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Creating powerful images relies heavily on how comfortable the subject feels," says Kat Grudko, and she's built a Cape Town photography business around that truth. After 17 years behind the camera, she's refined a practice that treats every shoot as "friendship through the lens; where mood boards, personal check-ins, and intentional studio design help women see themselves in ways they never imagined. Through platforms like Picha Stock and recognition in Weaving Stories, Kat demonstrates that authentic representation isn't performative inclusivity; it's a strategic advantage that drives real business growth.
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I came to realise that creating powerful images — the kind that truly speak to people — relies heavily on the direction given by the photographer and on how comfortable the subject feels in front of the camera. At first, I thought each person simply “looked” a certain way, and that was that. But over time, I discovered that with the right connection, I could bring out different reactions, emotions, and even stories from the same person. That shift taught me that a big part of my role is not just technical, but relational — capturing genuine emotion through the trust and connection I build with people during a photoshoot.
I like to start by asking my subjects for mood boards or references of what speaks to them. From there, we draw inspiration and shape it into something that suits their personality and the mood we want to express through the images. With 17 years of experience, I’m able to guide them with poses that flatter their body type and align with the overall feel we’re aiming for. At the same time, I always welcome their ideas — whether it’s a pose they’ve envisioned or something spontaneous in the moment. Allowing that creative freedom often leads to the best results, because when someone feels genuinely excited about what they’re doing, that energy shines through in the images.
In today’s fast-paced world, where AI is advancing rapidly and there’s a real concern about it replacing certain jobs, I’ve found myself even more committed to a high-end, one-of-a-kind approach to photography — one that is deeply client-focused and detail-driven. My ideal clients are those who value not just the final images, but the full experience. They’re willing to invest in that process because they know the result will not only shift perceptions, but also help them grow as individuals. Those are the clients who seem to naturally find me — and I welcome more of them into my world.
I see a powerful opportunity now for photographers and businesses with strong social impact missions to double down, to highlight the personal approach and the deeper meaning behind your work. Whether you are a solo creative, a small business, or a large company, when a mission of genuine impact sits at the heart of what you do, I believe you are positioned to thrive in this new landscape.
I make it a priority to get to know my subjects before the shoot — whether that’s through an in-person or online meeting, or simply by chatting over email or social media. It helps me understand their personality, likes, and preferences, which I can then bring into the session.
If someone arrives feeling uneasy or nervous, I take the time to pause. We’ll sit down for 15 minutes, and I’ll ask how they’re doing and try to get a sense of their headspace. That check-in makes a huge difference.
The studio itself also plays a role. It’s not just a white box; I designed it to feel homely and welcoming, with a couch and a bed for my boudoir work. I wanted it to feel like stepping into a friend’s home — warm, comfortable, and safe.
And then, when I capture that first photo I know is truly special, I always show them. If they had any doubt about themselves, or about my ability, seeing that image is a turning point. Their confidence shifts instantly, and from there I notice they’re much more open to my direction. It’s amazing to watch their confidence grow, not just in that moment but throughout the entire photoshoot.
Stock photography has evolved so much — it’s no longer about cheesy, overly styled images of unrealistic people doing staged things. Over the last decade, it’s taken a much-needed turn toward authenticity. People want to see others who look like them: everyday people doing everyday things, so they can see themselves reflected in those images.
This shift has opened up more creative freedom for both photographers and subjects. From the styling to the message behind the image, there’s room to be more genuine and expressive. The result is stock photography with more personality, more meaning, and ultimately, a much greater impact.
This work has made me double down on my Women's Empowerment photography. I’ve come to see that not everyone has the emotional intelligence to do this kind of work, and I recognize that one of my strengths is creating a safe space where women can feel truly seen in ways they may never have imagined possible. That realisation has only deepened my passion for this kind of photography.
It has also pushed me to refine my sales funnel and the way I interact with both potential and returning clients. My goal is always to make the process as seamless and personal as possible — from the very first point of contact to the moment they receive their images. I’m still fine-tuning certain parts of the process, but I now have a clear understanding of the steps I need to take to get there.
Along the way, I’ve had the privilege of meeting and working with incredible people — both the subjects I photograph and other photographers in the industry. Each of them has shaped the way I connect with people and has influenced my own path. I now carry with me a constant awareness of how I can add value, whether I’m working on a deeply personal project or a client commission.
I also make it a point to keep learning. Sometimes that’s through watching what other successful photographers are doing, other times it’s through investing in courses and workshops, or by networking and staying connected with the industry. All of this helps me stay attuned to shifts in the field and what might be coming next.
Ultimately, this journey has shown me that there is a real need for this type of imagery and that many people are longing to be part of this kind of storytelling. It has inspired me to do even more of this work and to reach as many women as I can, supporting them in their journeys of self-love through the power of photography.
Every person wants to feel that they are capable of achieving anything they put their mind to. People can say those words over and over, but true belief often comes when someone sees a person who looks like them actually doing that thing. Representation is powerful — when you see someone like yourself accomplishing what you aspire to, it transforms the dream into a tangible possibility and gives you a visual to work toward.
For companies and clients, this is a real strategic advantage. When they take the time to clearly define their target market and feature those people authentically in their marketing, it allows potential customers to imagine themselves in that story. They can see themselves using the product or living that lifestyle — and that connection has the potential to translate into stronger engagement and more sales.
This is a challenging topic, and one that I continue to learn about every day.
Thankfully, I haven’t had to have these conversations often in recent years, as most people now understand the value of my work. During the first decade of my career, however, these discussions were frequent. In those situations, I would remind clients of a simple concept: you can have two of three things — good, fast, or cheap — but never all three at once. If they want work that is good and fast, it will come at a higher price. If they want it good and cheap, it will likely take longer. And if they want it cheap and fast, it probably won’t meet the quality standard.
Ultimately, it comes down to educating clients about the value you provide — calmly, kindly, and clearly. This can happen through marketing, direct conversations, online calls, or emails. Over time, I’ve also created templates for these discussions, so I can respond thoughtfully without expending unnecessary energy on questions that arise regularly.
Looking at successful photographers like Yagazie Emezi who've built international reputations around meaningful content, what's your strategy for expanding your platform while staying rooted in South African creative community?
I grew up in Johannesburg and moved to Cape Town in 2017, expecting to continue my photography success seamlessly. It was much harder than I anticipated, and for years I traveled back to Johannesburg regularly to sustain my work. Covid and lockdown forced me to focus fully on building my client base in Cape Town, which was a turning point.
Through this process, I learned that networking and relationships with other creatives are crucial — many of my referrals come from photographers, videographers, and industry peers who champion my work. I always aim to deliver my best work, be kind, and be reliable, which keeps me top of mind even when I’m less active on social media.
I’m also part of BNI, which connects professionals through referrals and development opportunities. It’s been a great way to get my work in front of people I wouldn’t normally reach and has strengthened my network significantly without having to rely solely on social media.
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First and foremost, start with the problem you want to solve. Solutions will come with time, but if you can identify a problem your clients have — and one that you enjoy solving — you create a recipe for success. That kind of purpose drives you to get out of bed every day, even on the hard days.
It’s also about putting the right systems in place for your clients and your business — systems that simplify your work and allow you to focus on what really matters: delivering your best work and ensuring your clients are happy. Consistently doing great work and working with clients who truly value it is key. Reliability and high-quality results come from knowledge and skill developed over time, and it’s important that clients understand the value and investment that entails.
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