How to break into the high-end market
Posted Feb 06, 2017
On Black Friday about 10 years ago, Al Hodges bought himself a present: a new camera to photograph the idyllic scenery around his 120-acre farm in Waynesburg, KY. However, it was the pictures he took of his laboratory work that ended up being the real gift.
“I thought my crowns were perfectly nice. But once I took some photos and enlarged them on the computer screen, I saw they were just average,” says Hodges, who over the course of the next few years transformed his work with the help of photography. “The difference between an average crown and a beautiful crown is 30 to 40 details that are difficult to see with the naked eye.”
Hodges committed himself to choosing one case a week from his normal workload and spending an additional hour or two to focus on details such as contours, marginal ridges and line angles that reflected light. He’d photograph the finished units, enlarge them on screen, and then go...
