Member Article

New studio for Warwickshire photographer on 50th anniversary

One of Warwickshire’s oldest freelance photographers is marking his 50th year in the industry by opening a new studio.

Lorentz Gullachsen, from Welford-on-Avon, has agreed a rolling lease on a modern 800 sq ft photography studio in Mickleton, near the Hidcote National Trust.

The move – alongside a new-look website – comes as he looks to expand the photography tutoring side of his business over the next five years.

The 72-year-old photographer has been specialising in commercial photography for five decades across sectors ranging from telecommunications and construction, through to property and tourism – and has previously served big name brands including BT, Rolls Royce and Royal Mail.

“This new studio signifies a new chapter for my business,” said Lorentz.

“While I will be utilising the space to do a mixture of product and portrait shots, I will also be using it as an opportunity to ramp up my commercial and portrait photography tutoring to help others to grow their own businesses.

“I love working with other photographers of varying experiences, and the feedback I have had on my tutoring sessions has been positive, which has given me the confidence to pursue this further.”

And with little sign of Lorentz hanging up his lens, he revealed his secret to longevity.

“It’s all to do with attitude and never wanting to stop learning and developing,” added Lorentz, who revealed that he takes inspiration from Mick Jagger.

“Change is to be embraced, not feared. I lost everything in 2010 when the financial crash happened due to a property investment I had made. I lost my house and was homeless – and I have come back from that.

“I started again from scratch with my kit and I have built it up slowly over time, and I eventually picked up an Association of Photographers award in 2017 for the best advertising shot.

“Business on the client front is continuing to go from strength-to-strength.

“More companies – particularly since Covid – are putting the recruitment and retention of staff at the heart of their business strategy, and as a result they are wanting portrait photography to help with their recruitment campaigns which is driving much of my custom.”

Lorentz has also been working with south Warwickshire’s tourism body, Shakespeare’s England, to pass on photography tips to help the region’s tourism businesses grow their online following.

Darren Tosh, Operations and Marketing Director at Shakespeare’s England, said: “Independent businesses are the bedrock of south Warwickshire’s tourism offering, and creating an environment where they can support each other is important to the success of the wider region – and our work with Lorentz underlines this.

“It’s fantastic to see his business thriving, and we look forward to working with him and other tourism businesses on other ways of collaborating.”

For more information on Lorentz’s work, visit www.gullachsen.com

This was posted in Bdaily's Members' News section by Matt Joyce .