The Portrait System Podcast: From Shoot & Burn To Boudoir Photographer with Valentina Pardi-MacGregor

Host: Nikki Klosser
Guest: Valentina Pardi-MacGregor
Release Date: June 3, 2025
Duration: Approximately 52 minutes

Introduction

In this engaging episode of The Portrait System Podcast, host Nikki Klosser welcomes Valentina Pardi-MacGregor from Austin, Texas. Valentina shares her transformative journey from a traditional "shoot and burn" portrait photographer to a specialized boudoir photographer catering to women over 40, achieving an impressive average sale of $3,200 per session.

Valentina’s Photographic Journey

Transition from Family Photography:

Valentina began her career as a family photographer, focusing on capturing children and families in her home studio. However, she felt confined by the "shoot and burn" model—offering lower-priced sessions with high volumes.

Discovering Sue Bryce Education:

In 2016, Valentina discovered Sue Bryce Education, which revolutionized her approach to portrait photography. "I was total shoot and burn until I found Sue Bryce in 2016 and then revamped my business," says Valentina (08:06). This led her to focus on portraiture in a professional studio setting.

Shift to Boudoir Photography:

Valentina transitioned to boudoir photography, initially experimenting with subtle, tasteful shoots. Her first foray into boudoir was inspired by her own empowering photoshoot with Kara Marie. This experience ignited her passion to help other women over 40 embrace their beauty and confidence through personalized photography.

“For me, that realization, like even the experience without even seeing the pictures was so transformational. It was like a reset button was hit for me from that dark place” — Valentina Pardi-MacGregor (00:35)

Building a Specialized Studio

Home Studio Days:

Valentina started by converting her master bedroom into a makeshift studio, managing logistics like hiding her pets and maintaining a tidy environment for clients. Balancing motherhood and photography was challenging, as she juggled children aged 8, 12, and a high schooler alongside her burgeoning business.

Moving to a Professional Space:

After a year and a half, Valentina partnered with another photographer to share a commercial studio space. However, differing styles led to logistical issues, prompting her to invest in a dedicated studio addition to her home. This expansion provided 800 square feet of dedicated studio space, enhancing privacy and professionalism.

Marketing Strategies and Client Acquisition

Utilizing Vouchers:

Valentina implemented a voucher system taught by Sue Bryce, allowing her to offer discounted sessions initially. This strategy was pivotal in boosting her confidence to raise prices from $300-$400 to $1,500 and beyond.

“The vouchers just made me feel better. If I had gone out there with confidence… I just think it's your comfort level and your confidence.” — Valentina Pardi-MacGregor (14:04)

Networking and Events:

Valentina emphasizes the importance of networking, dedicating time each week to meet potential clients and collaborators. She participates in BNI meetings, both virtual and in-person, and attends various networking events to expand her reach.

Hosting In-Studio Events:

Leveraging her expanded studio space, Valentina hosts events featuring guest speakers like business coaches and feng shui masters. These events not only provide value to attendees but also serve as a platform to showcase her photography services. Collaborations enable cross-marketing, attracting clients from different networks.

“I'm part of four different networking groups here in Austin, and I pick one evening event to try to go to a week.” — Valentina Pardi-MacGregor (29:30)

Social Media Authenticity:

Valentina maintains an authentic presence on Instagram and Facebook, sharing behind-the-scenes content without filters. This transparency builds trust and relatability with her audience, encouraging prospective clients to feel comfortable and confident in booking sessions.

Pricing, Sales, and Client Experience

Session Fees and Packages:

Valentina offers a session fee of $590, which includes hair and makeup, a styling consultation, and a pre-shoot visit to select outfits. She provides various packages, with the Legends Over 40 session fee offering one high-quality image and a matted print, alongside two tickets to her hosted events.

Financing Options:

To accommodate clients with varying budgets, Valentina introduced Synchrony Bank financing, allowing clients to split payments over six months. This option facilitates higher package sales by reducing the upfront financial burden.

“I think it's worth it if it means that they went from a $2,500 package to a $5,000 package.” — Valentina Pardi-MacGregor (39:53)

Client Journey:

The process begins with a form on her website, followed by a discovery call to understand clients’ needs and aspirations. Valentina paints a vivid picture of the shoot based on their pain points, ensuring clients feel excited and empowered to book.

“I visualize us doing these beautiful kind of portraits and ones that you could really celebrate yourself.” — Valentina Pardi-MacGregor (34:01)

Advice for Aspiring Photographers

Network Strategically:

Valentina advises photographers to dedicate specific days to networking and to focus on building genuine relationships rather than just pitching services. She highlights the advantage introverts have in networking by being naturally curious about others.

“For those introverts trying to figure out how to network, you have a huge advantage because you naturally are more interested in other people than talking about yourself.” — Valentina Pardi-MacGregor (31:07)

Focus on Backend Operations:

When not actively booking clients, photographers should work on essential backend tasks like SEO, email templates, and organizing business systems. This foundational work ensures smoother operations as the business scales.

“Work on the things that you don't want to work on. SEO, getting your templates, your email templates organized.” — Valentina Pardi-MacGregor (50:07)

Product Recommendations:

Valentina emphasizes that gear is secondary to skill. Her go-to lens is the Sigma Art 50mm f/1.4, which she praises for its versatility and quality without the hefty price tag.

“The Sigma Art 50mm f/1.4 is my favorite. I have it for like nine years, and I think it was like $500.” — Valentina Pardi-MacGregor (48:53)

Q&A Session

1. What is something you can't live without when you're doing a photo shoot?

“I can’t live without my spider holster. It saves me from losing my camera while posing clients.” — Valentina Pardi-MacGregor (46:58)

2. How do you spend your time when you're not working?

Valentina enjoys cooking, gardening, spending time with her husband and kids, and taking her two dogs for walks. Her Italian and Argentinian heritage makes food a significant part of her life.

3. What is another photography-specific product you would recommend to people?

She reiterates her preference for the Sigma Art 50mm f/1.4 lens, noting its reliability and excellent performance.

Conclusion

Valentina Pardi-MacGregor’s story is a testament to the power of specialization, strategic marketing, and authentic client relationships in transforming a photography business. By focusing on boudoir photography for women over 40, she not only elevated her earnings but also empowered her clients to celebrate their beauty and strength. Her practical advice on networking, pricing, and operational efficiency provides invaluable insights for photographers aiming to grow their businesses successfully.

Follow Valentina Pardi-MacGregor:

• Instagram & Facebook: ValentinaPortraiture
• Website: valentinaportraiture.com

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