Australia’s photography talent and production industry is a niche one, and Miss Bossy Boots Director Veronica Moore is an essential thread within its fabric. A mother, producer and long-time yoga practitioner, her demeanor is calm yet keen with a gravitas that instills immediate confidence. A former myotherapist with over two decades of experience managing photographers, stylists and HMUAs, Mavens spoke with Veronica to learn more about her career and how Miss Bossy Boots is – and always has – championed women in a male-dominated industry.
Tell us about your early working years.
I grew up in Warrandyte and my sister and I always worked, as kids we’d sell homemade cakes and make up to $300 in a weekend. We were encouraged because Mum worked, too, originally as a nurse which was unusual at the time, especially in the church community where I grew up. So working women were normal for me and Mum was a great role model. In my teens, I earned money dancing in shopping centre troupes – I’d be out there lip syncing to ‘Walking on Sunshine’ while everyone was going past with their shopping. After high school, I was employed at a production company that worked with Mattel. I was She-Ra from Shera: Princess of Power. I was also a house model for underwear brand Hickory. I’d stand on a podium while people pinned up the underwear I was wearing. All of their 12B bras at the time were sized according to my body!
I’d also thought about being a doctor, I tried sociology and theology but landed on myotherapy and ended up running my own practise. After I met my partner, freelance photographer Garry Moore (Miss Bossy Boots co-owner) and we had our two kids, we decided Garry needed representation. I was ready for another challenge, and starting a new business excited me! So we went all in.
How did Miss Bossy Boots get started?
Producing for Garry meant getting his work in front of art directors and creative directors we wanted to work with. I’d take his folio around town, showing the work and chatting to them to learn who they were as people. I’d ask about their families, lifestyles and motivations. I didn’t come from an agency background, so that’s how I connected with people. And it worked!
The first photographer we signed after Garry was Matt Harvey, an emerging photographer who later worked for what is now CHEP. As our talent list continued to grow, we took on Andrea Muller, a mum I knew from childcare. Andrea and I worked from my house in East St Kilda, making our own composite cards to take around to people. In addition to those, I’d cart heavy, hardcover folios around Sydney and Melbourne, all dressed up and ready to sell the work. I was confident because we had a great product and I was very close to my talent. I believed in each and every one of them.
Veronica & Garry Moore.
Tell us about Miss Bossy Boots’ brand identity.
The name ‘Miss Bossy Boots’ really stood out 22 years ago, it was a positive thing and a great ice breaker with clients. For me, ‘bossy’ was and is empowering, it shows our dedication to getting any job done well.
Our brand identity is by Ty Bukewitsch, founding member of The Envelope Group who’d also branded my myotherapy business. For Miss Bossy Boots’ sixteenth birthday celebrations, we worked with Ty again to extend the brand with a new website and suite of character illustrations, which I love. The characters are all women – there’s one for each of our people: photographer, hair and makeup artist, stylist and producer.
What did working motherhood look like for you?
Working motherhood is never easy and it can be very, very difficult to work with a child at home with you. There was the juggle – doing things on the run, being tired.
Because I was working for myself, there was an element of flexibility (and I had support from Garry’s mum), but the kids were still very much part of the business. We’d pick them up and drop them off around shoots, and as teens they’d complain because they’d come downstairs to a room full of models and HMUAs preparing for the next day’s shoot (our home and studio were, and still are, in the same building).
That’s the thing about having your own business. It’s always with you, which can be a challenge. But it’s the way it’s always been for me. The business, the kids, they’re all part of the ‘life juggle’ – in a very good way.
How have you found balance in your life?
For me it’s about staying grounded rather than balanced. I’m a long-time yoga practitioner and being grounded allows me to process all sorts of things. I also like to take on new challenges! Right now I’m learning French and by the time you read this, I’ll have completed the 225km Larapinta track hike with a pack on my back.
I have, over the years, questioned the industry that I’m working in. As I get older, I think ‘could I be doing other things?’ Because there’s so much need in the world. But now that I teach yoga as well, I’m helping others become more grounded, too. I didn’t set out to give back with it, but I can now see that it does.
My wonderful partner Garry (who is an extraordinary man) has always supported me, encouraged me to grow, and trusted me beyond measure. And my girlfriends are all incredibly amazing women. Life has happened to many of them, and we’re grateful to have each other.
Has the rise of digital made production and talent representation easier?
Not necessarily easier, but it’s quicker. That said, I still believe there is something to be said for the face-to-face meeting, but it’s harder to get one now because there’s a lot more organisational infrastructure. Twenty years ago I could walk into an agency, chat to the receptionist, then go and talk to the creative team.
Of course, we’ve presented folios on an iPad but people just flick, flick, flick. It’s just what you do in that format. When you can pick up a stock, feel it in your hands and consider the image on it, there’s more focus on the craft and its value.
Your networking prowess is impressive, you seem to know everyone!
I like to keep in contact with good people. Each person who has ever worked at Miss Bossy Boots is important to me, be it the people I represent or the people that work with us. The job has sent us to some amazing locations, where we’ve spent extended time with our clients and represented talent. It’s experiences like these that build mutual trust, even friendships.
The boys’ club may disagree but I’ve never believed in separating professional people from their personal lives; family and life outside work make up a person.
When I meet talent and staff, I’m interested in who they are beyond what they can do with their camera or their makeup brush. I’m proud of my ability to see the potential in others.
And I’ve employed friends, kindergarten teachers and people I met in cafes because I could see great possibility in working with them.
Building relationships is the bedrock of our business, but maintaining them is important too. At Miss Bossy Boots, we believe in flexible working, it creates a more nurturing environment where people can grow. Since the pandemic, more businesses are embracing this style of work and that’s a very good thing.
What’s your motto?
‘Be kinder than necessary to people you meet, because everyone’s fighting some kind of battle.’ When negativity comes into our lives, it helps to stop for a minute and think ‘we don’t really know what that person’s been dealing with.’ I’m not saying you should put up with being disrespected – it’s about empathising and not internalising things.
Be kind to yourself, too. That can be a flippant thing that we say, so take the time to sit with it and work out what it means for you.
Miss Bossy Boots is a premium production agency representing the best of Australia’s artists in photography, motion, styling and hair and makeup. Connect with Veronica on LinkedIn or find out more via missbossyboots.com.au
Article photography by Garry Moore.