Women’s images aim to evoke power

Petaluma artists focus on empowering women with photography business|

Two Petaluma artists are focusing on empowering women with their photography business.

Founded in 2008 by Tara Baxter and Heidi Margocsy, In Her Image Photography offers “portrait experiences” for women.

“Empowering women through positive imagery, encouraging them to embrace their bodies, their age and their story is our mission,” Baxter, 43, said.

The couple’s work has been featured in The New York Times and Forbes magazine, and they seek to differentiate their business in a crowded field.

“We never set out to be ‘everyone’s’ photographers,” Margocsy, 43, said. “Our genre of photographing women was a bold niche in an area saturated with many talented photographers, so having a specialty enabled us to be known for exactly what we do best.”

Originally from Melbourne, Australia, Margocsy met Baxter in 2005 through Flickr, a photo management and sharing website. At the time, Baxter lived in Petaluma and Margocsy lived just outside of Boston.

Their common passion for creating “beautiful imagery” led them to connect in person. Margocsy relocated to Petaluma in 2008 and the couple founded the business that same year.

The inspiration for creating a women’s empowerment photography business bloomed several years before the pair met. Baxter had the opportunity to photograph a friend, and when she delivered the images, her friend shed tears of joy and said, “Thank you for making me feel beautiful.”

“It was at that moment that the In Her Image Photography seed was planted,” Baxter said. “There was something very powerful about a woman recognizing her beauty and strength for the first time.”

Their venture began with a “fairly basic website,” because both assumed their fledgling business would likely be a part-time, mostly weekends gig. Almost a decade later, Baxter said it’s been an amazing journey.

“It’s been a sustainable full-time business for both of us for many years now, and we feel completely blessed that we get to do what we love for a living,” Baxter said.

The business offers a variety of photography sessions, both locally and outside of California, and the pair often collaborates with local makeup artists and videographers. Sessions are interactive, and the pair attempt to make sure that their clients don’t feel awkward or out of place in front of their lenses, Margocsy said.

“Our goal is always to allow clients to feel more like part of a conversation with new friends, rather than a formal photo session,” Margocsy said. “By doing this, we manage to capture the authentic, in between moments that tell the story of who each client really is and what they’re about.”

Working as both life and business partners, Margocsy said they’re blessed to know how each other’s day at work went.

Yet it’s difficult turning off the “work talk” and finding time away from the business.

“Work/life balance is always a bit of a challenge,” Margocsy said. “But with some amazing friends surrounding us, and outside hobbies and causes, we manage to have the best of all worlds and honestly feel really grateful to be on this journey together both in life and in business.”

The pair recently traveled to Joshua Tree for a destination session, and are headed to Costa Rica, Glastonbury and Iceland this year.

“We learned a little while ago to say ‘yes’ to any adventure that feels right in your heart, so we’re continuing with that theme and allowing any exciting opportunities to be possible,” Baxter said.

Baxter and Margocsy agree that they’re grateful for the opportunities presented through their business.

“We feel grateful every day for this wonderful journey,” Margocsy said. “If we can change the way one woman sees herself, if we can enable her to see how truly amazing she is - then that’s one of the best rewards.”

For more details, visit the business website at inherimagephoto.com.

(Contact Nicole Santos at argus@arguscourier.com)

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