[00:01]
Emily Jones: Hello everyone, and welcome to the Engaging Marketeer Podcast. First of all, before we begin, I’d like to address the elephant in the room. If you’re listening, you’ll probably hear, and if you’re watching, you’ll probably see from the extra amount of hair in the room, that I am not Darren! The Engaging Marketeer is being taken over by me, Emily. I work at Engage Web, and today, I’m joined by the lovely Maira of Maira Photography. Hi, Maira!
Maira Sheikh: Hi, Emily! That was such a fantastic introduction. I loved it!
Emily Jones: Brilliant! How are you today?
Maira Sheikh: I’m good! I’m really well. How are you?
Emily Jones: Good, thank you! Would you like to tell everyone a little about what it is that you do?
Maira Sheikh: Sure! I’m a personal brand photographer based in Cheshire, and I work with women in business, especially in the service-based industry. I help them feel more confident in front of the camera and use brand photography to help them get visible in their marketing, show up in their business, and attract more clients.
Emily Jones: That’s brilliant! Let’s go back to the beginning then. How did you actually get into what you do now?
[02:29]
Maira Sheikh: Great question! Well, I’ve always loved travelling. I was living in Dubai, had the opportunity to travel around the Middle East and Far East, and thought, “I better have a good camera to capture these beautiful places.” So, I bought my first DSLR and started learning photography. Then, I had my daughter, who was the cutest thing ever, and I wanted to capture every moment of her life. That’s when I got into newborn and family photography. I was in Doha at that time, and after a few years, we moved to England.
When I arrived here, I wanted to set up a business. My background is actually as a sustainability consultant—very different! I started a business designing and selling ethically sourced fabric bags called House of Ethics. While working on that, I took photos of the products, but I felt the sales weren’t great. So, I learnt more about branding, put myself into the brand, and things took off. I realised that other small businesses could benefit from brand photography, and I started offering it as a service.
Emily Jones: Wow, that’s quite a journey, spanning three countries! You mentioned you were a sustainability consultant—how did you get into that?
[04:50]
Maira Sheikh: Another story! I’m from Pakistan, and while I was there, there was a massive earthquake in Kashmir in 2005. I was studying social sciences at the time and researching the environmental impacts of climate change. This inspired me to learn more, so I did my master’s in sustainability and worked in London, then in Dubai and Doha. It was a fascinating field!
Emily Jones: Do you miss it?
Maira Sheikh: Yes, I miss the travel and the experience in Dubai, though there’s a difference between being single and working there versus being married with kids. When I started photography, it allowed for more flexibility to work between school runs.
Emily Jones: How do you juggle raising a family and establishing your own business?
Maira Sheikh: It’s tough! This is my second year in business, and people think starting a business offers more flexibility, but you’re often working more. I’ve been up since 4 a.m. because I had ideas I wanted to put on paper. But it’s rewarding, especially since I want to show my children, particularly my daughter, that I’m contributing something meaningful and living a balanced life.
[07:10]
Emily Jones: That’s inspiring! It’s mainly women you help in your photography, right?
Maira Sheikh: Yes, and many of them have similar backgrounds to mine—they were in corporate, started families, or realised post-COVID they wanted a better balance. Starting a new business is challenging, with all the decisions around branding, marketing, and social media. I love helping them navigate that.
Emily Jones: What are the biggest challenges you help clients with?
Maira Sheikh: The biggest challenge is helping women feel confident in front of the camera. Many have insecurities or imposter syndrome, and there’s often a fear of “showing off” when they try to get visible. My goal is to help them focus on their purpose and make it bigger than their fear.
Emily Jones: What actually goes into a brand shoot?
Maira Sheikh: A lot of prep work before the actual shoot. I spend time understanding the client’s brand, their audience, and what makes them unique. Based on that, we come up with brand themes. For example, if a client wants to come across as friendly and approachable, we might do behind-the-scenes shots. Or, if we’re celebrating business wins, we might bring in props like champagne, confetti, or cake. It’s about telling a story visually.
Emily Jones: Wow, it sounds like there’s a lot of planning involved.
Maira Sheikh: Absolutely! It’s not just taking a few pictures; it’s creating images that reflect their brand.
[13:33]
Emily Jones: Speaking of big wins, what would you say is your biggest win in business?
Maira Sheikh: Getting through the first year! It’s a big milestone because many businesses fail early on. Surviving that first year gave me confidence.
Emily Jones: And your greatest challenge?
