Photography that Matters: Thoughts from an Oʻahu Portrait Photographer
Emarie Majors, Founder and Photographer at Flora and Femina
Oʻahu-based portrait photographer creating intentional, story-driven imagery for women and brands.
As an Oʻahu portrait photographer, it’s easy to feel the pressure to create work that performs well on social media. I catch myself trying to chase engagement, trends, and visibility in order to grow my brand. But every time I walk through a museum, I’m reminded that photography has always been about more than metrics. It’s about memory, making statements and sending messages, history, and meaning.
Hōkūle’a 🌟 This inspiring woman is the Anthropologie Senior Display Coordinator in Honolulu. She is also a soft, strong spiritual and cultural voice. Her name refers to the star Arcturus, which is one of the most important navigational stars in traditional Polynesian wayfinding. Hōkūleʻa rises almost directly over Hawaiʻi, making it a guiding point for navigators returning home. I loved capturing these images of her individuality and embodiment of that exact meaning of her name ✨
Today I went to an art museum and it got me thinking. I didn’t launch Flora and Femina for the longest time because not only have I struggled to know what career I wanted (says the girl who changed her college major six times before finally graduating in Political Science and International Development), but I didn’t feel like I had strong, realistic examples of a photography business that I really wanted to develop. While that may sound like a massive diss on photographers at large, I’m only trying to be honest without neglecting to mention that I am indeed inspired by powerful portraiture and the artists behind them.
It’s one thing to recognize and admire a photographer and their business, but I was never “dazzled” in the same way that, say, a female pilot inspires me. Does that mean that I don’t deem photographers as ambitious and intelligent people? Hopefully not. But, I am more often confronted with salesy, trendy photographers online who make content about how to grow your brand and show off their camera gear. It begs the question, is being a photographer important? Do the more “practical” types of photography that actually pay, matter in the grand scheme of things?
Maybe the answer to both of those questions is a simple ‘yes’ if that means that the photographer is providing a good service that enables them to make a living. Perhaps my personality type causes me an added layer of frustration in these things becuase I yearn to feel a deeper sense of purpose behind the work that I do. I can now say that Flora and Femina does provide that sense of purpose and fulfillment, but the necessary marketing manners detract from that for me.
This idea is explored eloquently by Ted Forbes in his video “WORK THAT MATTERS”. According to Forbes, here’s what it means to make photography that matters:
Meaningful work comes from caring, effort, and intent
It’s about:
Giving a damn
Going beyond “easy shots”
Asking what you’re trying to say
Having an opinion
Being willing to push boundaries or discomfort
Work that matters is of its time
Important work reflects:
A specific moment
A place
A cultural or social context
Even technically brilliant work can be forgotten if it arrives too late or repeats what’s already been done.
The clearest definition of “work that matters”
Work that matters is about pushing yourself, growing as an artist, and possibly inspiring others along the way. If that’s your intention, you’re already doing it.
So what does this mean for Flora and Femina? What does this mean for being a portrait photographer who helps with branding, senior portraits, and maternity? Aside from getting to document and crystalize milestones for people in a vibrant, powerful way, I can say that my work matters and will continue to matter as I relentlessly go beyond “easy” shots and poses. I may not be Beyoncé or a pilot (yet), but for now I am ambitious in that I want to create a vast body of work from my clients that shows that women are uniquely talented and powerful.
Going forward, I want to focus most on creating work that matters as I serve my clients. I want each woman to feel that their session is intentional in a broader sense while we work to capture what they need in a smaller, more detailed sense. If these portraits help someone see themselves differently, or feel more grounded in who they are, then the work matters.
Portrait Photography in Oʻahu with Intention
Flora and Femina is an Oʻahu-based portrait photography studio focused on creative branding, senior portraits, and maternity photography for women who want images that feel intentional rather than performative. Book a free consultation call here if you’re interested in setting up a session.
