Joy Berdina is a photographer and founder of Norah Joy, specializing in maternity and motherhood photography. From her first camera as a child to capturing special moments around pregnancy and motherhood, Joy consciously chose a path that follows her own creativity and passion.
What does "being bold" mean to you personally? For me, being bold means choosing yourself. Standing up for what you want and daring to be, without following the mainstream or refraining from doing something out of fear of what others think.
When do you feel most powerful? When I'm going on an adventure and trying something new. But also when I'm doing what truly makes me happy.
When did you first pick up a camera, and when did you realize photography could become something you could truly make your passion and career? I first picked up a camera when I was very young, around five or six. Photography was my father's hobby; he took lots of pictures of us. That sparked my interest early on, although I had no idea then that it would one day become my career.
How did you get started as a photographer and entrepreneur, and what decision or step was most crucial for you in establishing your own business? In 2015, a major turning point occurred in my life. I was then given the space to truly choose myself and listen to what I loved. Photography had always been there, but from that moment on, I started taking it seriously and consciously took steps to make it my profession.
What or who inspires you most, and how do you continue to develop your creative vision? For me, inspiration is everywhere. I'm constantly looking at light, shadow, structures, architecture, and locations. Traveling and discovering new places, preferably abroad, plays a major role in this. But brainstorming with friends who are entrepreneurs, or with my boyfriend, who is also a creative entrepreneur, often brings new ideas.
You founded Norah Joy, a maternity and motherhood photography company. What drew you to this field, and why did you choose it? Norah Joy developed very naturally. Friends of mine became pregnant and asked me to document their pregnancies because they wanted something different from the standard maternity shoots of the time. I shared a shoot on Instagram, and from that moment on, it started to grow. Now, six years later, I'm still grateful that it turned out this way. The work I do with Norah Joy feels very special and meaningful.
What do you hope to convey with your images to women who see themselves in your photos? That they feel beautiful. With fashion shoots, that's naturally a little different than with the Norah Joy shoots. There, I find it especially important that the shoot itself is a wonderful experience. And that women, when they look back at the photos during or after their pregnancy, realize how beautiful they were during that time. That's a challenge for many women. The maternity shoots with children are also special: they are intimate moments you experience together, but you can't always literally see them again. These shoots immortalize those moments.
What project or moment in your work makes you most proud, and why does it feel so special to you? It's a project I'm currently working on, and I can't really say much about it yet. Hopefully, I can share more about it soon, and I'll definitely let you know.
How do you stay true to your own style and vision, even when there are external expectations or trends? By staying true to myself. Trends can certainly inspire me, but ultimately, the highest expectations are those I have for myself. That keeps me sharp and helps me stay true to my own vision.
Who's a woman you admire for her courage—and why? Honestly, I admire a lot of women for their courage. My friends, my sisters, and my mother: they all have courage in their own way, and I admire that a lot.
What advice would you give to women who dream of more but are unsure? Don't overthink it, just do it. If you truly love something and are willing to invest time and energy in it, go for it. Thinking too much takes away from your feelings and can actually limit your possibilities.
Sometimes being bold is in the little things. What's a small but courageous decision you've made recently? I often think about big decisions, but to keep it smaller: dining alone in Tokyo without speaking Japanese. It ended up being a fantastic experience.
Finally: What's your favorite piece of Eline Rosina jewelry? It's a tough question, because I love so many. But right now, my favorites are definitely the Rue Hoops and the Gia Mini Hoops.
