Quiet Luxury, Creative Freedom, and the Honeymoon Mindset with Jeff (The Apartment Photo)

2025-08-06

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After nearly two decades as a wedding photographer, Jeff Chan (@theapartmentphoto) is rethinking everything — from how he books clients, to how he uses social media, to what authenticity actually means.In this episode, hosted by Lilly Red (@elisabettalillyred), Jeff opens up about his decision to only take on “heck yes” weddings in 2025, why he’s obsessed with the idea of becoming a “SKU of one,” and how he’s reframing Instagram as a creative tool instead of a constant stressor.What You’ll Learn in This Episode:

After nearly two decades as a wedding photographer, Jeff Chan (@theapartmentphoto) is rethinking everything — from how he books clients, to how he uses social media, to what authenticity actually means.

In this episode, hosted by Lilly Red (@elisabettalillyred), Jeff opens up about his decision to only take on “heck yes” weddings in 2025, why he’s obsessed with the idea of becoming a “SKU of one,” and how he’s reframing Instagram as a creative tool instead of a constant stressor.

What You’ll Learn in This Episode:

How to identify and book only the right clients for you

Why being a “SKU of one” is the ultimate business advantage

The surprising truth about authenticity on social media

How Instagram’s trial reels can reach the right audience

Why creating from abundance changes everything

🎧 Listen now and get inspired to build your photography business with more intention, creativity, and joy.

Links & Resources:

Jeff Chan – Instagram

Elisabetta Lilly Red – Instagram

Lilly Red Academy - https://lillyredacademy.com/

Book Recommendation – Don’t Believe Everything You Think by Joseph Nguyen