The Portrait System Podcast

Episode: A $2500 Average Is Possible Anywhere! With Yagazie Eguare (Re-Release)
Host: Nikki Closser
Guest: Yagazie Eguare
Date: October 24, 2025

Episode Overview

In this episode, Nikki Closser speaks with Yagazie Eguare, a successful portrait photographer and entrepreneur based in Lagos, Nigeria. Yagazie shares her inspiring journey from optometry student to leading a multi-photographer portrait studio, maintaining average sales of $2,500–$3,000 per client in a market many would consider challenging. She discusses her approach to pricing, team-building, marketing, and work-life balance—proving that world-class photography businesses can thrive anywhere.

Key Discussion Points & Insights

1. Yagazie’s Path From Optometry to Photography

[02:52] – [09:42]

• Yagazie started out studying optometry. Photography was a longtime hobby but didn’t seem like a “serious” career.
• After obligatory internship and national service in Nigeria, she realized optometry didn’t fulfill her:

  “If I’m going to be an optometrist, I want to rise to the pinnacle of my career. If I want to be a photographer, I want to be very good at it. ... There is absolutely no way I can be very good at two things at the same time.” ([08:07] – Yagazie)

• Her decision to pursue photography full-time required courage, and initially, she kept her ambitions quiet to appease her parents.

2. Building a Studio—and a Team

[11:13] – [16:45]

• Began shooting weddings but pivoted to portraiture, focusing on empowering women.
• Opened her studio, Gasmadu Studios, in 2016. Transitioned from solo work to building a team.
• Her studio now employs four photographers (including herself). She prioritizes training interns and shaping team culture:

  “The business I envisioned was something that was going to involve other people as well as building other people and really getting them to align with the vision and ... what we’re really doing.” ([14:21] – Yagazie)

• Each photographer is encouraged to connect personally with the studio’s mission and to develop their own strengths.

3. Compensation and Team Dynamics

[17:04] – [20:07]

• Photographers receive monthly salaries, rather than being paid per project or by commission.
• Special projects or out-of-town assignments come with additional allowances.
• Yagazie recruits through internship-based training rather than hiring established photographers. She stresses leadership and ownership among her staff.

4. Pricing and Selling High-Value Photography in Nigeria

[20:54] – [27:28]

• Yagazie overcame her own doubts about premium pricing, inspired by Nigerian photographer Ty Bello and by principles from Sue Bryce Education:

  “I had to believe first that it was possible. ... Do they see you as valuable enough?... That was, you know, I needed to project an energy because I realized that is the energy I project... that made it just so attractive.” ([21:47], [25:11] – Yagazie)

• She describes pushing through objections and targeting the right clients, not lowering prices to chase bookings.
• Session fees start at 250,000 naira (about $400–$500), with most clients purchasing additional products. Her average sales range from $2,500 to $3,000.

5. Marketing Strategies—Layered and Consistent

[31:38] – [37:09]

• The studio uses a mix of:
  • Social media (Instagram, ads)
  • Email marketing (weekly emails to segmented lists)
  • Strategic collaborations (e.g., “Lady Boss Portrait” campaign with a clothing brand)
  • Referral programs and in-person networking
• She emphasizes that no single method works alone:

  “There isn’t just one thing. ... We’ve done a lot of work and we’re still doing more, every single time ... There are people that actually need your service and you have to go out there.” ([33:56], [34:40] – Yagazie)

6. The Philosophy of Growth & Process

[39:06] – [44:36]

• Building a business takes consistent work; Yagazie cautions against expecting overnight results. She recalls her humble beginnings, taking taxis with all her gear to client homes.
• Balance and adaptability are key, especially as a mother:

  “It’s still the same destination, but the routes could change. ... As your life changes ... what modifications need to come in in order to make this?” ([43:42] – Yagazie)

• Her process and priorities have evolved with her life circumstances.

7. Giving Back and Community Building

[49:43] – [52:09]

• Yagazie founded Gasmadu Education, a platform for empowering and training photographers and creatives across Africa. She recently hosted the Art Business and Creativity conference.

  “We’ve been able to empower up to 7,000 photographers ... to up level their skills and build successful businesses so they can impact their world.” ([49:47] – Yagazie)

Notable Quotes & Memorable Moments

• Belief in Value:

  “It was almost like I felt like this photography was ... like a calling, like there’s something here for you. ... I didn’t want anyone calling me a doctor of optometry. I just told them, just call me a photographer.” ([08:19] – Yagazie)

• On Team Leadership:

  “You have to fit into who we are ... I don’t have to be here for someone to say, ‘Oh, this is a Gas Madu Studio,’ for them to get the experience.” ([30:20] – Yagazie)

• On Starting Small:

  “I didn’t even have a car when I started as a photographer. I would go to clients’ houses, I would book a taxi, I didn’t have an assistant. I would carry everything...” ([41:08] – Yagazie)

Timestamps for Important Segments

• [02:21] – Yagazie introduces herself, background, and journey into photography
• [09:50] – Parental acceptance and evolving perceptions of creative careers
• [11:13] – Transition from weddings to portraiture; mission focus
• [14:03] – Team building: structure and culture
• [17:04] – Paying staff: salary vs. commission
• [20:54] – How premium pricing is possible anywhere
• [25:37] – Pricing structure, session fees, product sales
• [27:17] – Consistently high average sales and motivating the team
• [31:38] – Detailed breakdown of marketing strategies
• [35:40] – Email marketing: nurturing community
• [39:06] – Entrepreneurship: workload and systems
• [43:42] – Balancing business, motherhood, and personal growth
• [49:43] – Expanding education for African creatives
• [52:15] – Where to find Yagazie and her platforms

Practical Tips & Takeaways

• Start Where You Are: Don’t expect immediate perfection or scale; success is incremental.
• Believe in Your Value: Confidently project the worth of what you do—clients respond to your energy.
• Teamwork Requires Patience: Building and training a team is challenging and leadership means letting go of some control.
• Diversify Your Marketing: Multiple channels work together to drive brand awareness—don’t rely on just one.
• Nurture Community: Build relationships with clients beyond the sale, especially through email.
• Give Back: Sharing knowledge elevates not just your business but your creative community.

Rapid-Fire Closing Questions

• Must-have on Shoots: “Music ... the atmosphere is really important for me.” ([45:24] – Yagazie)
• Spare Time: With family, friends, and exploring restaurants. ([46:10] – Yagazie)
• Inspirational Quote:

  “I know the Lord is always with me. I will not be shaken, for he’s right beside me.” (Psalm 16:8) ([47:05] – Yagazie)

• Advice for Beginners:

  “Just start ... as you keep moving, you gain more clarity. ... Don’t underestimate the importance of investing in knowledge.” ([47:47] – Yagazie)

Find Yagazie Online

• Business Instagram: @gazmadu
• Education Instagram: @gazmadueducation
• Studio Instagram: @gazmadustudios
• Websites:
  • www.gazmadustudios.com
  • www.gazmadueducation.com

Summary prepared for The Portrait System Podcast Episode with Yagazie Eguare.
If you’re inspired by this story, remember: world-class creative businesses can thrive anywhere—with belief, structure, and community.