We were lucky to catch up with Juliana Wall recently and have shared our conversation below.
Juliana , first a big thank you for taking the time to share your thoughts and insights with us today. I’m sure many of our readers will benefit from your wisdom, and one of the areas where we think your insight might be most helpful is related to imposter syndrome. Imposter syndrome is holding so many people back from reaching their true and highest potential and so we’d love to hear about your journey and how you overcame imposter syndrome.
First of all, imposter syndrome is completely normal and it’s something that a lot of people feel from time to time. In fact, experiencing imposter syndrome can often signal that you’re pushing yourself out of your comfort zone, which is an important part of growth.
A concept that helped me visualize and understand this experience is the Dunning-Kruger effect. This psychological theory suggests that individuals with lower ability at a task tend to overestimate their skills, while those with higher ability may underestimate their competence.
When we start something new, like a career in photography or when you move your business to a new area, it’s normal to feel like we’re not good enough, especially when comparing ourselves to more established professionals. This self-doubt is often a reflection of a scarcity mindset or perhaps a just a simple lack of experience rather than an accurate assessment of our skills and abilities.
When I first moved to the Washington D.C. area three years ago, I didn’t know if I could make it as an elopement photographer because it’s the wedding market here heavily relies on big, traditional weddings.
All I saw online from other photographers were cheaper, 2-hour elopements and I questioned if couples would even be interested in all-day elopements in this area. So, who was I to offer all-day elopements??
I also constantly compared myself to locations like Colorado, where elopements are more popular, and I wondered if anyone would want to elope in D.C. or Virginia.
Even with these doubts, I pushed through and decided to take action. I focused on marketing my all-day elopements, showcasing the experiences I could create for couples through my website and social media.
This consistent messaging allowed couples to get to know me enough online and trust that I was an expert in elopements in my locations.
As I began booking more and more all-day elopement couples, I realized that the imposter syndrome I felt was just that—an emotional hurdle that came from being new to the area.
With each elopement I photographed, I gained more confidence in my skills and expertise and my ability to give my couples an amazing elopement experience
Positive affirmations changed the game, too. I recognized that I am a talented photographer, and there are indeed couples who value and desire what I have to offer.
So, if you’re struggling with imposter syndrome, remember that it’s a natural part of the growth process. Embrace it as a sign that you’re on the right path, and keep pushing forward. Your breakthrough is right around the corner as you continue to gain experience and confidence!
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Hi there! I’m Juliana, an elopement and small wedding photographer based in Washington D.C., Virginia, and all over the East Coast.
I fell in love with elopements after spending several years in the wedding industry, where I quickly realized that the hustle and chaos of big weddings just wasn’t for me. In fact, I even decided I didn’t want a big wedding myself someday, let alone spend the rest of my career photographing them.
I remember my first all-day elopement in D.C. like it was yesterday! It was an 8-hour adventure, and while we were tired at the end of it, it was the best kind of tired. The couple had flown in from Florida to explore the city, so we spent the day visiting iconic D.C. spots, enjoying delicious food, and celebrating their marriage in a way that felt completely true to them.
That’s the magic of elopements—they’re slower, more intentional, and focused entirely on the couple. Whether it’s just the two of them or a small group of loved ones, the day is all about the couple, not the stress or expense of a big, elaborate party.
Beyond photography, I also help my couples with planning—everything from location ideas and permits to vendor recommendations and timelines. So, I’m right there with them throughout the entire process, ensuring their elopement is as smooth and special as possible. I absolutely love working with couples who not only value beautiful photography but also want to be fully present with one another on their wedding day.
If you’re curious about my elopement photography and planning services, feel free to check out more details at www.julianawall.com
And now, after seeing so many couples choose all-day elopements, I’ve expanded into coaching other photographers who want to niche down into this amazing space, too.
Elopements with a Purpose is my group coaching program designed to show photographers how to consistently book $5k+ all-day elopements, even in non-traditional locations. There’s still a lot of misconception around elopements, especially the idea that you have to be based in popular spots like Colorado or the PNW to succeed as an elopement photographer—but that’s simply not true.
Over the course of 8 weeks, we dive deep into building solid foundations for a thriving elopement photography business. We cover everything from mindset and pricing to marketing, website creation, social media, client experience, blogging, Google ads, and so much more. It’s all about giving you the tools to attract the right couples and build a business you love while focusing on elopements and small weddings specifically.
