Business Spotlight: Castelan Tax Services
BEHIND THE LENS WITH: Sonia Castelan
Latinx Tax Strategist for BIPOC & First-Gen Entrepreneurs
owner of Castelan Tax Services
Sonia had never had professional headshots done before. Not because she didn’t care about her brand, but because for a long time, it simply wasn’t accessible. When we talked, she was very matter-of-fact about it, cost had been the barrier, but now she was ready to invest in herself.
What stood out immediately in our consultation was how intentional Sonia is about not sounding like a typical tax professional. She said, “Jargon is not my style. What you’re hearing right now is how I talk to clients.” Sonia is casual, direct, and grounded. She left a corporate role because it no longer aligned with her values, choosing instead to build her own business on her own terms.
She describes herself as analytical, simple, and direct, which makes sense once you hear her talk about her work. Sonia focuses on helping BIPOC entrepreneurs gain financial confidence through thoughtful tax strategy, with the bigger picture always in mind. One word she lit up over was “strategist,” sharing that clients often refer to her as their go-to strategist, a role she clearly takes seriously. This session was about creating images that reflect that balance, approachable and kind of neighborly-on-the-surface, suepr knowledgeable underneath.
Behind The Lens: Crafting the Photoshoot
Sonia’s session was fun. We laughed a lot, and there were several moments where I’d capture an image, turn my screen toward her, and watch her reaction shift... More than once she paused, got emotional, and said something along the lines of, “Oh my gosh… is that really me?” Those moments are always powerful, especially when someone has never had professional photos taken before.
After the session, Sonia took the time to write a really thoughtful review, which you can read in full here. She shared how nervous she felt coming in, how reassured she felt after our consultation, and how seeing the final images nearly brought her to tears because they captured her authentic self. With LaToya’s care and attention during hair and makeup, and a plan that honored her brand, everything felt aligned. Her description of the final images said it best, she felt “hella beautiful,” and even compared herself to a “hot spicy pepper,” which might officially be one of my favorite client quotes ever!
Photographer: Samantha Dueck
Hair and Makeup: LaToya Santos Beauty
Wardrobe: Skeletons in My Closet
Studio Assistant: Olivia V.
Links:
Sonia’s LinkedIn
castelantaxservices.com
Castelan Tax Service TikTok
Samantha Dueck is a Connecticut-based personal branding and headshot photographer with over 15 years of experience working with entrepreneurs, professionals, and creatives. Known for her consultation-driven approach, she focuses on understanding the person behind the brand before ever picking up the camera. Samantha is a two-time speaker at the Lens & Light Photography Summit, has appeared on numerous podcasts, and mentors photographers through education and community-building.