A BERKHAMSTED photographer has been chosen to help project a growing charity’s message.
Mum-of-two Cynthia Nolan, 37, owner of Shoot Me Studios in Lower Kings Road, has been hired as the official photographer by Sports Traider.
Sports Traider has three charity shops in Luton, Bedford and Leicester, with another eight – including one in Watford – opening next year.
The chain was founded by BBC Sports Personality of the Year’s Unsung Hero Lance Haggith. Sports Traider provides sporting and employment opportunities for disabled, vulnerable and disaffected youngsters by selling second-hand and new sports kit at affordable prices.
Lance said: “I’m delighted to have found Cynthia. She has a natural empathy, passion and belief in our project and an approach which I think the kids will really respond to.
“Many photographers would find it very difficult to relate to the kind of children we’re working with, but with Cynthia’s unique skill set and psychological insights, she’ll be able to get on their wavelength and produce pictures that embody who and what we are that can perfectly illustrate our message.
Cynthia, from Northchurch, uses her Masters degree in psychology to inform her photographic work.
She said: “It’s all about trust, respect and making these youngsters feel valued and part of the process.”
By ‘tuning into’ clients’ feelings and giving them the freedom to express their emotions through their body language, she gets results, she claims, which give greater insight into their genuine character.
She said: “A photographer who tells a client what to do is naturally dominant, and the client submissive.
“The key to producing a good photograph is being equal and giving people the confidence to be themselves.”
Cynthia will produce all Sports Traider’s photographic publicity material, including shop openings and launch parties.
Her first assignment was a star-studded reception to highlight Sports Traider’s work and roll out its national launch at the House of Commons Terrace Pavilion on October 20, hosted by TV news presenter John Stapleton, Lance Haggith and MP for Bedford, Richard Fuller.
Among the guests were football legend Patrick Vieira and fashion designer Karen Millen.