Tezza: The Story Behind the Lucrative Photo Empire

In the bustling landscape of New York City, amidst a 250-square-foot studio apartment with a showerhead that dared to spit brown water and a radiator capable of second-degree burns, Tessa Barton and Cole Herrmann wove a tale of entrepreneurial resilience. This is not just a story; it's an odyssey chronicling the birth of Tezza, a Los Angeles-based empire that transcends the ordinary.

The Genesis: Crafting Aspirations on Instagram

Back in 2017, Barton, a freelance photographer, strategically utilized her Instagram canvas. With a deft touch, she transformed their modest living space into a captivating narrative, drawing followers into a world where the mundane became aspirational.

Herrmann, a software engineer, recognized the potential to crystallize Barton's aesthetic into pre-made photo filters that could be a game-changer. No expensive cameras or sophisticated editing programs required – just the essence of Tezza. Thus began the metamorphosis from a shared New York studio to the inception of a burgeoning empire.

Tezza Unveiled: Collages, Apparel, and the Fame of Photo Editing

From those humble beginnings emerged Tezza – not just a company but a lifestyle brand curated by the power couple who assumed the roles of co-CEOs. CNBC Make It, in their review of documents, revealed that Tezza raked in an impressive $26.5 million in sales last year, a testament to the resonance of their vision.

Tezza's profitability, almost innate since its inception, emanates from a lean business model. The time-intensive task of crafting editing features is a labor of love, but the returns are decidedly passive, affording Barton and Herrmann the luxury of time and funds to perpetually expand their brainchild.

From Naivety to Triumph: The Tezza Evolution

Barton's journey with Tezza was marked by a 'naïve' trial-and-error process, an experimentation that eventually birthed a thriving empire. Tezza, originally a moniker for Barton's side hustles during her University of Utah days, evolved from failed ventures like selling books and an aborted denim jacket line.

The breakthrough came when they noticed the overwhelming engagement with Barton's social media posts, particularly a collage wall that became iconic. Responding to the demand, they ventured into designing and selling photo collage kits – an idea that went viral but posed logistical challenges in their limited studio space.

The Epiphany: Filters, Apps, and the Tezza Revelation

Amidst these challenges, Barton had an epiphany. Her followers didn't merely adore the content of her photos; they craved the aesthetic. Leveraging their pre-owned cameras and editing tools, the dynamic duo birthed pre-made filters available for purchase on Adobe Lightroom, a move that brought success for 15 months.

With its distinctive red, chunky fonts, it swiftly carved a niche between competitors Lightroom and VSCO on Apple's app store. A testament to the couple's creativity, the app remains the primary revenue source for Tezza.

Tezza Beyond Pixels: A Journey into the Physical Realm

Tezza is not confined to the virtual realm. Barton and Herrmann harbor ambitions to expand the brand into physical spaces. The foray into apparel and the launch of a physical magazine during New York's fall fashion week in 2023 exemplify their commitment to transcending the digital frontier.

In a realm where Barton's perfectionism merges seamlessly with Herrmann's mantra that "done is better than perfect," Tezza continues to evolve. The app's free version provides a glimpse into its potential, while tiered paid subscriptions unlock a full suite of photo and video editing tools, including the latest filters developed by Barton and Herrmann.

The Unveiling Continues: Tezza's Future in Focus

Then, you can improve as you go and let go of the fear of launching something." Tezza's trajectory is one of perpetual evolution, a canvas where innovation and creativity intertwine.