10 Year Anniversary
According to Google, 20% of small businesses fail in their first year, 30% of small business fail in their second year, and 50% of small business fail after five years in business. Finally, 70% of small business owners fail in their 10th year in business.
Well, here we are!
10 years later, still here, learning and growing strong. All because of you and your continued support.
Here’s just a few highlights over the past 10 years since I begun my journey as a full-time photographer.
• le-dezign - On September 2, 2013, I created le-dezign Photography, quit my full time job and registered my photography business. Over the next few years, my friends would model for me, I would practice on family and as I improved, I started to build a small clientele. This is the beginning of my journey as a photographer!
• Health Challenges - On April 7, 2016, I woke up with excruciating pain, running down my right leg. Little did I know, the pain would continue for the following 2 years. After months of tests and constant pain, doctors discovered a herniated disk. I was bed ridden, in & out of the hospital and couldn’t work or even walk. This affected my mental and physical health, along with my business. While contemplating surgery, I was able to heal through Acupuncture.
• Bumbled into Love - On June 27, 2019, I went on my last-first date. I met this musician on a dating app called Bumble, and after a few days of texts and “research”, we decided to meet up. I met him at a party he was hosting. We talked, listened to music and after a few glasses of wine, we found ourselves slow dancing in the middle of the room. By the end of the night, we both decided to delete our dating apps so that we can see where this thing might go. Needless to say, it’s still going good.
• Faith Journey - From a young child, I've always had a relationship with God. Although, I’ve always believed in a higher power, faith wasn’t always a high priority in my life. Through life’s peaks and valleys, I’ve experienced both the presence of a loving creator and moments where I doubted if God even existed. When Aisea came into my life, he introduced me to his faith, his community and his spiritual practices. Through our relationship and our faith community, my faith has grown in ways that have benefited my health, my family and my work as an artist.
• Surviving The Pandemic - As I juggled work and a new relationship, the pandemic hit. During this time, I was grateful for the opportunity to work on a video production/graduation ceremony for the class of 2020 at Newark Memorial High school. For 4 months, I worked with a production team that consisted of friends, family, students and faculty to produce a 90 minute, documentary style, graduation ceremony. As a photographer, I got to capture close to 500 students, celebrating alongside their loved ones. Through the pandemic, we innovated and created a beautiful work of art, honoring the class of 2020 and their families. During this process, I also got to know and develop a deeper connection with Aisea and his family. We didn’t just survive the pandemic, we thrived.
• Once Upon A Taimani - On July 24, 2021, I said I do to the love of my life. When I dreamed of getting married, I didn’t imagine that it would be in the middle of a pandemic. Nonetheless, Aisea and I designed and created the wedding of our dreams. We took this opportunity to celebrate our faith, our culture and our beautiful family. We got married at Union Hill in Sonora, 2 hours outside of the Bay Area. We managed to have 200 of our loved ones join us, as we opened a new chapter together as The Taimani’s.
• Elmira Taimani Photography - When I started my business, I called it le-dezign photography, but two years ago, I decided to rebrand. I’ve always wanted to use my full name for my business, but Nosratollahi wasn’t the easiest name to brand or remember for clients. As soon as I got married, I hopped on the opportunity to reboot and rebrand as, Elmira Taimani Photography.
• Family - I grew up with my mother Farzaneh and my brother Arian. We have been through so much and over the past few years we have grown so much closer. My mother has been my best friend throughout my life. So much of my creativity and artistic eye comes from her. My brother Arian has been one of my biggest supporters. From loaning me his camera to helping me setup my sessions and being available whenever I needed help during my busy season, I’m so grateful for my brother. When I married Aisea, our family grew in size, in joy and in love.
• From Campbell To Fremont - For most of my life, I’ve lived in the Cupertino/Campbell area. My family and community is nearby along with most of my clientele. Once I got married, we decided to move closer to my husbands family in Fremont. We moved to a central location from where we both work, allowing us to work and service the greater Bay Area.
• #ContentCreativeCollective - In December of 2021, I attended a workshop in Joshua Tree that lit a fire in me. I learned so much from that experience that I wanted to share my learnings and experience with others. Soon after, I started “Content Creative Collective” A collective of photographers; beginners, pros and everyone in between, learning, creating and collaborating together on themed photo sessions. Our first workshop was on February 2022 and since then, Aisea and I have hosted 11 content creative workshops, building community and creating space for creatives to grow individually and collectively.
• Winning - 2022 was the best year for my business. As newlyweds, we got to support, challenge and encourage each other to grow our business. Both Aisea and I put a lot of time & energy into learning the ins and outs of what it takes to build a successful business together. Last year, we experienced the kind of growth that has allowed us to begin investing in other creatives doing great work in the world and in their local communities.
• Live At The Asher- When we moved to The Asher in Fremont and saw the rooftop, we saw the potential this space had to create & build community. With the support of The Asher, Aisea and I curated a summer concert series for residents and the neighborhood to enjoy. It’s been a great way to support small businesses, local artist and get to know our neighbors. Big thanks to Jose, Ashley and The Asher team for giving artists a space to create & build community, a place where neighbors become friends.
• Minor Islands Apparel - Growing up, my parents owned 3 clothing stores, so you might say it runs in my blood! Aisea has always wanted to create merch for his band so after months of brainstorming, we launched Minor Islands Apparel. We released our first drop on July 8th at the Asher concert series. It’s been a lot of work and we’re still learning, it’s been a fun collaboration with my husband and our creative collective.
• Taimani Party of 3 - Over the last 2 years of our marriage, Aisea and I have tried to have children and because of our age and genetics, it’s been a challenging season. As difficult as this season has been, we’ve received so much love and support from friends, neighbors, family & clients who have shared their resources, insight & care with us. We work and pray that one day we might experience the joys of parenthood. Though the roads been rough, we have grown closer to one another and trust the plan that God has for the future of our family.
Until then, I am humbled and grateful to celebrate and capture the beauty of your families. I have the unique privilege in watching your children grow, friends beautifully age and I’ve gotten to bear witness to the changes that come with loss and transition. My camera has given me an intimate perspective of the gift of life, the joy of family and the seasons of change.
Thank you for the honor and privilege it has been to create memories of your love for one another over the past 10 years.
Here’s to the next 10 years of growth, beauty and change. Thank you for trusting me with your sacred moments. It has been such a blessing to grow, change and create alongside you.
Mercy | Malo