Jane Hoover of Eden & Grace Photography on Empowering Women Through Portrait and Branding Photography

Jane Hoover of Eden & Grace Photography on Empowering Women and Professionals Through Authentic Portrait Photography

Jane Hoover is the Owner and Lead Photographer of Eden & Grace Photography, a boutique portrait, headshot, and branding photography studio based in Apex, North Carolina. Through her work, Jane helps corporate professionals, entrepreneurs, and personal brands create polished, natural images that reflect both professionalism and personality.

Before launching her photography business, Jane spent more than 15 years working as a network engineer. Her corporate background gives her a unique understanding of how professionals present themselves and their brands. Today, through Eden & Grace Photography, she creates customized portrait sessions designed to produce authentic images that elevate personal brands while also capturing genuine human connection.

Please share a brief introduction and your business:

I’m the founder and photographer behind Eden & Grace Photography, a boutique portrait, headshot, and branding business based in Apex, NC. I work primarily with corporate businesses both on-site and in-studio to create professional headshots for individuals and teams that feel polished, natural, and approachable.

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In addition to branding work, I photograph families in-studio and outdoors, focusing on genuine connection rather than stiff, overly posed moments. My approach is centered on listening carefully to each client’s needs and designing a customized session that produces strong, authentic visuals—images that elevate both personal brands and individual presence.

Are you a mamaprenista?

Yes I am! My best advice is try not to get sucked into your phone and doom scroll. I use my time effectively by writing down the tasks I need to get done for the day everyday and finding time to knock it out before my kids get home from school.

Take us back to when you launched? What was your marketing strategy?

I launched my business initially in 2021 with a business partner. In 2025 I decided to branch off on my own and rebranded my business. My marketing strategy was primarily word of mouth and Facebook Ads. Though it helped us land a few clients we were nowhere where we wanted to be. Because I was still working full time I found it very hard to attend Networking events.

Did you always know you wanted to be an entrepreneur?

Absolutely! It was always in the back of my head but I didn’t have the courage to start my own business until recently.

What accomplishments are you the most proud of to date in your business?

One of the projects I’m most proud of is my annual 40 Over 40 portrait experience, which is dedicated to empowering 40 women over the age of 40 by celebrating their strength, beauty, and individuality. Beyond the portraits, the project is about confidence, visibility, and storytelling—giving women a space to feel seen, valued, and proud of who they are at this stage of their lives. Each participant receives professional hair and makeup and a thoughtfully guided photoshoot designed to make them feel confident, seen, and celebrated. Creating this experience and witnessing the transformation it brings is one of the most rewarding and meaningful parts of my work.

What is one thing you wish you had known when you started your Entreprenista journey?

I wish I had known a community existed to support other women owned businesses.

What did you go before starting your own business?

Prior to starting my own business, I worked as a network engineer for over 15 years. I believe that my experience in the corporate world has truly helped me work effectively with Corporate clients and understand their workflow and branding needs. As a woman in the tech industry, I’m especially passionate about supporting women-owned businesses.

What made you take the leap to start your own business?

My journey into photography began long before I ever imagined it becoming a business. About 14 years ago, I bought my first DSLR simply to capture photos of my babies. As the years went on, I realized photography was never just about taking pictures for me—it was about connection. I noticed how vulnerable people felt in front of the camera and how often they were incredibly hard on themselves. That awareness hit even closer to home as I got older myself. I became deeply passionate about empowering women over 40—women who often come into sessions believing they’re no longer photogenic, that they need to hide parts of themselves, or that their best years are behind them. I wanted to challenge that narrative and show them just how strong, beautiful, and worthy they are exactly as they are.

That desire ultimately led me to build Eden & Grace Photography with the intention of creating a welcoming, judgment-free space where clients feel supported from the very beginning.

Do you have any recent wins?

None I can think of

What's one app on your phone that you cannot live without?

Instagram and LinkedIn cuz all my connections live there.

Who are your customers?

Entrepreneurs, small business owners, creatives, corporate professionals, and personal brands who need high-quality headshots and portraits for websites, social media, speaking engagements, and marketing. I also cater to companies needing headshot booths for conferences to boost visibility. For portrait work I’m passionate about empowering women over the age of 40 with magazine style portraits in a studio setting.

What's your top productivity tip?

Do one small thing everyday for your business. Small, consistent actions build serious momentum.

What's your favorite business tool?

Use Session and Shootproof- it’s a great CRM system to book appointments and send galleries

What's your approach to work-life balance?

I try not to mix family time and work time. When I’m working my attention is 100% on my work. When my kids get home from school I avoid being on my phone so I can give them my attention 100%. I know this isn’t feasible all the time and I’m not perfect but I try not to be too hard on myself.

How do you avoid burn-out?

Stop comparing yourself to others. You are your only competition!

What advice do you have for aspiring Entreprenistas?

Believe in yourself and know you can do anything you can set your mind to if you work hard and stay focused. You are not alone, ask for help when you need it from people who have already walked the walk.

After initially launching her photography business in 2021 and later rebranding as Eden & Grace Photography in 2025, Jane Hoover continues to grow a studio focused on confidence, storytelling, and authentic representation. From corporate headshots to her empowering 40 Over 40 portrait experience, Jane’s work centers on helping individuals feel seen, confident, and proud of who they are.

If you are a woman founder looking to grow your business while connecting with a powerful network of female entrepreneurs, Entreprenista provides the community and resources to help you scale with confidence. Learn more about joining Entreprenista League.