#awinewith Ruby Canning
MEET Ruby, founder of Mavstar Photography.
You can find them here:
Transcript
Danielle Lewis (00:06):
Ruby, welcome to Spark tv.
Ruby Canning (00:10):
Hello, this is so wonderful.
Danielle Lewis (00:12):
I'm so excited to share your story. Let's dive straight in and tell everyone who you are and what you do.
Ruby Canning (00:20):
So my name is Ruby Canning. I'm the owner and operator of Mata Photography, a rural and family photography business. I'm based in Dunhill Victoria. However, I've had many wonderful trips to Canada and America, Darwin as well. But yeah, I travel Australia wide specializing in beef cattle photography and rural family photography. So yeah,
Danielle Lewis (00:48):
So cool. And how on earth did you get into this?
Ruby Canning (00:52):
Yeah, definitely. Well, I'm a sixth generation beef cattle producers. So naturally we grew up on the farm with our grandparents, with our parents. We always had such a love for the beef industry and I was really blessed. I spent my first 12 years with my grandfather on the farm learning everything there was about beef cattle. And unfortunately we lost him when I was 12, and that was just such a great loss. And I think it was really after when he passed away and those last couple months with him, it was like, wow, this is all we've got. We've all, we've left to those photos, all we've got left to those memories. And I guess my business started at that. It was a passion project for many years as a legacy that I continued on for my late grandfather because we love taking photos of cows together and we naturally just shared such a beautiful relationship and I think I'm really blessed to be able to build a business that started simply from the love of cattle and the love of agriculture and growing up with such a beautiful, tight-knit family on the farm. Yeah,
Danielle Lewis (02:09):
Wow. I love it so much. It's just so beautiful and so niche in the best possible way, in the best way of you found a way to create a business around this beautiful lifestyle that you have that celebrates your upbringing, that supports everyone in your family who's in this business. It's just awesome. I love this about business that we can make it anything we want it to be
Ruby Canning (02:38):
A hundred percent. And I think it kind of comes back to everyone. There's so many photographers out there and there's so many family photographers, but to be actually able to find that niche of beef cattle has just elevated the business so much. And especially because we breed cattle, we show cattle. I also judge cattle around Australia with my father. So naturally we grew up with such a good eye for cattle. So being able to entwine that in a business is just, it's been incredible actually. Yeah,
Danielle Lewis (03:13):
Wow. And it's so cool. And I love that you said that there are, yes, there are a lot of photographers, but by intertwining your skills, your upbringing, your family, your love for this industry, you have been able to set yourself apart. I just feel like it's a great business lesson. If you are somebody that has a particular skill who is wanting to start a business or you're wanting to reposition yourself, really thinking about what it is that you love and enjoy and those parts of you is such a great way to niche a business.
Ruby Canning (03:47):
Oh, a hundred percent. And I think especially with that, when you are so set on your niche and your dream client, you really have the most incredible opportunity to work with clients that naturally gel with your own values as a person own business too. So I think as someone that I'm 25 years old, I've been photographing well since my grandfather was still alive. So we've naturally just grown up capturing those moments, but you really find the most incredible people to work with when they share the same values and the same importance of family and relationships and agriculture and yeah, it's really special. I love it. Absolutely.
Danielle Lewis (04:34):
And so how do people find, you mentioned that you've had this great opportunity to travel the world. Are people looking for photography for beef cattle or do you approach them? How have you been able to reach people that are in this niche?
Ruby Canning (04:51):
Yeah, absolutely. Well, especially from the Canadian and the American opportunities, I'm also a Canadian dual citizen, so there's really cool to be able to travel and to work as well. But I think particularly in regards to the beef cattle side of it, there are so many people that rely on high quality images, high quality videos to actually market their cattle as well, to find new buyers, find potential markets. So within the beef industry itself, there is such a need for high quality images. So typically people find me when they are looking, they are looking for someone to photograph their cattle of a high standard, but also being able to incorporate their own values into an on farm pastoral recession as well. And I think especially at the moment with the way our agriculture industry is going, more and more people are wanting to know where their beef and where their food is coming from. So as producers naturally, we want to showcase that to the wider audience and being able to capture that and share that is really, really special. I think it's truly empowering to be shared an entire supply chain with and being able to capture that along the way. It's pretty cool. Yeah.
