Jessica Slui has a passion for recording precious family memories through the art of photography. Starting out as a hobby, it became her favourite thing to do, capturing special moments of her baby daughter, and photos of family and friends. She believes that photos are one of the purest ways we can distill the beautiful chaos of parenthood into something to keep and treasure forever. With a relaxed, natural, baby-led, colourful and authentic photography style, she creates a memorable and bespoke experience for her clients. Here Jessica talks to The Natural Parent Magazine about the inspiration behind Jessica Slui Photography, her biggest breakthrough, and the challenges she has overcome along the way.
The passion: What inspired you to set up your business?
I always enjoyed taking snaps on my phone but was curious about going deeper into photography. I got my first DSLR camera in 2021 and was a hobbyist photographer for a few years. I gradually found that it was my favourite thing to do. My husband was probably annoyed by me stopping every 2 minutes during tramps to take photos of trees and birds.
Then I found so much joy in capturing special moments of my baby daughter, and the infectious happiness of family members and friends when they see a beautiful photo of themselves or their loved ones. I saw there was a local market for affordable newborn photography that was baby-led and natural yet colourful and fun, as well as relaxed family and maternity photography.
I’ve been inspired by artists of all media, other newborn and family photographers, just people who have mastered their craft and created a unique style. Seeing what other people have created, who all started somewhere, pushes me to keep going and finding myself.
The launch: How did you start out in the beginning?
I had left my previous job already during parental leave and was really keen to explore a new opportunity. I started by doing shoots for family and friends. I was practising any time I could, taking endless photos of my baby daughter while we were playing in the lounge.
One day, I just took the plunge despite my nerves. I wrote about my business plan in a Google Doc, created my business Facebook page and invited people to like it. I started watching online workshops. I then ran a few Facebook ads and started booking clients within a few weeks.
The innovation: What was the biggest breakthrough for you with your business?
I think a big thing for me has been trying not to compare myself to other photographers, business owners, etc., or worry too much about what they’re doing. While it’s great to have inspiration, I have had to be brave enough to do my own thing, ultimately creating something different, and knowing that it doesn’t have to be for everyone.
When I won a Highly Commended designation in the 2024 Asia Pacific Photography Awards for one of my newborn photos, it gave me enough confidence to know that I had something to offer and lit a fire under me to keep learning and improving.
It has also helped to join supportive online communities of other photographers who were willing to help. Community over competition! Everyone is on their own path.
Yin and Yang: How do you balance work and family?
Lots of work during baby’s naps! I am privileged to have a supportive partner. I am trying not to overdo it for now, and remembering that I can scale up when I have more time, because this current period is so precious. It can be a tricky balance. While I try not to, I admit I sometimes feel a little guilty about the time I spend on this project, but I’m trusting myself and the process. I want to teach my daughter to follow her own dreams, and I want her to be proud of her mum for creating things.
