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

Hi Fernanda, can you walk us through the thought-process of starting your business?
I’ve always had a passion for photography and specifically editing photos and videos. In high school I took a couple photography and videography classes but didn’t keep up with it after graduating. Up until I did a maternity photo shoot for my friend at my house, I remembered how much I loved to do photoshoots and edit. I got so many compliments for those pictures and was encouraged by my friends and coworkers to pursue photography again. That day something sparked in me that I had forgotten was there. I slowly started to capture more moments for people and that is how my business has been succesfully growing. For me and for the people I work with, it’s about capturing real and meaningful moments. The photos I take, comes down to one purpose and that’s to remind my clients the love they have for each other in that specific moment in time.

Let’s talk shop? Tell us more about your career, what can you share with our community?
The one thing that has made me proud is the reaction of my clients when I deliver their galleries. I’m sometimes at the edge of my seat when it comes to getting those reactions but all of their positive comments is what makes me extremely proud of my work and it’s what keeps me going. I am here to help clients look back on their pictures and remember how special that moment was for them. With everything that we do there’s always gonna be challenges and I think the way to overcome those challenges is how we handle them and how we learn from them. There might be a client that is not entirely happy with the ending product but it’s how you handle those type of situations that will set you apart from everyone else. Every session I do is a learning experience to strive to do better.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Wow! where to even begin. First off, coffee and a signature breakfast sandwich is a must at Public Square Coffee House in downtown La Mesa and then drive to Wind and Sea Beach for stunning views of the ocean. For lunch you can’t miss the delicious Birria tacos from 664 TJ Birrieria or grab some carne asada fries at Humbertos in Golden Hill. Another great activity, is sunset paddle boarding in mission bay, you’ll see some of the greatest San Diego sunsets there. For an evening/ night cap would be cocktails at the Nolen in downtown for some amazing views of the city. One of my favorite classic speakeasies to check out is False Idol in Little Italy. I mean there’s so much to do in San Diego, from beach activities to going up the mountains to Julian and enjoying some of the most delicious cider I’ve ever tasted. You really cannot run out of stuff to do, I’m extremely lucky to live in such great place.

Who else deserves some credit and recognition?
My support system has been my husband, my friends and coworkers. They have all seen something in my work that I perhaps was not able to see. They’ve encouraged me to pursue this business and have been extremely supportive, which I am so thankful for. Because of their support, I was able to rake that risk and step out of my comfort zone to do something that I really love to do.

Website: donebyfer.pixieset.com

Instagram: ferrrtography

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