Albane McGuinness: I Help Women Show Up, Be Seen, and Make It Matter
I’m Albane McGuinness, and I know exactly what it feels like to hide from the camera. For years, I avoided the spotlight, convinced that visibility was “showing off” and certain I’d never feel truly confident in front of a lens. But everything changed when I discovered the power of personal brand photography—not just for building a business, but for transforming the way women see themselves. Today, I use my camera to help women step out of the shadows, own their stories, and show up with confidence and purpose. Because when you stand in your power, you don’t just change your business—you change your life.
What inspired you to step behind the camera and start your journey as a photographer?
I’ve always felt a strong urge to express my creativity, but it took me a long time to find the right path. As a child, I tried sewing, cooking and baking with my mum, and even woodturning with my dad. Each of them sparked curiosity, but nothing ever truly lit that creative fire. (Drawing was a complete disaster, so we won’t even go there!)
It wasn’t until much later in life, after being made redundant while living in Brighton, that things shifted. I enrolled in a photography course at the local college almost on a whim, and that’s where I discovered the magic of storytelling through images and the real beauty of black and white photography. Developing my film and watching images slowly appear in the darkroom felt nothing short of enchanting. I was hooked from the start.
When my child was born in 2004, I naturally found myself taking more and more portraits of them, of friends’ children, and I loved it. One day, a friend asked me to document her best friend’s wedding. That was a big shift, but I was ready for it. That bride later became a wedding coordinator at a popular local venue, and she began recommending me to others, too. That moment marked the beginning of my photography business in 2008, specialising in weddings and portraits.
Unfortunately, just six months later, my husband was diagnosed with cancer, and for 5 years, I had to navigate the challenges of building a business while supporting my family through an incredibly difficult time. Still, photography became both my creative outlet and a source of strength; it gave me purpose and a way to connect deeply with others through my lens.
You’ve transitioned from weddings to personal branding—what made you focus on empowering women in business?
The decision to move away from weddings and portraits came gradually, shaped by some of the most difficult years of my life. Throughout my husband’s illness and during the long period of grief that followed, I felt very alone. I didn’t have the support of a business coach, nor the time or energy to learn about marketing or growing a business. To be honest, I was a typical photographer, ie happiest behind the camera, avoiding the spotlight, and uncomfortable with the idea of putting myself out there.
But over time, it became painfully clear that this mindset was holding me back. Everything changed in 2019 when I met Gillian Devine, who was running a course on Personal Brand Photography. That’s when the penny dropped. I realised where I had gone wrong: I hadn’t understood the value of visibility, nor the importance of building a personal brand.
From that moment on, I immersed myself in personal development. I began reading, learning, and, most importantly, challenging myself to step in front of the camera, even if it was just my own. And what started as a personal breakthrough turned into a mission: to help other women in business avoid the same mistakes I made. This is when I closed the studio I had in my small seaside Kentish town.
That’s how my focus shifted to empower women to be seen, to own their stories, and to embrace their brand with confidence. I created the mantra:
“Showing up is not showing off, it’s standing in your power, with purpose.”
How did your own experience of hiding from the camera shape the way you work with your clients?
For a long time, I dreaded being in front of the camera. It genuinely terrified me. It would give me stomach cramps and bring up all sorts of insecurities. I associated “showing up” with “showing off,” like a typical only child desperately shouting, “Look at me, look at me!” I also struggled with how I looked: I thought my nose was too big, my fringe never sat right, my hair wasn’t bouncy enough, I carried a bit of extra weight… and then someone once said I looked like a not-so-pleasant auntie in the family. That comment stuck with me more than it should have.
So yes, I completely understand how being photographed can feel like an emotional minefield. That’s why my own experience has shaped everything about the way I now work with my clients. I never rush into taking photos. I give people space to feel safe, to lower their shoulders, drop their guard, and just be themselves. I gently adjust their hair or jewellery if needed, not just to help them look good, but to help them feel cared for. I don’t ask them to smile on cue; I talk to them, ask them about themselves, and listen.
It’s not about forcing confidence, it’s about creating connection. And when they finally see their photos and recognise how beautiful they are, that’s the moment everything clicks. I see them as they begin to see themselves differently, and that’s what makes it all worthwhile.
What does it mean to you when a woman “shows up” in her brand?
When I see a woman begin to truly show up in her brand, it’s always a deeply emotional moment. Because I know what it means. It means she’s starting to value herself. She’s recognising that her voice matters, that her knowledge and expertise deserve to be seen and heard.
It’s such a powerful turning point. I’ve seen it time and time again, and once a woman allows herself to be visible, everything begins to shift. Her confidence grows, her business expands, and she starts to step into her full potential. There’s more clarity, more self-respect, and often, more happiness too.
But what’s even more beautiful is the wave effect this can have. When a woman shows up with confidence, her children see it. They witness her courage, her growth, and the way she honours herself, and that becomes part of their story too. It inspires them to stand tall, to be visible, and to believe in their worth.
Showing up isn’t just about being seen; it’s about owning your space, your story, and your worth. And witnessing that transformation is one of the most rewarding parts of what I do.
How do you help someone move from feeling vulnerable to feeling confident in front of the lens?
It all starts well before the camera comes out. Before a shoot, I always take the time to have a long, relaxed conversation with my clients. We get to know each other, build trust, and begin brainstorming together. We plan outfits, locations, and props, and we often create a shared Pinterest board so we can visually align on the vibe and vision.
