Founder: Stephan and Adriana Martinez
Business: Elopement Photographers
Revenue/Month: $14K
Founders: 2
Employees: 2
Website: stephanandadriana.com
Location: California, United States
Founded: 2019
In today’s wedding world, where personalization trumps tradition, Elopement photographers has flourished as a specialized art form. Unlike photographers who document grand ceremonies with hundreds of guests, elopement specialists focus on intimate celebrations, often set against spectacular natural backdrops. These professionals combine photographic skill with outdoor enthusiasm, helping couples create lasting visual records of their special day in extraordinary locations.
Stephan and Adriana Martinez are making their mark in this expanding field. The husband-wife team founded their Elopement Photographers business with a sharp focus on California’s most striking natural settings: Yosemite National Park, Sequoia National Park, Big Sur, and other scenic spots throughout the Golden State.
“We’ve spent years exploring these parks,” Stephan explains. “We know where to find those perfect views that aren’t overrun with tourists, and exactly what time of day gives you that magical light on Half Dome or among the giant sequoias.”
This intimate knowledge of California’s iconic locations has become a defining element of their business strategy. The Martinez team doesn’t just photograph weddings—they serve as guides, leading couples to secluded vantage points where intimate ceremonies feel all the more special.
Their client base consists primarily of couples seeking alternatives to conventional wedding experiences. “Our couples are looking for authenticity above all else,” Adriana says. “They want their wedding day to reflect who they truly are as partners, not what a wedding magazine tells them they should want.”
The couples who hire the Martinez team typically question established wedding norms and place greater value on meaningful experiences than on following customs that don’t resonate with them.
“What we hear again and again is that our clients want to create moments they’ll talk about for decades,” Stephan notes. “They ask themselves, ‘When we’re celebrating our 25th anniversary, what day will we want to look back on?’ It’s rarely the day they stressed about matching napkins to centerpieces.”
These clients actively reject societal pressures regarding how weddings “should” be organized, choosing instead to craft ceremonies that genuinely reflect their vision of partnership and celebration.
From Ice Skating Stardom to Capturing Mountain Moments
Career transformations often reveal unexpected connections between disparate skills and experiences. For Stephan and Adriana Martinez, the leap from performing pirouettes on international ice to framing perfect shots in California’s wilderness demonstrates how past adventures can shape future ventures. Their story showcases how the discipline of professional skating, combined with a passion for photography and global perspective, created the perfect foundation for their elopement photography business.
“I first saw Adriana during her audition in Rio,” Stephan recalls with a smile. “Two weeks later, she joined our show in Argentina. I was immediately drawn to her talent and energy on the ice.”
Their professional relationship evolved into romance as they traveled together with Disney On Ice, with Adriana visiting 47 countries and Stephan touring through an astonishing 75 nations during his 11-year career.
Throughout their skating years, photography remained Stephan’s serious hobby. He approached it with characteristic determination, educating himself through photography books and magazines while lugging multiple cameras and lenses across continents.
“We’d wake up early to catch the sunrise and stay out late for sunset shots wherever we toured,” Adriana explains. “Stephan was always chasing the perfect light, though he never thought it would become his profession.”
In 2018, the couple decided to retire from show business. After Adriana moved to the United States, they married with initial plans for Stephan to coach skating and finish his college degree. When he missed the application deadline and faced a year-long wait, he redirected his focus toward professional photography.
“I started with real estate photography, selling landscape prints, and second-shooting for established wedding photographers,” Stephan says. “Working with Ellie Kolleen, who actually shot our own wedding, was particularly valuable for learning the ropes.”
During this period, Adriana encountered her own professional hurdles while awaiting green card approval. She used this time strategically, learning photography basics from Stephan while developing website design and marketing skills through online courses.
“When my work authorization finally came through, I realized traditional employment didn’t interest me,” Adriana notes. “After several soul-crushing job interviews, Stephan convinced me we should build our wedding photography business together.”
Financial reserves from their Disney On Ice years allowed them to invest heavily in their new venture throughout 2019. They deliberately channeled profits back into the business, establishing a solid foundation for future growth.
As 2020 approached, their calendar looked promising—until the pandemic forced cancellations and postponements of their booked weddings.
“That disruption actually accelerated our vision,” Stephan reflects. “We’d always wanted to shift from traditional weddings toward adventurous outdoor ceremonies, especially in mountain settings that felt authentic to us.”
The Martinez team initially questioned whether enough couples would seek their specialized service but discovered their concerns were unwarranted. The pandemic ignited widespread interest in smaller, intimate wedding experiences in natural settings.
