Beyond the Brand is a series of slow conversations with incredible people building things that matter. We talk about the quiet parts of the process—the shifts, the pauses, the choices that don’t always make it to Instagram. These are stories of shaping a life and a livelihood with care.
This month we're excited to share our conversation with Flo, the creative force behind Flora Westbrook Photography, a personal friend and Rebrandr's exclusive photography partner.
What inspired you to start your brand?
What started with curiosity at the tender age of 6, soon grew into something far more vivid. Photography found me before I even realised I was looking for it. I was drawn in by the way my father would hold the heartbeat of a moment in just one photograph. In those early days, it wasn’t about creating a brand or even a business. In fact, I knew nothing about business back then. It was about creating and experiencing through emotion, light, and life itself. Friends became clients, and often, clients became friends. Each photoshoot taught me more about people, about stillness and movement, and about the beauty found in everyday life. With time, what began as passion turned into purpose. I built my business on trust, creativity, and a deep respect for the stories people trusted me to tell. Whether it was documenting the beautiful moments on their wedding day, a newborn’s first week/month, a couple's journey or a brand coming to life. I am here to capture what matters, honestly and artfully to the best of my ability. This isn’t just a job for me. It’s a calling. And the best part? The story’s still unfolding.
How has your brand evolved since its launch?
Over the past few years, something started shifting in my work, in my heart, and in the way I see the world through my lens. After years of capturing life and people in many different areas (weddings, families, couples, creative art projects, music albums covers etc), I found myself being called toward a space where creativity meets strategy: the world of creative lifestyle branding photography. What began as occasional bookings with passionate entrepreneurs has now blossomed into a full-time pursuit. I’ve been intentionally transitioning into this work: photographing not just people, but their purpose. Their vision. Their mission. The essence of what they’ve built and where they’re headed. This chapter feels so right. It’s about crafting visual identities. Helping brands show up with confidence, clarity, and beauty. It's so important for me to share that I have learned everything I know today with Rebrandr. They have brought the gold out of me. Something I didn't even know was there in the first place. So here I am, stepping fully into this new direction. Rooted in creativity and endlessly inspired by the people (Rebrandr) I am so blessed to work with. The lenses may be the same, but the vision has deepened. And I am so excited to be on this incredible journey with Rebrandr.
What does slow business mean to you and how do you integrate it into your work?
To me, slow business is the same as slow living. It's a choice. One that I'm choosing daily: to live and to work with intention. Slow business isn’t about doing less. It’s about doing what matters with care, authenticity and integrity. It’s about building a business that’s deeply aligned with the values I carry in my heart. It means taking the time to truly understand my clients and their stories in depth. It’s knowing that growing something meaningful takes time and I don't think that’s a flaw. I believe it’s a gift. I have chosen to live like this too. I've made drastic decisions to make this happen. And I've never felt so whole in my life before. I have longed for slowness not in the sense of idleness, but in the richness of being fully "awake". Choosing the real. Choosing well. The art of doing slow business doesn’t automatically mean doing everything at a snail’s pace. To me, it means living intentionally. Choosing quality and living integrity in every area of my work. It's honouring the relationships that I have. No shortcuts just to gain - if that makes sense. And I've learned along the way that the more my life reflects that, the more my work does too. It becomes more soulful. More grounded and genuine. This is what I choose and want to live by, and the kind of business I am building today: unrushed, rooted, and real.
Are there any specific tools, rituals, or daily habits that help you stay true to your business values?
I've been learning to stop more than ever before. My meditation and prayer times are really precious to me and keep me rooted. It's entering that secret place where I can connect with the divine presence of God. It's like an appointment that cannot be moved. That's a crucial part of my daily life that also keeps me aligned and rooted.
How do you ensure your business stays aligned with your values?
Having the few but right people in my life that I am accountable to is everything. It's so important to have that person or few people who ask me the hard questions. I need to be challenged to grow and to see where I'm headed.
How do you connect with your customers in a meaningful way?
I just connect with my heart. Sounds "cheese on toast" but it's true. I share when something moves me, when I notice something, when I'm about to enjoy the most beautiful food or where I am at in my work load. It’s not calculated. I believe that real connection doesn’t need a blueprint. It just needs honesty, a little courage, and a willingness to be vulnerable.
What role does community play in your approach to business?
Community is the heartbeat of it all. And I didn't realise that until I joined the Women in Business Circle. But even as I look back at my journey in general, I can see that it's always been about community. Like my family and the few friends who believed in me before I did. The clients who became collaborators. Even the people on my social media who support my work by sharing. I don't see business as a "solo" journey anymore. I see it as a circle where creativity is exchanged and shared. Where we lift each other, celebrate one another and grow together.
How do you define success beyond profit?
Gosh, this is deep. Because I have found that success often means something completely different to everyone. But to me personally, success isn't about numbers. It's creating work that is honest and one that does not compromise my values and integrity. I would not photograph for a fast fashion brand no matter how much they would offer to pay me - even if I need the finances, even if it costs me in this way. Because, not having peace is a much higher price to pay. And that's the one I am not prepared to compromise on.
What are some of the biggest challenges you've faced in growing a business at your own pace?
Redefining success has been the biggest challenge for me. I look back now and realise how much I was a slave to the old mindset I had and how many years I have lived in a constant burn out state. Growing my business at my own pace has challenged me to redefine everything linked to "success". It’s trusting the pace of my own journey, even when it doesn’t look like anyone else’s. Success isn’t something I chase anymore. I am no longer "doing" and "working" to justify myself to anyone else. Success is something I live into. Not with pressure anymore, but with presence. Not with more, but with enough. Honestly, it's been so freeing to embrace this.
If you could go back and change one thing about how you started your business, what would it be?
I'm not sure I would change anything. I wouldn't change the messy beginning. I wouldn't change the uncertainty. I wouldn't change the trials and errors either. Because they all taught and refined me so much. The only thing I would add is: I'd choose to be kind and gracious to myself. But that's something that I am being more of today. And perhaps, if I hadn't walked the valleys that I have walked through, I wouldn't have realised that either. My heart is full of gratitude when I look back. And full of anticipation for what's to come.
What exciting projects or launches can we expect from your brand soon?
All things Rebrandr! From September onwards, I will exclusively be working for Rebrandr only. So, here's to new clients and their beautiful brands!
Where do you see the brand in five years?
I see my brand rooted even deeper. Still and always built on connection and heart.
What's one small change every business could make to be more mindful and responsible?
To listen and become aware. We become responsible and change the things that need to be changed when we "know".
What advice would you give to someone looking to start a conscious business?
Get Abi to mentor you!
Where do you see the future of conscious business heading, and how do you hope to contribute?
I hope it keeps growing and takes over with respect for both people and the planet! I will keep on doing what I am doing with integrity and transparency without compromise.
What is your connection with Rebrandr?
I am exclusively working with them as their photographer.
Head over to Flora Westbrook Photography to learn more about Flo's inspiring work or reach out to us if you'd like to book Flo to shoot with your brand.