Today we’d like to introduce you to Lucero Valle.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
In my early years in Austin, I considered myself mostly a freelancer. I was working across many types of photography jobs while also working as a bench jeweler for Limo Jewelry- an iconic South Congress store that are sadly now is closed.
I made the decision to more fully commit to my work and step into seeing myself as a business owner when I became a mother and wanted to make my entrepreneurial path my main source of income. It took more than just a decision—along with the support of mentors and business classes, this shift completely changed how I approached my work and allowed me to grow into what Lucero Creative is today.
What started as working on myself—building confidence and learning how to show up with clarity and purpose in both life and business—eventually became the same process I now help my clients with.
Over time, my work has evolved from simply taking “good photos” to becoming a creative partner in the process. I’m interested in helping clients think more intentionally about their brand, their message, and how they want to be seen.
With a background in communications, graphic design, product development, and even website design during my college years, I aim to look at the bigger picture and create visuals that support both storytelling and growth.
Today, Lucero Creative is a photography studio and creative agency working with businesses, corporations, nonprofits, and community leaders—especially those centered in community-driven organizations and art projects, which I deeply love supporting.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. One of my biggest ongoing challenges has been learning when—and how—to ask for help. I ofted carried everything myself, which is common when you’re building something from scratch and trying to prove you can do it all. Even with all the AI available I still think we need each other to be accountable, to think smarter and dream bigger dreams.
Another important challenge has been learning to protect my health and create boundaries betweern work and family life. 2025 hit me hard and force me to take it slower to rest and recharge. As a single mother and business owner, it took time to understand that sustainability matters just as much as business growth.
As the business grew, got awared and recognized, I also had to rethink how I work. I began building a more agency-style model, and collaborating with associate photographers and designers to support the volume of events and projects. That shift has allowed me to serve clients better while also creating opportunities for other photographers to grow.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At this stage of my career, my creative focus has expanded beyond client work into deeper experimentation and authorship. Having a studio at Canopy has been an important part of that shift—it gives me the space to slow down, explore ideas, and create art. Being part of this community has been both deeply fun and soul-fulfilling.
Please visit us at Open Canopy, is monthly event where all the artists in the art complex open their studios to the public.
This feel weird to talk but alongside an incredible team, we are in the early stages of developing a docu-series that highlights Latina stories. My first project stepping into the role of Director of Photography and filmmaker. While more details will be shared later, this project represents a meaningful creative evolution for me.
Looking ahead, I’m interested in sharing knowledge and creating access through photography classes in both Spanish and English. I see my creative practice as something that grows through collaboration, education, and community, and I want to be part of building spaces where more voices feel seen and supported.
We’d love to hear about any fond memories you have from when you were growing up?
I have many childhood memories from my parents’ photography studios, but today one specific moment came back to me. I remember running to check the photo development machine to see how much silver it had collected. Those old machines would extract silver from the chemicals used in film processing, and for some reason, that part fascinated me.
I didn’t know it then, but years later I became a metalsmith jewerl and worked directly with metals—one of the most unexpected and loved chapters of my life.
Pricing:
- Headshots 125-400
- Branding 1000-5000
- Event 500+
- Model Book 500+
- Personal Bradning & Video 1000-4000
Contact Info:
- Website: https://www.lucero-creative.com/
- Instagram: https://www.instagram.com/lucero.studio/
- Facebook: https://www.facebook.com/lucero.creative
- LinkedIn: https://www.linkedin.com/in/lucero-valle-57bb8716/
Image Credits
Lucero Creative (Lucero Valle)
