Photographer's Journal

Earlier this week, I had the opportunity to photograph at Shoshin 68, an intimate sushi restaurant in the heart of New York City. From the moment I arrived, it was clear: at Shoshin, we truly feast with our eyes first.

Each plate that arrived was a masterclass in color and texture. The chefs create edible art—vibrant pinks, glowing jewel-like reds, flickers of green wasabi, and the delicate, glistening sheen of fresh fish. The contrast between velvety tuna, crisp nori, and perfectly seasoned rice made every dish visually striking, almost too beautiful to eat.

Shooting at Shoshin 68 was a sensory experience. My camera tried to capture the interplay of light on glossy fish, the intricate details of garnishes, and the soft, inviting grain of hand-formed sushi. The artistry and precision that goes into each bite is staggering, and it was a joy to translate that through my lens.

Thank you to the incredible team at Shoshin for sharing your craft and welcoming me into your space. It was inspiring to see sushi elevated to such a high level of craftsmanship.

Earlier this week, I got to shoot photos at Lillipies, a bakery tucked away on Harrison Street in Princeton, New Jersey. Lillipies has been part of my life for as long as I can remember—I've been eating there since I was a kid—so coming back with my camera felt like coming home.

As soon as I stepped inside, I was welcomed by the familiar aroma of freshly baked goods. My favorite part of Lillipies is their bread: rustic loaves, and the muffins I used to beg for as a kid. I focused on capturing the hearty textures and rich, earthy colors of their breads and, of course, their sweets.

A special thank you to Jen, the talented owner, whose passion for her craft is evident in every loaf that leaves the oven. Lillipies has always felt like more than just a bakery, and getting to capture that sense of comfort and community through my lens was a privilege.

Be sure to check out some of my favorite shots from the day in my product gallery!

Today I had the absolute pleasure of photographing product shots at House of Ihsan, a charming bakery nestled in the heart of Princeton, New Jersey. Known for their exceptional pastries—both sweet and savory—this bakery brings a little piece of Paris to the Garden State.

Stepping inside, I was greeted by the sights and aromas of delicate tarts, and golden flaky pastries...and tons of desserts. The attention to detail in each pastry was extraordinary. I worked to showcase the vivid colors, and textures of their products. You can check out some of my favorite shots in my product gallery.

A special thank you to Aliia and her wonderful staff for making this shoot such an good experience. Their hospitality, enthusiasm, and dedication to their craft truly shined throughout the day—and so did their pastries, which were as delicious as they were photogenic!

If you’re ever in Princeton, treat yourself to something from House of Ihsan. You’ll be glad you did.

Photography has been my passion since I was 14. Growing up in Princeton, New Jersey, I’d grab my camera and attend every sporting event I could—whether it was a high school matchup or a college showdown. I’d roam the sidelines, snapping action shots, hoping to catch that perfect moment of triumph or teamwork. I made plenty of mistakes, but I learned something important: everyone starting out—whether on the field, or in business—needs someone in their corner.

This realization stayed with me. Over time, I decided to dedicate my work to helping people who are just getting their start—local bakers, florists and other small business owners, aspiring athletes looking for a perfect recruiting shot or video, and up-and-coming fashion designers and models. My camera became a way to support dreams, highlight talent, and share stories that might otherwise go unnoticed.

My mission remains the same today: to provide high-quality images that empower others to step into the spotlight and thrive. Whether in the heart of NYC or in my hometown of Princeton, I aim to put new voices and local businesses front and center—one photo at a time.

If you need some help getting started and you like my photos, find me on IG @feder_photography. I'll try to help you or your product look good.