Candid Company: Suzi Appel on Photographing Interiors and Design
Go behind the scenes with a professional architecture and interiors photographer for mistakes made and lessons learnt
Since founding her Melbourne-based photography business, Suzi Appel has gained a reputation as an architectural and interiors photographer and has become a go-to professional for many designers in the building industry. Here, Houzz looks beyond Appel’s beautiful images to find out what it takes to run your own photography business.
St Kilda residence, Victoria
What distinguishes your work?
I value an individual approach to each project and believe that having a good understanding of the client’s needs, prior to photography commencing, is important. I have a creative eye due to my visual arts background as well as understanding the technical approach to photography. I enjoy meeting new people and hearing about their business.
What distinguishes your work?
I value an individual approach to each project and believe that having a good understanding of the client’s needs, prior to photography commencing, is important. I have a creative eye due to my visual arts background as well as understanding the technical approach to photography. I enjoy meeting new people and hearing about their business.
St Kilda residence, Victoria
How did you enter this field of work?
I studied visual arts and have a Bachelor of Education. I taught at the highest secondary-school year level in Victoria (the Victorian Certificate of Education), predominantly teaching photography for 10 years. I then started a family and decided to follow my heart into a business in photography, with a passion for design and interiors.
How did you enter this field of work?
I studied visual arts and have a Bachelor of Education. I taught at the highest secondary-school year level in Victoria (the Victorian Certificate of Education), predominantly teaching photography for 10 years. I then started a family and decided to follow my heart into a business in photography, with a passion for design and interiors.
St Kilda residence, Victoria
When did you start Suzi Appel Photography?
I started in 2014. It was a slow start as the learning curve for operating a business was huge. Initially, I didn’t have a lot of confidence in promoting my work and ability. I am a freelance photographer and want to be self-employed, yet working with other creatives when there is the scope.
My hours can vary, from weeks of full-time work to a period of part-time hours, depending on the demands of my projects. My home office is my work place and I have the ability to set up a small studio for product photography.
When did you start Suzi Appel Photography?
I started in 2014. It was a slow start as the learning curve for operating a business was huge. Initially, I didn’t have a lot of confidence in promoting my work and ability. I am a freelance photographer and want to be self-employed, yet working with other creatives when there is the scope.
My hours can vary, from weeks of full-time work to a period of part-time hours, depending on the demands of my projects. My home office is my work place and I have the ability to set up a small studio for product photography.
Hammerdale home, Victoria
How has your business changed?
More variety in the projects I am involved with helps keep my work fresh and generates good energy. Initially, the work was quite narrow and after some time I found myself drawn to people and businesses who needed some direction with imagery and photography – I wanted to help them create something to suit their budget and market.
How has your business changed?
More variety in the projects I am involved with helps keep my work fresh and generates good energy. Initially, the work was quite narrow and after some time I found myself drawn to people and businesses who needed some direction with imagery and photography – I wanted to help them create something to suit their budget and market.
Hammerdale home, Victoria
Can you identify a turning point for your company?
I knew some friends and people in business who wanted to use me, first up. Then setting up a website and having a business email address (that wasn’t a Yahoo! or Gmail) gave me the base and presence that is necessary.
A little way down the track, I engaged an intellectual property lawyer to draw up a contract/license agreement for my business.
I started using Instagram as my social media platform on the (great) advice from a friend in marketing. I don’t ‘post’ on Instagram as often as it is suggested by digital marketers, but I seem to manage well as it is. Also having a presence on Houzz and other business networks such as Girl Bosses Australia has been beneficial.
Can you identify a turning point for your company?
I knew some friends and people in business who wanted to use me, first up. Then setting up a website and having a business email address (that wasn’t a Yahoo! or Gmail) gave me the base and presence that is necessary.
A little way down the track, I engaged an intellectual property lawyer to draw up a contract/license agreement for my business.
I started using Instagram as my social media platform on the (great) advice from a friend in marketing. I don’t ‘post’ on Instagram as often as it is suggested by digital marketers, but I seem to manage well as it is. Also having a presence on Houzz and other business networks such as Girl Bosses Australia has been beneficial.
Hammerdale home, Victoria
What has proven the greatest professional challenge?
Streamlining workflow and establishing processes for the stages of briefing with the client, from planning the shoot to delivering the finished photos. I read blogs, asked industry professionals and mentors, and did a lot of research to equip myself.
What has proven the greatest professional challenge?
Streamlining workflow and establishing processes for the stages of briefing with the client, from planning the shoot to delivering the finished photos. I read blogs, asked industry professionals and mentors, and did a lot of research to equip myself.
Ormond kitchen in Melbourne, Victoria
What common mistakes do amateur photographers make when photographing architecture or interiors?
Lighting is the most noticeable to me, as well as sharpness and clarity, composition, and styling (removing clutter or adding some small items for scale and reference).
What common mistakes do amateur photographers make when photographing architecture or interiors?
Lighting is the most noticeable to me, as well as sharpness and clarity, composition, and styling (removing clutter or adding some small items for scale and reference).
Ormond bathroom in Melbourne, Victoria
Why is it important for architects, builders and designers to have their projects professionally photographed?
Quality photography provides the potential for media outlets to pick up a builder or designer’s work and want to feature it in their publications. This has happened numerous times with clients I have worked with.
