Canberra Business Owner Spotlight Hub
Where Photography Meets Support: A More Human Approach to New Beginnings
Canberra business Holly & Sage provides newborn photography and doula support, helping families navigate pregnancy, birth, and early parenthood.
Business Snapshot
Business Name: Holly & Sage
Owner: Holly Treadaway
Industry: Photography and Birth Support
Location: Fyshwick, Canberra
Who They Help: New and growing families
Website: https://www.hollyandsage.com.au/
Holly Treadaway, founder of Holly & Sage, has spent over two decades photographing people, with a deep focus on newborns and families across Canberra. Based in Fyshwick, her work extends far beyond photography, combining visual storytelling with hands-on support as a birth doula. This dual approach allows Holly to guide families through pregnancy, birth, and early parenthood with both practical care and lasting memories.
It’s a model shaped by experience, empathy, and a clear understanding of what families actually need during one of life’s most significant transitions.
About The Business
Holly & Sage has evolved through experience rather than design. Holly began her career in photography, working across photojournalism and weddings before moving into newborn and family photography as her own life shifted into motherhood. Over time, she found a natural alignment between her work and her personal stage of life, building a business that could support both.
What started as a photography practice expanded into something more holistic. After years of witnessing births through the lens, Holly recognised a gap in continuity of care for families. This led her to train as a birth doula, adding a layer of emotional and practical support to her existing services.
"Today, Holly & Sage brings these two worlds together. Clients may initially come for photography or doula support, but often experience both."
Whether in hospital, at home, or in her natural light studio, Holly’s work centres on connection, calm, and helping families feel supported in moments that can otherwise feel overwhelming.
The business is intentionally structured to prioritise flexibility, allowing Holly to respond to the unpredictable nature of birth and early parenthood while maintaining a high-touch, personalised experience for each client.
Q&A with Holly
What do you do and who do you help?
I photograph families, specialising in newborns, and I also support parents through pregnancy, birth and beyond as a doula. It’s about both capturing those moments and helping families feel supported through them.
What are you most proud of?
Having my own studio. It’s been a long-term goal and it’s a space where I can fully deliver the experience I want for families.
What’s one decision that made a big difference?
Working with a business coach. That shifted my mindset and helped me move forward with much more confidence.
What are you working on improving right now?
Clarity in how I communicate what I offer, and expanding my reach beyond my existing referral channels.
Why did you start the business?
I always intended to be a photographer, but the direction changed when I had my own children. The work shifted to suit my lifestyle, and over time it evolved into what it is now.
What was challenging early on?
Building confidence and overcoming imposter syndrome. Stepping into owning my skill set took time.
What has become more complex as the business has grown?
Staffing. Finding the right people, keeping them, and managing that alongside everything else has been challenging.
What does success look like over the next 12 months?
More client reviews and more repeat families coming back as they grow.
One thing that stood out
One thing that stood out here is how closely the business model reflects the stage of life of the owner. As Holly’s life shifted into motherhood, the business evolved alongside it, not just in service offering but in structure, flexibility, and priorities. This is something we often see across Canberra businesses—where alignment between life and business becomes a key driver of both sustainability and growth.
If you’re expecting or growing your family, Holly & Sage offers a supportive and personalised experience worth exploring.
Canberra Business Accelerators is a Fyshwick-based business coaching and advisory practice led by Natalie Sammons. It helps established Canberra business owners improve profit, reclaim time, strengthen teams, build leadership capability, and create scalable systems through one-to-one coaching, planning days, team development, and practical business workshops.
Canberra Business Accelerators is a Canberra-based business coaching and advisory practice led by Natalie Sammons. It helps established Canberra business owners improve profit, reclaim time, strengthen teams, build leadership capability, and create scalable systems through one-to-one coaching, planning days, team development, and practical business workshops.
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