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Rangefinder
Magazine Profile: Jerry Ghionis: Weddings Melbourne Style by Linda L. May
Although Jerry Ghionis began his professional career in 1994, he has already established himself as one of Australia’s leading photographers. His outstanding work has been honored with awards, both in Australia and internationally. In 1999, AIPP (Australian Institute of Professional Photography) chose Jerry as the “Best New Talent” in Victoria. In 2002, he won the AIPP Victorian Wedding Album of the Year award in the Associate category. In 2003, Jerry won First, Third and Grand awards in the Wedding Album of the Year category in the WPPI Print and Album Competition. In 2003, he was also awarded the Highest Scoring wedding print and the Highest Scoring print in the Associate category in the Annual Victorian AIPP Awards.
At age 20, he was given a management role in the studio.
This position taught him the difference between good and bad business
practices, without
risking his own money. After four years, he wanted to spread his wings
and develop his own ideas and visions. So, he left that job in 1997,
and opened his first studio, called Foto Forte, in the Northern suburbs
of Melbourne. His brothers Nick and John opened a food business, and
Jerry rented the back end of that building, which had a separate entrance
for his studio. John also played an That first year, he photographed 25 weddings, doing all the work himself. By the third year, Jerry photographed 100 weddings, and hired his first employee, Fabian, who is still with him today. That same year, he formed a business relationship with John Apos, owner of Apos Video Makers, and added video coverage to his list of services. They book work for each other, from two different locations. About that same time, in 2000, Jerry realized the importance of digital technology, so he hired a digital artist. From a visit to a Gold Class Cinema, which offers recliner chairs and restaurant-style service, Jerry knew he wanted his studio to be a “Gold Class” experience. So, he changed the name to XSiGHT and added a top level to both studios, making them state-of-the-art facilities. Even with the higher prices, XSiGHT’s bookings doubled, so it was a worthwhile risk, according to Jerry.
The Fairfield studio location, where Jerry works, is just off a main street. It’s grand in appearance, but has no front display windows. The foyer entrance has a welcoming blend of Jarrah floorboards and framed portraits on white walls. As clients walk up the stairs to the main floor viewing area, they are greeted by a giant, eight-meter billboard of a bride’s face, that reaches the ceiling of the second level. The upstairs is very contemporary, with polished concrete floors. The wall colors graduate from white to gray in a series of separate wall panels. A large skylight brings in plenty of natural light, which is used for the daylight studio. Plush, red carpet contributes to the modern cinema look and feel. A few framed images hang on the walls, and sample albums are displayed on steel stands. There are no doors, so it feels like a maze, according to Jerry. The production room is highly ergonomic. The workflow starts at one end and finishes at the other, in a very organized fashion.
Five employees help Jerry and Georgina operate the business. Jerry’s older brother Nick, who encouraged him to learn photography in his youth, recently became a partner in the studio and is back to doing what he loves best. Fabian, his first employee, does photography, sales and digital production work. Julie is the digital artist. Ellen is the color analyst. Dana is the album coordinator and photographer. Vince heads the multimedia department. There are two other photographers who work exclusively for XSiGHT. John Apos manages a team of videographers and editors, who run the video phase of the operation. As for equipment, all the photographers shoot film with Nikon 35mm cameras. Jerry uses the Nikon F100 and Kodak DCS 760 digital cameras, with a variety of focal length lenses for each. Recently, Jerry began shooting digital weddings, but for months, he’s been testing digital capture on portraits and fashion work. Jerry prefers natural light to flash, but when he needs more illumination, he uses the Nikon DX80 Speedlights and standard video lights.
When shooting digitally, Jerry uses 256MB SanDisk
cards, treating each one like a separate roll of film. Using Mac G4 computers,
and the Melobourne-based Nulab for scans and output, everything is printed
to Pegasus sheets.
“ I understand that American couples spend more money on their weddings than in Australia. However, weddings are very important here too. Usually we get about three hours of photography time. I believe in making couples look glamorous but natural at the same time; simple but striking. The wedding coverage here usually begins at the bride’s house and lasts until the mock cake cutting shot at the reception. An average ceremony in Australia begins about 2 p.m., with the reception at 6 p.m. Most couples do not buy reception images anyway, so I stopped doing the mock cake cutting shot. Instead, I include the groomsmen as part of the standard coverage,” Jerry Ghionis explains. Recently, Jerry experienced weddings U.S.-style, when he photographed nuptials in Santa Barbara and Sacramento, California.
