Tessa Barton and Cole Herrmann lived in a 250-square-foot New York studio apartment, with a showerhead that spit brown water and a radiator capable of giving second-degree burns. You’d never have known it from Barton’s Instagram account. At the time, in 2017, she was a freelance photographer — gaining followers by posting images of their living space that made their home life look aspirational.
A ‘naïve’ trial-and-error process
Barton used the name Tezza for her side hustles while attending the University of Utah. She worked as a wedding photographer and content creator for brands like Urban Outfitters, helping her build a following before influencing was considered a full-time career. She and Herrmann got married, then moved to New York in 2016. Barton wanted to combine her side hustles into something that helped non-professional creatives explore new kinds of art, but didn’t know where to start.
From Collage Kits to Photo Editing App
Together, the couple tried selling books, and invested in a denim jacket line that never officially launched. As those early business ventures struggled, they noticed that lots of people were engaging with social media posts of Barton’s life, including a collage wall of photographs and artwork above their bed. In response, they started designing and selling photo collage kits — made up of printed quote cards, artwork and photography — so people could decorate their homes like Barton and Herrmann’s studio.
Done is Better than Perfect
One day, Barton realized something: Her followers didn’t just like the content of her photos. They liked how the photos looked. With their pre-owned cameras and editing tools, the couple didn’t have to spend any money to build a set of pre-made filters available for purchase on Adobe Lightroom. After selling the filters through Lightroom for 15 months, Barton and Herrmann launched the Tezza app — with bright red, chunky fonts to stand out from its clean-cut competitors — in June 2018.
Tezza Today
For four years, the couple and a single assistant were responsible for Tezza’s product design, social media presence and marketing. Today, the company currently has 14 employees, including Barton and Herrmann. Tezza is best known as a photo editing app, currently ranking between competitors Lightroom and VSCO on Apple’s app store. Barton and Herrmann want to expand the brand into physical spaces, they say: They design and sell apparel, for example, and launched a physical magazine during New York’s fall fashion week last year.
Conclusion
Tessa Barton and Cole Herrmann’s journey from a small apartment to a successful business is a testament to their determination and creativity. By combining their skills and passions, they were able to build a brand that resonates with millions of people. As they continue to grow and expand Tezza, they remain committed to their core values of innovation and perfectionism.
Frequently Asked Questions
Q: What inspired Tessa Barton and Cole Herrmann to start Tezza?
A: They were inspired by their own experiences as freelancers and content creators, and saw an opportunity to help non-professional creatives explore new kinds of art.
Q: What was the initial business plan for Tezza?
A: Initially, they started by designing and selling photo collage kits, but soon realized that their followers were more interested in the aesthetic of their photos than the physical products.
Q: How did they develop the Tezza app?
A: They built the app by using their pre-owned cameras and editing tools, and sold the filters through Adobe Lightroom for 15 months before launching the app.
Q: What is the business model of Tezza?
A: Tezza offers a free version of its app with limited features, and users can upgrade to a paid subscription for access to more advanced editing tools and features.
Q: What are the future plans for Tezza?
A: Barton and Herrmann plan to continue expanding the brand into physical spaces, such as apparel and magazine publishing, while also developing new features and products for the app.
