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

Hi Alexa, putting aside the decision to work for yourself, what other decisions were critical to your success?
The most important decision I’ve made in my business was the choice to invest to in myself and my company. Before I had a business that produced consistent income, I made the decision to invest. I’ve learned you must spent money to make money. In the beginning, I put money into good equipment and a great website. As my client list grew and my business began to generate income, I refocused my attention on education and coaching. Education has been the single most important aspect of the growth of my company, along with having a coach who has guided me through branding, marketing, and sales.

Alright, so let’s move onto what keeps you busy professionally?
When I first started out as a photographer with one of my dad’s old film cameras, I did it simply for my own joy. I took photos of my mountains, colorful sunsets, summer travels, and the beautiful things I saw around me. It was that authentic, documentary style of capturing the world that molded and shaped the way I shoot now. What sets my photography apart is the style and the why behind what I do. I want to produce images for my clients that tell their story and transport them back to the place and time they were taken. It’s my goal to present them honestly and as they truly are. My work has grown so much since the early days and it wasn’t easy, but my goal has always remained the same. I’ve dedicated myself to building my business and improving my craft through education, coaching, practice, and sheer will power. I’ve learned that photography is an art form and that it’s only important to create a product that you are proud of. The right clients will find you, loving and appreciating your art as long as you speak to them and work your hardest to produce something incredible for them every single time.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Road trip! There are so many incredible things in the city, but what really sets Colorado apart is the unique landscapes and things to do all across the state. I would have to insist we start in downtown, visiting Union Station, walking 16th Street, and eating at the Buckhorn Exchange. Visiting Coors Field for a Rockies game and staying in a downtown hotel would also be in order. We’d head down to Colorado Springs tp check out the Paint Mines, hike the Incline, visit the Cheyenne Mountain Zoo, and stay at The Broadmoor. We’d drive up through the mountains, hitting all the cute ski towns. Drive over Loveland Pass to see top of the world views then ride the gondola up at Keystone to eat at Der Fondue Chessel. Stop in Breckenridge, ride the mountain coaster, and tour the Breck Distillery. See all the wildlife in Estes and drive through Rocky Mountain National Park. Drive up to Steamboat Springs and hike Fish Creek Falls then hit all the cools bars and restaurants on Main Street. Head out to the vineyards and fruit farms of the western slope before going down south to Mesa Verde National Park. We’d stay in Aspen and visit Maroon Bells, drive 4x4s through Telluride, ride the Royal Gorge Railroad, camp in incredible places and hit every cool Main Street along the way.

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 would like to dedicate this shoutout to my earliest clients. You believed in me and my talents long before I perfected them. You trusted me with your sweetest and most precious moments and I cannot thank you enough for the confidence you had in me from the very beginning. Your encouragement and support allowed me to grow my skills and scale my business in a way I never knew was possible.

Website: www.brokenantlerphotography.com

Instagram: www.instagram.com/brokenantlerphotography

Facebook: www.facebook.com/brokenantlerphotography

Other: Pinterest – www.pinterest.com/brokenantlerphotography

Image Credits
Headshot Credit: Shelby Borer Photography – https://www.shelbyborer.com/

Nominate Someone: ShoutoutColorado is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.