Fifteen years ago, Parmeet Sahni came to New Zealand, unknowingly carrying with her the seeds of a story that would blossom into one of Aotearoa’s most loved and soulful photography brands: Soulful Memories by Parmeet Sahni.
What started as a mother’s instinct to capture her daughter’s milestones eventually evolved into a deeply respected career, now spanning over 3,000 newborn sessions, along with many other photoshoots including maternity, family, weddings and more. A business award, international demand, and countless lives touched. But beneath the surface of her success lies a journey of pure emotion, spiritual depth, humility and connection.
Parmeet, how did Soulful Memories come to life?
I moved to New Zealand with big dreams, but photography wasn’t one of them. Not initially, at least. I had no mentors, no formal training, no financial cushion. Just a camera in hand, two beautiful daughters, and a heart full of emotions I longed to capture.
In 2011, I bought my first DSLR and did a small photoshoot of my younger daughter, who was just three years old at the time. I shared those images online, and to my surprise, people began asking, “Who’s the photographer? Can we have her number?” That’s how it all started. Soulful Memories by Parmeet Sahni was born from pure love, from home, from motherhood.
At the time, I was working full-time in an admin job. But as requests poured in, I began doing sessions for family and friends, and it quickly became something bigger. I threw myself into crash courses in newborn photography, flash photography, editing and more. I’ve always believed in learning practically through trial and error, real-world settings and real client interactions.
That’s why today, my own photography academy offers one-on-one mentorship focused on hands-on experience. From technical skills to branding, client communication and running a soulful business.
You started with no formal training or professional support. What kept you going?
What makes my journey so meaningful isn’t just the success. It’s the deep emotional connections built along the way. I’ve now done over 3,000 newborn photoshoots, along with thousands more across maternity, weddings, events, portraits, family and travel photography. But I never see my work as just sessions. I see them as emotional legacies. Especially with newborns, it’s sacred work. You’re handling life at its most delicate stage, and I always say if you’re starting out in newborn photography, please get trained. Health, safety and emotional awareness are absolutely essential.
