Board of Directors: Lori Craft
Lori Craft runs a successful portrait studio (Craft Photographic Gallery) in the historic town of Marshall, Mich., with her husband, photographer Dennis Craft. Dennis is the portrait photographer, and Lori turns her business talents to the marketing and promotional areas of the studio.
The Crafts owe much of their studio success to Dennis’ creative photography, Lori’s aggressive marketing plan, and a good relationship with their staff and clients. Craft Photographic Gallery opened in 1979 in a downtown Marshall storefront. In 1988, they renovated a historic home into a studio. Then in 1999, they moved their business and home outside of Marshall on 13 acres of “picture-perfect” property. The charming surroundings complement the relaxed photography that has become a signature style for the studio. As the industry and the economy changed, so has the portrait studio. For example, Lori’s passion for the business has expanded in the last few years to include underclass and event photography.
Lori continues to explore new avenues and work at growing their portrait business despite the slow economy. She also enjoys working with photographers to inspire and encourage them to look at their business in a new light. That willingness to share her knowledge in various seminars helped her earn the Photographic Craftsman degree in 2000. Lori has been a featured speaker for PPA, a variety of state and other affiliated organizations, and industry leaders, including Burrell Colour Imaging and Kodak. In addition, she has had the opportunity to speak internationally to photographers in both Korea and China. While she enjoys being able to travel and speak to photographers about her role in the industry, her most treasured position is that of mother to her three children.