“Once Yosemite reopened, our business just exploded,” Adriana says. “Suddenly, the niche we’d dreamed about was exactly what couples were searching for. We realized we could build our business around locations and experiences we truly love.”
Building a Distinctive Brand in a Crowded Market
In today’s digital age, wedding photographers must do more than simply take beautiful pictures—they need to cultivate a recognizable visual signature and strategic business approach that sets them apart. The photography industry is saturated with talented professionals, making thoughtful brand development and marketing essential for sustained success. For the Martinez team, this process involved careful attention to their editing style, website presentation, and client acquisition methods.
“We were really intentional about developing our editing aesthetic,” Stephan explains. “We wanted our images to have a clean, true-to-color quality that would still resonate emotionally years after the wedding day.”
The couple deliberately avoided the industry-standard approach of applying pre-packaged filters and presets—a shortcut often recommended by photography educators. Instead, they focused on perfecting their in-camera technique first.
“Getting the lighting right during the actual shoot is everything,” Adriana says. “We put enormous effort into capturing flattering light in the moment, creating a solid foundation before adding just a touch of sparkle in post-production.”
This meticulous approach to their visual identity has yielded significant results. Their clients frequently mention the photography style as a primary reason for choosing their services.
“We hear it all the time—clients tell us they love how natural and unfiltered our work feels,” Stephan notes. “The time we invested in creating our signature look has really paid off in distinguishing us from other photographers.”
When shifting their business toward elopements and intimate weddings, the Martinez team implemented a thorough rebranding strategy. They noticed that sharing outdoor wedding content on social media instantly resonated with couples seeking similar experiences, prompting them to completely redesign their website to target the outdoor ceremony market.
Their business development also included extensive content marketing efforts. “We created tons of detailed blog content about elopements while optimizing everything for search engines,” Adriana explains. “The results weren’t immediate—it took about 3-4 months before we gained real traction—but now we get inquiries from couples who find us on Google’s first page, which is incredibly satisfying.”
Financial stability from their previous careers proved invaluable during this transition period. Savings from their Disney On Ice years eliminated the need for business loans, allowing them to reinvest earnings directly into growing their enterprise.
“Our different skill sets have been crucial to our success,” Stephan points out. “I focus on the technical photography aspects—lighting, posing techniques—while Adriana handles our marketing strategy. This division of labor plays to our individual strengths and prevents either of us from burning out trying to manage everything simultaneously.”
Their business evolved organically rather than launching on a specific date, reflecting their willingness to follow market signals and adapt accordingly. Their customer acquisition strategy continues to prioritize website optimization and blog content.
“Google search traffic generates our most valuable leads,” Adriana says. “While we maintain a presence on platforms like Instagram for storytelling purposes, we don’t obsess over metrics or engagement rates. Our website is our central marketing asset and gets the majority of our attention.”
After experimenting with various advertising channels, they found Google Ads particularly effective, though their 2020 inquiries have come entirely through organic search—validating their content strategy.
“Professional networking has been just as important as our digital marketing,” Stephan emphasizes. “We’ve built great relationships with fellow adventure photographers, hosting informal gatherings and establishing mutual referral networks.”
Their friendship with photographer Lisa exemplifies this collaborative approach. “After working together in Big Sur, we began referring clients to each other when already booked,” Adriana shares. “It’s a win-win arrangement that enhances our capacity to serve more couples while maintaining our quality standards.”
Designing a Business That Serves Life’s Priorities
Many entrepreneurs discover that success comes at a steep personal cost—endless work hours, diminished relationships, and burnout. The true challenge lies not just in building a profitable business but structuring it to enhance rather than detract from life’s most meaningful aspects. The Martinez team has crafted an innovative approach that aligns their business operations with their personal values, creating a model that supports their desired lifestyle instead of demanding constant sacrifice.
“We’re on track to photograph 30 weddings by the end of this year,” Stephan says with evident satisfaction. “When you add in our engagement and anniversary sessions, plus revenue from our vacation rental property, we’re generating between $12,000 and $18,000 monthly.”
This dual-income strategy provides financial stability while allowing flexibility in their schedule. The current year represents a pivotal achievement in their business evolution—successfully implementing their international lifestyle plan while maintaining strong business operations.
“Back in 2018, we made it our goal to spend summers and winters in Rio,” Adriana explains. “Now we actually do it—July, August, December, and January in my hometown in Brazil, while renting our California home near Yosemite through Airbnb.”
This arrangement enables them to maximize family time during wedding industry low seasons while remaining available for California bookings during peak months. Their business model deliberately preserves elements of their previous lifestyle. Having experienced extensive global travel during their performing careers, they consciously rejected conventional settlement patterns.
