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Today we’d like to introduce you to Diana Lustig.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
For a while, I struggled to find my ikigai—which is a Japanese concept focused on finding the intersection of some of life’s most important considerations: What you love, what you’re good at, what the world needs, and what you can get paid to do.
I ignored all the signs throughout the years that I should work in photography. I’d pick up photo jobs here and there, but most of my professional time was dedicated to graphic design—which I liked but never felt like my calling.
After my own elopement and some soul searching, I finally figured out my ikigai. At the crossroads of my passion for the outdoors, my love of photography, and my joy in helping couples celebrate their love—I created my adventure wedding and elopement photography business.
My business (Love & Latitudes) matched nicely with my semi-nomadic lifestyle. My spouse and I live and travel in our camper van (nicknamed “Clyde”), which makes it easy to meet our couples wherever they want to get married.
The timing was one of the earliest challenges I experienced starting my business. When the pandemic happened, I had to put so many things on hold, including traveling and my new business venture. But after several months of working freelance jobs and things slowly opening up more, I really got the business rolling. Two and a half years later, we’re doing it and loving it!
We all face challenges, but looking back would you describe it as a relatively smooth road?
Starting something new is rarely a smooth experience. People say building a business is tough. We’ve all heard it before. We all know it’s true. But it’s another thing to experience it for yourself.
As a photographer for 16 years—with experience spanning journalism, sports, landscapes, and more—I knew my way around a camera and was comfortable posing couples. But there was (and still is) so much to learn on the business side. I’ve made mistakes and grown from each of them. Even when everything goes according to plan, I still ask myself what I can improve or experiment with.
Beyond the purely professional, living in a van has been my biggest adventure yet. Yes, it’s extremely rewarding to see so much of the country. And I wouldn’t trade workdays by the beach or hot chocolate under the stars for anything. But there’s always a new struggle or challenge facing you when your lifestyle is so in flux. We’ve had transmission breakdowns that left us grounded in Tucson for a week, a snowstorm that froze us in Death Valley for a night, and more than a few rough roads we barely escaped. Then again, these all become funny stories when they are in our rearview mirror.
Can you tell our readers more about what you do and what you think sets you apart from others?
I specialize in small outdoor weddings and elopements. As an elopement photographer, I’m often helping my couples in ways I wouldn’t if I was shooting venue-based weddings. I help my clients choose the best locations for their needs, write a schedule based on natural lighting and activities, make vendor suggestions, and more. On the day of, I’m often one of the only vendors present, so I do a lot. I’ve carried items like keys and water, fixed hair while on the trail for hiking elopements, helped attach cuff links, undone bustles for photos, held doors open for couples who were afraid of bees (they’re everywhere in the desert), and so many more odd tasks.
I’m most proud of starting a business. I’m the type of person who flits around from side project to side project—many of which I never finish. So, I’m very proud of following my calling and sticking to it, especially in those early days.
Additionally, I try to embody learned resiliency. Not to say that weddings are always hard but my life on the road has shown me humans are really durable. So I’m not phased by crazy things that can happen on a wedding day—like rain in the forecast, sudden winds, or scheduling challenges.
Something that differentiates my photography is that I apply a journalistic eye to my weddings and couple’s shoots. I invite my couples to be themselves, to cut out little moments in the day where they aren’t posed and their authentic personalities shine through. It’s not about perfection, it’s about authenticity—whether that’s misty eyes, dusty boots, or shy laughter. Those are the moments you can’t stage but always treasure.
Networking and finding a mentor can have a positive impact on one’s life and career. Any advice?
The community of traveling photographers is surprisingly friendly. It’s easy enough to find people on the road, at second-shooter opportunities, attending styled shoots, or through Facebook groups who are willing to provide a bit of advice to newbies. No matter what questions you have or the challenges you face, it’s helpful to know that you aren’t the only one who’s experienced it.
If you are an introvert like me, it feels awkward stepping outside of your comfort zone. But running a business requires you to grow in sometimes uncomfortable ways. So, every time I take on something new, I just remind myself of that.
Pricing:
- 8-hour elopement packages starting at $3600
- 6-hour elopement packages starting at $3100
- 4-hour elopement packages starting at $2600
- 2-hour engagement packages starting at $850
Contact Info:
- Website: https://www.loveandlatitudes.com/
- Instagram: https://www.instagram.com/loveandlatitudes/
- Facebook: https://www.facebook.com/loveandlatitudes
- Linkedin: https://www.linkedin.com/company/love-and-latitudes-photography/
- Twitter: https://twitter.com/lovelatitudes
Image Credits
Love & Latitudes Photography