Why is it important for architects, builders and designers to have their projects professionally photographed?
Quality photography provides the potential for media outlets to pick up a builder or designer’s work and want to feature it in their publications. This has happened numerous times with clients I have worked with.
Ormond bathroom in Melbourne, Victoria
What questions should people ask before engaging a professional photographer?
What does the photography session (and cost) include? What are the extra costs that may be incurred (such as additional editing)? What is the timeframe for delivery? Who can use the images under the Copyright Act?
What questions should people ask before engaging a professional photographer?
What does the photography session (and cost) include? What are the extra costs that may be incurred (such as additional editing)? What is the timeframe for delivery? Who can use the images under the Copyright Act?
St Kilda residence, Victoria
What types of photography packages do photographers usually offer?
There is no one answer to this as there are so many variables within each project. Photographers vary the way they work, and perhaps this is what makes us stand out from each other to suit our clientele.
I have three packages, based on an hourly rate and number of images for residential interiors work (since the number of hours and images is determined in the brief with the client.) Basic retouching is included and if there is a higher degree required this is known on the day of shooting, such as for unsightly objects outside windows, for example.
All photographs may be used on websites, social media and marketing material. Publications, advertising campaigns and editorials require my additional consent and credit.
What types of photography packages do photographers usually offer?
There is no one answer to this as there are so many variables within each project. Photographers vary the way they work, and perhaps this is what makes us stand out from each other to suit our clientele.
I have three packages, based on an hourly rate and number of images for residential interiors work (since the number of hours and images is determined in the brief with the client.) Basic retouching is included and if there is a higher degree required this is known on the day of shooting, such as for unsightly objects outside windows, for example.
All photographs may be used on websites, social media and marketing material. Publications, advertising campaigns and editorials require my additional consent and credit.
Ormond bathroom in Melbourne, Victoria
How can your clients legally use the photographs you take?
Most often clients do not want exclusive access or ownership of the photography at a full-commercial rate, so a non-exclusive licence is provided. This means their business can use the images as determined, however they are not to sell or provide the images to others (third parties) without my consent.
How can your clients legally use the photographs you take?
Most often clients do not want exclusive access or ownership of the photography at a full-commercial rate, so a non-exclusive licence is provided. This means their business can use the images as determined, however they are not to sell or provide the images to others (third parties) without my consent.
Rye beach house, Victoria
What have you learnt about your industry that you wish you knew when you started?
There are so many images out there on the internet and social media, and there will be plenty of times that my images are not credited or that I won’t be compensated by others using my work. It can be very frustrating and disappointing.
What have you learnt about your industry that you wish you knew when you started?
There are so many images out there on the internet and social media, and there will be plenty of times that my images are not credited or that I won’t be compensated by others using my work. It can be very frustrating and disappointing.
Rye beach house, Victoria
When choosing sub-contractors or clients, what do you look for?
People who are willing to invest in photography to make their brand stand out. Respect for each others’ work and clear communication.
When choosing sub-contractors or clients, what do you look for?
People who are willing to invest in photography to make their brand stand out. Respect for each others’ work and clear communication.
Rye beach house, Victoria
What are the deal breakers that make you reluctant to work with clients?
Being unreliable or difficult to communicate with.
What are the deal breakers that make you reluctant to work with clients?
Being unreliable or difficult to communicate with.
Rye beach house, Victoria
How do you plan to grow or maintain your level of success?
Revamp and rejuvenate my website this year, aim for more of my work to be featured in media and print publications, and continue to market and explore my own personal photographic prints in 2019.
It is also crucial for me to maintain professional relationships with regular clients.
How do you plan to grow or maintain your level of success?
Revamp and rejuvenate my website this year, aim for more of my work to be featured in media and print publications, and continue to market and explore my own personal photographic prints in 2019.
It is also crucial for me to maintain professional relationships with regular clients.
Rye beach house, Victoria
Any recommendations for software or apps that help you run your business well?
Dropbox and WeTransfer (for sending large files and images), Adobe creative suite (for retouching and graphics), Buffer App (for scheduling social media posts), I’m trialling the Receipts by Wave app (for keeping track of receipts and expenses), I use Instagram (for social media) and I’m transitioning to Capture One (image editing software).
Any recommendations for software or apps that help you run your business well?
Dropbox and WeTransfer (for sending large files and images), Adobe creative suite (for retouching and graphics), Buffer App (for scheduling social media posts), I’m trialling the Receipts by Wave app (for keeping track of receipts and expenses), I use Instagram (for social media) and I’m transitioning to Capture One (image editing software).
Rye beach house, Victoria
Tell us
Which points in this interview resonate with your own experience? Tell us in the Comments, like this story, save your favourite images and join the conversation.
More
Missed last month’s Candid Company story? Catch up on our interview with designer Oliver MacLatchy, founder of Wood Melbourne
Tell us
Which points in this interview resonate with your own experience? Tell us in the Comments, like this story, save your favourite images and join the conversation.
More
Missed last month’s Candid Company story? Catch up on our interview with designer Oliver MacLatchy, founder of Wood Melbourne
What do you do?
Photography – mostly of interiors for interior designers, stylists, builders and architects – both residential and commercial. I also photograph for small businesses, often for creative companies and artists showing their work, products or business for marketing and promotion.