Organising a photoshoot as a solo founder is both exhilarating and chaotic. There’s an endless list of moving pieces—casting models, securing the right studio, coordinating the team, planning logistics, curating styling, and, of course, making sure there’s enough coffee to fuel the day. No matter how meticulously I plan, something always unfolds differently than expected—but that unpredictability is part of the magic.

Representation is at the heart of every shoot I create. It’s not about ticking a box—it’s about broadening the visual language of beauty so that more people see themselves reflected in the stories we tell. Choosing faces for Allegra Allure goes beyond aesthetics; it’s about meaning. I believe individuality, in all its forms, deserves the spotlight. True diversity in casting isn’t a passing trend—it’s an ongoing commitment to capturing the richness of real, lived experiences. With every shoot, I strive to showcase as many unique faces as possible, celebrating the diversity, beauty, and individuality that shape the world around us.

My latest shoot was particularly challenging because I was doing it all while being a mum. The morning of the shoot started with making sure my little girl had everything she needed for the day. She woke up a little later than expected, which meant I was already running late. I take a high nurture, baby led approach to parenting so we don’t run on strict schedules which does make things a little difficult at times when it comes to work. Finding a studio close to home was also nearly impossible, but it was a priority—I needed to be able to run back and breastfeed if and when she needed me. 

And, of course, the rain came on our shoot day. I arrived soaked, juggling jewels and styling between dashes from the car, while my incredible team had already begun testing the lighting. It was one of those days where even the best preparation couldn’t account for the chaos—but that’s part of the process. Shoots are unpredictable, and the only way through is to trust the creatives I invite into my world. Our vision is always aligned, but I want them to feel free to create, to bring their artistry to life without rigid direction. There’s something powerful in surrendering to the moment—letting the creative magic take the lead.

One of the hardest parts of a photoshoot is selecting the final images. It’s always a delicate balance between showcasing the jewellery perfectly and capturing an emotion. A gaze, a fleeting moment of eye contact, the unspoken energy within a frame—it has to resonate. It has to make you feel something. I can’t always put it into words, but when an image is right, I just know.

Take a peek behind the scenes of our latest shoot. I’m so excited for you to see all the final images, and the new pieces, that we created.

A heart felt thank you to my team:

Photographer Stephanie Cammarano and assistant Luke.
Hair and Make Up Artist Meg McConville.
Models Sophie and Angelique.

Wardrobe supplied by our favourite Melbourne made label Aaizel.