Meet Jordan Elder | Photographer & Business Owner

We had the good fortune of connecting with Jordan Elder and we’ve shared our conversation below.

Hi Jordan, what was your thought process behind starting your own business?
When I first started messing around with photography in early high school, it was completely passion-driven and I didn’t even consider charging for shoots until years later. I did my sister’s senior photos on my mom’s old camera with close to no technical photography knowledge (I shot in auto-mode, had no idea how to back up my files, and left them un-edited). All I knew is that I loved getting creative with angles and lighting and wanted to make her feel beautiful and radiant in her own skin through the photos.

About a year later, I ended up getting my own camera from a family member and started doing my friends’ senior photos and taking portraits of anyone who would let me. I became obsessed with learning about the technical side of photography and soaked up as much free online education as I possibly could. I did a bunch of free shoots before starting to charge a very minimal amount to compensate for gas, just so I wasn’t losing money.

I continued practicing and learning as much as I could throughout high school until my family and friends encouraged me to start taking the business side of things more seriously. I started to realize that I wanted to do photography full-time after college, and the only way to get there was to start charging more and make my business legitimate. I branded myself as Ponderosa Portraits in 2021 and my business really took off from there.

Since I’m still a college student, I am working on building my portfolio and my brand so that I can transition into full-time photography after I graduate. I know a lot of creative entrepreneurs say this, but it truly has never been about making money or finding the job that could “make me rich.” I have just always been so passionate about being behind a camera and helping people see themselves in a new light through beautiful and unique photos. The money that I’ve made from photography has been reinvested into my business (new gear, editing software, workflow management, etc.) so that I can be fully prepared to take on being a full-time entrepreneur after college.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I’ve always made getting outside and exploring our natural world a priority in my life. It is what makes me feel fulfilled, creative, and inspired, so I’ve carried this passion into the work I do with photography.

I am all about exploring with my clients to find naturally beautiful and unique corners of the world that will light them up in their photos. I’m a lover of natural light, wild mountains, and vast deserts. I truly think that photo sessions can be more than an uncomfortable hour of smiling at the camera in a studio- I aim to get my subjects out having fun in their surroundings in order to capture raw personality and emotion.

My style of photography is natural, warm, emotive, and detail-oriented. I love telling a story through a series of photos, whether it be one of love, connection, adventure, or change.

Since I am still a college student-athlete, I’ve really struggled with balancing my photography business and school/volleyball. I want more than anything to transition into full-time photography, but I have to keep reminding myself “all in good time.” I don’t want to rush this stage of my life and need to give priority to getting my degree, but plans of a photography career will always be the guiding force behind what I’m doing.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I’m based out of Flagstaff, so I am very familiar with Northern AZ and the endless outdoor opportunity that it offers. Assuming my friend also enjoys the outdoors, I would definitely start with a hike and camping trip in Sedona. I’d want to take them hiking up Thunder Mountain and then stay the night up on top under the stars. We’d pack in some food for dinner and breakfast and cook it over the campfire with a view of all of Sedona. I’d also want to take them to Berry Devine Acai Bowls in Sedona (to die for).

In Flagstaff, Lockett Meadow and AZ Snowbowl/Aspen Corner are great spots for viewing the fall colors with insane views. There is also a ton of hiking around Flagstaff that we could do in spare time. I’d also want to show them to the Lowell Observatory lookout point and eat at Your Pie.

If we wanted to take a day trip out further North, Horseshoe Bend and the Vermillion Cliffs are a couple more amazing sights.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I wouldn’t have had the courage to pursue photography without the support of my parents, Brooke and Scot Elder. They have been nothing but encouraging to me as I’ve navigated the world of entrepreneurship and the uncertainty that comes with it.

I’ve never doubted myself because of their confidence in me and what I can do. They also bought me my first camera and have always pushed me to take risks in growing my business.

Also, I owe so much to my friends who paid for my services when I was first starting out. Because of them, I gained valuable confidence and practice and was able to grow into what I’m doing now.

Website: www.ponderosaportraits.com

Instagram: ponderosaportraits

Facebook: Jordan Elder