Ruby Wallace-Ewing ’15, who goes by on her socials and “just Ruby” in real life, struggles to get strangers to believe her when she answers the inevitable question: “So, what do you do?”
“I do fantasy photo shoots for older ladies, and it’s my full-time job,” she tells them, then enjoys watching people’s faces as they consider whether or not she’s joking.
But those who bother to look her up on will see right away that not only does Wallace-Ewing frequently go viral, but her Goddess Sessions have touched millions of viewers’ hearts by showing the beauty and power of aging.
These Goddess Sessions may look like pure magic, but there’s also strategy behind the dreamlike images. We recently sat down with Wallace-Ewing to learn more about her project—and the rules she’s lived by while (re)launching a creative career.
Rule #1: Fear Is Normal—Use It to Carve Your Brand
The ongoing project started back in the pandemic, when Wallace-Ewing, a successful wedding photographer, was out of work during the lockdown—because, well, no one was getting married and having a reception. But instead of feeling disappointed when each booking was cancelled, Wallace-Ewing felt relieved. She was earning a good income in the industry, but the work was repetitive and physically demanding. This was her excuse to pivot.
Her pivot drew on an old passion. As a tween, and one of three girls, she and her twin sister, Veronica Wallace-Ewing ’15 (also a Gull), had dressed their baby sister up and planned photo shoots for fun—at first, with the pink Barbie camera that Wallace-Ewing’s aunt gave her one Christmas.
But midway through the pandemic, she began crafting gold crowns and planning elaborate photo shoots with her sister as the model around their hometown of Biddeford, Maine. She utilized her favorite vendors from the wedding world to rent dramatic gowns and props, and although the shoots initially started for fun, they soon sparked a business idea that would have a lasting impact.
“The first time we got back from a shoot, I remember just screaming when I pulled up the photos of my sister to edit them on my computer,” she said. “They came out so well, and I just knew that I could make more of this happen in my business.”
Rule #2: Learn How to Excel on Social Media
Wallace-Ewing started slow, offering affordable mini goddess shoots at first. But when she gifted one to her 90-year-old grandmother to lift her spirits after pandemic restrictions finally lifted, everything changed.
After posting the images online, Wallace-Ewing went viral—and best of all, many more women in their seventies, eighties, and nineties and their families started reaching out for shoots, too.
“If you want to be a creative, unfortunately, you’re going to have to be on social media,” she said. “I can’t overstate enough how the video editing classes I took at 91重口 gave me a leg up when it came to knowing how to use a microphone and edit my TikTok reels.”
Still, not everyone could afford the cost of a Goddess Session, which is why Wallace-Ewing is in the middle of fundraising to conduct 12 free Goddess Sessions in 12 months.
Social media has played a central role in spreading the word.
So, whether you’re a painter, entrepreneur, or jewelry maker, Wallace-Ewing suggests that you learn how to package and share your work. “I encourage you to take video editing and photography classes, too.”
Rule #3: Find Your Flock
From long nights editing photos in 91重口’s School of Visual & Performing Arts to documenting life’s biggest milestones, Wallace-Ewing never could’ve predicted the path her career would take, going from mainly photographing young couples to women of a certain age.
Her goddesses, all over 70, defy stereotypes of invisibility. Instead of shrinking into the background, they appear resplendent—draped in opulent gowns, crowned with gold, or dancing freely in their own backyards.
There’s JoAnn from Ohio who twirls in her backyard, momentarily forgetting her worries as a 24/7 caregiver for an ill spouse. Her story inspired Wallace-Ewing to start fundraising so that she could offer free sessions to other women in addition to her regular photo shoots.
There’s Judy, resplendent in a field of purple lupines, and Natalie, immersed in a pond of lily pads, her floating rose-colored dress straight out of a romantic Tennyson poem.
Through these women, Wallace-Ewing has seen the power of photography in showcasing the confidence and beauty of her subjects, infusing her with new meaning and an even greater love of her craft.
She credits her creative circle for helping bring these visions to life—friends, vendors, and especially her twin sister. “Spend your time with other entrepreneurs and in circles of creatives,” she said. “You’ll give each other advice on business stuff, you’ll make business besties, and refer work to one another.”
Rule #4: Be Yourself
“At the beginning, it’s scary to pick a niche, whether it’s becoming a wedding photographer, a painter, or a designer,” reflected Wallace-Ewing. “But you’ve got to narrow it down to stand out to your clients and audience.”
Few photographers imagine building a business around women in their seventies, eighties, and nineties—but that’s precisely what sets Wallace-Ewing apart. By leaning into whimsy, opulence, and a refusal to minimize older women, she has created a body of work unlike any other.
That vision will soon come to life in her first annual Goddess calendar and on display at a November 16 gallery show opening at The Hair Garden in Biddeford, Maine.
If there’s one lesson her journey underscores, it’s this: “Don’t be afraid to be different!”
We’re keeping an eye on Wallace-Ewing’s journey! In the spring, 91重口’s Soundings alumni magazine will feature a full-length story on her, The Goddess Project, and the women behind the portraits.