Maira Sheikh: My first networking meeting. I didn’t know anyone, had no connections, and I felt self-conscious as the only woman of colour there. There’s a lot of self-doubt that can creep in, especially when you’re different from others around you. But it’s something I had to overcome.
[18:05]
Emily Jones: Have you been in England long?
Maira Sheikh: Not very long. My husband got a job here as a surgeon at the Countess of Chester Hospital, and we moved over. Initially, it was challenging as I was technically his dependent. It’s hard when you’re in a new country and don’t feel entirely independent.
Emily Jones: How did that experience shape you?
Maira Sheikh: It was a mindset shift. It’s hard not to feel invisible at times, especially coming from a patriarchal society where women don’t often work outside the home. I wanted to do things differently for my daughter and show her a different role model.
Emily Jones: That’s wonderful. And you’re helping other women do the same by encouraging them to be visible.
[21:22]
Maira Sheikh: Yes, it’s very meaningful. Growing up in Pakistan, there’s this idea that fair skin is more desirable. I remember using bleaching creams like “Fair and Lovely” because lighter skin was seen as beautiful and associated with success and marriage prospects. I was the darkest in my family, so I felt that pressure even more.
Emily Jones: Wow, that’s heartbreaking. And this was a common expectation?
Maira Sheikh: Very common. This internalised bias affects women deeply. I want to break that cycle and teach my daughter to feel comfortable in her skin.
Emily Jones: How do you manage those feelings now?
Maira Sheikh: It’s still challenging. Some days are easier than others, but comments can still trigger those insecurities. For example, when someone comments on the difference in skin tone between me and my children. But I’m working on it and trying to help my clients work through similar body image issues.
[27:22]
Emily Jones: As women, we face a lot of pressure around appearance.
Maira Sheikh: Absolutely. We’re constantly scrutinised, but I’m trying to show my daughter a different approach. I want her to feel proud of her natural self.
Emily Jones: That’s so inspiring. Thank you for sharing. It must be challenging to speak about, but it gives such depth to your work.
Maira Sheikh: Thank you. I only recently started sharing this story publicly, and the response has been overwhelming. It’s opened up a lot of conversations.
[32:03]
Emily Jones: Your story is so moving, and it highlights why you do what you do. You help others feel seen and accepted. And you’re not just doing photography—you’re building confidence.
Maira Sheikh: Thank you. That’s what it’s all about. And I also run workshops to help business owners use their phones to create content. My goal is for everyone to feel empowered to create and share their message.
Emily Jones: That’s amazing. You’re teaching them to take control of their own visibility.
Maira Sheikh: Exactly! It’s all about being visible and normalising diversity in all spaces, including business.
[37:20]
Emily Jones: That’s wonderful, especially as a mother. You’re setting an example for your children, showing them that they don’t have to change to fit in.
Maira Sheikh: Yes, I want my kids to feel proud of who they are. We all have insecurities, but I’m teaching them that they’re beautiful as they are.
Emily Jones: And that’s a lesson for all of us, really. We need to own who we are.
Maira Sheikh: Yes. And it’s okay to be vulnerable because that’s what connects us with others. Being open about our struggles is powerful.
[43:30]
Emily Jones: What about tips for people who struggle with confidence in front of the camera?
Maira Sheikh: Build a relationship with your photographer, choose comfortable clothes, and smile. Smiling relaxes you, and it comes across in the photos. It’s also about not forcing it—sometimes looking away from the camera helps.
Emily Jones: Great tips! I’ll definitely try them next time.
Maira Sheikh: Yes, give it a go! And I also have a free online training on how to feel more confident on camera, which includes tips on body language, styling, and speaking on camera.
Emily Jones: Amazing! Can you share more about your future plans?
Maira Sheikh: I’m launching a content community—a quarterly shoot combined with coaching on using images and building consistency in content. It’s a blend of photography, strategy, and community support.
Emily Jones: That sounds fantastic! For those listening who want to work with you, what’s the best way to get in touch?
Maira Sheikh: You can find me everywhere online as Maira Sheikh—on Instagram, Facebook, LinkedIn, and my website, mairasheikh.com. They can also join my mailing list to stay updated on branding, content creation, and social media marketing tips.
Emily Jones: That’s wonderful. Thank you, Maira, for sharing your story and insights with us. It’s been an absolute pleasure to speak with you today.
Maira Sheikh: Thank you, Emily! And thank you to everyone for listening.