We didn’t set out to become mentors.
We just couldn’t keep quiet about everything we wish we knew sooner.
We’re Haley and Ruth - photographers, educators, podcast hosts, and two women who’ve spent over two decades between us both growing businesses that support our lives (not just drain them).
We created The Photo Co. (Previously IDHTBTH) to be the kind of resource we desperately needed in our early years. It's full of real talk, clarity, strategy, and encouragement. Because this job? It’s incredible. But it’s also isolating, overwhelming, and full of pressure to hustle constantly and smile through it.
We don’t believe in gatekeeping.
We believe in making the business part of photography less of a mystery, and a lot less lonely.
combined in this incredible industry as photographers
25+ years
5+ years
1000+ mistakes
nuturing & helping other photographers grow
that we've turned into insights we now get to share with you
Because of you, i have found the courage to back myself.
After doing your amazing workshop I have found the courage to back myself. I have up-sold from individual digital sales to selling prints, frames and even an album. I've had a 4 figure quote accepted and product samples printed and big plans in place. I cannot thank you ladies enough. The workshop really has changed things for me."
- rachel h.
It has been refreshing to find WORLD CLASS photography education right here in New Zealand.
After completing endless online courses from overseas - I am so grateful to find Haley & Ruth who I can learn from online, AND in person at workshops and mentoring! I am so grateful for the local opportunities."
- charlotte R.
It's about working smarter not harder.
I’ve been running my photography business for 6 years now, without really knowing how to run a business so have been muddling my way through after being made redundant from my job at a newspaper and throwing myself into the world of freelance work. It was awesome to extend my photography community by meeting some new faces and it was great to invest the time to further educate myself on how I can do things smarter and working on providing a complete experience for my clients!"
- christine c.
Our services
1:1 Mentoring
We teach through stories, strategy, templates, tools, and our own lived experience. Whether it’s a workshop in NZ, a co-working day, or a free guide on how to price sustainably, it all starts with helping you run a business that actually works for you.
Workshops
Websites
Real support, tailored to you. Clarity, strategy, and space to grow.
In-person, energy-giving, idea-sparking days with likeminded people.
templates and custom sites built to work hard and look good.