Savage Mill offers a blend of unique spaces, historic authenticity, and personal relationships. This mix is the perfect home for creative solopreneurs like Shané Gooding, owner of photography studio Imiivo Studios. One recent morning, we headed to her space at the far end of the Carding Building’s 3rd floor in the Carding Building to hear Shané’s story.
Greeting us at the entrance to her studio, Shané commented on how ideal her corner space is. Reserved clients appreciate the privacy of the space, which helps them relax and prepare for their sessions. Looking at the large portraits hanging on the white walls, we see that the clean industrial backdrop – exposed brick, elegant high ceilings and natural light that pours in through banks of south- and east-facing windows – accentuates the beauty of Shané’s portrait photography. We settled in on her plush couch to learn more Imiivo Studios and Shané’s experience at Savage Mill.
How did you get started with photography?
As a child, I loved looking through photo albums and making up stories. My mother took me to the library almost every day, and the stories I read sparked my imagination and helped me visualize things. I discovered that I’m good at combining writing, which is what I focused on in film school at NYU, with images.
Why is photography important to you?
It’s more than just an image. I want to give people, especially women, a feeling of empowerment. And as a Black woman and a member of a marginalized culture that was seldom photographed until the mid-20th century, I believe that a visible legacy symbolizes dignity, pride, and progress.
What does a photo session entail?
First, I schedule a phone consultation to talk with the client about what they’re wanting from the experience. Then, we schedule another meeting to discuss the client’s style, the look they want, and plan the experience. The photo shoot itself is fully guided, with posing and direction. I attempt to put the client at ease with their choice of music and snacks. I’ve even been known to dance with my clients! Depending on the type of session booked, it can include wardrobe options and professional makeup. Once the photos are ready, we schedule an in-person appointment to select the photos the client desires and decide on the size. I print on archival paper to ensure the works stand the test of time.
What inspired you to start your own business?
I completed my master’s and was working on my MFA. I had to come up with my own project that was critiqued and exhibited, which required a lot of self-motivation and focus. I was successful – I’ve had work displayed in New York, Colorado, and Kansas, and one of my pieces is in a permanent collection at the Art Institute of Chicago – but when my hopes to get a tenured faculty position in the area didn’t pan out, I was forced to reassess things. At first, I was worried that I’d lose my passion if I’d turn my art practice into a business, but I decided to give it a go. I had a young son and started realizing that life is really short. I want to be proud of my accomplishments. I’m happy I didn’t wait.
What is unique about your studio?
I think my experience in media and storytelling help me develop a holistic approach. My work portrays the confident, courageous side of my clients and their one-of-a-kind stories.
What works well about having your studio here at Savage Mill?
My studio space’s rich character is motivating for me as a creative person. The arched windows, the hardwood floors, and the beautiful light all add to the atmosphere. When I mention the location to people, particularly those in Howard County, they immediately have a landmark they can mentally recall and know where the studio is located. The location adds a level of comfort for those who want assurance about investing in a small business.
How has being here with other tenants helped support your business?
One of the great and unique aspects of being part of Savage Mill is that I am surrounded by other small business owners of such variety and talent. My neighbor across the hall, Kate at Symmetry First Architects, is fantastic and helpful. We have had so many varied conversations, some about things only a small business owner can appreciate. You tend to root for your Savage Mill neighbors more.
What are some projects you’re currently working on?
I just wrapped up photographing and editing the cover of Columbia Inspired magazine’s women’s issue, which is always demanding and exciting. Next, I have a mixture of personal branding, branding, and even a maternity session lined up. Right now, I’m editing a Board of Directors team headshot session.
What are some of your favorite memories?
Imiivo stands for “Infinite memories in, infinite visuals out”, a play on a saying in the world of film. I love engaging with clients and getting to know them better. It’s particularly rewarding to see shy clients come out of their shell and develop confidence in who they are. I’ve had clients with tears in their eyes tell me that they are so grateful for the experience.