Women to Watch: Kaysha van der Heyden, Brand Photographer

If you’re based near Orange County, California and are looking for a brand photographer, Kaysha (opens in new tab) might be your girl.

Fun fact: I actually met Kaysha through Jessica’s style membership (opens in new tab)! This woman is talented. And every single time I see her photos from one of her brand shoots, I think, “Gah I wish she lived closer to me.”

We’ve chatted about all things branding, photography, style, and being a mom and entrepreneur.

So it felt fitting to ask her if I could interview her for my Women to Watch series.

When did you start your business and why?

I started my business in 2010, soon after I graduated from college. I knew I wanted to launch my own photography business, but it took being fired from my steady job to push me into making my business a reality. In retrospect, being fired was the best thing that could have happened to me. I went all in on my dream, and, 13 years later, I’m still here!

What do you feel makes your audience special?

My audience is special because it’s made up of people who are striving for something more in their lives. They have passions, skills, and a drive to solve problems. In turn, they are building a better future for themselves and their loved ones.  

Why do you use Squarespace for your website?

After many years of using WordPress, I wanted to move to a platform that was easier to use and update on my own. I love all the integrations included in Squarespace and the ability to create a storefront within the platform. 

What advice would you give to someone who is thinking about starting their own business?

Before you start your business, get clear on exactly what you are offering, who it’s for, and how your business will help your ideal client. If people don’t understand quickly what you do, they will move on to someone else. If you want clarity in your business, check out this blog post about how to create your brand statement (opens in new tab). This will help you answer all of those important questions.

If you could go back in time and do something differently, what would you do and why?

I would have outsourced tasks I disliked earlier in my business - bookkeeping and hiring a virtual assistant, in particular. In the beginning, I did everything myself to save money. In the long run, these tasks took valuable time away from things that I enjoyed and made me money.

How long did it take you to launch your business once you decided to do it?

It took a few weeks to do all the legal elements (checking account, business license, insurance, etc.). I had built out my website for months before actually launching my business. So that was already in place and ready to go first.

How did you promote your website when you first started out? Has anything changed between now and then? 

Facebook was really the only social media at the time, so I promoted it there to friends, family, and people I went to school with. My website was my portfolio, so it was essential to have something to show to people when they asked what I did.

Did you start your email list when you launched? What is the most effective way you have grown your email list?

I didn’t start an email list until several years into my business. It was something that overwhelmed me and had a steep learning curve. The most effective way I’ve grown my email list is with freebies and waitlists for special events like mini photography shoots. 

What would be your entrance song? You know—the one playing as you walk on stage?

I love It (feat. Charli XCX), Icona Pop

How do you keep track of what you have to do?

I use the calendar, notes, and reminders on my phone religiously, as well as a Productive Weeks Planner (opens in new tab) to keep track of daily items and habits all in one place. 

What apps, gadgets, or tools can’t you live without?

I can’t live without Dubsado (opens in new tab) to run my business, You Need a Budget (opens in new tab) for both my business and personal finances, and the Style Book app (opens in new tab) for my clothing. 

How do you recharge or take a break from work?

I turn on my out-of-office responder, delete Instagram from my phone, and head out for an outdoor adventure with my family. 

Come hang out with Kaysha on Instagram (opens in new tab) or grab one of her value-packed freebies (opens in new tab)!