Creative Conversations: Holly Jolliffe

At Studio Jute, we believe in the power of considered design, where every detail contributes to the atmosphere of a space. Photography plays a crucial role in capturing not just the look, but the feeling of an interior—how light moves through a room, the textures that invite touch and the way a space tells a story.

Today, we are sitting down with Holly Jolliffe, our go-to interiors photographer, with her eye for detail and an instinct for shooting spaces at their most inviting, we trust Holly to capture exactly the essence of our designs.

Tell us about your background and what drew you to interiors photography?

I grew up in a home where interiors were a focus—my parents have a love for design which meant I was surrounded by creativity, resourcefulness, and an appreciation for well-loved spaces. I went on to study photography at university and my final show was a group of interior images. From then on, I knew that’s what I wanted to specialise in. I started out assisting and worked for many of London’s top interior photographers - which was great training, before setting up my own business in 2005.

Do you have a favourite type of space to shoot—cosy homes, bold commercial interiors, or something else entirely?

I love the variety that comes with this job—that’s part of what makes interiors photography so exciting- every project presents a new challenge. That said, I do love the clean lines and refined simplicity of a modern interior.

We love the way photography can tell the story of a space. How do you approach shooting a space to ensure it feels as inviting in an image as it does in real life, whilst also capturing a ‘lived-in’ feel?

I tend to think about what I would like to do in a space; where would I sit with a coffee, or a book, adding props to tell the story. It’s about gently suggesting a human presence, an open book, just kicked off shoes, or a coffee cup are things we can all relate to. 

There’s ‘lived in’, and ‘lived in’ though ... I will be removing the toilet brush from a bathroom shot :-)

Just as designers consider mood and atmosphere, photographers translate those feelings into a visual format. What techniques do you use to evoke emotion through your photography?

Essentially, lighting sets the mood of a shot. Decisions about the amount of ambient light used, where to place additional lights etc. all work together to create the final image. I’ll then make further tweaks when I edit. The choice of lens, depth of field, and of course cropping is all part of the mix too.

Where an image is cropped can create intrigue and a sense of storytelling, allowing the viewer to imagine what lies beyond the frame.  Beyond technical choices I like a space to feel lived in, fresh flowers and plants, fabrics that invite touch and a just placed glass of water all add to the atmosphere of a shot

When photographing a space, how do you balance capturing the designer’s vision while also bringing your own creative perspective to the image?

Hopefully the designer has come to me because they’ve seen my work and like the way I shoot.  It’s always a collaboration, and I’m there to make sure the client gets the most out of a shoot session.

I have been working in interior photography for 25 years so can quickly assess a space and know what will work best on camera. I have a good understanding of the type of images likely to be picked up by press for example and am happy to guide. I shoot tethered to a laptop so we can view images as we go, adjusting the styling and lighting.

Lighting is a key element in interiors photography. How do you work with natural light, and what adjustments do you make when working in spaces with challenging lighting conditions?

It’s always about the light!

I will always aim to light spaces as naturally as I can, but it’s very rare for me to not add some additional lighting. I work with flash as it’s so versatile, and daylight balanced so it mixes well with the ambient light and colours stay true.

Very challenging lighting conditions might require blending a couple of different exposures in the edit.

The end use of the image is also a key consideration.  For example, a holiday let might require more brightly lit, wider shots to show the space to potential guests, while an interior designer will be looking for shots that showcase design decisions, texture and mood.

For designers looking to have their work photographed, what advice would you give to ensure their space is camera-ready?

I love a shot list! Definitely the best way to maximise time.

Consider all the end uses; do you need images for a reel, a web header or a print ad for example?  Each of these need a different camera orientation or crop and it’s great to know in advance!

A clean, and uncluttered space is a great place to start so we can get going right away.

Snacks and coffee are also advisable :-)

Finally, what has been your most memorable shoot to date?

I once shot Prue Leith at her home for House Beautiful Magazine, she was lovely as you’d imagine and had even made a cake!

Outdoor shoots in public places are a special type of challenge, I’ve shot bikes in Camden market, a bed in an orchard, and a bell tent on Bembridge Duver which drew quite a crowd of onlookers...and dogs.

We hope you enjoyed this conversation, see more of Holly’s work here.

If you found this article interesting or have any suggestions for future interviewees, please do get in touch.