To learn more about Elopements with a Purpose, visit https://julianawall.com/elopements-with-a-purpose
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?
Looking back on my journey, I’d say there were three qualities and skills that made the biggest impact in my life: resilience, community building, and marketing skills.
<b>Resilience </b>
There were so many times when I questioned myself, dealt with rejection, or felt like I wasn’t making progress as quickly as I wanted. We sometimes put arbitrary timelines on things and the world just doesn’t work that way. But pushing through those moments and staying consistent with my goals, even when things didn’t go perfectly, made all the difference. My advice to those early in their entrepreneurship journey is to embrace the setbacks.
They’re part of the process and they aren’t really “failures” either. It’s a learning opportunity.
Every challenge is a chance to grow and improve, and you’ll come out stronger on the other side.
<b>Community–Building </b>
This has been key not just with elopement clients but also with other professionals in the industry because networking and building a community is crucial when it comes to entrepreneurship.
Running a business can sometimes be lonely as we’re often the only person who works for us as solo entrepreneurs. That also means that a lot of us work from home and only connect with others digitally.
It’s important to still connect with people online but also connect with others in person, too. Attend networking events, join local clubs for your hobbies, and just get out there to experience new things and meet new people.
Building genuine relationships with people has opened up so many opportunities for referrals, collaborations, and even just learning from others.
My advice here: focus on giving more than you receive. When you’re generous with your time, your knowledge, and your support, people naturally want to work with you and refer you to others. But of course, respect your own boundaries and know that you don’t have to give everything away for free.
<b>Marketing Skills</b>
You can be the most talented photographer (or whatever your craft is), but if no one knows about you, you won’t get the business.
Learning how to effectively market myself—especially through social media, my website, and SEO—has been a game-changer. And marketing is a learned skill! So, that means you will get better at it over time.
For those starting out, invest time into learning how to market yourself online. Whether that’s mastering Instagram, understanding how to blog for SEO, or creating an effective website that communicates your value, a strong marketing strategy will help you stand out and attract the right clients.
In terms of overall advice, I’d say focus on continuous learning. The more you invest in developing these skills—resilience, relationships, and marketing—the more confident and capable you’ll become.
Be patient with yourself, celebrate small wins, and keep pushing forward. You’ve got this!
Before we go, maybe you can tell us a bit about your parents and what you feel was the most impactful thing they did for you?
My parents were always my biggest supporters, especially when it came to the arts. Sure, I did well in school across different subjects, but I really shined in creative areas like art, English, and writing. However, I never grew up thinking I’d become a professional photographer.
Photography was just something I did for fun—an outlet for my creativity. I loved being out in nature, snapping photos of flowers, bees, and silly moments with my friends. I even did a few gigs for family and friends here and there in high school, including filming a couple of friends’ weddings as a teenager (even though I had no idea what I was doing!). Still, it never crossed my mind that photography could actually be my career.
I’ve always been creative—whether I was drawing, painting, or singing with my dad. He was an artist and musician himself, and he wrote hundreds of his own songs. I’m so thankful we still have recordings of them. My dad and my family constantly encouraged me to pursue the arts, and it was something I truly loved.
In 2015, everything changed. My dad died from cancer during my senior year of high school. A few months later, I moved away for college and felt lost for the first couple of years.
Photography, however, remained my constant. It continued to be my creative outlet, and it was a reminder of my parents’ belief that I could achieve anything I set my mind to.
I didn’t grow up dreaming of being a photographer, but in many ways, it was who I am. Photography gave me a sense of fulfillment and creativity that I couldn’t find anywhere else.
Once I started learning the business side of things, everything began to click into place, and I realized that photography could be more than a passion—it could be a career. And a really good one.
My parents taught me to think critically and do things differently. They taught me empathy and how to connect with others which really comes in handy for client experience in business. They taught me to cherish life’s small moments, to pursue my dreams, and to work hard but enjoy life even harder.
My dad, in particular, was an entrepreneur, running his own business throughout my entire childhood.
I never imagined I’d follow in his footsteps as an entrepreneur, but here I am—doing it in my own way, and I couldn’t be more grateful for that.
Contact Info:
- Website: www.julianawall.com
- Instagram: instagram.com/juliana.wallphoto and my coaching is instagram.com/juliana.wall
- Facebook: www.facebook.com/JulianaWallPhotography
Image Credits
All Photos by Juliana Wall Photography
