Karen Vaisman Photography

High school friends used to tease her about the camera strap that was perennially attached to her neck. Unperturbed, the yearbook photographer and photography club president kept on clicking.

To this day, Karen Vaisman is still clicking. She may be a bit savvier and more cutting-edge with her camera, but her passion for photography has not wavered.

Zooming in

Taking her fervor to the next level after high school, Vaisman majored in photography at Syracuse University and Rochester Institute of Technology. She spent several more years honing her craft before launching her own photography business in 2005. 

Based in Agoura, Vaisman’s business caters to a very discriminating crowd. “I’m selling the experience and not just photography,” she said.

When potential clients call, her first question is, “What are you looking for?” Her product scope is endless–from custom painted portraits to photo books to slide shows.

Vaisman invests time in every project. Clients can expect at least three appointments, from consultation to the actual shoot to the unveiling of the finished product.

Capturing rare moments

“It’s all a la carte,” Vaisman said of her highly individualized offerings, preferring to stay away from the all-in-one packages that most studios are known to promote.

Her services also include a lot of “handholding,” like a recent jaunt to a neighborhood park with a mother and son. “We threw leaves and I followed them around for four hours, capturing unforgettable moments,” said Vaisman, the mother of two teen-age daughters.

Family portraits is just one of her specialties, along with pet portraits. “They’re not as hard to take photos of, as most people think,” she said, referring to her four-legged clients. “I just need to get them to look at the camera, and I do that by putting their owners behind me so they can be cajoled.”

Corporate head shots is another burgeoning area of her company. Business owners who need photos for their web site and other marketing collateral often come to her.

Vaisman also touts her retouching expertise, which ranges from the usual blemish touch-ups to braces removal. Touch-ups are necessary for many professionals, said Vaisman.

“It’s really important to look credible and trustworthy, especially if you’re offering a service like hypnotherapy for example,” she said.

The business of making memories

“I thrive on word-of-mouth and referrals,” Vaisman said, describing her most effective marketing tools. She gets a lot of repeat customers this way, in addition to networking events and membership in various associations.

She also donates her time and services to local charities and schools. Lately, she has been turning to Facebook and Twitter to enhance her on-line presence. She has also started offering consulting services to small business owners like her who just need a little social media networking advice here and there.

Turning family imagery into art

Next to the camera, Vaisman remembers lenses and lighting as her most expensive business investments. “But it’s really less about the equipment than it is about the service,” she said.

In the ensuing years, she plans to expand her geographic and on-line reach. She also wants to explore fusion photography, an integration of videos and stills.

The secret of her success? Treating clients like family and getting to know them on a deeper level. “You’re recording family history and turning family imagery into art,” said Vaisman.