Interview - Prue Aja
With a fiercely creative spirit and boundless ambition, Prue Aja has been exploring the entrepreneurial path for over a decade. We chat with Prue about her road to freelancing and why integrity and authenticity are so important in business.
Tell us how you ended up here as a freelancer? Where did it all begin?
For over 10 years I have been working as a freelance photographer in and out of different studios all over Melbourne, since starting my own studio I lost the daily connection with other people, so I was excited to join Cool wow and their digital co-working sessions.
What was your last ‘real’ job?
Hmm...My last job was as a business development manager for a jewellery designer in London, so I still had the opportunity to nurture my entrepreneurial spirit.
What inspired you to start freelancing? Was there a ‘moment’ that made you realise it was time?
In 2010 I moved to Melbourne to study photography and found out I was pregnant on the way. New city, new career, and a new addition to the family! While looking for part-time work to support me through my studies I got kicked back once they found out I was pregnant, so that is when I announced that “I will never work for anyone ever again!” 10 years later every $ I have created off my own back. It began by starting up a kids jewellery making party business “Pretty Little Things” which later expanded to Sydney and Byron Bay, and sold in 2015 for a nice profit.
How did you prepare to start working for yourself?
I jumped in the deep end, with little cash on hand as a student I brought second-hand jewellery for beads and a free ad on gumtree for the party business. And slowly re-invested back into the business. I began taking on small photography jobs just saying yes to anything from Pre-school photos to basketball team photos. I’m lucky I have never had to get a loan and made it all from scratch, it’s all about having a vision and goals!
What was your biggest fear before you started freelancing? Any tips to overcome these fears?
It might seem a bit extreme but my fear was that I’d end up homeless—I had no other option than to create my own destiny, I guess the fear of being unemployed and having no money forced me to do make it work.
In three emojis, describe your life as a freelancer…
😰🙌✨
Walk us through a typical work day?
AM
Wake up 6am so can serve myself a precious two hours before my daughter wakes up - this includes a herbal tea followed by breathing exercise (alternative nostril breathing and now Wim Hof method, 20-minute Vedic meditation, half-hour dog walk then a weight training work out every second day. Every other day I try to fit in at least 10 minute journaling session. 8am breakfast, and walking my daughter to school. I am very disciplined at starting work at 9am as my mind works best in the morning. I make sure I tick off three things from my “to do” list before opening my inbox”. My day is filled with designing photo shoots, shooting, and editing photos and usually a few zoom meetings.
PM
I usually wrap up work by 3pm / 4pm and have another 20-minute meditation (sometimes a nap 🤣) Meet my friends at the dog park for a catch-up and so Ollie can have a runaround.
Evening: I love cooking up a storm and having friends over, I am quite the entertainer! And in bed around 9:30 for some reading.
How as COVID-19 impacted your everyday life?
To be honest, my life hasn’t changed too much if anything it made me realise how much I was doing and has taught me to be more present and not take on too much.
Name three qualities you need to succeed as a freelancer?
You need to believe in what you do and be genuine in your offering and how you connect with people.
Having an authentic network has helped me grow my business.
And the integrity of the work you do consistently going above and beyond to deliver quality.
I know we’re not supposed to have favourites, but can you share a favourite client project of yours?
I love working on projects with creative agency Dream and Do - two recent clients we have worked on together include Happy Way Protein, and Third Law.
Best thing about freelancing?
The freedom and flexibility to create how I want my life to look.
Suckiest thing about freelancing?
Certainty, it is one of the 6 human needs but after COVID it made me realise that everyone has uncertainty if they are employed or doing their own thing.
What advice would you give to someone just starting out on their freelancer journey?
Be really clear on what you are offering and who you are offering it too, so you know ho to market and get your service out to the world. And most importantly don’t be afraid to niche.
What’s next for you in business?
There is something bubbling away below the service without a clear identity but has something to do with motivational speaking and coaching for mums and photographers - and also something to do with colour therapy.
This or that
Tea or coffee?
Introvert or extrovert? Both - in transition from extrovert to introvert
Earlybird or night owl?
Home office or coworking space? My own studio
Emails or calls? Calls for sure!
Paper or digital to-do list? Paper with a trusty notebook I have had for 2 years.
Books or podcasts? Hmmm tricky one I can always finish a podcast and not always a book.