“We got used to mobility and cultural immersion during our performing days,” Stephan notes. “We didn’t want to give that up just because we changed careers. Our satisfaction comes from creating businesses that facilitate our preferred lifestyle rather than forcing lifestyle compromises to fit work demands.”
Despite their impressive success, the Martinez team maintains straightforward growth objectives centered on continual refinement rather than dramatic expansion.
“Our key questions aren’t about getting bigger,” Adriana says. “We ask ourselves: How can we enhance the client experience? What unique service offerings can we create? How can we streamline our processes to deliver even better results? This client-centered approach drives everything we do.”
While acknowledging uncertainty about specific future directions, they express genuine contentment with their current trajectory.
“We’re happy continuing to travel, building meaningful client relationships, strengthening family connections, and doing fulfilling creative work,” Stephan reflects. “That feels like success to us.”
Learning Through Experience: Sustainability in Creative Work
The entrepreneurial journey often reveals insights that can’t be taught in classrooms or training programs. For creative professionals especially, finding the delicate balance between passionate dedication and sustainable practices represents perhaps the most challenging aspect of business ownership. The Martinez team’s path illustrates how even work you love can become depleting without intentional boundaries and strategic limitations.
“Our biggest mistake early on was failing to prioritize work-life balance,” Adriana admits. “We were so excited about building our business that we dove in completely, with no boundaries or structured downtime.”
This approach, while initially productive, proved unsustainable despite their genuine passion for the work.
“Even when you love what you do, you need breaks,” Stephan emphasizes. “We learned that lesson the hard way—through exhaustion and diminishing creative energy.”
Their current strategy represents a fundamental shift in philosophy. By deliberately booking fewer weddings and maintaining open periods in their calendar, they’ve created space for personal adventures and travel.
“It seems counterintuitive, but taking on fewer clients has actually improved our business,” Adriana explains. “This recalibration protects our mental and physical well-being while simultaneously enhancing our service. Each couple gets more attention and availability from us because we’re not stretched thin.”
The Martinez team also highlights the importance of strategic investment in professional education. With countless online courses and coaching programs targeting photographers, they advocate for careful research before committing financial resources.
“There’s so much educational content marketed to photographers now, but quality varies wildly,” Stephan cautions. “Take time to evaluate what’s being offered and select coaches who address your specific development needs rather than generic programs that promise quick success.”
Leveraging Expert Knowledge: The Power of Strategic Learning
Entrepreneurial growth often reaches a critical junction where self-directed learning alone cannot sustain momentum. While self-education provides an essential starting point, achieving breakthrough results typically requires guidance from seasoned professionals who have already charted the territory ahead. For photographers building specialized businesses, this strategic approach to professional development can compress years of trial-and-error into months of focused improvement, shortening the path to profitability and creative fulfillment.
“I hit a wall with what I could teach myself,” Adriana admits candidly. “Recognizing my limitations was actually liberating because it pushed me to seek expertise from established professionals instead of struggling to figure everything out on my own.”
This mindset shift opened doors to valuable knowledge and mentorship opportunities that accelerated their business growth. The Martinez team finds ongoing inspiration by following accomplished elopement photographers across various social media platforms.
“These industry leaders showed us what was possible,” Stephan explains. “Seeing their work and business models set high benchmarks and expanded our vision of what we could achieve ourselves.”
This form of passive learning through observation complemented their more structured educational investments. Among their most transformative business decisions was investing in specialized online education.
“I enrolled in a comprehensive business course that covered all the essential elements of photography entrepreneurship,” Adriana says. “It wasn’t cheap, but it addressed exactly what we needed—website optimization, search engine visibility, workflow efficiency, and enhancing the client experience.”
The program’s creator, Kyle Goldie, later provided personalized coaching during a pivotal three-month period throughout the pandemic. “That targeted mentorship fundamentally changed both our business operations and personal lives,” Stephan notes. “Having someone who’d already built what we wanted to build gave us a roadmap that saved us countless hours of guesswork.”
Their advice to aspiring entrepreneurs emphasizes seeking specialized guidance and viewing educational expenses as investments rather than costs.
“Do thorough research before selecting courses,” Adriana advises. “Make sure the content addresses your specific business needs rather than offering generic information you could find for free online.”
The Martinez team cautions against hasty decisions in this process. “Find educators who understand your particular business challenges,” Stephan suggests. “The right mentor knows exactly where you’re likely to get stuck and can help you navigate those obstacles efficiently.”
The value of learning from others’ experiences creates compound benefits beyond just skill development. “By absorbing insights from those who’ve already overcome similar obstacles, we avoided so many predictable mistakes,” Adriana reflects. “We could focus our energy on innovation rather than recovering from preventable setbacks.”
