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TOTALLY RAD INTERVIEWS PURPLE NICKEL

November 4 2009



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Casia and Eric Fletcher create amazing
& innovative portrait work in Tucson, Arizona. They’ve been
married for three years and together for seven.

Casia has been shooting since high
school, when her Uncle sent her a Canon EOS film camera. She kept
experimenting with it until deciding to pursue photography in
college. (Yes, a portrait photographer with a degree in photography!
A first in the TRA interviews!)

Purple Nickel was founded in 2007, and
Casia went solo for a year, until Eric came along to help wrangle
kids on family shoots. When a camera was slipped into his hands, the
portrait duo found their groove.

That’s right, TWO photographers attend each
family portrait session. While Casia shoots the parents, Eric
handles the kids – or when Casia shoots up close, Eric is
second-shooting the bigger picture. Their aesthetic lends itself to
albums that allow their images to both tell a story and to feature
details of location shoots. They’re big fans of Couture Book.

Purple Nickel is not yet a full-time
gig, making Casia and Eric masters of the busy schedule. Casia
handles all client contacts, blogging, phone calls, and image
processing after returning from her retail job, while Eric designs
albums between architectural jobs. Both photographers use their days
off to take clients to dinner and hold client sessions. (Whew!)

Prospect dinners are a unique facet of
the Purple Nickel experience. Before booking a session with Purple
Nickel, Casia and Eric take their potential clients to dinner. They
talk style, location, wardrobe, and overall vibe over entrees and
excited chatter. (Yes, sometimes prospects don’t book. But mostly,
they do.)

After the shoot, the Fletchers travel
to clients’ homes to do in-person ordering sessions. Projection has
vaulted their sales to a highly-profitable realm, and they delight in
spending more time with their clients. Despite having the same image
quality in prior years, a lackluster online proofing solution didn’t
allow clients to connect with their brand and translated into abysmal
sales. They’re delighted to have found Into the Darkroom‘s proofing
system for giving clients a 24-hour preview before visiting their
homes.


“Our average sale with the other
company wasn’t ever over $200. There was no connection! It’s 8 to 9
times more now.” – Casia Fletcher, on the importance of in-person
sales

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“It was so important to get in front
of these people and show them our passion,” says Eric. They see
Purple Nickel growing into a full-time operation in the next few
years. When they’re not shooting, these two find themselves inspired
by Dwell magazine, the Anthropologie catalog, and the world of Urban
Outfitters
.

Ultimately, these two give us an
out-of-the-box look at success in photography today. Their ability
to convey a unique aesthetic while creating amazing client
connections is truly remarkable.

Visit the Purple Nickel website, or click here to listen to the interview.

Listen to the other interviews


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