What's in a Name? A Visit to Zanni Photography
October/08/2007 Ireland Journal
Knowing that I would be speaking to Irish photographers on the subject of "Boutique Studios," I asked whether this new business model was gaining a foothold in Ireland as it is in America. Yes, I was told, some studios were moving in that direction, one of them being Zanni Photography, in Monaghan, a town of 8,000 northwest of Dublin, quite close to the border of Northern Ireland. The owner, Suzane Toal (she was called "Zanni" as a child), welcomed me for a visit the day before we were due to arrive in the midlands town of Athlone for the fall meeting of the Irish Professional Photographers Association.
A portrait/wedding photographer for 11 years, Suzanne has a host of photography awards and a vivacious personality to match. Having always traded under the name Suzanne Toal Photography, she decided to change the name of her business to Zanni Photography some eighteen months ago after having taken the even bolder step of purchasing and remodeling a wonderful bungalow to house her growing business. Doing so as a single woman took a great deal of courage, but the move made sense for Suzanne, as she has never operated her business at a loss, and she felt the time was right to plan for her future security by gaining property equity.
Suzanne's aesthetic goal was to create a contemporary environment that retained the warmth of the home's original architecture. She did just that by painting the walls and fireplaces a crisp white and replacing dated carpeting with warm random-plank hardwood floor boards. An eclectic mix of furnishings, including handsome metal stands for her wedding album display, complete the appealing interior, and a fresh coat of pink paint on the building's exterior assures that Zanni Photography is easily recognized from the street.
Suzanne was one of the speakers at the Athlone conference. I took lots of notes, and one of the most interesting comments she made dealt with the decision to change her well-established business name. "When I was trading as Suzanne Toal Photography," she said, "I felt that I was selling myself because everyone wanted me for every aspect of the work. With the new name, I'm feeling a lot less emotional pressure, and the door is now open to take the studio in any direction I wish." To give meaning to the new Zanni Photography brand, Suzanne has launched several new projects, including featuring the studio name on framed samples, window display prints, and on large fabric hangings; offering a cute kids contest in which every child photographed leaves with a balloon that proclaims "I've Got a Zanni Photography Smile;" and involving the business in a highly successful charitable calendar project.
Suzanne's next challenge is to construct a covered veranda at the rear of her building to use for outdoor shoots and to create a number of outdoor sets in her expansive back garden. I've promised that I'll come visit her when the projects are finished. You see . . . that's how this magic country and the wonderful people you meet here — people like Suzanne — affect me: Even though I'm only on the first week of my two-week stay in Ireland, I'm already planning to return!
