Aira Evard — Finding Your Own Way
A conversation about portrait photography, learning, inspiration and keeping the feeling that made you pick up a camera
Anna Viaznikova
People
Finding your own way in photography is rarely a straight path. It is shaped by the people who inspire us, the things we learn, the challenges we face, and, perhaps most importantly, by the desire to keep creating for the right reasons.
In this conversation, photographer Aira Evard talks about discovering portrait photography, learning through workshops and experience, finding inspiration close to home, and the balance between developing a personal style and remaining open to new challenges. We also talk about the realities of being a photographer today — and why, despite everything, the most important thing is not to lose the feeling that made you pick up a camera in the first place.
Anna Viaznikova, photographer & Editor-in-Chief of HERZ magazine
Hi, Aira! We've known each other for quite a while, but I'd love to get to know you a little better. Could you tell us a bit about yourself?
Aira Evard, photographer
Hi, Anna! Thank you so much for inviting me today. It's a pleasure to be here. I've been living in Tartu for the past nine years, although I'm originally from Lääne-Virumaa. I'm 37 years old, and photography has been my passion since childhood. Over the last two years, though, I've really focused on portrait photography.
Anna Viaznikova
So you've known since you were a child that you wanted to become a photographer?
Aira Evard
Yes.
Anna Viaznikova
That's wonderful! What are the biggest challenges you're facing today?
Aira Evard
Well, first of all, there are so many photographers nowadays. And because of that, there simply aren't enough clients for everyone. Photography doesn't always provide enough income, and we all have bills to pay. I don't think this is just my problem, it's something many photographers are dealing with, and we're all trying to find ways to make it work. Even if photography isn't your full-time job, it's still an incredibly rewarding thing to do.
Anna Viaznikova
Have you taken any photography courses, or are you mostly self-taught?
Aira Evard
I've attended different courses and workshops, and I've also spent a lot of time learning on my own. (laughs)
Anna Viaznikova
Which do you prefer - learning independently or attending workshops?
Aira Evard
I actually enjoy workshops the most. They usually cover different topics, and you get to meet so many photographers. It's a great opportunity to exchange ideas, share experiences, and get inspired by each other.
Anna Viaznikova
Which photographers inspire you the most?
Aira Evard
Estonian photographers or photographers from around the world?
Anna Viaznikova
Anyone whose work you enjoy following.
Aira Evard
I follow many photographers. But actually... you were a huge inspiration to me when I first started portrait photography. The first time I came to you for a photoshoot, I was with my family. I'd already been following your work for a long time, and I absolutely loved that session. Then I came back for my birthday photoshoot... And do you remember? I also came to the opening of your studio.
Anna Viaznikova
Of course I do.
Aira Evard
Then, during my birthday session, something just clicked. I realized that this was exactly the style I loved. I was especially impressed by the way you guide people throughout the shoot. Many people are afraid of the language barrier between Russian and Estonian, but honestly, it's nowhere near as difficult as they imagine.
Anna Viaznikova
And we can always speak English too!
Aira Evard
Exactly! English works perfectly as well. So honestly, we understood each other really well. Your photoshoots - and your whole studio style - feel like magazine editorials.
Anna Viaznikova
I do prefer working in the studio because the weather in Estonia is so unpredictable. Shooting indoors is simply much more comfortable.
Aira Evard
Yes, absolutely.
Anna Viaznikova
And when I go outdoors - for example, into the forest - I'm always afraid of ticks! (laughs) I think that's one of the reasons I spend more time working in the studio these days. What about you? Do you prefer shooting in the studio or outdoors?
Aira Evard
I enjoy both. For some portraits, I really love shooting outdoors, especially with a telephoto lens because it creates such beautiful, creamy bokeh. But I also love creating imaginative portraits in the studio. The only downside is that my own studio is a bit too small.
Anna Viaznikova
I hope you'll be able to expand your studio very soon. Many professionals say that a photographer should stick to one style or specialize in a single genre. What do you think?
Aira Evard
I believe photographers should focus on what they do best. At the same time, they shouldn't be afraid to take on new challenges, because those challenges are exactly what help us grow and improve our skills.
Anna Viaznikova
Does your husband support your work? Is he happy that you're a photographer?
Aira Evard
Absolutely. He loves the fact that I'm a photographer and supports me in everything I do. I recently started developing my YouTube channel, and he's genuinely happy to see how everything is progressing. I'm incredibly grateful for his constant encouragement and support.
Anna Viaznikova
And finally, what are your plans for the future?
Aira Evard
My goal is simple: to keep doing what I love. I want to continue photographing, but in a way that never lets me lose my passion for photography. A photographer I know once said that if he did photography only for the money, he probably wouldn't do it at all. For him, it's about creating work that truly fulfills him from within.
Anna Viaznikova
Yes, photography has to come from the heart.
Aira Evard
Exactly.
Anna Viaznikova
Thank you so much for taking the time to speak with me today.