Danielle Lewis (06:12):
Wow. I had never thought of that, but it's so interesting that the need to tell stories and to share content and to share your values as a business owner with the world, obviously it is not limited to any industry. Beef is just exactly the same. You have to share those stories and what better way through photography and content.
Ruby Canning (06:38):
Definitely. And for so long, the farming side of it is typically that older generation that is stereotyped possibly into thinking when we finish year 12 or when we finish uni, we can't just go back to a farm and run a farm because that isn't what they wanted their kids to do. But it just seems like lately there's been such a shift in encouraging young people to have a career in agriculture and actually sharing those stories of people that have successfully and grown businesses and agriculture and those people that have continued on their generational farming for another generation. And they're the stories as someone young in agriculture, I get so excited to share because it's really special. That's for sure.
Danielle Lewis (07:26):
And it's so interesting because I think agriculture, whilst it's an industry that's been around forever, it's too has to keep up with the modern world. And I love what you just said about how these young people, I guess coming through, it's not just always about being the farmer or being the producer. There are other roles now that young people can play in making sure that the farm or the producer, their story lives on.
Ruby Canning (08:00):
Definitely. And I think there's so much of a part of it of that educating people of where their food and produce comes from, because I'm sure there's so many kids that go to the milk section in the grocery store and, oh look, mom, we've got our milk for the week without knowing that produced it. And I think that's where working with rural families is so exciting because you learn about them, you learn their values, and you can convey that through the form of photography and you meet some people and their stories are just worth sharing to the loudest levels of the world because yeah, just you meet so many unique people along the way.
Danielle Lewis (08:45):
That's so cool. And it is interesting because I feel like in this day and age, it is those unique stories that sell essentially. It is people more and more, whether it be the milk or the beef or any product that we have, we really want to support other people in business. We want to support local where we can, we want to support sustainable as we can. So telling these stories is just so important.
Ruby Canning (09:13):
Yeah, absolutely. And I think that's where, again, with my niche of my photography is that I'm really able to incorporate so many elements of the land in my work. When you look at my work, you'll notice I use a lot of the natural elements of light and shade and the beautiful tree landscapes without a real artificial feel to them. And I think that's where growing up in agriculture is that we've spent hours under trees. We know how beautiful the natural light is. We've spent those hours in the paddock feeding cows until dark and you feel what you capture. And I think that's what I love the most about being a rural photographer and having that blessing of growing up in the agriculture industry too.
Danielle Lewis (10:01):
And so you mentioned as well that you also capture regional and rural families. Is it always hand in hand with the cattle imagery or is it sometimes just capturing a family who lives regionally?
Ruby Canning (10:16):
Yeah, I definitely think there is a lot of crossover with my beef cattle clients and my family clients. But then as well, I also do photograph family simply because they enjoy my type of work. It's been a word of mouth recommendation from another family down the road. So definitely some clients are beef cattle and family clients, but others are wonderful families that get me to catch their family once a year for their updated family photos or those generational photos that they've got their great grandparents that are still on the property and yeah.
Danielle Lewis (10:56):
Wow, that's so cool. I love it. So at what point, you mentioned that you started taking the photos of the cattle with your grandfather when you were 12 or 13. Oh my God. So when did it become a business? What was that
Ruby Canning (11:14):
Like? Yeah, for sure. I think there was always this passion inside me that I had with my grandfather. I was like, I simply love cattle, I love photographing and I loved being with my past. So when he passed away, it was the greatest loss we could ever go through as a farming family and as any family that loses a loved one. And when I was growing up, I was always drawn to art, I was always creative, I was always thinking about something. And then I was really grateful that I received incredible scholarships to continue my schooling at Ballarat Grammar had the most incredible art teachers that they would see a light in you that they nurtured. So was probably, I reckon it was about year 11 and 12 that I was like, oh wow, this could be something. Slowly started to build up a few clients around that time with on-farm photography, so mostly sale photography for cattle. I went to New Zealand to continue to start a degree in commerce. And then I was home for my first summer as a fresh 18-year-old, and I was actually in a really bad car accident and I broke my back and oh my
Danielle Lewis (12:37):
God.
