Robyn Davie did … and so well!
Ever heard the saying, “Do what you can with what you have, right now?” Full-time CEO, company founder and creative director Robyn Davie has a talent for doing just that – and it’s taken her from being an art director and wardrobe stylist to heading up the Robyn Davie Creative Studio.
Robyn has been mad about creativity since she can remember – even before she started working in the film industry, she made handbags and jewellery. That’s not surprising, considering she comes from a family that places enormous value on ‘making’, from baking to fashion design. “We always used to say that if you have to plan a wedding quickly, you should call us – we can do it all,” she laughs.
Including photography, as it turns out – although Robyn only discovered her talent behind the lens by accident. “I was living in Los Angeles when a friend asked me to take some headshots. Although I’d always loved taking pictures, it was the first time someone had paid me to do it,” she recalls. Looking at those pictures now makes her cringe: Everything was ‘wrong’, from the lighting to the gimmicky techniques that were so typical of the time.
But while the final product may not have screamed Annie Liebowitz, it certainly planted the seed. “It was easy to fall in love with photography in LA: The people are beautiful, the light is beautiful,” she says. She learnt as much as she could, watching YouTube videos, trying (and failing), and taking on board criticism from unhappy clients.
She returned to South Africa two years later, with a great many shoots under her belt – and an idea of how she could do even more. A number of friends and cousins had started their families in her absence, she says, and although she hadn’t tried her hand at family photography before, she didn’t see why she couldn’t start. Johannesburg, as a family-friendly city, was the ideal environment for her to start her new venture, and her client base grew quickly.
But, while working 16 hours every day of the week, Robyn realised that she had reached a financial ceiling. “That was a pretty sad epiphany, given I was only 26 at the time,” she says – which is how the idea of taking on an associate photographer was born.
Today, Robyn’s network of associate photographers is 15 members strong. Members are chosen for their energy – they have to be collaborative, intuitive, go-getters. And, above all, they must be female. “When I first arrived back in South Africa, I realised how male dominated this industry is. There is so much chauvinism. I have attended so many events where the male photographers create an uncomfortable atmosphere for women, and I wanted to change that. From the beginning, my aim was to create a safe space for women, where we’re a team that support each other.”
Yes, she says, she’s often asked if working with so many women isn’t a little, well, intense? “Absolutely not.”
What’s more, the team has shown on more than one occasion just how committed to each other they are. In 2020, for instance, the Robyn Davie Creative Studio was poised to take its first step into Cape Town – and then, as the pandemic drew closer to South African shores, Robyn decided to cancel all scheduled bookings, until every source of revenue had disappeared. “I was terrified,” she admits. “But then I thought, this team must have skills besides photography. We may as well put them to use, rather than sitting at home in our PJs.” That’s how the studio’s graphic design arm got started. It not only stopped revenue drying up completely; it also allowed the team to tap into an international client base.
Fynn Studio, the latest offering, came about in a similarly serendipitous manner. When the natural light studio the photographic team usually used became a Covid victim, Robyn spotted a gap in the market. This solved one of the key challenges the team was facing at the time: Although lockdown had been lifted and they were finally allowed to shoot once more, most locations – from parks to restaurants – were still reticent about allowing a crew on site.
Like Robyn’s business itself, Fyn Studio has grown beyond initial expectations. It’s no longer simply a venue for product shoots, family sessions, studio hire or head shots: “I’d like to think it serves a higher purpose,” Robyn says.
Since realising the blow that mental health has taken since the pandemic, Robyn Davie Creative Studio has made a foray into wellness. “I was really worried about the emotional toll of all we’ve been through – but, as much as I would like to do something, I’m not a psychologist or a counsellor. I don’t have those skills – but I do have a fantastic venue that can be used to host yoga classes, talks and weekend retreats.” The studio has recently started targeting corporate wellness, too, offering discounts for facilitators and assisting in the creation or a programme that aims to help participants deal with stress.
There’s an educational aspect to the business, too: Robyn has recently released a series of online courses, aiming to bolster creatives’ business skills.
So, what’s next for this ever-evolving business? “I’ve never had a plan,” Robyn confesses. “Everything has just kind of fallen into place. I know that makes it sound easy, but it hasn’t been. I’ve just been able to identify gaps and then find a way to service them.” Robyn says that one way to do this is by letting herself become bored, something she tries to do regularly by stepping away from her routine. This ‘brain downtime’ is how she’s come up with some of her best ideas. “But, much as I love starting new businesses, consolidating is just as important. Right now, the focus is on making sure that everything we do, we do to the best of our ability.”
How to take the perfect headshot
Robyn says that loads of people enter the studio feeling a little nervous. After all, not everyone likes to have their photo taken. The best way to get over those nerves? “A little preparation is useful,” Robyn says. “Think about why you’re having the headshot taken and what message it needs to convey. We spend a lot of time chatting to our clients to find out what they like, whether they’re more creative or analytical, even what colours they like.” To make sure you look your best for the shot, start upping your water intake a week or so beforehand, and consider going for a facial to get that glow. And now? “Just have fun!”
Details: Robyndavie.com, fynn-studio.com
Text: Lisa Witepski • Photo: Robyn Davie Creative Studio.