This approach also provides crucial reassurance during inevitable difficult periods. “When things got tough, we knew these challenges were normal parts of the entrepreneurial journey rather than signs we were failing,” Stephan shares. “That perspective alone was worth the price of the education.”
Their story illustrates how combining passion with structured business education creates a powerful formula for success. Their willingness to invest in themselves, seek guidance from industry leaders, and continuously refine their approach has enabled them to build a thriving photography business aligned with their personal values.
“Our journey from international ice skating performers to Elopement Photographers isn’t what anyone would have predicted,” Adriana says with a smile. “But by leveraging our unique backgrounds, embracing continuous learning, and staying true to our vision, we’ve created something that genuinely works for us.”
The Martinez team has proven that with the right mindset and strategic investments, entrepreneurs can craft businesses that support their ideal lives rather than consuming them. “That’s the real measure of success,” Stephan concludes. “Not just building a profitable business, but building one that enhances your life instead of depleting it.”
Success Factors: Why Did Elopement Photographers Succeed?
- Leveraging unique background experience: Their careers with Disney On Ice provided them with international perspectives, discipline, and savings that gave them financial stability during the business transition.
- Developing a distinctive visual identity: They created a clean, true-to-color editing style that resonated with clients, focusing on in-camera technique rather than relying on presets.
- Strategic niche specialization: They focused on outdoor elopements in specific California locations (Yosemite, Sequoia, Big Sur), becoming experts in these settings rather than trying to serve all wedding markets.
- Content marketing and SEO focus: They invested heavily in blog content and website optimization, which eventually positioned them on Google’s first page for relevant searches.
- Complementary skill distribution: They divided responsibilities based on their strengths – Stephan handling technical photography aspects and Adriana focusing on marketing strategy.
- Professional networking: They built mutually beneficial relationships with other photographers for referrals and community support.
- Deliberate work-life integration: They designed their business model to accommodate their desire for international travel, specifically structuring their calendar to spend summers and winters in Brazil.
- Seeking expert guidance: They invested in specialized education rather than relying solely on self-teaching, working with mentors like Kyle Goldie during critical growth periods.
- Adapting to market opportunities: When the pandemic disrupted traditional weddings, they fully embraced the elopement model which was already aligned with their preferences.
- Sustainable business approach: They focused on quality over quantity, deliberately booking fewer weddings to maintain creative energy and provide better service to each client.
- Multiple revenue streams: They combined photography income with vacation rental property management to create financial stability.
- Continuous improvement mindset: Rather than dramatic expansion, they focused on enhancing client experiences, creating unique service offerings, and streamlining processes.
Key Lessons to Learn
- Find the intersection of passion and market need – The Martinez team succeeded by combining their love for outdoor photography with the growing demand for intimate, adventurous weddings.
- Prior experience can provide unexpected advantages – Their Disney On Ice background gave them financial stability, global perspective, and discipline that transferred surprisingly well to photography entrepreneurship.
- Deliberate brand development pays off – Their investment in creating a distinctive editing style and visual identity became a key differentiator in a crowded market.
- Design your business around your desired lifestyle – Rather than letting work dictate their life, they structured their business to accommodate what mattered to them: international travel, family time, and creative fulfillment.
- Seek strategic mentorship – Recognizing when self-education reaches its limits and investing in specialized guidance accelerated their growth.
- Content marketing requires patience – Their SEO and blog strategy took 3-4 months to gain traction but eventually became their primary lead generation tool.
- Build collaborative relationships – Their networking with other photographers created mutually beneficial referral systems that expanded their capabilities.
- Less can be more – Deliberately booking fewer weddings improved both their quality of life and the service they provided to clients.
- Prioritize work-life balance from the start – They learned that even work you love becomes unsustainable without boundaries and structured downtime.
- Adapt to changing circumstances – When the pandemic disrupted their original plans, they embraced the opportunity to specialize in elopements rather than fighting against market trends.
- Location expertise creates value – Their deep knowledge of specific California destinations became a cornerstone of their service offering.
- Diversify revenue streams – Combining photography with vacation rental income created financial stability and reduced pressure.
