Today we’d like to introduce you to Amy Carter.
Amy, we appreciate you taking the time to share your story with us today. Where does your story begin?
Like many moms, I simply wanted to capture my children as they grew up. I bought my first DSLR camera in 2010, and before long I was completely obsessed with documenting every little milestone and everyday moment.
At the time, I was teaching high school science, so photography began as a creative outlet. I’d photograph friends’ families after school or on weekends, and what started as a hobby slowly grew into a side business. I took my first paying client in 2012, and over the years my business naturally evolved to focus on newborn, maternity, and family photography. As my clients’ families grew, so did my offerings, expanding to include Fresh 48 hospital sessions, heirloom portraits, and most recently, boudoir photography.
One of my favorite parts of this journey has been growing alongside the families I photograph. I’ve watched babies become big siblings, photographed families year after year, and built friendships with many of my clients. Being trusted to preserve some of the most meaningful seasons of their lives is something I’ll never take for granted.
In 2022, after 16 years in the classroom, I made the leap to photography full time. It was a scary decision, but it has been one of the best decisions I’ve ever made for both my family and my career. Every day, I get to do work that allows me to capture milestones, celebrate motherhood, and create photographs that families will treasure for generations.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road, but I think that’s true for most small business owners.
For many years, I balanced teaching high school science during the day while growing my photography business during evenings and weekends. There were days I’d come home from school, photograph a newborn session before my own kids got off the bus, make dinner, help with bath & bed, and then stay up long after everyone was asleep editing galleries. It was exhausting at times, but I loved every minute of building something that was truly my own and that I was proud of.
Like so many small businesses, COVID brought an entirely new set of challenges. Sessions came to a halt almost overnight, and no one knew what the future would look like or whether families would feel comfortable booking again. Thankfully, as life gradually returned to normal, many people realized just how precious photographs had become. After missing out on big milestones like a newborn session, preserving these memories felt more important than ever.
Another challenge was simply learning everything that comes with owning a business. I went to school to become a teacher—not a photographer or an entrepreneur. Photography itself was self-taught, but so were all of the behind-the-scenes responsibilities: bookkeeping, tax laws, marketing, SEO, website design, client management, and everything else that comes with running a successful business. I’m constantly learning because there’s always something new to improve.
Even today, balance is something I’m continually working on. My weekends are often filled with sessions, while they’re also filled with baseball games, basketball tournaments, and family time. It’s not always easy, but having a career that allows me to do work I genuinely love while still being present for my own family is something I’m incredibly grateful for.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I photograph all kinds of milestones, but my heart has always been with growing families. From maternity and newborn sessions to babies, families, heirloom portraits, and even boudoir, I love documenting the moments that make up a person’s story. It’s pretty special when I get to photograph a couple’s maternity session, meet their baby a few months later, and then continue seeing them year after year as their family grows.
I think what sets me apart is that I genuinely care about the experience just as much as the final images. After photographing families for over a decade, I’ve learned that my job isn’t just to take pretty pictures. It’s knowing how to calm a fussy newborn, get a toddler to giggle when they’d rather be anywhere else, and help parents feel comfortable in front of the camera. Most people tell me they were nervous before their session, but leave saying it was much easier and more fun than they expected.
What I’m most proud of, though, is the relationships I’ve built with my clients. Some of the babies I photographed years ago are now big siblings, and there are families who have trusted me to document nearly every milestone along the way. There is no bigger compliment than having someone come back year after year and knowing they trust me with their memories. Being voted “Raleigh’s Best Photographer” in 2025 was an incredible honor, but the relationships I’ve built with my clients will always be what I’m most proud of.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
I think we’re already seeing a shift away from perfectly posed, “everyone look at the camera and smile” photographs. More and more families are looking for images that feel real. They want to remember what life actually looked like, not just what everyone looked like, which is great for me because I love to capture those “in between” moments.
I also think there’s been a shift from simply documenting what happened to preserving how it felt. As a mom myself, I know that some of my favorite images are the ones that take me back to that moment. Y from now I won’t remember exactly what outfit my kids were wearing, but I’ll want to remember the way they wrapped their arms around my neck or the way they looked at me when they were little. Those are the moments I want to capture for my clients as well.
Of course, AI and the incredible quality of today’s phone cameras have changed the industry, and I think every creative has wondered what that means for the future. But I don’t believe professional photography is just about creating an image. It’s about the experience, knowing how to work with light, guide a family naturally, keep a newborn safe, and create artwork that families will actually enjoy for years instead of leaving thousands of photos on a phone.
I also think we’re moving away from the idea that every image has to be technically perfect. Some of my favorite photographs are the ones where nobody is looking at the camera, someone is mid-laugh, or a toddler is doing their own thing. Those images may not be “perfectly posed” but they feel real. At the end of the day, emotion will always matter more than perfection, and I think that’s where photography is headed.
Contact Info:
- Website: http://www.amycarterphotography.com
- Instagram: https://www.instagram.com/amycarterphoto/
- Facebook: https://www.facebook.com/amycarterphoto/