This part of the process is crucial because it’s when they start to understand that a Personal Brand Photoshoot is not a fashion shoot, nor is it a stiff, corporate-style portrait session with arms awkwardly crossed. It’s about capturing their essence, who they are and what they do, through natural, authentic moments.
I remind them that they don’t need to “perform” or pretend. They just need to show up as themselves, doing what they do best, and I take care of the rest. In many ways, I’m simply there to document them in their element. And once they realise that, the pressure melts away and confidence begins to take its place.
It’s amazing to watch that transformation… the shift from feeling exposed to feeling empowered.
Can you describe a moment during a shoot when you saw a client truly see herself in a new light?
There are a few moments that have stayed with me, but two in particular stand out. I had a client who was petrified before her shoot. She was very nervous, self-conscious, and full of doubt. But something shifted during our time together. Even before she saw a single image, she walked away transformed. She was lighter, more joyful, with a real bounce in her step. Later that day, she did something she’d never done before: she went live on her social media to share how empowered and uplifted she felt. That kind of shift is incredible to witness.
Another client once told me that her session gave her the confidence to handle a difficult phone call, which previously would have left her feeling small and voiceless. She was able to express her point of view clearly and assertively. When she shared that with me, I was so moved, I cried.
Those are the moments that remind me, without a doubt, that I chose the right path. Photography, for me, is so much more than creating beautiful images. It’s about helping women see themselves in a new, empowered light and carry that feeling with them into every part of their lives.
What role does storytelling play in the way you capture a woman’s brand?
Storytelling is absolutely at the heart of how I approach personal brand photography. One of the biggest challenges my clients often face is knowing how to tell their story visually. Many can only picture themselves holding a cup of tea in front of a laptop, which, while relatable, barely scratches the surface of who they are and what they offer and is not the most original shot either.
That’s where our collaboration begins. Together, we dig deeper to uncover the layers of their story: where they’ve come from, what drives them, the transformation they offer, and how they want to be seen in their business. We explore creative ways to visually communicate not just what they do, but why it matters.
Whether it’s showcasing their background, the benefits of their services or products, or expressing the energy behind their offers, we keep their ultimate business goals at the centre of everything. The result is a collection of purposeful images that speak directly to their ideal clients… images that don’t just look good, but that work.
It’s about creating visual stories that attract the right opportunities and allow them to grow their business with more ease and authenticity.
What do you wish more women knew about being visible in their business?
I wish more women understood that waiting for the perfect moment to be visible is a trap because it simply doesn’t exist. If you keep waiting until you feel “ready,” you risk missing out on so many opportunities, both in business and in life. And a few moments of discomfort in front of the camera can lead to a powerful, lasting transformation, not just in how you see yourself, but in how others connect with you and your brand.
Visibility can be life-changing. It builds confidence, opens doors, and attracts the right clients and connections. I know this because I waited far too long myself… ten years before I took real action. I don’t want other women to make the same mistake.
That’s why I’ve also created a free WhatsApp visibility community, which is a safe, supportive space where women can take those small steps together. Every day, I share tips, motivational quotes, and visibility prompts. Members share their posts, ask questions, and encourage one another. The women who engage the most are blossoming beautifully, not just in business, but in their confidence and self-worth, too.
So to anyone hesitating, I say: START TODAY. Even the smallest action counts. You started your business for a reason, and I’m pretty sure that reason wasn’t to keep it hidden in the cupboard, waiting quietly backstage. You and your business deserve to be seen.
How do you stay creatively inspired after so many years in photography?
The beauty of what I do is that no two clients are ever the same. Each woman brings her own personality, energy, culture and story and that naturally inspires different shots, settings, and creative approaches. It keeps things fresh and exciting, every single time.
For the clients I’ve worked with over the years, I’ve had the privilege of watching their businesses evolve. As our relationship grows, I gain a clearer understanding of who they are and what they stand for. That insight allows me to reflect more deeply and find new, meaningful ways to visually tell their stories.
What keeps me inspired most of all is passion. I genuinely love what I do, and when I work with someone, it’s because I believe in them and in their business, their vision, and their impact. That belief drives me to create the strongest visuals possible to give them images that help them connect, grow, and reach the people they’re meant to serve.
Every shoot is a chance to make someone feel seen and empowered, and that never gets old.
Your mission is “Show Up. Be Seen. Make It Matter.” — What does that look like in real life for you and your clients?
To me, “Show Up. Be Seen. Make It Matter.” is so much more than a tagline; it’s a way of living, working, and leading with intention.
I do my very best to live by what I teach. In recent years, I’ve made it a priority to show up more boldly in my own business. I’ve stepped outside of my comfort zone, increased my visibility, and embraced the spotlight, not because it’s easy, but because I know how important it is. And that decision led me to conversations like the one I had with Mirela Sula, and to being invited to be a photographer for the Global Woman Summit 2025, a moment that still feels surreal.
When my clients step into this mission for themselves, that’s when the magic happens. I see them move from doubt to confidence, from hiding to shining. They begin to take up space in their industry with clarity and purpose. They stop shrinking and start owning their stories, their services, and their value.
Showing up is about saying, “I’m here, and I matter.”
Being seen is about allowing others to connect with your truth.
Making it matter is about using that visibility to create real impact for your clients, your family, and yourself.
What keeps me going is knowing there are still so many women out there who are quietly holding back, just like I once was. And if I can help even a few of them find the courage to show up and be seen, then I know I’m doing what I was meant to do.
