Joy By Ash: Wedding Photography Shaped by Romance, Emotion and an Effortless Sense of Ease
Joy by Ash is guided by feeling first. With roots in a lifelong love of observation and an instinct for beauty, her approach to wedding photography is shaped by romance, emotion and an effortless sense of ease. Drawing on influences from fashion, film and analogue photography, she captures celebrations in a way that feels modern, joyful and deeply personal.
THEODORE Mag: When did you start wedding photography, and what inspired you to become a wedding photographer?
JBA: Photography has been part of my life for as long as I can remember. I grew up documenting everything around me ~ my hometown, family birthdays, house parties ~ always with a camera in hand. When I was 14, my dad challenged me to spend a snowy afternoon photographing whatever I could find in the garden. Among icicles, frost-covered leaves and winter light, something clicked, and I’ve been chasing that feeling ever since.
Over the years, I’ve photographed families, fashion and travel, but weddings have always felt different. There’s a joy and energy to them that’s impossible to replicate. The raw emotion, the connection, the once-in-a-lifetime nature of it all.
When I moved to London in 2020, I knew the life I wanted to build, even if I didn’t yet know exactly how it would take shape. I was lucky to be welcomed by generous, talented photographers who gave me the chance to learn alongside them, and it didn’t take long for me to fall completely in love with photographing weddings.
I’ve always been a romantic at heart, and being invited into such an intimate, meaningful day is something I never take for granted. I get to witness people at their most open and joyful, to laugh with them, cry with them, and quietly document the moments that will become part of their family history. It’s a privilege, every single time.
THEODORE Mag: How would you describe your style in your own words?
JBA: Modern, joyful, romantic, and effortlessly cool.
THEODORE Mag: When speaking with couples for the first time, what about them or their vision makes you know it’s the right fit?
JBA: It’s always a feeling first. I’m drawn to couples who are kind, thoughtful, and bring a really good energy into the space ~ people who are grounded, open, and completely without ego. If we find ourselves laughing together, it’s immediately a good sign!
Creatively, I’m most excited when couples care about the visual world of their day ~ the fashion, the florals, the details, the design ~ and have ideas and opinions about how they want everything to feel. I love it when it becomes a true collaboration. When I feel their excitement about what they’re wearing, their shoes, or even their signature cocktails, I know it’s going to be something special.
Trust is a big part of it too. When couples trust me and the process, it creates space to make something really meaningful together. Images that are personal, effortlessly cool & dynamic.
THEODORE Mag: What can couples expect when they book you for their wedding?
JBA: Couples can expect an experience that feels calm, refined, and genuinely enjoyable from start to finish. Exceptional client service is really important to me, not just on the wedding day itself, but throughout the entire process. At each touch point I’m on hand to provide guidance, address any worries and ultimately help my couples feel completely looked after.
On the day, I bring a steady, reassuring, warm presence. Most people tell me that despite their nervousness, any worries simply go away whilst being photographed by me. I understand that having your photo taken can be unfamiliar, so I work at a pace that suits each couple.
The creative process is always collaborative. I love working with couples who are open to trying new things, having fun with it, and trusting the process. My role is to guide when needed, observe when it matters, and bring a mix of intuition and intention to telling their story in a way that feels both beautiful and honest.
THEODORE Mag: What inspires you outside of photography and weddings?
JBA: Joy and romance sit at the heart of everything I do, and I find inspiration for them everywhere. In the way my fiancé looks at me, in the love I share with my family and friends. That warm, sunshine feeling shows up constantly in everyday life. The more I notice it and practise gratitude, the more open and present I feel when I’m photographing weddings.
Visually, I’m deeply inspired by fashion and film. I’ll often see a fashion editorial and immediately start imagining how that mood, movement or composition could live within a wedding day or a couple's session. Most of my editorials naturally lean into fashion and design, and that’s something I’m instinctively drawn to when couples are planning their celebrations, too.
I’m also a huge lover of analogue film photography, for its unpredictability, its texture, and its timelessness. There’s something beautiful about its imperfections. A dear friend gifted me Dolce Far Niente: The Italian Way of Summer by Lucy Laucht, and it’s a book I return to again and again whenever I need to feel inspired.
THEODORE Mag: What’s your favourite part of a wedding day to capture?
JBA: I’ve always been drawn to the fashion and the details. The guest attire, the table settings, the stationery, the florals, what the couple chooses to wear. All of those thoughtful elements tell such a rich story about the day.
At the same time, for my couples, I also love documenting the uncurated, joyful honesty. A hand on the back, a quiet kiss, a secret smile. Those fleeting in-between moments are often my favourite part of a gallery.
I love capturing the things that might otherwise be forgotten in the whirlwind of it all. So much care and intention goes into these choices, and they deserve to be remembered. For me, those details aren’t just decorative, they’re part of the atmosphere and the feeling of the day.
THEODORE Mag: How do you approach telling each couple’s unique story?
JBA: I begin long before the wedding day. From my very first interaction with a couple, I’m paying attention to their personalities, their energy, and how they naturally express affection. Some people show love through touch, some through laughter, others through a quieter, steadier presence. They are all just as meaningful.
Through conversation and spending time together ~ whether that’s over a Zoom call or during a pre-wedding shoot ~ I get a feel for what makes them comfortable. I guide each couple in a way that feels true to who they are, rather than asking them to perform or fit into a mould of what they should be like.
On the wedding day itself, I’m equally drawn to what’s happening around them. Guest candids are incredibly important to me ~ they’re the heartbeat of a celebration. The laughter, the glances, the energy of the people they love most. All of that becomes part of the story.
THEODORE Mag: Has your work changed or evolved since you first started?
JBA: Absolutely, and in the best way. I think evolution is such a beautiful part of any creative practice. While the heart of my work has always stayed the same, my approach has become more refined and more intuitive over the years.
I’ve become much more interested in the unexpected than the overly curated. Instead of posed smiles for the camera, I create space for my couples to simply be themselves, however that shows up. And rather than repeating the same images at every wedding, I’m always experimenting, trying new things, and giving myself the freedom to create.
Visit joybyash.com
Instagram @joy_by_ash
DISCLAIMER: We attempt to credit the original photographer/source of every image we use. However, in most circumstances, the images we use are provided by the brands spoken about, and we rely on them to inform us of the image source. If you think a credit may be incorrect, please contact us at info@theodoremagazine.com
More For You
