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Meet Vlad and Rachel Horol of Yofi Photography in Lincoln Square

Today we’d like to introduce you to Vlad and Rachel Horol.

Thanks for sharing your story with us Vlad and Rachel. So, let’s start at the beginning and we can move on from there.
I have been wanting to be a photographer for as long as I can remember. The thought I always had playing in my heart was, “I wish I could just capture what I feel when I look at people.” That was my dream. So, instinctively, I was always the artsy guy for every other job I have held. The guy who was asked to photograph the event or the random headshot. But, I noticed something. For fun, I never really took that many photos of landscapes or the amazing Chicago architecture or random objects at an “artistic” angle. It was people. Black and white, crazy angles, over-filtered – but nonetheless, it was portraits of people I love.

Fast forward to meeting and being married to the love of my life and my now business partner, Rachel, years later. She’s the one who believed in the dream I was given, and that we could do this together. As a wedding gift, she gave me a very nice Nikon DSLR camera and a few amazing lenses. We took our new photography equipment and the countless hours we had spent obsessing over learning how to use said equipment to Maui for our honeymoon. Then, we posted photos from our trip on Facebook. And, several friends’ headshots, family photos, birth announcements, and about five months later, I was a full-time photographer.

It’s been a couple of years now, but we just opened up a small photography studio in Lincoln Square and Rachel and I are honored to be able to continue to photograph the families that make our city of Chicago so special. We specialize in maternity, newborn, and family photography. And today, it is so wonderful to finally be able to capture the essence of what I feel when I see these beautiful families, on their own amazing journeys and with their own unique connections.

Has it been a smooth road?
Like with most artists, the struggles I have had have always been within myself. Since, in my view, the camera is a tool for expression, the bumps in the road have always been wondering to myself, “Am I correctly expressing what I see? Is that photograph a true representation of what I see when I look at that family?” And, if it ever has not been accurate, the obstacles I have had to overcome have been figuring out how to better express it through the camera, lenses I use, and even through the way I edit those photos. Therefore, a great passion of mine has been to make the equipment I use as much a part of me as possible, so that any camera or lens I hold is simply doing the job of capturing the frame I see when I look at any person or collection of people against a given backdrop. But, like with any medium, that takes a ton of practice, making mistakes, learning from my mistakes, more practice, making more mistakes, more practice, etc., and all-the-while a continued drive to see my vision come to life within a finished photograph.

So let’s switch gears a bit and go into the Yofi Photography story. Tell us more about the business.
Vlad and Rachel Horol are a husband and wife photography team who specialize in capturing maternity, newborn, and family photos. Yofi means “beauty” in Hebrew. We love photography because we love capturing beauty – especially in the essence of people and in special, intimate moments.

How do you think the industry will change over the next decade?
The portrait photography industry will change a lot in the next 10 years. Maternity photography is a fairly new trend, and in our view, it will continue to grow. The trend for family photography is moving more and more away from stoic, lifeless portraits against boring backdrops, and it is being infused with fresh life like never before. Parents want to capture the smiles they see in those moments when it is just them at home with their kids, the emotion they feel when they look at their new daughter or son, and the spark in their inner being for their partner. I think we are just beginning to see what is possible in regards to photographers being able to capture those moments through outdoor sessions and in-home lifestyle sessions. There is definitely much to look forward to!

Contact Info:

Image Credit:
Anna Sodziak Photography

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