today is precious, enjoy every moment
She's found her why!
Meet Joanne
I never started my business in November 2021, dreaming I would be doing what I am now. I'm following my heart and pursuing with passion what brings me joy and happiness in a purposeful way. My life thus far has had many peaks and valleys, and the more I follow this journey, I realise every one of these experiences guides and shapes the next season of life.
Life has taught me...
our memory fades with time, but photographs have a way of making time STAND STILL.
My journey as an entrepreneur began in 2007, when I helped my brother, Corey, market his start-up joinery business as a side hustle. I saw a gap in the local market for a dedicated marketing company to help local businesses grow, and JFM Creatives was born. In June 2007, my brother Corey lost his life in a fall while hunting up the Avoca Valley, Rakaia Gorge. We were best of mates, lived together, and had only spent a year or two apart; this is when my deep-rooted desire and appreciation for preserving memories began.
All my family struggled without our little bro around, and in 2012, my dad passed away too. In a few months, I had attended my dad's and both grandparents' funerals, and I had a personal joke: "I wasn't going to any more suits and sammie occasions, people - keep your feet in your boots!" Life moves and evolves, and as someone said to me, you don't get over grief; life gets easier with happier times.
I never thought starting a family was a possibility, having had PCOS since my early twenties. I was surprised to learn I was going to be a mum to Ryan at 17 weeks, which truly was the most rewarding experience of my life.
My values, My purpose, My why
Our values are more than words—they’re the unspoken language that connects us, the true north that keeps us aligned. When we honour them, life flows effortlessly, and the right people find their way to us.
As a photographer, my values shape every moment I capture. They guide me in creating images that are more than just pictures—they’re reflections of love, truth, and connection. If these values speak to you, then we’re meant to create something beautiful together.
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Heart-Centred
Courageous
Romantic
Authentic Authority
I speak, act, and live from a place of deep love and connection, letting my heart guide the way. I believe in capturing moments that are raw, real, and deeply felt.
Doing the right thing, even when it's hard, fills my soul with joy and purpose. Love and bravery go hand in hand.
I lead with truth, embracing my unique voice and staying true to who I am. Your story deserves to be told as it truly is.
I embrace the magic of romance, the kind that makes hearts race and spirits soar. Love is in the details, and I capture it in all its forms.
I can't really put my finger on what triggered me to buy a camera in May 2021, nor watch hours of YouTube videos and invest in photography education from some of the world's best. But as they say, sometimes you don't have a say when it's meant to be, it's meant to be.
I started out photographing family as you do and attending workshops in Christchurch covering genres from weddings, pets, people and kids, boudoir and Lightroom to grow my skills. I'm forever grateful to my first client Kirsty who booked me for a personal branding session in November, and as they say, the rest is history.
This creative journey was a surprise to me!
Emotive, joyful and timeless
My style is crafted from my journey
Helping people create a priceless legacy of where they are right now in life—whether in business, family, or personal milestones—is a privilege I truly treasure. Photography is more than just capturing a moment; it’s about celebrating your journey, embracing your story, and preserving the emotions that make you who you are.
You may wonder why I choose to share my own story when some things are so profoundly personal. The truth is, our experiences shape us, and I believe that by being open, I can help you feel confident to be yourself. When you step in front of my camera, know that I’ve got your back. I bring compassion, understanding, and a deep appreciation for life’s unique quirks—because I get it.
I’m here to capture you just as you are, helping you shine brighter than ever before. No need to feel nervous, self-conscious, or unsure—this is a space where you can be completely at ease. I take a relaxed, open-minded approach, ensuring you feel comfortable and confident so we can create stunning, authentic images that reflect your true self.
The reasons for photographs are endless, but one thing remains the same: they tell your story. Let’s create something beautiful together—something that speaks to who you are today and the legacy you’ll cherish forever.
MY LENSE OF THE WORLD IS SO DIFFERENT from any other photographer, because of life experiences!
Get to know me!
If you're wondering if I'm the right fit for you on a personal level or will I be someone you feel comfortable around, you can learn more about my story through the various blog articles below and also hear me talk. I'm all about the vibe someone gives you, and maybe you are too. Take a peek around!
