why I’m still here.”
The Turning Point: The Lion and the Long Haul
Even the most successful photographers hit a wall. A few years ago, LaJoy found herself exhausted and ready to trade her camera for a 9-to-5.
“I felt like I was constantly chasing the industry instead of leading it,” she admits.
But a single booking changed the trajectory of her career: an engagement session in another state that featured a live lion. It was terrifying and exhilarating. I was out of my comfort zone and completely present. That session reignited something in me. It reminded me that I wasn’t done.”
15 Years with ShootProof: From CDs to Seamless Sales
LaJoy’s journey mirrors the evolution of the industry itself. When she started, her workflow was a manual marathon.
“I started out delivering photos on CDs and printing every image myself. I was barely making $50 per session, exhausted from labeling discs and burning photos late into the night,” she says. “Finding ShootProof changed everything. It gave me back time and the ability to run my business like a business.”
Today, LaJoy utilizes private galleries to cater to her high-end clientele who value discretion. “Having secure, password-protected galleries allows my clients to decide exactly who gets access to their memories. It feels intentional and personal.”
Beyond the branding, the platform has solved the one thing many artists struggle with: The Ask.
“I’m not a natural salesperson,” LaJoy admits. “ShootProof allows my clients to browse and purchase prints on their own terms. It generates revenue without a stressful sales call. Everyone wins.”
Looking Ahead: The World is Wide Open
As her children have grown, LaJoy’s business has expanded geographically. While her early career was defined by staying close to home, 2026 and 2027 are all about travel.
“When my children were little, my priority was being present. Now, I feel more comfortable embracing the freedom of this season,” she says. “The world feels wide open, and I’m ready for what’s next.”
Her advice to photographers just starting their journey? Don’t sweat the start.
“Starting the business is the easy part. Maintaining status and income is the difficult part. Invest in a professional platform early. Relying on Dropbox or informal methods holds you back. You need a system that reflects the quality of your work.”
Interview and Photos by LaJoy Photography
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