Ratchford Photography Studio
'Images of Innovation'
John Ratchford could have set up his photography studio just about anywhere. His passion and creativity, eye for beauty and detail, and immense talent behind the camera could have easily earned him a career in any major urban market. And no doubt he’s been encouraged to do so at many points in his career. But Ratchford is a man who knows what he wants, and he wants to be right where he is: a 30-second commute from his home, working in his sophisticated studio space on the waterfront in downtown North Sydney. Having lived and worked elsewhere, he ultimately began his business in Nova Scotia for one very simple reason: “Anytime I went away, it was like a heavy blanket being thrown over me. I just wanted to be here. My heart wanted to be here.” Now, he and the staff at Ratchford Photographic Studio run one of the highest volume photography studios in Canada, and produce awe-inspiring images that have garnered attention and acclaim at home and abroad.
Even at the early age of 11, John Ratchford’s skill as a photographer and an entrepreneur was evident, when he started taking pictures of horses at the racetrack in Sydney and selling the photos to horse owners. Since 1994, when he opened Ratchford Photographic Studios, his business and his reputation as a world-class photographer have blossomed. One look at the work gracing the walls of his studio clearly reveals why. Ratchford does not just take pictures of his subjects - he uses artfully arranged shadows and light, captivating poses, and a variety of backgrounds, sets, and props to capture the essence of those on the other side of the lens. Whether the subject is a serene mother-to-be, a child dressed as a fairy, a bride and groom on a beach, a sleeping newborn, a big multi-generational family, or a beloved pet, Ratchford’s portraits are intensely original, and nothing short of stunning. “We’re unique because of the way we approach things,” he says. “We constantly ask ourselves, ‘What can we do that is different?’”
This innovative and creative attitude has helped Ratchford bring new styles of photography to his business repertoire, and to Nova Scotia. One such endeavour is the addition of Seniors photography. No, not glamour shots of Grandma and Grandpa, although he could probably make that work too. These Seniors photographs are for high school seniors. They are graduation pictures that are a far cry from the typical cap and gown shots. “The Seniors photographs are images that are about the person. They are very individual.” Ratchford says. He creates unique portraits for high school grads, incorporating settings, objects, and body language that express the student’s personality or hold some special meaning. It is a concept popular throughout the U.S., and also one that many said would not work in Nova Scotia, or anywhere in Canada. But, with patience and persistence, John has proved the sceptics wrong, as the local market for his Seniors photographs is growing steadily. “The risks I’ve taken have paid off.” he says.
Having successfully introduced a market for Seniors photography where none existed before has given Ratchford the experience, and the desire to help others do the same. He is currently lining up seminars and speaking engagements in Las Vegas, London, and across Canada, in order to share his expertise in creating new markets with other photographers. Thanks to a strong web of contacts who gladly spread the word about his work, and the low cost of living he enjoys in Nova Scotia, Ratchford has the reasons and the resources to travel quite extensively, building his client base, and increasing his studio’s profile in the process.
Ratchford is quick to point out that great photography is more than just what goes on the camera. “We really make use of digital enhancements to make the pictures pop.” he explains. Ratchford Photographic Studio employs six staff members, including four digital production artists. Courtney Matthews was a student at Nova Scotia Community College when she began a work term at Ratchford Photographic Studio in 2002, and she’s been there ever since. “Really, I thought I’d have to go away to do this kind of work. I hated the thought. I love being so close to my friends and family, and I like the quiet.” Matthews says. Today, she heads up the studio’s wedding album design, and ranks as one of the top wedding album designers in the country.
Customer service is also an integral part of the studio’s success, and that is the realm of Studio Director Lorena Capstick. She is the first point of contact with all clients, and oversees the scheduling of appointments and general operation of the studio. “The best part of my job is the people, the interaction.” she says. “People come here, and they are capturing special moments of their lives. It’s the perfect situation for me.” Capstick also appreciates living and working in a unique place like Nova Scotia, saying, “I’ve travelled. I’ve seen beautiful places, but more than any place I’ve seen, I enjoy the beauty here. I enjoy the scenery and the lifestyle. I would be missing a very vital part of my life if I didn’t have that.”
The team at Ratchford Photographic Studio enjoys the easy-going, laid back surroundings, as well as the studio’s highly creative and positive atmosphere. Ratchford notes that most of the staff has been with him for a long time. “They genuinely seem to want to be here.” he says of the people around him. Capstick agrees, saying “The people here are committed to each other.” That commitment is an important part of the studio’s success, and enables Ratchford to surpass his customers’ expectations and develop his business even further. With a note of pride in his voice, he says, “Here we are on the edge of the world, and we do that kind of volume and business. You can do well here.” Clearly, for John Ratchford and the staff of Ratchford Photographic Studio, this edge of the world is a great place to be.