Ruby Canning (12:39):
So I had an absolute turn for the worst. And when you're 18, you're like, oh, your whole life is what you do. And it was actually my photography that kept me from some of the darkest days of recovery. I remember my mom would drive me around the cows with my camera in the car, and I was super immobile, but I could still take a photo. And I was like, wow, being a photographer has this incredible power to heal you mentally and to help physically as well. And I think that was when the light bulb moment hit for me. I was like, wow, if I can get through some of the hardest days of my life as an 18-year-old, very immobile for broken back and still find a love for getting outside of the animals and the camera, just, yeah, that was a light bulb moment for me. Really loved it ever since, started set up the business, have done it, I guess as a side hustle for so long, because when you are young and you've got a business and you've bought your first house with your partner, there's so many running. But yeah, so now confidently saying I photograph as a full-time photographer and it's pretty special. Yeah, it's exciting.
Danielle Lewis (13:56):
Oh my God, I am so impressed. I just think that that is so awesome, and kudos to mom for driving you around as well.
Ruby Canning (14:07):
Yes. Got to love moms.
Danielle Lewis (14:10):
I just love it. I am so impressed. And I just love the story because it's one of passion but also a journey, right? Going from that love of something to a couple of clients to huge life change, realizing that this is the thing and side hustle to fully fledge business, it takes time doesn't, it
Ruby Canning (14:35):
Takes so much time. And I think if anything, it just takes a lot of courage. You get so many people along the way that, especially probably in that older generation that expect you to go to uni to get a degree to straight into a corporate job. And I have got a degree, I've got a degree in business with a marketing major, and I think if anything, having jobs along the way in your early twenties across both family owned businesses, corporate marketing jobs. I've done a stint in the cattle sale yards for a while as well with my partner around Australia. And you take in so many different elements of the agriculture industry. So then when you are working with those clients that are in that industry, you've got your own experiences that you automatically connect with as well. So I think there's just, in agriculture, there's so many interconnections and it's so easy for young people to get lost in the train of thought of, oh, I've got to go to uni, I've got to go into a grudge job, I've got to do this, I've got to do that. And I think the sooner I realize that, wow, I can be self-employed, doing what I love, your whole mindset changes in a whole different capacity of being positive and knowing your own strengths and knowing how you can continue to better yourself as well.
Danielle Lewis (16:02):
Totally. And I love that because there are so many learnings as a business owner. It's like it is a degree in and of itself. Running a business is a business degree. It's just, oh my God, there's a lot more at stake.
Ruby Canning (16:19):
Definitely. Definitely. And I think it's so you've just got to be so open to so many different views at the start too. You'll get people that naturally don't believe in what you do, but then you get so many people that just want to back you a hundred percent. And you get those incredible clients that come back year after year. And I've had some clients that I've photographed for since I was probably 16 or 17, and I still work for them now. So there's a real connection within the people within agriculture, but you also learn as a business owner that you've got really good clients and you also learn a lot about different people and different businesses when you do get those more challenging clients too. So yeah, I think it's just such a balancing act of your own life, your own business, and just being entirely passionate about what you do.
Danielle Lewis (17:17):
What do you think, that's a really interesting segue. What do you think has been the biggest challenge for you as a photography business?
Ruby Canning (17:25):
I think for me at the start, it was having the confidence to say no to jobs with the people that may not have aligned with your own values. I think no matter what, and particularly with the cattle photography, I never go onto a farm thinking, okay, all I've got to do is photograph a cow here and leave. I have to photograph these animals to the best of my ability. So these clients get the best results in the marketplace. And I think as soon as you work with people that they only want a service, they don't want an experience, to me, an automatic, I'm not the person for you sometimes because I'm naturally a person that I care about your business, I care about your outcomes. And working with people that respect that as well just makes such a good experience overall. So I definitely think the biggest learning for me was to be able to have the confidence to say no.