Opportunity Matrix
Founder Background
- Professional Experience: International performers with Disney On Ice (Stephan: 11 years, Adriana: multiple years)
- Global Exposure: Extensive international travel (Stephan: 75 countries, Adriana: 47 countries)
- Relevant Skills:
Stephan: Long-time photography hobbyist, technical skills developed during travels
Adriana: Website design and marketing expertise gained through online courses
- Financial Position: Substantial savings from performance careers providing startup cushion
- Personal Connection: Met during Disney On Ice, married before business launch
Problem Identification
- Traditional Wedding Limitations: Conventional weddings often feel impersonal and driven by societal expectations
- Underserved Market: Couples seeking authentic, intimate ceremonies in natural settings lacked specialized photography services
- Industry Gap: Few photographers combined technical expertise with outdoor adventure knowledge and location-specific expertise
- Client Needs: Couples wanted meaningful memories in remarkable locations rather than formulaic wedding photography
Market Opportunity
- Growing Trend: Increasing interest in personalized, intimate wedding experiences
- Pandemic Acceleration: COVID-19 restrictions created surge in demand for small outdoor ceremonies
- Geographic Advantage: California’s iconic natural locations (Yosemite, Sequoia, Big Sur) attract couples seeking dramatic backdrops
- Premium Positioning: Willingness of couples to invest significantly in high-quality documentation of unique experiences
Competitive Landscape
- Traditional Wedding Photographers: Numerous but focused on conventional ceremonies
- Adventure Photographers: Some competition but few with specific elopement expertise
- Location Specialists: Limited photographers with deep knowledge of California’s natural landmarks
- Differentiation Options: Visual style, location expertise, and service approach offered ways to stand out
Market Research
- Informal Approach: Observed growing interest in outdoor elopements via social media
- Testing Demand: Initially questioned if sufficient market existed for specialized service
- Validation Method: Social media content engagement indicated strong interest in outdoor wedding content
- Pandemic Insights: Market demand dramatically increased when traditional weddings became restricted
Business Model
- Revenue Streams:
Primary: Elopement and intimate wedding photography packages
Secondary: Engagement and anniversary photo sessions
Supplementary: Vacation rental income (Airbnb near Yosemite)
- Pricing Strategy: Premium positioning reflecting specialized expertise
- Monthly Revenue: $12,000-$18,000 combined from photography and property rental
- Annual Volume: Approximately 30 weddings plus additional engagement/anniversary sessions
- Lifestyle Integration: Business structured to allow extended stays in Brazil (4 months annually)
Initial Capital
- Funding Source: Self-funded through savings from Disney On Ice careers
- Investment Areas:
Professional equipment
Website development
Search engine optimization
Education and mentorship programs
- Financial Strategy: Deliberate reinvestment of 2019 profits to build foundation
Product/Service Development
- Core Offering: Specialized elopement photography in California’s natural settings
- Visual Differentiation: Development of clean, true-to-color editing style
- Technical Approach: Focus on in-camera technique over preset filters
- Service Enhancement: Location expertise providing hidden vistas and optimal timing knowledge
- Client Experience: Personalized guidance through unfamiliar outdoor ceremony planning
Marketing Strategy
- Primary Channel: Website optimization and blog content for organic search visibility
- Content Focus: Educational materials about elopements in specific California locations
- Social Media: Used primarily for storytelling rather than metrics-driven engagement
- Advertising: Google Ads proved effective while Facebook Ads showed limited results
- Professional Network: Established referral relationships with complementary vendors
- Timeline: 3-4 month lag between content creation and SEO traction
Milestones
- 2018: Retirement from Disney On Ice, marriage, and initial business concept
- 2019: Launch of wedding photography business, reinvestment period
- 2020: Pandemic disruption followed by pivot to exclusive elopement focus
- 2020-2021: Exponential growth once Yosemite reopened for ceremonies
- Current: Successfully implemented international lifestyle plan (summers/winters in Brazil)
Scalability
- Business Philosophy: Focus on quality over quantity, not pursuing aggressive growth
- Capacity Management: Deliberately limiting wedding bookings to maintain work-life balance
- Growth Direction: Enhancing client experience rather than increasing volume
- Team Structure: Husband-wife operation without plans for staff expansion
- Geographic Focus: California specialization with no immediate plans for territorial expansion
Potential Risks and Challenges
- Seasonal Dependency: Wedding business concentrated in specific months
- Location Vulnerability: Reliance on national parks subject to closures (fire, pandemic)
- Market Saturation: Potential increase in competition as elopement trend grows
- Work-Life Balance: Risk of burnout without maintaining boundaries
- International Complexity: Brazilian/American lifestyle requiring careful visa management
Key Performance Indicators/Metrics
- Financial: Monthly revenue ($12,000-$18,000)
- Volume: Annual wedding count (30 weddings projected)
- Client Acquisition: Google search ranking for targeted keywords
- Client Satisfaction: Referral rate and testimonials
- Work-Life Balance: Ability to maintain international lifestyle plan
- Creative Fulfillment: Maintaining enthusiasm and preventing burnout