Sit Down with Success: A Conversation with Jeff White Photographer

For decades, Jeff White has captured many of the moments, milestones, and people that have shaped Huntsville and North Alabama. From weddings and portraits to events and business photography, White has spent years documenting the moments and people that make Huntsville unique.

Following in the footsteps of his grandfather, Buel Case, who was known as Huntsville’s premier portrait photographer, White developed an early appreciation for both photography and the artistry behind it. His grandmother, Francis, hand-painted many of the portraits produced in the studio, giving White an early glimpse into both the creative and personal side of the business.

Over the years, that foundation has grown into a long-standing career built not only on creativity but also on consistency, customer service, and a commitment to continually improving his craft.

Your family has deep roots in photography. How did that influence your path professionally and creatively?

I used to spend a lot of afternoons and Saturdays with my grandparents, Buel and Francis. I remember the smells and the pageantry of people coming in to get their picture made throughout the late 70s and early 80s.

In the late 80’s, my whole family got together and bought me a camera, and they spent probably $350 on it.

 

How do you balance the artistic side of photography with the realities of running a business?

I don’t think they balance at all. I’m sure some people call it balance, and for them, if that’s what they want to call it, I mean, I think that’s great, but I am as successful as I am because I return phone calls and I check my email.

Even if I can’t help you, there’s still a 95% chance I’m going to respond.

What I try to do every day is learn something new, push myself a little bit harder artistically, and try to become a better photographer. I look at every single image that I shoot. I’ll go through and make sure that we’ve picked the right one, so I touch every image that comes out of the studio. It’s over a quarter of a million images a year.

You’ve photographed Huntsville and North Alabama through many different stages of growth. What changes to the area stand out most to you?

People take more pride in Huntsville now. So, in turn, it’s cleaner. The food is better. People are proud to be from here, which is really nice. Being a native is almost a rarity now, but I’ve seen it grow from a very small town to a very large small town. 

I traveled a lot to find where I wanted to be. I went out to L.A., Denver, Boston, and New York, and it was amazing. I easily could have worked there in any of those places, but Huntsville’s better.

I’m no longer a young person, but as a young person, if I had the opportunities Huntsville offers now, I would never have even considered leaving.

What challenges come with maintaining creativity after working in the industry for so long?

I’m constantly trying to learn. I’m a member of the Professional Photographers Association of America. My goal when I go to their conventions and events like that is to meet somebody in my field who is doing a better job than I am and find out why and how.

Then I can incorporate some part of what they’re doing, or take what they’re doing and apply it to what I’m doing. I don’t have to do it the same way.

I just need to know there’s another way to do it, because my way isn’t always the right one. My way is just the way that I’ve been doing it forever.

 

Huntsville has a strong and growing creative community. How have you seen that evolve?

We have been very lucky here because we have a talented, powerful, smart group fighting to make sure that the arts in our community are supported. It makes all the difference. Huntsville would not be half of what it is without our arts community.

What advice would you give to someone hoping to build a career in the creative field today?

I would say two things. One, learn as much as you can stomach about business, and two, work at one.  

It doesn’t have to be in your field, just work in a business where you see the ins and outs of retail or the ins and outs of food service on a management level, supply and demand, setting up menu items, those kinds of things, etc. That will give you the skills to create in your own business, whether you’re an artist or a photographer. 

There’s also something called VCP. (visibility, credibility, profitability) You’re not going to be profitable from the start. You have to be visible. You have to be here. You have to be supportive. You have to be in the community.

Then, once you’ve helped someone or they’ve seen you and they know about you, then people start talking about you. Then you become credible, and then at that point you become profitable.

Looking back on your career so far, what are you most proud of?

Answering emails in a timely manner. I think I’m most proud of calling someone, talking to them when I know I’ve not lived up to what they wanted or made a mistake, and still facing that issue and fixing that problem. 

What advice would you give to local business owners?

Take the time to get involved and listen. Even your most upset customer, I think, is motivated by good. Maybe they just had a bad day, and that can be hard to understand. Always treat everyone nicely and with respect.