Let's Get Down To Business: Richard Pinches

RICHARD Pinches, 59, a photographer and videographer, runs Meadows Farm Studios in Henley. He was born and bred in Henley and now lives here with his long-term partner Liz, who works in the business. Richard’s interests include history and re-enacting. He is Henley’s Poppy Appeal organiser.

Describe your business

For two decades I had a photographic studio, providing advertising agencies and global brands with top-end brochure and advertising photography of cars, food, room sets and lifestyle sets. The digital revolution at the turn of the century had a huge negative effect and I needed to modify my business model. I now shoot 50/50 digital photography and videography with a much smaller team. My clients have included Kate Middleton, Rolls-Royce, 3M, Xerox and Saudi Arabian Airlines.

How many people does it employ?

Twenty-five years ago I had up to 10 people in the studio, including a second photographer, assistants, marketing, admin, a set builder and a delivery driver, plus make-up and stylists when needed. Now I have two or three freelancers as and when needed.

What did you do before you started this business?

I was at art college studying advertising and commercial photography with the addition of work experience in top London studios.

When did you start your business?

I finished college in 1985 to work as an assistant in a studio that shot for BMW and Porsche but I was making tea and lugging kit mainly. I moved after a year to another studio as a junior photographer and then in 1988 I left to set up my own studio on my parents’ farm. Business boomed and I expanded quickly.

What was your objective?

I was keen to be my own boss in my own space. I was not paid well as a junior working for other studios (£25 per day). I had the skill to earn top dollar and soon did.

Who or what influenced you?

I improved my technique by studying London photographers and how they used light. Lighting is 90 per cent of studio work, especially tricky things like cars and drink. It became my forte.

Do you have a mentor or role model?

My first boss Paul Howerd taught me how to light in a studio and not to be happy with “just okay”. I only have three images from my whole career that I am really happy with. Perfection is a mean mistress.

What would you do differently if you could start again?

Charge more sooner. It is too easy to undervalue your own worth.

How is your business doing?

Things have changed in the last few years. I am still shooting but doing more video than stills, plus drone work.

How do you market your business?

Back in the last century, Yellow Pages adverts got me Dell and Hyundai brochure contracts for five years. Now it’s all Google, social media but the best advertising is always word of mouth.

What’s the best thing about running your own business?

Freedom and knowing you only get out what you put in. I’ve always been driven and it does pay. Over the decades I have adapted many times to changing trends. It’s not always easy but necessary to survive.

What’s the most challenging aspect?

Maintaining cash flow. I have spent too much time chasing payments. Luckily, I have a few clients who pay promptly.

Where is your business headed?

Digital had a big effect, then CGI and now AI is creeping in, making the human element less necessary. I actually aspire to having a proper black and white darkroom to produce more art but also to dry hire and teach from.

What’s the most valuable thing you’ve learned?

Have faith in yourself and don’t be scared to make some wrong choices, it’s part of learning.

What would you advise someone starting a business?

As long as you have a good product/service and the right attitude, everything is possible. Don’t give up too soon if you blunder early.

What’s the biggest mistake you’ve made?

I’m way too trusting, so many people have stitched me up over the years.

What three qualities are most important to success?

Ambition and determination and also knowing your figures as there’s no point working hard for nothing. My late father would say: “It’s a busy man who works for nothing.” That has stuck with me.

How organised are you?

Very. I have Liz to sort out the logistics. Luv ya, Liz.

How do you dress for work each day?

I used to wear black a lot so as not to reflect in cars I was shooting. Now it’s simply casual and comfortable.

What can’t you do without every day?

Tea (PG or Yorkshire) but I should probably say Liz.

Lunch at your desk or going out?

In the past London clients would come to my Henley studio as much for a decent lunch and a day out as my photography. Now it’s a sandwich grabbed behind a camera or computer.

Do you continue to study?

Yes, either new tech or techniques and trends. My master’s degree in 2020/21 was probably the best thing I’ve ever done — it reignited my love for photography, but proper film, not this digital rubbish.

What do you read?

History books, mainly about Second World War desert conflict in North Africa where my father was.

How are you planning for retirement?

I’m cruising towards retirement nicely. I do love history and my war history display takes me all over the country and has won awards. I still love photography but I do prefer old film techniques.

Interview by Will Hamilton, intermediary
and global marketing consultant, Hamilton Associates