Story by Maxann Lockard | Maxann Keller Creative
Photography by Alexandra Megan Photography
- Introduce yourself and your business! Tell us all the fun facts, important details, and everything in between.
Answer:
Im Alex, a proud military spouse of ten years and mom to three. I’ve journeyed from my Ohio roots to now call Virginia home. Fueled by a love for coffee, adventure, and capturing the meaningful moments of weddings, family, and motherhood. I am passionate about preserving life’s memories in a way that feels timeless.
- Tell us how you started your business. What was it like in the beginning? How have you seen it grow over the years? (and tell us how many years you’ve been in business).
Answer:
I’ve been in business for six years, officially opening my doors in 2019 after moving to North Carolina from Okinawa, Japan. Photography has been a lifelong passion — from joining my elementary school camera club to taking senior photos for friends, it’s always been a love of mine.
With a little encouragement (and a gentle push) from my husband and a close friend to start charging for my work, I decided to take the leap and turn my passion into a business. What began as a creative outlet has grown into a fulfilling career capturing meaningful stories and milestones for so many wonderful clients.
- What’s the biggest challenge you face within your business? Go deep on this- why do you think it’s such a challenge? If others are experiencing this too, how would you encourage others to keep going and push through?
Answer:
The biggest challenge I think many of us creatives face is impostor syndrome — and staying firm in the value of our work. Even after years in business, that little voice still creeps in, whispering doubts about whether we’re good enough or if clients will truly love what we’ve created. It doesn’t matter how long you’ve been doing this — impostor syndrome can touch anyone who pours their heart into their work.
As photographers, we’re constantly pulling from a well of creativity. Every session is a blend of skill, intuition, and emotion. It’s not just “taking pictures” — it’s creating art that feels personal. We see beauty in quiet gestures and fleeting moments, then share that work with others, hoping our clients see it through the same lens we do. That vulnerability can be both exhilarating and nerve-wracking, especially when you care so deeply about honoring the families who’ve trusted you with their memories.
Over time, I’ve realized that impostor syndrome often stems from a deep desire to serve your clients well. These feelings are proof of passion and integrity. They remind us that we’re invested.
For anyone struggling with this, know that you’re not alone. Keep creating, even when you question yourself. Remember to trust your process and your eye.
- You are a momma to three little ones- how does showing up in your business relate to how you show up in motherhood?
Answer:
In both roles, showing up means being present, patient, and intentional. As a mom, I strive to honor my children’s individuality, celebrate the small everyday moments, and create a sense of love and stability. In business, I bring that same care and attention to every session — listening to my clients, anticipating their needs, and capturing the genuine, fleeting moments that make their stories unique.
Motherhood has taught me empathy, adaptability, and the importance of consistency — all qualities that translate directly into how I show up for my clients. And just like with my children, I want the families I work with to feel seen and valued.
- Military life is built on change—PCS moves, deployments, new schools. Tell us about a season when everything shifted at once. How did you keep your business alive, and what systems make your work portable today?
Answer:
Our lives shifted drastically just a year ago when we moved from California to Virginia. The week we were set to begin our cross-country trip, I found out I was expecting our third baby. At the same time, we were preparing to start our homeschool journey for the upcoming school year. It was a lot of change all at once.
We left a close-knit community and moved to a state where we were essentially starting over. I wasn’t sure what childcare would look like, and to be honest, I hadn’t prepared my business the way I usually do. Inquiries were still coming in for California — which is always bittersweet — and I had to figure out how to shift focus to a new location.
Once the dust settled, I focused on posting consistently, building connections, and advertising myself in my new area. I invested in my website and SEO and that has paid off. Those systems combined with persistence helped my business not only survive but thrive in its third state.
- Who’s in your “inner circle” and how did you build that village from scratch in each new place—childcare, clients, creative peers? What practical steps help you find community fast?
Answer:
To be honest, building an inner circle takes time — sometimes more time than others (and sometimes more time than we’d like). Ultimately, my spouse, family back home, and close friends are my rock. Over the years we have learned to heavily lean on a church community. For our family having that foundation is essential, so one of the first things we do in a new city is get involved in a church that fits our family and our values.
- When your roles collide—photographer, milspouse, mom—how do you decide what wins that day? Share a moment you had to choose and how you made peace with the trade-off.
Answer:
Oh this is a tough one. I naturally struggle with leaving tasks on my to-do list. My family always comes first, but I also take my work seriously, and I deeply value the trust and investment my clients place in me. I don’t take that lightly.
To balance it all, I schedule dedicated work time. This allows me to focus fully on my clients during those hours while knowing I can be fully present with my kids at other times. Having that structure gives me peace and helps me honor both my family and my business.
- How has military life shaped your eye as an artist and business owner? Describe one photograph (or series) that captures your “vibe” perfectly and you’re really proud of.
Answer:
Military life has shaped me as an artist and business owner by teaching adaptability, resilience, and the importance of capturing life exactly as it is in a given place and time. Running a business across three different states has given me a firsthand understanding of how each location and season of life is unique, and how meaningful it is to preserve those moments for families.
Each duty station has played such an important role in my photography journey. Some of my favorite sessions were spent exploring HWY 1 with couples through Big Sur. It’s a feeling and a memory I’ll never forget.
- Boundaries and business: What have you put in place to protect profit and presence (pricing choices, offers that travel well, office hours, childcare swaps, batching, mini-sessions near base)? What’s been the highest-ROI habit?
Answer:
Setting boundaries are essential to protecting both profit and presence in business. I make sure to price my services to be profitable while still offering achievable and meaningful services to clients. I’ve structured my work so that time away from my family is intentional and valuable. If I’m going to be away, I need to serve my family financially, and these boundaries allow me to show up fully for both my clients and my loved ones.
- For the woman reading this who is starting from zero (maybe in a new town, maybe just from the beginning of her creative/entrepreneurial journey), what advice would you give her? Give us one mindset shift and three concrete actions she can take in the next 30 days.
Answer:
Remember we all start somewhere and everybody was new once. Just start. I’d say start photographing what speaks to you. Focus on progress over perfection. Starting can feel overwhelming, especially in a new place or at the beginning of your journey. The key is to be intentional and trust that consistency compounds over time.
Three concrete actions for the next 30 days:
- Build visibility in your community: Introduce yourself to other creatives, to parent networks and to others starting out. Even small connections can lead to support, referrals, and collaboration.
- Set up or refresh your online presence: Make sure your website, social media, or portfolio reflects your work. Invest time in one small update per week — this builds credibility and reach.
- Schedule intentional work blocks: even if it’s just a few hours per week. Structure creates momentum and helps balance other responsibilities.
