Intent In Action: From Side Gigs to Solo Studio: Isa's Leap to Building Her Own Legacy

Welcome to Radhika’s Newsletter “Intent”. This is your 3x/month guide to purposeful living, wealth-building, and personal growth.

I'm beyond thrilled to introduce our next Intent in Action rockstar: Isa! Isa and I met just last year in NYC through a mutual friend. We were just casually getting to know each when I asked her ‘so what do you do’ and then she replied with ‘I’m a photographer’. As a techie, I hadn’t met a lot of full-time photographers before, just people with a hobby. And then she added ‘well I’m a food photographer’ and immediately my world view opened up to a whole new level. I had questions floating through my head:

-how do you even get into something like that?
-what does your day even look like?
-food is so specific, what does that even mean?

And then I learned she’s been a huge success and a talented photographer for many years shooting for magazines like Bon Appetit. And now, she was finally opening her own studio and her own agency!!!!!!! 🤯 What a cool achievement! Of course, after that, I had to ask her to be featured for Intent and share her story with all of you, so here it goes. I hope her story encourages & inspires you as much as it has inspired me.

Can you tell us a bit about who you are and the transition you made in your career or life?

I’m Isa, a commercial food photographer based in New York. I recently made the transition from being a staff photographer at Bon Appétit to launching my own photo agency and opening my own studio. It’s wild to say that out loud. For years, I was building toward something like this without even fully realizing it.

I moved to New York with four months of savings and no plan — just the certainty that I wanted to be here. I started out working all kinds of odd jobs, including a stint at a Korean nightclub I found through Craigslist. Eventually, I landed a staff photography role at Sakara, and from there, made my way to Bon Appétit, which had always been a dream of mine. Getting that job felt like a huge milestone in my career! One of those rare moments when the right people, timing, and preparation all clicked into place.

I spent three years at BA (Bon Appétit), and while it was challenging, it also sharpened me. I learned so much about the commercial food photography world: How to direct a set, how to collaborate with stylists and editors, and how to create high-level imagery, both in-studio and out in the field, under a million unpredictable circumstances.

What was the turning point that inspired you to make this change or pursue this new direction?

The turning point came slowly, then all at once. Toward the end of my time at Bon Appétit, the company was going through a lot—Condé Nast was unionizing, people were being let go, and there was a noticeable shift in the energy and morale. It became clear that the environment I had once found so creatively exciting was no longer sustainable for me—emotionally, physically, or financially.

At the same time, I had been taking on freelance work on the side (even though I technically wasn’t supposed to), and it was starting to become too much to juggle. I reached a point where I had to choose: scale back on the freelance jobs that were creatively fulfilling and financially viable, or take a leap and bet on myself. I chose to leap.

What steps did you take to approach this transition intentionally, and how did you plan for success?

I didn’t have a step-by-step blueprint, but I did move with a lot of intention. I had been slowly building my freelance network for years — getting coffee with photo editors, keeping in touch with stylists, and quietly refining my portfolio. So even though the transition felt abrupt in the moment, the foundation had been laid piece by piece over time.

Once I left, I gave myself a few months to just be. To recalibrate. To learn how to be a person again outside of a constant grind. It was deeply uncomfortable at times and I was so used to being busy that I equated stillness with failure. But eventually I found my rhythm. I started formalizing my client relationships, investing in gear, refining my creative voice, and, most importantly, carving out space for the kind of work I actually wanted to be doing.

What challenges or doubts did you face along the way, and how did you overcome them?

Imposter syndrome has been a constant companion, then and now. Even as I started bidding on bigger commercial jobs, sometimes with budgets in the tens of thousands, there was this voice in my head saying, Who do you think you are? I remind myself that I do know what I’m doing. That I’ve put in the hours. That people wouldn’t be coming to me if I didn’t have something of value to offer.

There were also logistical challenges: learning how to run the backend of a business, figuring out health insurance, managing finances, setting boundaries with clients. No one teaches you how to freelance, let alone run a studio. But I’ve surrounded myself with a community of other creatives who are figuring it out too, and that’s helped more than anything.

What impact has this transition had on your life, and how has it shaped your vision for the future?

This shift has been one of the most meaningful things I’ve done, not just professionally, but personally. I’ve regained a sense of ownership over my time, my energy, and my creativity. I’m still working a ton, but it’s on my terms. I get to choose who I collaborate with, what I say yes to, and how I want to show up in this industry.

Long-term, I see myself continuing to grow my agency and studio. Not just as a solo endeavor, but as a space that nurtures other artists, uplifts underrepresented voices, and challenges the standard aesthetics of commercial food photography. I want it to feel warm, thoughtful, and expansive. And most importantly, I want it to stay true to why I got into this in the first place: to tell stories through food, with care and with soul.

If someone in a similar position is reading this, what advice would you give them about taking that first step?

Instagram is your best friend. It’s truly the modern networking tool for this industry. It’s where people tag collaborators, credit stylists, and share behind-the-scenes glimpses of their process. You can find food stylists, prop stylists, art directors, and other creatives just by clicking through tags and following the digital breadcrumbs. Many of them are generous with their knowledge too! Offering Q&As, sharing resources, or posting educational content on their websites.

Beyond that, just start with what you have. Use natural light. Ask friends to model or help you bring a concept to life. Shoot as much as you can in your free time. Learn how to Photoshop. Practice building treatments. Refine your ideas. Keep chipping away at your voice and your style because that’s the foundation of your brand and your identity as an artist. No one hands you a career in this field. You build it day by day.

How did staying true to your intentions guide you through this transition, and what role did clarity of purpose play in your journey?

I’ve been lucky to grow up in a household where my creative dreams were always supported. I’ve known since I was around 14 what I wanted to do with my life and while that vision has evolved and refined itself over time, the core of it hasn’t changed.

Of course I was scared of failure. But that fear also pushed me. And more than that, I couldn’t ignore the pull toward what I actually wanted. That intention to live a creative life, to be a working artist, has been my compass. Even when I’ve felt lost, even when the logistics were hard or the imposter syndrome was loud, that clarity has kept me going.

I’ve also learned to trust my gut. That’s been one of the most important parts of this whole journey—listening inward instead of chasing someone else’s version of success.

I’m a bit of a workaholic, for better or worse, but my work is one of the greatest passions in my life. Living in New York suits that part of me. It’s a city that encourages ambition and drive. But now, especially as a freelancer, I’m learning to strike more of a balance. To take care of myself, not just my output.

Still, there’s something incredibly fulfilling about knowing that I get to make my own choices. That every decision, from the clients I take on to the projects I pursue, is mine. That autonomy has been the most meaningful reward of all.

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Thank you so much for being a part of the Intent community. I rely on word-of-mouth for growth. If you enjoyed this newsletter, I’d love for you to share it with a friend.
Your commitment to living with purpose is exactly why this space exists. Can’t wait to share more in the next edition!

Until next time,
Radhika
Creating a life of purpose, wealth, and growth.