The Portrait System Podcast

Episode: How A Single Mom Made $100k In Her First Year Of Business with Sunshine White (Re-Release)
Host: Nikki Closser
Guest: Sunshine White
Date: October 9, 2025

Episode Overview

This episode dives into the inspiring journey of Sunshine White, a portrait photographer from the New Hampshire/Massachusetts area. Sunshine shares how she built her portrait business as a single mom, operating a basement studio under 300 square feet—from her earliest days charging minimal fees to her mindset breakthrough enabling her to gross over $100,000 in her first truly focused year. Host Nikki Closser and Sunshine explore not only the practicalities of pricing, marketing, studio logistics, and balancing motherhood, but also the vital mindset shifts required for real business growth—especially around money and self-value. The episode also covers Sunshine’s transition toward specializing in personal branding photography and her strategies for growing this genre.

Key Discussion Points & Insights

Sunshine’s Origin Story and Early Struggles

• Evolution of Her Business

  • Started in 2004, gradually moved from family and kids’ sessions with makeshift setups to a purpose-built basement studio by 2007.
  • Initial pricing was low: session fees of $75, with typical sales around $500, making true profitability difficult.
  • Managed both business and being present for her children, especially after becoming a single mom in 2011.

• The Single Mom Challenge

  • The pressure to be sole provider forced hard questions about pricing and business approach.
  • "I refused to not be there for my kids... I had horrible mom guilt. I wanted to be home with them and also needed to afford their home." (Sunshine, 09:00)

Mindset Shifts: From Scarcity to Self-Value

• Discovering Sue Bryce and the Portrait System Community

  • Learning about "money blocks" and self-value became the catalyst for change.
  • "I truly believe that growing a business... I did it very slowly because I really needed to get through all the self-value work to be able to ask." (Sunshine, 10:01)
  • Doubling prices after discovering Sue Bryce, focusing on the self-worth needed to confidently charge more.

• Transformative Tactics

  • Practiced manifesting by physically carrying $1,000 in her pocket during client meetings to normalize the idea of higher sales. (Sunshine, 11:34)
  • Both Nikki and Sunshine credit “The Money Wheel of Misfortune” series in the Portrait System for directly addressing money psychology and breaking negative cycles. (12:00)

The Leap to $100k and Studio Logistics

• Turning Point

  • The conscious decision to treat photography as a business, not a hobby, was pivotal.
  • "I remember thinking... I need to start treating this like an actual business and not a hobby." (Sunshine, 19:47)

• Navigating Small and Rented Studios

  • Built a basement studio under 300 sq. ft., used creatively as both photo space and client meeting area.
  • Transitioned to renting studios per hour while searching for a new permanent space—emphasizing the flexibility and reduced overhead it provides.

Pricing, Packages, and Practical Growth

• Current Business Model

  • Average senior sale: $1,600, with packages ranging $1,050–$2,500—using Graphy Studio for prints and legacy boxes. (14:42)
  • Consults and image viewing moved to Zoom post-pandemic; process remains client-centric and personal.

• Sustaining High Value

  • Outsourced basic retouching and bookkeeping to free up her time and focus on client experience.
  • "Bookkeeping was the first thing I delegated. The second one was retouching..." (Sunshine, 20:37)
  • Personal connection prioritized over volume—refuses mini sessions in favor of a more invested, boutique experience.

Transitioning to Personal Branding Photography

• Challenges and Aspirations

  • Despite strong word-of-mouth and confidence in seniors, still grappling with price hesitation in a new genre.
  • “As far as personal branding, even after all this time, I still battle: am I asking too much?... There’s a lot of personal branding mini sessions around me… I just don’t want to do that.” (Sunshine, 22:58)
  • Desires to build branding clientele through relationship-building, networking, and authentic, high-touch experiences, not commodity mini-sessions.

• Action Plan for Growth

  • Joined local chamber of commerce—sees more potential but admits to not fully utilizing networking opportunities yet due to feeling “unrooted” after her move.
  • Needs to ramp up networking (beyond the chamber), collect more Google reviews/testimonials, and leverage voucher/trade strategies (as covered in Nikki’s courses) to break into the new market. (34:59, 39:45)

Notable Quotes & Memorable Moments

• The Power of Self-Value

  • “Being able to run a business is really just a practice of self-awareness.”
    — Sunshine (10:01)
  • “I remember my first senior sale that was a thousand dollars, and I was—couldn't believe it.”
    — Sunshine (11:16)

• On Money Mindset

  • “There’s the money wheel of misfortune videos… I have shame and guilt around money, all of these things.”
    — Nikki (12:06)
  • “I mean, you have to do a lot of sessions to make it work.”
    — Nikki (07:57)

• On The Boutique Business Model

  • “I like to be more invested in my customers. I like them to feel taken care of. That just feels—it's too fast for me.”
    — Sunshine (24:41)
  • “Not every client wants that mini session experience... There are so many clients out there who don't know that there is another experience that is available.”
    — Nikki (24:04)

• A Foundational Perspective

  • “Spend your time and money on education rather than equipment at first, because you can really do a lot with a little if you learn how to do it.”
    — Sunshine (48:14)

Important Timestamps

• Sunshine’s Start, Studio Background – 05:54–07:00
• Transition to Single Mom & Price Structure – 07:35–09:33
• Discovering Sue Bryce, Mindset Shift – 09:52–11:47
• First $1,000 Sale & Manifestation Tactic – 11:16–11:47
• On The Money Wheel and Money Blocks – 11:59–13:17
• Discussion on Pricing, Business vs. Hobby – 19:47–22:07
• Reflections on Personal Branding, Mini Sessions – 22:58–24:41
• Current Personal Branding Efforts & Networking – 31:22–35:57
• Actionable Advice for Growth (Networking, Mindset) – 36:09–41:52
• Lightning Q&A: Gear, Self-Care, and Advice – 44:16–50:01

Final Takeaways & Resources

Key Lessons

• Mindset is everything: Internal value must match your pricing strategy.
• Sustainable model wins: Avoid burnout by charging what you need and refusing to undercut your value with mini-sessions.
• Start with what you have: Profitable businesses can be built from small, simple, or even rented spaces.
• Network intentionally: Word of mouth is gold, but proactive outreach (e.g. through networking groups, testimonials, and strategic partnerships) propels growth in new markets.

Sunshine White Online

• Website & Social: Search for "Sunshine White Photography" (49:57–50:28)

This episode is a must-listen for photographers at any stage—particularly those looking to uplevel their business mindset, set profitable pricing, and authentically connect with their ideal clientele, even during periods of big life change. It’s a testament to perseverance, personal growth, and the power of self-belief in building a sustainable creative business.