What Inspired You to Pursue a Career in Photography or the Camera Industry? 

I grew up in the camera trade! My dad has worked in photography retail his entire career and founded Wilkinson Cameras. I don’t think there are many people who grew up with Agfa, Fujifilm and Kodak-branded stuffed animals or had Polaroid branded caps, amongst all the other merchandise from back then! But funnily enough, I didn’t actually join Wilkinson Cameras until my late 20s. It wasn’t a straight path into the business, but looking back, it feels inevitable!  

 Challenges as a Woman in the Industry 

At the corporate level, where I often work alongside brands like Canon, Nikon, and others, I’ve been lucky to be surrounded by forward-thinking teams. These companies are quite diverse, and my gender has never been an issue—though the industry is still pretty male-dominated! 

Where I notice challenges more is at the retail level and occasionally on our YouTube channel. There’s still a small percentage of people who assume we’re just there to make up numbers rather than being genuinely knowledgeable about photography and tech. The best way to overcome it? Keep proving them wrong. 

Do Female Photographers Receive the Same Recognition and Opportunities? 

It really depends on the genre. Some areas, like sports and wildlife photography, can be harder for women to break into or be taken seriously. I’m not sure why—do they think we can’t carry the big lenses? But if I turned up to shoot newborns or family portraits, no one would bat an eyelid! The industry is moving forward, but there are definitely still barriers in certain fields. 

Have you ever found photography gear designed in a way that wasn’t ideal for you? 

Oh, absolutely—camera bag straps are the worst offenders! Some designs clearly haven’t been tested on women, and they end up sitting in the most uncomfortable places. Obviously, no one bag will fit every body type perfectly, but some brands really need to rethink their ergonomics. 

Facing Assumptions About My Role and Abilities 

One moment that sticks with me happened pretty recently. Olivia and I had arranged a photoshoot, and when we arrived, someone at the location said, “So, do you know what you’re doing then? When I heard it was two women coming down, I didn’t know what to make of it.” Then, after watching me set up my Sony A1, they added, “It took you a long time to set that camera up…” 

For context, I was using a Sony A1—new kit that I hadn’t had time to fully customise before arriving. I spent about five minutes adjusting settings, which I didn’t think was a big deal! But somehow, that was enough for them to doubt my ability. Moments like that are frustrating, but they also remind me why representation matters. 

What’s the best advice you’d give to women entering the industry? 

Find your community! Whether it’s joining photography groups on Facebook—like SheClicks—or connecting with others on Instagram or TikTok, surrounding yourself with like-minded people makes all the difference. That includes support from a good retailer (hint, hint!) A strong support network gives you a place to ask for advice, share experiences, and grow. Most women in the industry are more than happy to help each other out, and that’s invaluable when you’re just starting. 

How Can the Industry Better Support and Uplift Female Creatives? 

By showcasing female photographers more—and not just in the stereotypical genres. We need to see more women in sports, wildlife, and commercial photography, not just in areas traditionally associated with female photographers. 

On the retail side, it’s about creating genuinely welcoming environments for all photographers—men, women, non-binary, trans, people of colour, younger and older generations. That comes down to staff training, diverse hiring, and ensuring the content we share reflects our audience. I think Wilkinson Cameras does this really well… though I might be a little biased! 

What does International Women’s Day mean to you in the context of photography? 

It’s an opportunity to shine a light on women in photography—whether they’re just starting out or already well-established. Hopefully, it encourages more women to share their work and get involved. 

A lot of female photographers struggle with imposter syndrome, and I think that stems from past experiences where our abilities have been questioned. That’s why IWD is important—not just to celebrate, but also to call out the challenges we still face. If we don’t talk about them, nothing changes. 

Wilkinson Cameras is proud to share the voices of the incredible women in our team. Follow Alex and her journey through her Instagram page: 

@l3xiconic 

For more content featuring our team, check out our YouTube channel, where Alex frequently appears in our latest videos, and check out some of her work below: