For many professionals, the first impression they make is not in a meeting or a presentation—it happens online. A LinkedIn profile photo or a company website headshot often speaks before a single word is read. For Laura Londin, co-owner of The Booth for Business, helping professionals present themselves confidently through photography has become both a passion and a career.

Her journey into photography, however, did not begin behind a camera. “I actually entered the business from the arts,” she explains.

After studying fine and decorative arts, she pursued a master’s degree at the Sotheby’s Institute in London and later worked in the art world, specializing in antique furniture at the renowned auction house Sotheby’s. Her career at the time focused on galleries, art objects, and the business of fine art.

Photography entered the picture in a different way—through a partnership. “I married a photographer,” she says. “He had creative talent and formal training, and I understood the business side of the arts.”

Recognizing their complementary strengths, the two decided to build something together. Her husband focused on the creative side of photography, while she led strategy, client relationships, and operations.

What began as a shared idea eventually became a thriving photography business dedicated to helping professionals and organizations present their best image.

Finding a Niche in the Business World

Like many entrepreneurs, they spent the early stages of their business in exploration. “We started doing editorial photography—magazines and related work—which was creatively exciting,” she recalls. “But it was also very hard to break into.”

Rather than competing in a crowded editorial space, she began closely examining the challenges potential clients were facing.

Companies frequently needed professional photography, but organizing it could be frustrating and time-consuming. Marketing directors, HR managers, and communications professionals often had dozens of responsibilities, and arranging photography was just one of many tasks. “It can be surprisingly complicated for people to book photography if they’ve never done it before,” she says.

That insight helped define their business model. Instead of focusing solely on artistic projects, they built a system designed to make corporate photography simple and accessible.

From scheduling tools that let employees book headshot appointments easily to automated systems that deliver photos directly to individuals after an event, the goal became clear: eliminate friction for clients. “My passion is identifying pain points,” she explains. “How can we make this easier for people who need photography but don’t have time to manage all the details?”

Listening to Clients—and Trusting Yourself

Reflecting on her career, she identifies two lessons that have shaped her approach to business.

The first point is the importance of listening. “It doesn’t matter what I want to do—it matters what the client needs,” she says. “Understanding that is essential.”

The second lesson, however, came from an experience early in her entrepreneurial journey.

While seeking advice from a business advisor in the early stages of her company, she proposed building a photography business focused on corporate headshots and professional clients.

The response was discouraging. “She told me it was a bad idea,” she recalls. “She said there were already plenty of photographers and that this kind of business wasn’t necessary.”

The feedback stung—but it also strengthened her resolve. “I knew the vision was different from what she imagined,” she says. “And I believed in it.”

Years later, the success and growth of their business proved that their instinct was right. “Listen to people,” she says with a smile. “But trust yourself, too.”

Why Professional Headshots Matter

As someone who works closely with professionals across industries, she has seen firsthand the power of a single photograph. “People respond to images before they respond to words,” she explains. “It happens almost instantly.”

A professional headshot conveys credibility, confidence, and personality in seconds. On platforms like LinkedIn or a company’s website, that image often shapes a viewer’s first impression.

For organizations, professional headshots also help maintain brand consistency. “If companies don’t provide them, employees will use whatever photo they have,” she says. “Sometimes it’s great, and sometimes it’s not exactly professional.” A cohesive set of professional headshots can help organizations project a polished, unified identity.

Bringing Confidence to the Camera

At an upcoming New York Women in Communications event, she and her team will host a Pop-Up Headshot Station, offering attendees the chance to take professional photos in a relaxed, welcoming environment. For many people, stepping in front of the camera can feel intimidating.

“We hear it all the time,” she says. “People walk in saying they hate having their picture taken.”

Part of the team’s expertise is helping people feel comfortable. Through thoughtful lighting, positioning, and gentle direction, they create an experience that feels more like a conversation than a formal photo shoot. “The goal is for people to leave thinking, ‘I actually like this photo,’” she says.

Tips for a Successful Headshot

For professionals preparing for a headshot session, she offers a few practical tips. Dress as if you are meeting your most important client. Choose clothing that looks polished and professional and arrive feeling confident in your appearance. “I always suggest being slightly more formal than you normally would,” she explains. “And make sure your clothes are neat and pressed.”

When people feel confident walking into a photo session, that confidence naturally shows up in the final image.

Advice for Women in Communications

She emphasizes the importance of learning from others for women building careers in communications and related fields. “I ask people I admire for advice,” she says. “I pay attention to what successful people do and try to understand what led them there.”

She also encourages professionals to step back occasionally from the daily demands of work to reflect on their long-term goals. “Take time to think about what you want your career to look like,” she says. “That reflection can guide the next step.”

Building Community Through Connection

As she prepared to participate in the NYWICI event, she was especially excited to connect with other professionals. “I’m always interested in meeting smart, thoughtful women who do interesting work,” she says. Whether through photography, networking, or shared experiences, she believes that meaningful connections truly strengthen professional communities. Through her work helping others present themselves confidently and authentically, she continues to create those moments—one headshot at a time.