Currently, XSiGHT advertises in seven different bridal magazines in Melbourne. However, Jerry insists on the back covers of these publications, or nothing. Bridal fairs provide them with 30–40 bookings a year. Jerry also photographs bridal fashion editorials for several magazines, which increases exposure to his work. In 2003, he organized his own bridal fair and gave away a $30,000 wedding. Wedding industry web sites are also an important source for new clients. Jerry also believes in having striking business cards, brochures, letterhead and price lists. “Image is everything in the image business!” Jerry says, smiling. The future for this Aussie imagemaker looks prosperous—as colorful and bright as his unforgettable photographs. Besides perfecting his digital wedding photography, Jerry Ghionis plans to market and promote the portrait side of the operation, to increase that area as well. Although Jerry is still a young man, he has fully learned the secrets to running a profitable studio. Here are his tips for success: “Work on your business, not in your business! Always think ahead! Go hard, or just go home! Don’t be afraid to take risks and spend money. Maintain the passion and enthusiasm that got you into this business in the first place. Don’t be focused on what your competition is doing. Just be the best you can be! Without a good staff, a business is just four walls, so surround yourself with people who are as devoted and passionate as you are.
Readers may contact Jerry Ghionis at XSiGHT via email at: jerry@xsight.com.au or view his web site at: www.xsight.com.au. Linda L. May is a freelance writer based in the Midwest.
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Jerry Ghionis, and his wife Georgina, co-own and operate
XSiGHT Photography & Video, two state-of-the-art studio locations
in Melbourne, Australia. Jerry works out of the Fairfield studio in the
Southern suburbs, and the other is located in Oakleigh, in the Northern
suburbs. Jerry’s unique style is easily recognized in his work,
which includes weddings, portraits, fashion and corporate photography.
He attributes his success to an uncompromising passion for his craft,
and the willingness to reinvent himself and his operation to keep abreast
of industry changes.
In October 2000, at age 27, Jerry traveled
to Greece for the first time as an adult, to discover and document his
family roots, through the lens
of his camera. The result was a collection of timeless images that reflect
his very personal journey of self-discovery. These images appeared in
an exhibition titled, “My Father’s Playground,” and
were featured in the Antipodes Festival in Melbourne and in the annual
calendar of his father’s village in Dimitsana, Greece. This collection
of photographs also won three Gold and five Silver Awards from AIPP,
at the state and national levels, respectively. Jerry holds seminars
all over the world sharing the secrets of his success with his peers.
Jerry
Ghionis was introduced to this profession at an early age. His older
brother Nick, who gave Jerry his first camera at age 15, and an
uncle, were both avid photographers. It didn’t take long for Jerry
to discover that he had a natural talent for taking pictures. So, after
high school graduation, Jerry enrolled in the Australian College of Photography
Arts and Communication. However, after one year of study, he dropped
out to get hands-on, studio experience. He worked for three camera outlets
and assisted Peter Barlow, a prominent photographer in Melbourne, every
weekend for a year, without pay, to learn the craft. “I learned
more in a month by assisting at weddings, than in a whole year of college,” Jerry
says.
important role in Jerry’s early
career development. John helped him with marketing techniques and gave
Jerry relentless encouragement to keep following his passion. “My
family and close friends have always been a constant source of inspiration
to me!” Jerry says.
Jerry is a firm believer in advertising and marketing. “Some
studios claim that referrals are enough for them. Who wants just enough?
There’s
a good reason why McDonalds and CocaCola advertise so heavily. Everybody
knows their names!” Jerry says. 
We’re booking weddings at an alarming rate,” Jerry
says. “The
immediate future will be devoted to maintaining quality and consistency
in our work. Our aim is to some day become as successful with portraits
as we are now with weddings.”
Don’t try to do it all yourself. Employ the right
talent for the things you can’t do as well, like digital imaging,
perhaps. Concentrate on what you do best. Provide your clients with an
unforgettable
experience, and not just a product.” 