We caught up with the brilliant and insightful Denice Woller a few weeks ago and have shared our conversation below.
Hi Denice, thanks for sharing your insights with our community today. Part of your success, no doubt, is due to your work ethic and so we’d love if you could open up about where you got your work ethic from?
Honestly, I don’t think about a strong work ethic until people mention that I have one. As the daughter of a South Dakota dairy farmer working hard is the only option I have ever known. I have never done well sitting and mindlessly staring at a screen because I feel lazy and think of all of the other things I need to be taking care of. I also can’t sit still very long, which serves me well in almost all aspects of my life, except photo editing.
Thanks, so before we move on maybe you can share a bit more about yourself?
Talking about what I do is so fun—but also slightly challenging—because I don’t know any other photographer who does exactly what I do with my Legacy Experiences. It takes some explanation. In a nutshell, I capture the beauty in the mundane. I follow hard-working Americans and document them at work, capturing the essence of what they pour their hearts and souls into every day. It’s very much documentary photography.
For most of the individuals I photograph, their work is more than just a paycheck—it’s a way of life. I’ve documented business owners, musicians, and people from all walks of life, but agriculture is by far my favorite genre. It’s such a family-oriented lifestyle, where everyone contributes. That means family portraits often become a natural part of the story. Each client or family receives wall art and a beautiful heirloom album filled with their favorite images—preserving this piece of their current history to share with future generations.
This way of life has also shaped who I am. I grew up on a dairy farm, and now I live on a farm with animals and a big garden. My studio is in a barn. Agriculture is deeply woven into my life and identity. I’ll admit—these sessions are my absolute favorite. If I could spend most of my workdays riding along the side of farm machinery, capturing the process, I’d be one content woman.
I also have a huge place in my heart for high school seniors. It’s such a formative, transitional time. With kids of my own in this stage, I genuinely love immersing myself in their world. More importantly, I get to make an impact—creating memories that go far beyond the portraits themselves. Sure, I could be the kind of photographer who snaps a few photos in a meadow and drops them on a flash drive—but that’s just not how I roll.
At Woller Photography, it’s all about the full experience. Even if my clients choose not to make their Senior Experience a destination session, they still receive the full benefit of a custom-tailored shoot. Each location is a handpicked backdrop inspired by their passions, style, and story—always distinctive, never duplicated. With decades behind the lens, I use creative lighting intentionally: to shape atmosphere, highlight individuality, reveal emotion, and bring out the heart of their story.
All of my work is rooted in authenticity, ensuring every image—whether a senior portrait or an agricultural story—feels personal, honest, and unmistakably theirs. Every session is crafted to celebrate what makes people and their lives truly one of a kind.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Never forget that God is the only reason we’re able to do anything at all! He’s walked with me through every high and low—both in life and in entrepreneurship—and has given me the strength to endure it all. I’ve been incredibly blessed with amazing individuals He has placed in my path, people who have shaped who I am and helped grow my business.
Find your people! For the first 20 years of my career, I didn’t market Woller Photography at all. My business thrived solely by word of mouth, and I stayed as busy as I could be. Of course, I also have four kids, a farm, and still teach photography at Bethany Lutheran College, so time was always limited. But once I began attending conferences and connecting with other photographers in similar stages of life, it was eye-opening to experience how incredible this creative community truly is. Before that, the only photographers I regularly spoke with were former students. Building genuine relationships with peers around the country has been a tremendous boost to both my business and my mindset. It’s such a gift to have industry friends who are willing to help—and who I can help in return. And honestly, it was kind of mind-blowing to find others who love dancing and tacos as much as I do!
Never stop learning! With a master’s degree and years of teaching under my belt, it was easy to assume I didn’t need more education. But once I invested in learning specifically for my business, everything shifted. My mindset changed, and I was reminded that I need to grow not only for my students, but for myself as a business owner. The industry evolves. The world changes. Photography has certainly changed since I started shooting portraits on a Hasselblad film camera. Embrace the knowledge that’s so accessible today—but be selective. Not every technique or philosophy will fit you. Stay true to who you are, and always lead with authenticity.
All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?
Time. As an American it is completely cliche to complain about the lack of time, but it truly is my biggest challenge. I love to do so many things, and I feel God has given me talents to do them, and share those skills with others, but I can’t do everything. Not for the lack of trying. A few years ago I gave myself Fibromyalgia. When I was so sick and was given that diagnosis it made me realize that we really do not have the ability to continually push through and not take care of ourselves. I have had to cut things out of my life and take on less projects. Not typically a wise move for a small business owner, but yet if I don’t maintain that I won’t be able to function at all. It has taken me years to learn to say no, and understand my limits.
When I wet to college for photography I actually didn’t plan on owning a studio. I thought I would be a photojournalist. God (and my mom with her premonition) had different plans! As many moms have since the digital revolution, I gravitated to portraits so I could continue to raise my children without daycare. Now that nearly 3/4 of mine are in college the element of fleeting time is more evident than ever before. Ironically, the job that was meant to give me more time with my children has been flexible, but yet most likely taken me away from them more than if I had been working an 8-5 job all of these years. That is something I regret, not setting better boundaries for both myself and my family.
Thankfully our kids have turned out amazing, and are quite self-sufficient, but if I can give advice to any new photo mommies out there it is this. Eighteen years is a blink. Money isn’t everything, and raising those babies is the most important job you will ever have. Be there for them!
Contact Info:
- Website: https://www.wollerphotography.com
- Instagram: wollerphotography
- Facebook: Woller Photography
- Linkedin: Denice Woller
- Yelp: Woller Photography
Image Credits
The portrait of me (in teal tank holding a camera) was taken by Jennifer Denton. Every other photo is mine- Denice, Woller Photography.
so if you or someone you know deserves recognition please let us know here.
