Podcast Summary: The Portrait System Podcast

Episode: From $150 Shoots To Running a 3000 sq ft Studio with Nadine Sachiko Hsu (Re-Release)
Host: Nikki Closser
Guest: Nadine Sachiko Hsu
Release Date: October 22, 2025

Main Theme / Purpose

This episode features a candid, detailed conversation with Nadine Sachiko Hsu, a former race car driver turned luxury portrait photographer and owner of Sachiko Studio in Arcadia, California. Nadine shares her evolution from low-priced $150 shoots to owning a 3,000-square-foot, full-service portrait studio. She discusses building a repeat client business, adding unique specialty sessions like kimono portraits, pivoting during industry downturns, creative marketing strategies, and the real-life challenges and triumphs of scaling a profitable photography business.

Key Discussion Points and Insights

Nadine’s Unique Career Path

• Nadine shares her unusual transition from professional race car driving to photography and the influence of that experience on her client-focused approach.
• Quote [03:26]:
  “I was one of the first females to pursue drifting in the United States... I met a lot of photographers during my time and learned about what not to do in portrait photography in terms of making your clients feel comfortable and not like a piece of meat.” — Nadine

Early Business & Pricing Struggles

• Nadine explains how she began with $150 shoots, learning through trial, error, and the guidance of Sue Bryce’s teachings.
• Gradually increased prices as skills and value improved.
• Transition to luxury, full-service model didn’t happen until several years in.
• Quote [07:54]:
  “I didn’t know what I was doing... I was good, even back then, but I just couldn’t believe how low I valued my services.” — Nadine

Moving Up to Four-Figure Pricing

• Outgrew her first (tiny) studios, leading to a leap in both studio size and pricing.
• Key catalyst: wanting to provide mandatory hair and makeup for clients to enhance their experience.
• Introduced a VIP club for clients spending over $2,000, offering special mini sessions/events to nurture repeat business.
• Quote [15:00]:
  “Happy New Year, guys. This is the new studio... upgraded my services and now you can just show up and I take care of the rest.” — Nadine

Client Retention and Repeat Business

• 80% of business is now repeat clients—Nadine’s “tribe.”
• Uses special events, seasonal mini sessions, and ongoing incentives to reinforce loyalty.
• Quote [17:44]:
  “They are your tribe. They are your advocate, your salesperson. You have to take care of them.” — Nadine

Custom Sets & Studio Innovation

• Regularly updates her studio with custom sets and holiday installations, keeping past clients engaged.
• Full sessions are more popular than minis, but minis are reserved only for returning, high-spending clients.
• Quote [21:54]:
  “You can charge whatever you want, you just have to be confident...more for more. Add value to your services.” — Nadine

Weathering Business Downturns & Pivoting

• Unexpected downturn after COVID reopening—pivoted by developing a new business branch: certified kimono photography.
• Invested significant time and money in learning kimono dressing and building a collection, creating an exclusive and culturally significant portrait experience.
• Proactively marketed new offerings and re-engaged past clients with milestone package offers.
• Quote [24:51]:
  “Rather than cry about it, I thought, okay, what can I do to stay front of mind? I started training to become a kimono dresser... Then I built my kimono collection.” — Nadine

Email Marketing & Communication

• Grows and nurtures her 550+ client email list using Flodesk for direct communication, newsletters, and gentle selling.
• Focuses on providing value, education, and personal updates rather than aggressive sales tactics.
• Quote [33:34]:
  “Every email you send shouldn’t be just about buying or selling... I try to focus on a newsletter, educating, sharing trends, personal updates—so they feel that connection.” — Nadine

Client Appreciation & Community Building

• Organizes an annual Halloween client appreciation party as a fun, high-energy loyalty event and networking opportunity.
• Clients are encouraged to bring friends, expanding the business’s reach organically.
• Quote [37:19]:
  “We do that every year... photo booth, costume contest, prizes, ice cream... they expect it every year now.” — Nadine