(18:29):
And I know that when you are starting out, you take on every opportunity to make as much money as you can. But yeah, sometimes you've got to have the courage to say no. And I also think in saying that, and especially for younger people building their brand and building brand awareness, especially in rural communities, at the same time, it's okay to say no to jobs that may not align with you specifically, but being able to say yes to those community involvement events, go and photograph that Good Friday appeal for no charge because you are building your brand and people are going to recognize as, oh wow, they're a really good person. They're helping out in the community. So yeah, that's definitely been a really big learning. Yeah, definitely the biggest learning. I
Danielle Lewis (19:19):
Love that so much. There's often a funny thing about doing things for free, there's almost a bit of a line. You're like, at what point do I say yes and help people out on different levels and on what point do I go? No, that's literally my business. I have to charge you for that. And it's hilarious. I literally had a call like that this morning and I've been in business for 12 years now, and I was still on this sales call thinking I should just say yes, I should just say yes and do it. And I was like, what is wrong with you? Why do I still think like that? Because you're so right in your gut when people are the wrong fit for you and when they are the wrong fit and you take a pay card or you take a customer that you don't think you should take, it always turns out crap. It always is the worst experience.
Ruby Canning (20:17):
A hundred percent people and animals together. Oh no, you need every good experience possible, that's for sure.
Danielle Lewis (20:27):
That's hilarious. But I do agree with you giving back to the community and building your brand where it's relevant, there is a game changer. I totally agree. I do. I tell you, I do so many free master classes for people and all that stuff, and I'm like, it always ends up in something, an opportunity here or a sale or a connection or a great conversation. It's never detracts. Giving back to your community I think is so amazing. It doesn't matter what industry that you're in.
Ruby Canning (20:59):
Oh, a hundred percent. And I even know growing up with my grandfather, he did so much for young kids that were wanting to learn how to show cattle or wanting to get into the beef industry. And I truly believe when I give back in my business as well, I feel that it's a connection still with my grandfather. And he installed that in US kids for when I was so young that give back and people will always remember how you made them feel. And to me, that is still so important in my business today, and I'm really involved in our local communities and I try and be on committees where I can be just to give back because people remember how you make them feel. That's for sure.
Danielle Lewis (21:46):
I love that so much. Now we always like to wrap up our podcast with one last piece of advice.
Ruby Canning (21:53):
Lovely. So
Danielle Lewis (21:54):
Reflecting on your time in business, what is a piece of advice that you would give to another woman in business on her journey?
Ruby Canning (22:02):
I really think when you can find your niche and be 100% confident with what you do, and not comparing yourself to another photographer or business owner in the same, same I guess area, you'll have a complete shift in your mindset that just sets you up completely and you don't feel like you've got competitors. You feel like you have a network and you have support. And I think that would be my best bit of advice to give to any young person in business because you just find mentors. Keep in mind that you can learn something from everyone and just have the most incredible people in your circle have those friends, have those family. I'm really grateful that my entire family support my business. My partner is just, he is my rock. He is incredible. And people need people, and I think if you do the best that you can do early on, it just sets you up for your success in the future, I think. For sure.
Danielle Lewis (23:18):
Incredible. Ruby, thank you so much for being here on Spark TV today. Pleasure. Your story and your insights and your wisdom. You are amazing.
Ruby Canning (23:28):
Thank you. I have had such a wonderful chat with you this evening, and I think it's just so incredible what you do for women in business because it's an incredible platform and I really hope that more women jump on board and apply for grants and apply for everything they possibly can because there's incredible opportunities out there and networking opportunities as well, that's for sure.
Danielle Lewis (23:55):
Oh, thank you so much. You've made my day.
Ruby Canning (23:59):
I.
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