The Power of Being Real in Business

How Elaine Freitas faced uncertainty, trusted her vision, and created a business that reflects who she truly is

What does it really take to build a business that not only succeeds—but feels aligned, authentic, and deeply fulfilling?

For Elaine Freitas, owner of Elaine Freitas Photography, the journey wasn’t linear. It meant starting over more than once, learning a new language while developing a new skill, navigating fear at every stage of growth, and making bold decisions before feeling fully ready.

From photographing her children as a hobby to building a thriving photography studio, Elaine’s story is a powerful reminder: success isn’t about having it all figured out—it’s about committing to your vision, continuing to grow, and showing up as yourself every step of the way.

In this conversation, Elaine shares how she turned passion into purpose, why authenticity is her greatest business advantage, and what it really looks like to trust yourself—even when fear is loud.

Kim:

Elaine, I always love starting here—what inspired you to start your business?

Elaine:

It started with my daughter when she was three. I’ve always loved photography—even as a teenager, I was the one borrowing a camera, buying film, and printing photos. But when she was little, I decided to take a class just as a hobby.

At the time, I didn’t speak much English, so I was learning both the language and photography at once. I remember going home with a dictionary just to understand what was being taught. Somehow, I got through it.

That hobby grew. Then when my son was born, a friend said, “You should be charging for this.” And that’s when everything shifted.

Kim:

So that’s when the business really began?

Elaine:

Yes. Around 2010, I decided to take it seriously. I asked experienced photographers if I should go to college, and they all said the same thing—skip it and invest in hands-on workshops.

That advice changed everything. I focused on learning through experience and constant practice. I eventually shared a studio, opened my own, and even moved to Brazil, where I’m from and where I built a successful business before returning to the U.S. and starting over again.

Kim:

You’ve built your business multiple times. Was it different in Brazil?

Elaine:

Not really. No matter where you are, you have to build relationships and earn trust—and that takes time. In Brazil, things really took off after about three years. That came from consistency and never stopping learning. I’m always investing in my skills—even now.

Kim:

That commitment really stands out. Why is it so important?

Elaine:

Because things are always evolving. If I want to give my clients the best experience and quality, I have to keep growing too.

Kim:

You’ve mentioned “experience” a few times—what does that mean to you?

Elaine:

It’s everything. Yes, technical skill matters—but connection is what makes the difference. I want my clients to feel comfortable and seen. Photography can feel vulnerable, so if there’s no connection, it shows. That’s why I tell people to choose a photographer they feel connected to—it matters more than anything.

Kim:

Would you say authenticity is your differentiator?

Elaine:

Absolutely. I’m the same person whether I’m working or not. I don’t try to be someone else—and that helps my clients relax and be themselves too.

Kim:

How do you show that in your marketing?

Elaine:

Video has been huge. When people see me, they feel like they already know me—and that builds trust.

Kim:

What’s been one of your biggest challenges?

Elaine:

Being a solopreneur—doing everything myself. But the biggest shift came when I got clear on who I wanted to serve. I was doing everything and burned out. I had to choose.

Kim:

And that led to your studio?

Elaine:

Yes. I went from a 200-square-foot sunroom to an 1,800-square-foot studio—but that required a big mindset shift. When I found the space, I knew it was right. But I was terrified. I spent two days crying, thinking, “What if this doesn’t work?” My husband said, “You should be afraid. If you’re not, you won’t make it work.” That changed everything.

Kim:

How did you move through that fear?

Elaine:

I decided to go for it anyway. Fear doesn’t go away—it shows up at every level. I’ve learned to ask: is this necessary for my growth? If yes, I move forward.

Kim:

You also made smart business decisions along the way.

Elaine:

Yes—like financing. I didn’t just go with my main bank. I looked at options and chose what was best. That’s important—don’t settle for the first offer.

Kim:

What advice would you give someone feeling stuck?

Elaine:

Get support—but also believe in yourself. Without that, support won’t matter. Be clear on what you want. Be yourself. And go for it.

Kim:

What’s been key to your success?

Elaine:

Never stop learning. I had to learn English before I could fully learn photography—and I’m still learning today.

Kim:

And investment?

Elaine:

It’s necessary. Whether it’s equipment, space, or education—growth requires investment. Every level brings fear, but it also brings growth.

Kim:

Elaine, this has been so inspiring.

Elaine:

Thank you. I’ve had to start over many times—but I kept going. That’s what matters.

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Elaine’s story is a powerful reminder: success isn’t about avoiding fear—it’s about moving forward with it. Clarity, consistency, and authenticity aren’t optional—they’re the foundation of a sustainable, fulfilling business. And often, the biggest growth comes right after the moment you feel least ready.

Did Elaine’s story inspire you? Are you ready for growth like Elaine? Let’s connect — I’d love to help you build your business confidently with intention and strategy!

And if you are thinking I’d really like an introduction to Elaine, I’m happy to personally connect you with her, simply let me know you’d like an introduction!

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Here is another blog that you may be interested in – Overcoming Growth Challenges for Small Service-Based Business Owners