How many times have you looked at someone else’s success and gone “wow they got so lucky.” Yes luck is a thing but what if we also told you that luck is where opportunity meets preparedness? Today’s guest, Austin Trenholm of Trenholm Photo has something to say about the matter. With over 20 years in the wedding industry we are chatting the concept of “getting lucky” in your business and the work that really goes on behind the scenes to get you there.
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If you’ve ever scrolled through Instagram and thought, “Wow, they just have all the luck”, you’re not alone. The wedding industry can feel like a game of chance — where the right planner, the perfect inquiry, or that one career-changing booking just falls into someone else’s lap. But the truth? Luck isn’t something you wait for — it’s something you create.
In this article, we’re pulling back the curtain on what luck actually looks like in the wedding industry, and how you can actively put yourself in the right places, at the right times, with the right mindset, to create more of it. Featuring insights from luxury wedding photographer Austin Trenholm, this is your guide to turning random chance into repeatable success.
Luck Starts With Showing Up — Even When It’s Uncomfortable
When Austin first moved to Florida from New Hampshire, he almost quit photography entirely. The market was bigger, the talent pool was deeper, and for a moment, he felt like there wasn’t space for him. But instead of giving up, he chose to show up — even when it was uncomfortable.
The first step to creating your own luck? Getting in the room. Whether it’s attending a luxury networking event, DMing planners, or simply making yourself visible, you can’t get lucky if no one knows you exist.
Prepare for Opportunities Before They Knock
Luck favors the prepared. That’s not just a cliché — it’s the foundation of success in the wedding industry. Austin shared that when he arrived in Florida, he wasn’t fully ready for the opportunities he wanted. His work was good, but his confidence, branding, and market awareness needed work.
The Fix: Proactive Preparation
- He worked on his craft, shooting constantly and refining his style.
- He upgraded his branding and website to match the level of work he wanted to book.
- He studied the market, learning what local planners and clients valued most.
When opportunities finally came, he was ready — and what looked like luck from the outside was actually the result of months (and years) of intentional work.
Lucky Moments Don’t Just Happen — You Create Them
Some of the biggest breaks in Austin’s career didn’t come from planned meetings or cold pitches — they came from random, unexpected moments. But here’s the thing: those moments only happened because he put himself in the right rooms, with the right mindset, and the right energy.
Case in Point: The Dirty Dancing Moment
At an Engage! event, Austin spotted fellow photographer Erich McVey on the dance floor. Without overthinking it, Austin ran up, and Erich playfully lifted him into the air, Dirty Dancing-style. They didn’t even exchange words — just a fun, silly moment.
Months later, that spontaneous dance-floor lift turned into a real connection and a professional collaboration. That’s how luck works — but only if you’re open to playfulness, connection, and showing up fully as yourself.
Luck Loves People Who Have Fun
If there’s one lesson Austin swears by, it’s this: People are drawn to fun, magnetic energy.
Over-Calculated Networking Doesn’t Work
Too many wedding pros approach networking like a checklist — formal introductions, forced conversations, and transactional vibes. That’s not how authentic relationships form.
The pros who get the luckiest? They’re the ones having genuine fun — dancing at after parties, laughing at dinner tables, and connecting as humans first, vendors second.
You’re not just networking for work — you’re building relationships with people who want to work with people they actually like.
Place Yourself Where Your Ideal Clients Are
Luck doesn’t live in your living room. If you want to work with high-end clients, you need to be in the places they hang out. This is something Austin was intentional about from the start.
When he moved to Florida, one of the first things he did was join the most exclusive yoga studio in town. Not because he loved yoga — but because that’s where his ideal clients were.
It’s All About Proximity
The more time you spend in the right rooms, the more opportunities will naturally arise. Whether it’s high-end fitness studios, charity galas, or luxury networking events — put yourself in spaces where luck can find you.
Be Ready to Pivot When Luck Knocks
One of the most underrated parts of creating your own luck? Recognizing opportunity when it arrives — even if it looks different than you expected.
Austin shared how some of his dream inquiries came after he raised his rates and shifted into the luxury market. The catch? Many of those inquiries were for dates he was already booked. Instead of seeing that as a failure, he used it as data — proof that his new positioning was working and that his ideal clients were finding him.
Luck = Data
Every inquiry — booked or not — teaches you something. Whether it’s confirming you’re attracting the right people, or showing you where you need to adjust your messaging, pricing, or positioning, lucky moments often hold valuable insights.
Competition: Your Secret Weapon for Creating Luck
There’s a lot of talk about community over competition, and while community is important, healthy competition is one of the best ways to create your own luck.
Competition Reveals Your Blind Spots
When Austin started competing against bigger, more established photographers in Florida, it forced him to level up every aspect of his business — from his portfolio quality to his client experience.
Being Cross-Shopped Is a Good Sign
Austin shared that recently, he’s found himself being compared directly to ultra-luxury photographers who charge 2-3x his rates. Instead of seeing that as a loss when he didn’t book, he saw it as proof he’s in the right rooms, attracting the right clients.
If you’re being compared to people you admire — that’s a win. It means you’re playing at a higher level. Don’t let it discourage you — let it motivate you.
Embrace Luck — But Don’t Depend on It
Luck plays a role in every successful business — but it’s never the full story. For every stroke of luck, there are:
- Hours of practice.
- Unseen failures.
- Missed opportunities that turned into lessons.
The most successful wedding pros create more luck for themselves by controlling what they can control — their work, their brand, their attitude, and their willingness to show up.
Action Steps to Create Your Own Luck
- Show Up Consistently — Networking events, Instagram, and in-person vendor connections.
- Put Yourself in the Right Rooms — Industry events, luxury hotspots, and high-end social circles.
- Embrace Playfulness & Personality — Be yourself, have fun, and stop over-calculating every interaction.
- Refine Your Work & Brand Constantly — When luck knocks, make sure your website, portfolio, and offers are ready.
- Learn From Every Loss — When you don’t book the client, figure out why — and adjust.
Final Thoughts: Luck is a Skill You Can Build
The wedding pros who seem the luckiest? They’re not waiting for opportunities to fall in their laps. They’re actively creating environments where luck can find them. And you can do the same.
Whether it’s showing up to an industry event with a smile, DMing a planner with genuine praise, or investing in your craft so you’re ready when the right client finds you, every intentional step you take builds your luck muscle.
Want to Create Your Own Luck Faster?
We teach these exact strategies inside The Luxury Mastermind — helping photographers and filmmakers not just wait for luxury clients, but attract them intentionally.
The next round launches May 2025 — and you can RSVP now to secure your seat.
👉 Save your spot at thelevelupco.com/mastermind
2025 isn’t about waiting for luck — it’s about creating it. Let’s do it together.
