How Watermark Photography built a business on relationships that last

In high volume photography, relationships and efficiency are everything. For Heather Waters, owner of Watermark Photography in Athens, Georgia, that combination is what turned a passion project into a thriving studio.

From side hustle to studio success

Heather didn’t plan on running a photography business. But after leaving a career in pharmaceuticals, one preschool shoot turned into many. Then came schools. Word spread fast, and her client list grew just as quickly.

The reason? Relationships. Heather built her studio by putting people first, always. From day one, she’s prioritized personal connections with families, administrators, and everyone in between. She knows the names and she learns what matters.

“I want them to know who I am. I want to keep track of these kids growing up. That personal touch is what makes the experience feel real.”

That kind of human-first approach is what keeps clients coming back and keeps Watermark top of mind in her community.

What works at scale

As Watermark grew, Heather had to find ways to keep quality high without burning out her team. She introduced structure (think documented workflows, SOPs, and training guides), pairing them with tools that made everything simpler.

Captura became part of that process. With features like automated gallery delivery and smart sorting, Heather’s team could spend less time managing logistics and more time connecting with customers.

“Every minute saved in post is a minute we can spend connecting with clients,” she said. That efficiency paid off.

“We made almost $100,000 more this fall than we did the year before, with the same number of clients!”

Tech that helps, not hinders

For Heather, it’s never been about doing more for the sake of it. It’s about doing the right things better. Captura helps her studio maintain high standards, deliver faster, and stay consistent during the busiest seasons.

“We used to get jobs out fast, but it would take 3 or 4 days. Now it’s same day. And I make us hold them for 24 hours just so it looks like we worked harder on them than we did,” she joked.

That reliability is what sets Watermark apart in a world where digital photography is everywhere. It’s not just about taking a good photo. It’s about making the experience feel easy, intentional, and personal for schools and parents alike.

What’s next for Watermark

Heather’s not done. She’s testing upsell opportunities, refining her marketing, and using Captura to surface new revenue streams she hadn’t tapped into before.

“Captura has become another employee for us. I just want more studios to know what it’s capable of,” she said.

And through it all, her focus stays the same: strong relationships, smarter tools, and photography that feels as good as it looks.

Want to see how studios like yours are using Captura to grow?

Book a demo or register to Heather’s full Inside the Studio session here.