Business: Sheena Magnesen Photography

Address: Naperville

Phone/website: 630-235-2257, www.sheenamagnesenphotography.com

Owner: Sheena Magnesen, 37, of Naperville

Years in business: 14

What does your business do? “I am a natural light, lifestyle, family photographer. I don’t use a flash. I go off whatever the sun is, whatever natural light we have. Lifestyle, I do more of the candid in-between moments in families,” Magnesen said. “I’m not the ‘smile, say cheese, one, two, three person.’ I absolutely hate it.”

What’s your background? “I don’t have a studio. I used to before COVID-19, a studio in my house. COVID-19 happened. We all pivoted in a different way. For me, I liked how things turned out when I was going to my clients’ homes instead of having them come to me. Moms were more relaxed. The children were more relaxed. Dads weren’t complaining. They weren’t checking their phones to make a meeting. … I like it much better. I feel more relaxed too.”

Why did you start this business? “I took photography in (Lyons Township) high school, back when we had a darkroom. I had my uncle’s old Nikon camera. … All through college, I still took pictures for everybody. Carthage College in Kenosha. After graduating, I worked in graphic design. Sometimes, our projects led us to taking photos for clients. … I got married, talked to my husband (and said), ‘I think I can do this on the side.’ … I had baby number one, got pregnant with baby number two. After that, I decided to make this an actual job. … My children are 10 and 12 now.”

What was it like starting out? “I quickly learned I did not like doing weddings. Brides are awful. Their mothers are even worse. Then you have the drunks. The wedding party. … It was not for me. … It’s a very long day and I had two little ones (at home). Why am I doing this when I can be doing things I like during the week?“

How long is a photo session? “Usually an hour. On location or in your home.”

What do you charge? “I’m in the middle. I charge a $250 session fee. You pick your date. … I let my families see their images before they purchase anything. I offer three different collections. Each comes with a certain number of digital images and a different amount of print credit. … It ranges from $500 to $1,000.”

What do you like best about your job? “I have my own schedule. I like relating to the moms. I can do that easily being in this so long and being a mom myself. I become friends with a lot of them, which is kind of cool.”

Do you have a favorite season? “I like photographing in the summer. Spring is too green, like lime green. … Fall is overrated. You don’t need to wait until fall to get the beautiful golden sunset hour.”

How about winter? “In Chicago? I’ve done snow sessions are they’re magical. … But kids don’t want to be out. You’re going to have red noses, red cheeks, watery eyes. Summer’s great.”

What about competition? “It is so oversaturated it’s disgusting. And they’re all like, ‘I’ll do your pictures, $50 an hour, and give you everything.’ Let’s see what those pictures look like.”

How do you set yourself apart? “I think (nearly) 15 years is a lot. A lot of people don’t realize that if you shoot photos of a baby, you need to be very careful. I have expertise with it. … I’ve had some clients who’ve been with me seven, eight years. I have a newsletter I send out. That’s where I get most of my bookings.”

How did the pandemic impact your business? “Those were the best two years I had because everybody was home, nobody was traveling and they were realizing how important family is.”

Is this area good for business? “(Near) South Naperville, we have Plainfield and Romeoville. There are so many beautiful locations outdoors. I like downtown Plainfield, Hinsdale, Downers Grove.”

Any future plans? “I’d like to keep it going as long as I can. Things are picking up as the weather is getting nicer.”

When is your slow time? “From Thanksgiving to January. Unless there’s a newborn or you have family coming in, I usually take (those months) off.”

What’s your advice for someone starting a business? “Make sure you do it the legal way. Go to the bank and get your tax ID. Start an account. Get some good accounting software to keep track of everything. Ask questions (of other business owners).”

Steve Metsch is a freelance reporter for the Naperville Sun. If you know of a business you’d like to see to profiled in Down to Business, contact him at metschmsfl@yahoo.com.