We recently connected with Ashley Fermo and have shared our conversation below.
Hi Ashley , thank you so much for opening up with us about some important, but sometimes personal topics. One that really matters to us is overcoming Imposter Syndrome because we’ve seen how so many people are held back in life because of this and so we’d really appreciate hearing about how you overcame Imposter Syndrome.
While I haven’t completely overcome imposter syndrome, I’ve learned some strategies to keep it in check when I start to doubt myself. When I first started my photography business, I struggled with analysis paralysis. I wanted everything to be perfect so future clients would take me seriously. But the more I stalled, the more I questioned myself—did I even take myself seriously? It wasn’t until I started working with an incredible mentor that I began to believe in my own potential. She saw something in me that I hadn’t recognized, and my journey into the world of birth photography began to unfold. Capturing my first home birth boosted my confidence and fueled my passion.
Realizing that comparison is a double-edged sword, I’ve started to learn to embrace my own style and edit my photos in a way that felt authentic to me, rather than mimicking others. Understanding that even the most seasoned photographers make mistakes helped me push through my moments of doubt.
Becoming a mom has also shown me the fleeting nature of time and taught me that the best way to tackle challenges is to face them, even when I’m scared. This personal growth has driven me to push beyond my comfort zone in countless ways. I’ve come to view other photographers not as competitors but as sources of inspiration. In the end, these experiences have not only helped me manage my imposter syndrome but also empowered me to embrace my journey with confidence and resilience.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
As a birth photographer, my role is to capture life’s most raw and transformative moments. There’s no staging or posing—just pure, authentic, and intimate emotion. I go on-call for my clients when they reach 37 weeks until delivery. I will then arrive at the birthing location as soon as active labor is confirmed and staying through those tender golden-hour moments.
I embrace all birthing experiences and support whatever vision my clients have for their birth. During our initial consultation, we discuss expectations to understand your wants, needs, and boundaries, ensuring that the photos reflect your comfort level. Birth can be deeply personal, and I respect that, capturing images that align with your preferences.
Birth photography preserves these priceless moments, and I firmly believe in the value of this service—much like investing in a wedding. You only get one chance to document your baby’s birth, and having these images can aid in postpartum processing or addressing birth trauma. I document the entire experience, from the smallest details to the biggest moments, always in awe of the strength and beauty of women.
I offer packages that cover maternity, birth, newborn, and family photography, making sure no precious moment goes uncaptured. What’s truly special about this service is the chance to create a lasting, personal connection to one of life’s most extraordinary experiences. It’s about preserving the miracle of birth in a way that will be cherished for years to come.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Being patient, open-minded, and embracing my creative side has been crucial in discovering my true passion. I continually remind myself to keep pushing on, even when it feels tough or impossible, because if something is truly meant for you, it will be. Embracing uncomfortable moments and facing fears head-on can lead to something beautiful. Investing in a mentor has also been incredibly inspiring, showing me how supportive and passionate the birth worker community can be.
Running a business means consistently showing up for yourself, pushing your boundaries while also knowing when to take a break to avoid burnout. Standing by your worth as a photographer is challenging but essential. The hours spent meeting clients, preparing sessions, creating vision boards, being on call, editing, and managing gear, mentorships, and education make it crucial to understand and assert your value from the start to attract the right clientele.
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?
A significant challenge in photography today is the saturation of hobbyist photographers. This influx, in my opinion, is diminishing the perceived value of professional photography, which should be regarded as a luxury service. To address this, I offer gift cards that allow clients to spread out payments over the course of their pregnancy and even allows them to add my services to their baby registry. This flexibility makes my services more accessible and lets family members contribute financially if they wish.
Moreover, when clients book with me, I provide all their photos without limiting them to a specific number. I believe in delivering a complete set of images that captures every meaningful moment and tells their unique story.
Even with these challenges, I don’t see them as setbacks but rather as opportunities to push myself further. Each obstacle is a chance to grow and improve, and I’m committed to overcoming these challenges to continue providing exceptional service and value to my clients.
Contact Info:
- Website: https://www.ashleyfermophotography.com
- Instagram: @ashleyfermophotography
- Facebook: @ashleyfermophotography
Image Credits
Ashley Fermo Photography
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