Today we’d like to introduce you to Felicia Reed.
Hi Felicia, thanks for joining us today. We’d love for you to start by introducing yourself.
I started my journey in the medical field as a breast ultrasound tech, where I worked for over 15 years. While I was passionate about helping others, I realized I was craving something more—a way to express my creativity and serve women on a deeper level. At 39, I had my first professional photoshoot, and it changed my life. It was the first time I truly saw myself, not just as a mom, wife, or healthcare worker, but as a woman worthy of being celebrated. That moment lit a fire in me.
At 40, I stepped away from my secure job to start my portrait photography business, with no formal background in entrepreneurship. I built my business from the ground up—networking by day, working call shifts at night. I photographed women over 40 because I knew what it felt like to lose yourself in life’s roles. I wanted to give women the gift of visibility, confidence, and self-love through the lens of my camera.
Then, in 2021, my world shifted again—I was diagnosed with breast cancer the same month I became a certified mindset coach. That moment could’ve broken me, but instead, it became my breakthrough. I used every mindset tool I had—visualization, hypnosis, belief work—to walk through cancer with power and peace. I didn’t see myself as a patient. I visualized healing. I gave thanks for every cell in my body. And I showed up for my life and my business with purpose and grace.
Today, I blend mindset coaching with transformational portrait experiences. I help women rewire the beliefs that are holding them back and step into the most confident, powerful version of themselves—whether they’re in front of my camera or inside one of my coaching containers. My mission is simple: to remind women that it’s never too late to reinvent yourself, reclaim your voice, and rise with power—at any age, any size, and through any storm.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Definitely not a smooth road—but every bump shaped who I am today.
Starting my photography business at 40 with no formal business background was intimidating. I didn’t grow up around entrepreneurs, and I had to learn everything from the ground up—pricing, marketing, confidence, all of it. There were seasons when the bookings were low, and I questioned if I made the right decision walking away from the security of my medical career. I had to hustle hard, network relentlessly, and keep believing in my vision even when it felt like no one was watching.
Then in 2021, I faced one of the biggest challenges of my life—being diagnosed with breast cancer the same month I became a certified mindset coach. That was a defining moment. I had to use every tool I’d learned to stay grounded and focused. I rewired my thoughts, redefined chemotherapy as healing, and visualized my healthy body every single day. It was a storm, but it deepened my purpose and strengthened my belief in the power of the mind.
I’ve battled self-doubt, imposter syndrome, financial dips, and the weight of trying to be everything to everyone. But each struggle has taught me resilience, given me a deeper connection to my clients, and reminded me why I do what I do. I now use those same tools and lessons to help other women rise through their own challenges—because I know what it feels like to start over, fight for your vision, and come out stronger on the other side.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I’m a portrait photographer and certified mindset coach based in Austin, TX, and I specialize in photographing women over 40. I believe women in this season of life deserve to be seen, celebrated, and empowered—not overlooked, minimized, or hidden. My work is about so much more than pretty pictures—it’s about helping women reclaim their confidence, rewrite the stories they’ve been told about aging, and fall in love with themselves again.
What sets me apart is the experience I create. From professional makeup to guided posing to curated wardrobe, my clients don’t have to worry about a thing. I handle every detail so they can feel fully supported and pampered. But the real transformation happens on the inside. Many of my clients come to me after a major life shift—a divorce, a health scare, an empty nest, or a milestone birthday—and they leave feeling radiant, powerful, and seen in a way they haven’t felt in years.
I’m most proud of the way these portraits become a turning point. They’re not just images—they’re anchors, reminding women of who they are and how far they’ve come. And as a breast cancer survivor myself, I know firsthand how healing it is to be witnessed in your truth, your beauty, and your strength.
My mission is to change the way society views women over 40—and more importantly, how women view themselves. Through portraits, coaching, and storytelling, I help women remember that they are worthy, radiant, and powerful at every age.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
My best advice for networking is simple: get out and meet people. In the early days of my business, I said yes to every opportunity. I showed up to Facebook events, searched BNI.com, Meetup.com, Eventbrite—you name it. I even asked my friends and clients where they were networking and just showed up. That exposure helped me build real relationships, and relationships are everything in business.
When it comes to finding a mentor, I truly believe they’re often right in front of you. It’s not always someone with a fancy title—it’s usually someone who’s already doing what you want to do and is willing to guide you. You just have to be coachable.
I stay coached up, always. I couldn’t have made it this far alone. Coaching has been one of the biggest keys to my success—whether it was around mindset, pricing, or business strategy. A good mentor or coach will challenge you, but they’ve also been where you’re trying to go. Listen, take action, and stay open. That willingness to learn will take you further than talent alone ever will.
Contact Info:
- Website: www.feliciareed.com
- Instagram: @feliciareedphotography or @feliciareedcoaching
- Facebook: @feliciareedphotography
- LinkedIn: @feliciareed
Image Credits
All portraits are by me Felicia Reed Photography
