Anna Lotz's personal story as the driving force behind her successful photography business

Anna Lotz's personal story as the driving force behind her successful photography business

German photographer Anna Lotz has always enjoyed taking photos. Especially of couples, as capturing true connection was what she loved most. However, the real spark came at a special moment: the birth of her godchild. “My passion began when I held my godchild in my arms. Those tiny, vulnerable moments touched me deeply, and I immediately knew: this is what I want to capture,” says Anna.

What began as a love for newborn photography quickly turned into a deeply rooted mission. Anna wanted to capture the most intimate moments in young families' lives in a warm and authentic way. This led her to start photographing pregnancies as well. Capturing the softness, pride, and love that shines through during this time became a key part of her work. “I love putting mums-to-be literally and figuratively in the right light.”

Specialization in maternity and newborn photography

Anna has since grown into a specialist in maternity and newborn photography. “Every family I welcome into my studio in Mülheim reminds me how special pregnancy is and those first weeks and months together.” This year, she celebrates her 10-year anniversary as a professional photographer, a milestone that makes her proud but also a bit emotional. Each photoshoot still feels like an honor to her, an opportunity to witness a unique moment in her clients' lives. “My favorite shoots? Without a doubt, the sessions with pregnant women, newborn babies, and the connection between parents and their child. That pure love, those first glances, that’s what I love to capture.”

In her studio, there’s a client wardrobe with over 100 carefully selected clothing items. “I want every mother to feel beautiful and comfortable. Because only when you feel good, you will show that in the photos.”

The personal journey behind Anna's love for photography

What makes her work truly special is her own story. The road to motherhood for Anna was not easy. It was a long journey filled with hope, disappointments, and deep emotions. “After several ICSI treatments, I was finally able to experience the greatest joy: holding my children in my arms. That experience not only gave me endless strength and patience but also a deep empathy for women walking a similar path. Every mother I welcome into my studio reminds me of how precious these moments are.”

A warm style with a sense of atmosphere

When Anna first started, she worked with many props and colorful backgrounds. However, that never felt like her style. She experimented extensively and gradually refined her editing. “My style is now much calmer. Warm, natural, and with a touch of boho. I work with few props but plenty of textures. Everything revolves around the feeling and authenticity of the moment.”

Her inspiration comes from everywhere. “From the street to interior design, from Pinterest to fashion – everything that is aesthetic touches me. Modern, warm, a bit rustic, that suits me. I love being inspired, but I always stay true to my own style,” Anna says.

From perfectionism to genuine emotion

One of the biggest challenges was perfectionism for Anna. “In the beginning, I wanted every baby to be in the perfect pose. But as I gained more experience, I realized that emotion weighs more than perfection. Nowadays, it’s all about connection for me. Because that’s what touches people, and what they truly connect with later,” says Anna.

Attracting clients through trust and visibility

Most of Anna’s clients find her through word of mouth, something she still considers the greatest compliment. Instagram also plays an important role. “I show my work in a personal way and reach my target audience there.” Google remains a powerful source of new clients, especially for those looking for a maternity photographer or newborn shoot in the region.

How Anna Lotz delivers her photos with Shootstack for an unforgettable client experience

To deliver her images, Anna Lotz works with Shootstack. “The platform is intuitive, beautifully designed, and super easy to use, both for me and for my clients.” She exports her images with a watermark from Lightroom, uploads them to Shootstack, then selects a matching cover and color palette before sending out the gallery. Once clients select their favorites, she gets a notification and then edits and uploads those images into a new gallery.

“Often, my clients end up choosing all the images, so I create a new gallery with all the images so everything is beautifully organized,” Anna explains.

Anna Lotz's vision for the future of her photography business

For the coming years, Anna certainly has dreams. She wants to make room for more creative projects while also offering support to women going through a difficult journey to motherhood. “I know exactly how much mental pressure comes with it and want to provide some support and recognition through my work.”

Finally, Anna shares her most important insight: “Stay true to yourself. People don’t just book your photos, they book you as a person. When you dare to be yourself, people feel connected to you, and from that connection, trust is built. And that is ultimately the foundation for the most beautiful images.”