Studio Operations and Scaling

• Now operates a nearly 3,000 sq ft studio with dedicated office and shooting spaces, full-time staff, assistants, and a large wardrobe collection.
• Recently started paying herself as CEO, emphasizing the importance of treating the business professionally.
• Quote [42:50]:
  “I added myself to payroll... that was a really big step... you’re the CEO. That was a big moment.” — Nadine

Practical Advice for Photographers

• Confident direction is essential during shoots—clients crave a leader.
• Refines people skills as much as technical camera skills: “photography is as much about relationships as it is about lighting and exposure.”
• Encourages ongoing learning, whether pioneering new market niches or managing business finances.

Notable Quotes & Memorable Moments

• On raising prices and confidence:
  “Operate as if you’re the best in the world and just stop this three-digit pricing situation.” — Nadine [12:53]

• On client experience:
  “My clients were frazzled, sad they didn’t look their best—so I just made hair and makeup mandatory, handled everything for them.” — Nadine [13:50]

• On nurturing loyalty:
  “Give them bonuses for being loyal, for still being there—they’re your lifetime client.” — Nadine [17:44]

• On market standards:
  “Raise your price. Stop messing it up for me... for every photographer that doesn’t charge enough, you’re ruining it for another.” — Nadine [20:33]

• On marketing resilience:
  “You gotta pivot a little bit. COVID taught us all that. Are you a true entrepreneur or are you going to sit there feeling sorry for yourself and close your business?” — Nadine [29:00]

• On building community:
  “We have a relationship, so I share updates about my kids, our shoots, behind the scenes—so they feel that connection.” — Nadine [33:34]

• On personal achievements:
  “Seeing myself on payroll... now you on payroll! You really need to get it together and book these damn shoots.” — Nadine [43:01]

Timestamps for Important Segments

• 00:35 – Nadine shares her proactivity during business slowdowns and becoming a kimono dresser
• 02:59 – Nadine’s background: luxury studio, genres, and journey from race car driver
• 07:33 – Early years: starting photography and gradual business evolution
• 12:44 – Moving from low prices to four-figure sessions; adding luxury services
• 15:00 – The “VIP club” and nurturing repeat clients
• 18:21 – Custom sets, mini sessions, and keeping clients engaged
• 21:54 – On industry standards and asserting value
• 22:03 – Navigating business ups and downs, including COVID impact and kimono pivot
• 33:34 – Email marketing strategies and relationship building
• 37:19 – Client appreciation party tradition
• 40:56 – Studio assistant, team, and scaling to multiple employees
• 42:50 – Putting herself on payroll; business professionalism
• 49:48 – Providing the ultimate “easy button” for clients—end-to-end service
• 53:08 – Lightning round: Nadine’s confidence, hobbies, favorite products, and advice
• 57:31 – Where to find Nadine online

Flow & Tone

The conversation is high-energy, relatable, and filled with actionable insights, candid confessions, and supportive encouragement between two photographers who understand both the creative and business sides of the industry. Nadine is both humble about her beginnings and unapologetically proud of her growth.

Takeaways for Listeners

• Valuing Your Services: Move beyond entry-level pricing as soon as your work is ready—your skills and brand deserve it.
• Client Retention: Building a tribe of return clients through meaningful, memorable experiences is a sustainable success path.
• Proactive Marketing: Pivot during slow times—educate, innovate, and communicate, especially via email lists.
• Business Mindset: Treat your photography business like a “real” business: invest, hire help as needed, and pay yourself professionally.
• Authenticity: Lean into your unique background, culture, and skills to build niche offers that stand out.
• People Skills: Technical proficiency is only half the job; building rapport and confidence is equally crucial.

Where to Find Nadine:

• Instagram & Facebook: @sachikostudio
• Website: sachikostudio.com
• Children’s Book: sachikogoesracing.com

This summary distills the episode’s key lessons and inspiring moments, offering photographers actionable strategies and motivation for business growth rooted in client care and entrepreneurial resilience.