Meet Emma Monaghan of Emma May Photography in Camberwell Junction

It wasn’t until Emma Monaghan had her own children that she understood the power of beautiful photos and the ability to capture a moment in time.

After she had her first child, she picked up a camera for the first time to take photos of her newborn.

“At that point, it was just going to be a hobby, and I just wanted to take photos of my own boys because they were growing so fast… and I fell in love with photography and being able to capture moments for other people,” she said.

From there, the hobby grew and Ms Monaghan started taking photos of her friend’s children. Then she officially started her business, Emma May Photography, from her home studio in mid- 2022. Business quickly grew and in August 2023, she opened her studio in Camberwell Junction, located on Camberwell Rd just opposite the iconic Rivoli Cinemas.

Like many passions, Ms Monaghan’s love of photography stems from a personal life experience.

“Both of my parents have passed away, and my mum passed away when I was 12 weeks pregnant with my first child. Once he was born, I realised I didn’t have the photos and memories of my parents that I would love to be able to share with him. And I realised how quick and how precious this time is, and that was my driving force behind wanting to take photos of my own boys. I fell in love with being able to do that for myself and I wanted to be able to give that to everyone else,” she said.

“I know the photos we take in this moment are for ourselves, but they’re also for our kids and the future generations.”

A focus on maternity, newborn and family photos

Specialising in maternity, newborn and family photo sessions, Ms Monaghan has developed a niche in this area of photography. Her signature style includes warm, neutral photos set in studio and out on location, with natural and candid poses.

She offers in-studio shoots at her Camberwell Junction photo studio, some in-home photo shoots for those who want to capture their family in their home environment, and outdoor location shoots which are becoming increasingly popular.

A lot of the outdoor photo shoots are done in locations across north east Melbourne, especially for those who want wide, open fields and lots of greenery. For beach locations, popular spots include Williamstown and the Mornington Peninsula.

“Most people are happy to travel to specific locations for shoots if they want a particular look and feel in their photos,” Ms Monaghan said.

While shooting on location can be tricky, as it’s weather dependent, Ms Monaghan said she works with her clients to reschedule if needed, or advises them to book in advance if they want to capture their baby in the newborn phase.

What to expect from a photo shoot

For those looking to engage Ms Monaghan’s photography services, they can start by getting in touch via the Emma May Photography website to make an enquiry.

From there, they will be guided through the process of working out suitable dates for a photo shoot, what they want to get out of the session, and they can share inspiration or ideas they may have for the images.

Ms Monaghan also offers a client-friendly wardrobe for use which includes a collection of dresses for women and outfits for babies, allowing clients to show up to their photo shoot without having to invest in outfits.

“We always have a really fun time. It’s not standing still, posing; it’s engaging, interacting with each other and lots of fun prompts. Most people end up walking away saying they’ve had a really great time,” Ms Monaghan said.

For those who want to book a maternity shoot, Ms Monaghan recommends aiming for 30 to 34 weeks into the pregnancy, which allows time if a session needs to be rescheduled.

For those wanting a newborn photo shoot but they’re not entirely sure of their due date, Ms Monaghan suggests getting in touch during the second trimester so she can plan ahead. Typically, most clients reach out between the 12 to 20-week mark to secure their photo shoot date.

The best time to capture a newborn is in those first two weeks – they’re still really little and still sleepy, making it easier to capture them in a peaceful state.

To accommodate flexibility and unknown baby arrival dates, Ms Monaghan limits the number of newborn shoots she does each month. That means she’ll schedule a date for 7 to 14 days after the due date, and the client can keep her posted on the actual arrival and they can shift the session if needed. Her best tip is to book in advance as much as possible to avoid missing out.

As another point of difference, Ms Monaghan also allows clients to bring their dog along to a newborn photo shoot so they can be included in the family pictures.

Building a photography business organically

When it came to choosing a photo studio, Camberwell Junction felt like an obvious fit, Ms Monaghan said.

“It’s convenient. It felt safe. It felt familiar. It’s friendly,” she said.

“And it’s also a central place for my clients to get to. And most of my clients will come and make a day of it – they’ll come to me for a newborn shoot, then they’ll go out for lunch in the area.”

While Ms Monaghan’s business has grown quickly and organically, she has been surprised at how welcoming the journey has been.

“I’ve really enjoyed the community connection, especially with other photographers. We don’t see each other as competition but rather as supporting each other,” she said.

An important business lesson she has learned in building her business is owning her niche and staying true to offering a particular style of maternity and newborn photos.

“It’s about being clear on who your ideal client is and targeting them, but also not being afraid to say no to clients who aren’t a perfect fit,” Ms Monaghan said.

“I wouldn’t do a bright, colourful cake smash photo shoot, for example. My style is neutral and beige. For anything that I feel doesn’t align to my brand and business, I will refer them on to another photographer.”

Sticking to her guns has served Ms Monaghan well, as it has helped her create consistent work and attract consistent clients.

“At the end of the day, I want everyone I work with to have a great experience,” she said.

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