Building a photography website — Part 2
In my last post, I shared the process of creating my website with you — why I chose Squarespace as a website builder, the key decisions I had to make as a photographer and the struggles I faced along the way. I hope I didn’t scare you away from taking this first step yourself! Trust me, it’s totally worth it — just go for it, you’ve got nothing to lose!
In today’s post, I want to walk you through the process of setting up an online store.
Before adding my store, I went through a personal journey. It wasn’t just about launching an online shop — it was about believing in the quality of my work (Am I good enough?), committing to my career change and turning my passion into profit. It was a big step, but I’m so glad I took it! (Never Try, Never Know! — remember?)
Setting up an online store involves countless decisions — way more than I realized. In this post, I’ll walk you through the choices I made and hopefully share some helpful tips along the way.
Step 1: Selling open edition or limited edition prints
When selling photography prints, one key decision is whether to offer them as limited edition or open edition prints. A limited edition print is exactly what it sounds like — a photo produced in a strictly limited quantity. This number can range from as few as 10 to as many as 1000 or more, but the idea remains the same: exclusivity. The concept of scarcity is central to the value of limited editions — fewer prints mean greater exclusivity, making each piece feel like a personal treasure. Once all the prints in the edition are sold, that’s it — no more will ever be produced.
Open edition prints, on the other hand, have no production limits, making them more accessible and affordable for a wider audience. Of course, it is possible to offer both — reserving limited editions for special works while keeping other prints open.
I decided to sell my photographs as limited editions. Why? As a black and white street photographer, I aim to create art that is truly unique. Every photo I capture reflects a little story, my vision of the world at that time and place, preserved forever in my frame. Offering my work as limited editions allows me to honor this uniqueness and provide my customers with something truly special.
For my limited editions, I focus on keeping things simple and exclusive. Each photograph is limited to just 11 prints, available in three different sizes, making them rare from the start. To highlight this rarity, all my limited editions come with a personally signed and numbered Certificate of Authenticity, which I designed myself. Hahnemühle also sells certificates, but designing them myself makes them as unique as the photo. This certificate guarantees the artwork’s exclusivity and confirms that the photograph is part of a limited collection, with its own unique edition number.
Step 2: Finding the right printing partner
The next challenge was ensuring my prints met the highest quality standards. Just like there are many website builders to choose from, there are just as many high-quality printing shops. So, which one to pick? In my last post, I described how I chose Squarespace as my website builder — I didn’t overcomplicate things with endless research, I just picked one with a good reputation. I approached this topic the same way.
I tested prints on various Hahnemühle papers from different printing shops, all of which produced beautiful results. I ultimately chose Whitewall. Renowned among photographers as one of the best, Whitewall offers worldwide shipping, which was a key advantage for me. As a new customer, I scheduled a Zoom call with them to address any remaining questions. During this call, I learned that they don’t ship the Certificate of Authenticity with the print, so I decided to create and send it separately myself.
Step 3: Choosing which photos to offer, on what paper and in which sizes
Once I had a reliable printing partner, the next step was selecting which images to offer and how to present them. If you’re like me, you’ve taken thousands of photos during your photography career. How do you pick the best ones and how many should you sell? Of course, you have to answer this question for yourself, but I ended up selling twenty photos. Every single one isn’t just a high-quality photograph; each holds special significance to me personally, making them my absolute favorites!
My photos are printed on Hahnemühle Fine Art Photo Rag 308 g/m2 paper in three different sizes: 30 x 45 cm, 40 x 60 cm and 60 x 90 cm. I tested several papers, but I absolutely love this one. It has an extra soft surface and fine texture. The blacks in my photos come out looking absolutely amazing. I also added a white border to give each print a special focus and a touch of luxury.
So that’s it! It might sound overwhelming at first, but trust me — once you take that first step, everything else will follow naturally. Your art deserves to be seen and your store could be the gateway to making that happen. So, are you ready to take yourself and your business seriously? If the answer is YES — then go for it!
