One of the world’s top wedding photographers on how to break into the industry, connect with clients, and why kindness is your #1 asset

In our first Q&A with top industry experts, world-renowned fine art wedding photographer Jose Villa shares what it took to make a name for himself—and how you can get there, too.

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Before we get into this fun interview, we wanted to introduce “Ask an Expert.” Leave a pressing question about your event or wedding in our Chat section, and we’ll have one of our seasoned industry Pros answer it. You can ask anything from what to tip your wedding Pros, to favorite wedding and party venues, to how to pull off a party on a budget.

Now back to our Q&A…

Jose Villa has been a friend and an inspiration to us at 100 Layer Cake since the beginning. His work has graced our site many times over the years, with his incredibly distinct style and a client (and fan) base that spans worldwide. We are so excited to have him here, in our first Q&A with an event creative on our Substack.

100LC: Was your profession always photography? Did you ever want to be in any other industry? 

JV: Ever since I picked up a camera in my high school photography class, I knew I wanted to be a photographer. Before that, I really didn’t have a clear idea of a career goal. At the time, I was working at a local pharmacy, but it definitely wasn’t a long term position. Photography was the first thing I truly wanted to pursue and I started taking photos immediately. I’ve always loved home design and landscaping as well, I think if I weren’t a photographer I’d be designing landscapes and helping pair landscaping with mason work for private homes. 

100LC: What is your process for prepping for a wedding? 

JV: My way of combatting stress is getting on a treadmill and running five miles. I am able to clear my mind once I am in that zone and it’s really freeing. I also like to sit in the sauna or get a massage when I have time. I feel like after shooting for more than 20 years and as I get older I enjoy the self care so much more than I ever have, especially having two children, 2 and 3 years old… When I can escape I want to pamper myself and be in a zone of self care. 

100LC: Have you ever had to deal with an unhappy client or pushy parent of the couple? How did you handle it, if so? 

JV: Honestly, that is a rarity. I can find a way to work with just about anyone. The key is to make clients feel at ease by making them laugh or getting to know them a bit before the session. Given the high-end weddings I shoot, there are definitely a lot of asks but that is to be expected. One of my favorite things is to connect with a client or couple on another level because it makes taking their photos a fun and comfortable experience. 

You have to remember that no matter who or what your clients do for a living they are real people. I never put my clients on a pedestal, I treat them as if they are a new friend. Always acknowledge everyone in the room. I say hello to the parents of the bride and groom and thank them for having me there. I ask them if they need anything from me or my team. Reiterate that you are there for anything they may need throughout the process. If there's a conflict, face them head-on with grace and heart. We are all human and we all like to be heard and appreciated. Ultimately, you want your clients to trust you and to allow you to do what you do best so your approach to every move on the wedding weekend is essential. 

100LC: What’s the most catastrophic thing you’ve ever seen at a wedding? 

JV: Well, I have many crazy stories I could talk about like the time a hurricane was blowing over a wedding in Hawaii or another time when a tornado and rainstorm almost blew the reception tent away in Montana. Weather can be unpredictable at times and I see a lot of crazy weather events given how much I travel. Both weddings still continued, and the bride and groom were still able to receive beautiful photos. 

100LC: Any advice for other event photographers on how to price their services?

JV: Pricing services can be tricky because it depends on so many variables. Such as how visible you are as a photographer on social media, printed media, and within the photography world. It also depends on how much experience you have along with what you can present to them within your portfolio. With high-end events, some clients want the exposure of a large audience but they also want to see your experience at similar venues.

To work your way up in pricing, you can assist photographers that work on larger events and start building your portfolio. In the meantime, the pricing must reflect what is practical for what you can provide.

Social media reach can help for sure. Ultimately experience, loyalty, longevity and being easy to work with can help elevate your worth. Ask your local wedding planners what they think you are worth? They are the only ones who know how much your competition really costs. 

100LC: What’s your favorite event venue to shoot at? 

JV: I have so many that I really love but I especially love Reschio in Umbria, Italy. It is a thousand-year-old castle that sits on acres and acres of vast wilderness. It is truly breathtaking and a dream to shoot. I also really enjoy the Blackberry Farm in East Tennessee. I would describe it as high-end rustic with amazing views of tree-filled mountains everywhere. I’m attracted to natural beauty with open space and color... It’s my “safe” place so I feel like I thrive in those environments. 

100LC: What’s your favorite place to travel to?

JV: My husband, Joel, and I travel a lot for work so we tend to spend as much time with our kids, Joaquin and Julianna, at home when we aren’t working. That being said, when we want to get away we have a few favorite spots including Mexico to visit family or the beautiful Bora Bora Four Seasons Resort. In Bora Bora, seeing the coral and fish from the “over the water” bungalows is pretty spectacular. But then there’s the incredible trips we’ve taken to Cuba to experience the local life there... I don't think I’ve ever seen so many happy and positive people in my life. 

100LC: What camera/lenses are your favorite for photographing events?

JV: I will always love film. My all-time favorite camera is the Medium Format Contax 645 with the 80mm 2.0 lens, paired with the Fuji 400H film. However, given how much I travel and the need to provide images so quickly, I use digital most often.

My go-to camera is the Sony Alpha A1 with the Sony 50mm 1.2 lens. Once I have my images uploaded into Lightroom then I use my Jose Villa presets to make adjustments. The new AI feature with DVLOP has helped with editing time overall. 

100LC: What would you say is the top piece of advice for an event photographer to make a name for themself in this industry? 

JV: I think the most important thing is to be kind and professional so you can build relationships with vendors in the wedding industry as well as your clients. Treating others with respect and appreciating their contribution to events can help you build long term partners. Over time, referrals become more common as you have built a rapport with people in the industry. Exposure is really important as well, so put yourself out there and submit your work to magazines and social media accounts that may feature your work. You need to stay relevant and build your brand so you can make a name for yourself. Longevity and consistency is key.. not only in your personality, but in the work you are producing. Don’t chase the money, chase the love for creating and giving people experiences, because it’s not all about making a pretty photo. 

Thank you for sharing with us and our community, Jose! To see more of Jose’s work, head to his site page @JoseVilla. If you want to nominate an event creative for our Q&A, leave a comment here!