Flybe / June 2018

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80 JUNE
SPENDING TIME
Cara Connell, founder of Lumitrix, the online gallery of ne art and photographic prints, talks
about choosing works and running a virtual o ce
When did you found Lumitrix and why?
When I was a freelance photographer, I was
struck by how hard it is to break into the
fine art photography market. So in 2013 I
decided to launch Lumitrix to give talented
photographers a new platform for their
work. We now represent photographers from
around the world, and are always searching
for new talent. Some of our photographers
are just starting out, and use Lumitrix as
a springboard for their career. Others are
already well established and see our site as a
great way to get more exposure for their work.
Describe what Lumitrix does.
We offer the very best in photographic
talent. We want people to be able to buy
beautiful photographic art prints, for a price
that is accessible and without having to go
through a traditional gallery. We represent
a carefully-curated gallery of images that is
growing all the time.
What sets your online store apart from
others?
We want to inspire our customers, and
help them discover which image they love
the most. That’s why we have videos and
interviews with our photographers on our site,
as well as lifestyle editorials showcasing our
prints in beautiful homes around the world.
You opened a pop-up store in London
recently. Will you repeat the experience?
It was open for seven weeks and we
would certainly love to do one again. It
is important for us, as an online store, to
regularly exhibit our work for people to
see up close. Meeting customers face to
face was also both extremely beneficial and
rewarding.
How do you choose work for Lumitrix?
The work we accept has to fulfil certain
criteria and is viewed by the whole Lumitrix
team. Essentially, it has to be thought-
provoking and a conversation piece.
Does photographers’ work go in and out
of fashion?
In our opinion, we do see ‘trends’ emerging,
such as the current one for aerial prints, as
shown by Tommy Clarke. However, at the
same time there are always those pieces that
are totally timeless.
What are the most popular photographs
that you sell?
Those images that uplift people, so for
example, in the depths of winter, we watch
people magnetise towards beach shots,
especially after this long winter.
What has been the most challenging
aspect of running the company?
Running a ‘virtual office’. Managing a team
of people working remotely can be hard
at times. It is so important to maintain
productivity, direction and enthusiasm, so we
rely on regular Skype meetings, Dropbox for
documents, and regular face-to-face team
meetings.
And what has made you most proud?
When I tell people I have only just met what
I do, and they have already heard lots
about the brand, or even better, own one
of our prints! It is a wonderful circuit
of acknowledgement that you are doing
something right.
What’s next for Lumitrix?
Continuing on our exciting growth path and
planning collaborations with brands that
really excite us.
BUSINESS
5 minutes with...
CARA CONNELL