Toronto-based Lulu et Elle Photography specializes in stylized newborn imagery. Owner and principal photographer Lana Polashek is at the top of her game on account of her innovative and personalized approach to documenting the arrival of newborns. Her success lies in the ability to produce photography shaped by client-driven narratives and share the studio experience through social media. “Being a newborn photographer allows me to document intense moments of vulnerability. The fragility of the baby, along with the vulnerable state of the parents, are all essential parts of the story. This is where my brand is – excuse the pun – born. Customer engagement starts at the most fundamental level – the photography session – and continues through my social media strategy.” Lana Polashek Customer engagement can be understood as the psychological state emanating from a collaborative customer/brand experience. Engagement reflects a motivational state which occurs through an individual’s interactions with a particular product or service. Engagement differs from satisfaction, as the former is focused on consumers’ cognitive, emotional and behavioural patterns during specific brand interactions, whereas the latter may only develop thereafter.