Chloe Bovia

I started Bovia & Co. almost three years ago. I had always been freelancing, working for nonprofits and unions. On the side, I was doing communications and graphic design work. During the pandemic, I bought a camera. I just wanted to learn to take better photos. Photography as a business didn’t click until after I had the camera and discovered that I absolutely loved taking pictures. I still do graphic and web design, but that’s mostly word of mouth. My bread and butter is now photography. 

I became a mom almost two years ago, and my husband and I decided that I would stay home with the baby. That gave me time to build the business, dig deeper into photography, and become a creative entrepreneur. That was the start of Bovia & Co. as it is now. 

I’m from Pontiac, Michigan, originally. That’s just north of Detroit. I went to college in Rhode Island, and I just wanted to go somewhere else after school. I moved to the area in 2014 – first to Baltimore, then to Prince George’s County. I was an Americorps volunteer with Volunteer Maryland, placed at the Maryland Food Bank at first. I had gone to culinary school and had a degree in nutrition, so that’s where they put me. I did food justice work till I got a job at the Food Bank and just never left the area. Three years ago, we moved to Montgomery County and I have really been enjoying it. 

The concept for Bovia & Co. grew out of learning how to love and care for my own body as it changed dramatically after pregnancy and helping other women learn to love their bodies – outside of being desired. Learning to be seen, more in a community context. That’s what I’ve been working on: building community with other women. Joining up and holding hands with other women inside that body acceptance journey we’re all on.

My business is open. I love collaborating with people and when they come to me with new ideas. I do a lot of collaboration and quite a bit of pro bono work because I love the art. I love connecting with people who want to learn, explore, and experiment. I’m always happy to have that conversation and explore: “Is there a relationship here for us?” 

Recently, I’ve been working on a series on chronic illness with women who suffer from hidden pains and diseases. Somebody came to me with PCOS, polycystic ovarian syndrome. It’s a hidden disease, a hormone imbalance that results in chronic inflammation throughout the body. It can present as lots of strange symptoms. I did a photoshoot with two women recently who were recently diagnosed, and we explored what the journey was like and how they navigate their lives with it. It’s a series to welcome women into a space where they can talk about these issues and where they feel safe. In this context, I’m working on being a better listener.

So, Bovia & Co. is a Black woman-owned business that caters to everyone, but especially to women who are in a place of transformation in their lives – maybe it’s divorce or new motherhood – and they are looking for themselves again. Any woman who’s busy reinventing who she is and needs a moment to have people supporting her – and to enjoy her unique beauty. It is personal, not to impress, please, or convince anybody. 

My work is always grounded in my own space as a Christian and bringing a sense of love and care to the work. My goal is to make people feel seen, in whatever way they want to feel seen or to feel beautiful. And also to bring their story out and make that part of the visual.

My heart is in helping women on an individual level. It’s about who they are in that moment and celebrating. I do work with men as well. I also do outdoor sessions. I love working with couples- for example, newly engaged or newlyweds – those celebratory moments. I love a park moment, love a garden. 

Brookside Gardens is one of my favorite places in Montgomery County, and MoCo has many of those little gems – beautiful places to be in and to photograph.

Learning to Run Bovia & Co. as a Business

My challenge has been figuring out where I fit in as a business.  I do headshots and events and corporate events, but those differ from the main services I advertise. 

I’m beginning to feel more confident about presenting myself and figuring out: What benefit do I offer other people? And as a creative business owner who doesn’t do a lot of corporate work, going to more events and meeting more people has shown me that there is a place for me and other creatives who may feel not as versed or confident about the creative side of things in the context of business.

I had to learn – hard – that your skills matter, but they don’t run the business. Being a good photographer or artist or designer is not the same as being a good business owner. You don’t get clients just because you’re good at your craft.  You have to put your feet on the ground and do the marketing work. You have to learn how to do your accounting, etc. You have to learn those functions you don’t necessarily enjoy, or you’re going to have to outsource them. You have to put in that work. I’ve seen a lot of creatives go into business and feel disappointed because they feel: “People not as good as I am are getting more customers.” It’s not solely about what’s good, artistically. I had to learn that people aren’t going to come to me just because I’m a good photographer. All your technical knowledge is great, but if you don’t have that business knowledge, you won’t make it as a business. More importantly, I’ve learned that I can’t attach my personal sense of worth to my success at the business, particularly at this early stage. That was a big lesson!

As a business owner, I’m challenging myself to get out more. I’m the mother of a toddler, so I’m tired at the end of the day. But I’ve been to a mixer with the MBCC – and I’m excited to be in the mix again. I’ve been engaging a bit with the Women’s Business Center in Rockville – I went to a great event with an Empowerment Consulting Services, LLC and that was exciting. I want to do more with them.

Looking Ahead for Bovia & Co. 

In 2024, I’m going into a photography mentorship program. I’ll be spending some time refining my portfolio. 2024 will be about niching down more, honing in on my messaging. This year involved a lot of experimenting, seeing what content people connect with, where my impact happens, and where I get the most engagement and feedback. I’ve completed much of that work, and I think 2024 will be a year of putting myself out there with a pointed message and goals. 

And I’m setting that intention of getting more connected. Community is essential to me. I’ve been trying to assert it in my own life. I’m not super social, but I know that we need each other to make things work. I’ve been trying to make new connections and making sure I’m in a community that supports us as business owners and knows that the numbers don’t define us. We’re still people at the end of the day.

I want to bring more softness and gentleness into the world. People need a soft place to be. My brand as a photographer aligns with the idea that “I see you and you’re welcome here.”