Hello, I'm Joanna.

I photograph families, mothers and weddings across Cardiff and South Wales. Mostly I photograph the in-between moments rather than the posed ones. The giggle mid-chaos, the split second a little one reaches up to be carried, the way a newborn's fingers curl around yours.

I've never liked having my own photograph taken. Not once, not in my whole life. I'm someone who hates being looked at, running a business that asks people to look, and it turns out to be the most useful thing about me. I know exactly what it feels like to stand there not knowing what to do with your hands, so I don't leave you standing there.

I've been photographing for nearly eighteen years, since my son was born. He's seventeen now, and there is almost nothing of the two of us from his first few weeks, because I was always the one holding the camera and I thought there'd be more time. That's the whole reason I do this.

It was never meant to be a business. I set up an Instagram in September 2023 just to share pictures. My first client booked that October, for sixty pounds. It's turned out to be one of the best accidents of my life.

I've still got a full-time job - I'm a senior manager at a FTSE 100 company - so sessions happen at weekends and on annual leave, and the editing happens at ten at night with two Shiba Inus asleep behind me who think they run the house. I built this website and the client portal you'll get myself, in those same gaps.

Around three quarters of my bookings come from someone who's been before, or from someone they told. That's the bit I'm proudest of. 🤍