Meet Ashley Sugano | Brand & Lifestyle Photographer

We had the good fortune of connecting with Ashley Sugano and we’ve shared our conversation below.

Hi Ashley, we’d love to hear about how you approach risk and risk-taking
I’m generally a very “play it safe” type of person but pursuing a creative business has really shifted my perspective on not only the value of taking risks but also the necessity of it. Starting a business and pursuing something new is always a risk. It’s an investment that requires lots of commitment/effort, time, and money all without knowing the outcome. My business was birthed when I was furloughed from my job (ironically) in the medical field during the pandemic and when shelter-in-place measures took effect.

When you’re first starting a business, everything is new to you and you’re on this new path where you’re not sure what the best next step might even be. Taking risks can be a very scary thing because it can put you in a place you’ve never been before or a situation you’ve never had to face. This can be uncomfortable and the potential failure of taking a risk can often make you feel self-doubt.

However, what I’ve learned is that risk and even failure is not a hindrance to growth and success but it’s the very vehicle for it. Every risk I’ve taken has either taught me something invaluable or given me an opportunity to expand my craft or open doors that I never would have dreamed of if I didn’t put myself out there and say yes to something new or unknown.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I would define my photography style as refined minimalism, soft, and ethereal. Most of my work is taken on analog film (35mm and medium format) so my editing style is largely led by film tones. A sentiment I stand by is “notice what the light does to everything”. I try to achieve visual storytelling with the subject and composition, so tend to stick to natural colors found in nature and truer to reality. If you can tell a good visual story you don’t need too much manipulation in editing.

The hardest adjustment of being a business owner is that each day brings a new challenge and each decision ultimately comes down to you. Before pursuing photography, I went to school and received a doctorate degree in the medical field. Although finishing school and working professionally in medicine was not easy, one thing that I did have was a set curriculum and overall sense of direction. I knew what class to take next, which internship to pursue, and what jobs I should apply for. Now with running my own business, I’m having to learn as I go and I’ve had to accept that it’s all part of the growth process.

I’ve been running my business approaching 2 years now and I still feel like I’m just getting started. I started my business doing lifestyle work for clients but I’m excited to take on more brand work in the new year. I would love to connect and work with other creatives and collaborate with models, small businesses, and new brands!

I love creating and delivering beautiful imagery to my clients. However, I see photography as more than pretty photos. For me photography is a way of connection, preservation, and art.

Having a creative business has allowed me to connect with so many different people, clients, and other creatives. There can be a lot of self-doubt and comparison as an artist and business owner but the one thing that keeps me grounded and have purpose in what I’m doing is relationships and building genuine connection. It’s so easy to chase the next thing or define success by volume of work or the accolades of others but I’ve found that as long as I focus on showing up for each one of my clients and keep seeking community over competition I’ll always find purpose in what I’m doing. I also can’t emphasize the value of connecting with other creatives enough! If you find the right people, community can be such a encouraging and common ground for growth and inspiration.

In many ways, photography is about preserving what is or has been: a memory, a cherished season of life, upholding a legacy or identity. I think there is a true beauty in honoring these things especially living in a very fast and often fleeting world. However, I also see photography as deeply creative as it requires a new way of looking at things and finding beauty in unexpected places. I’ve really had to grow in and practice the art of observation, careful curation, storytelling to reveal hidden stories, and finding new compositions and perspectives. From this practice, it’s actually carried over into my daily life as well. To see things not as they are but what they can be.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
There are very few cities that are more diverse than LA. From the mix of culture, food, and neighborhoods with their own distinct character: whatever you want, you can find it in LA. A few notable favorites below:

European Food:
Uovo in Santa Monica (fresh pasta flown in directly from Italy)
Bestia
Republique
Gra Pizza

Asian Food:
Daikokuya
Sushi Gen
Marugame Monzo
Fugetsudo (for traditional Mochi)
Chosun Galbi (for classic Korean cold-noodles and KBBQ)
Kang Ho Dong Baekjeong

Mexican Food:
Tito’s Tacos
King Taco

American Food:
Howlin’ Rays
Great White in Venice Beach

Cafes/Coffee:
Blue Bottle Art’s District
Maru Coffee
Urth Café

To Do:
Getty Museum
The Broad Museum
LACMA
Griffith Observatory
Abbot Kinney Blvd Shopping
Venice Canal

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First, I wouldn’t have started my business if it wasn’t for the encouragement of my Husband. I’ve been talking about and dreaming of starting my own photography business for over a decade and it was Him, who really encouraged me to pursue it. Then after I started my business there were so many days and weeks where He had to hold down the fort at home: running errands, making sure we were all fed, etc. I’m also so thankful for the community of creatives I’ve met along the way. The ones who have taken the time to mentor me, mentioned my name to others, and encourage me to keep going when I was unsure of my own work and talent. And last but definitely not least, the clients I have the honor of serving and working with. Thank you for trusting in me and valuing my work. It truly means everything!

Website: ashleysugano.com

Instagram: ashleysuganophoto