From marketing designer handbags as investments to helping photographers feel more confident in the rates they charge, Kacy Stone’s journey from luxury brand marketer to photography business strategy shows adaptability and expertise.
Her story isn’t just about success—it’s about recognizing value where others see commodities and influencing the industry’s approach to worth.
An Unexpected Conversation That Changed the Course of Her Life
When Stone left her career in luxury brand marketing, where she helped premium fashion houses sell their products to high-net-worth clients, she never imagined she’d one day help shape the wedding photography industry.
Yet a chance encounter with a talented photographer working on a luxury brand campaign revealed a startling disconnect that would alter her trajectory.
“I met a photographer creating stunning work for our luxury retail clients—working on par with top fashion photographers—who was struggling to book $1,500 weddings on weekends to make ends meet,” Stone states.
“The disconnect was shocking. Here was an artist with luxury-level talent charging less than some clients spent on wedding flowers.”
The Hidden Truth Behind the Struggle of Thousands of Photographers
Stone’s background in transforming how luxury brands present themselves proved invaluable. She quickly identified areas in the photography industry that could benefit from a different approach.
While other luxury service providers—such as high-end wedding planners, venues and couture designers—charged premium prices, photographers who captured the lasting memories of these events were often seen as offering more standardized services.
“What we found was startling,” Stone says.
“We have seen many photographers who struggled to charge premium rates and had portfolios that were already at a luxury level. The problem wasn’t their art—it was their business model.”
Building a Solution That Works
Drawing from her background and expertise, Stone developed a systematic approach to elevating photography businesses. Her initial success came through her boutique marketing agency, where she helped photographers feel confident charging more while reducing their workloads.
“We took a unique approach,” Stone says. “We didn’t just consult; we executed. Our team handled everything from website redesigns to marketing campaigns, crafting custom materials and managing our clients’ entire marketing presence.”
However, this success came with its own challenges.
The Moment That Reshaped Stoneʼs Mission
Stone’s agency charged $25,000 to $50,000 per year—a price too high for many photographers regardless of their abilities.
The turning point came in the spring of 2023 when her team had to turn away 47 photographers in a single month.
“One rejection email particularly hit hard,” Stone notes. “It was from a talented photographer, Emma, who attached her portfolio with a heartfelt note about struggling to support her family despite her incredible work. That night, I couldn’t sleep. I kept thinking about Emma and all the other photographers we couldn’t help.”
The wake-up call intensified when three of their agency clients independently shared how their success had created a ripple effect in their local photography communities. They were informally mentoring other photographers, sharing Stone’s principles, and seeing results.
This realization led to the creation of The Photopreneurs, a comprehensive business program that maintains the quality of her agency’s results while reaching a broader audience.
Photo courtesy of Kacy Stone
