It wasn’t so long ago you could drive into just about any city across the country and find a store like Camera Craft. Obviously it would have another name on the sign with a different set of smiling faces behind the counter, but the thing they would all have in common is knowledgeable staff and friendly service.
Over the past 20-plus years, a lot of these independent camera stores across Canada and the United States have had to close their doors, under pressure from big box stores and online sales, but through it all Camera Craft has persevered.
James Wishon says his family is the ‘honoured custodian’ of the long-standing downtown business, which has served the photographers of Sault Ste. Marie for over 60 years.
Twenty-five years ago, the Wishon Luzzi family purchased the business from longtime owner Fred Kehrer, who had decided to retire. Kehrer passed away in 2016.
Fred is still highly thought of after all these years and he made a big impression on the photographers of Sault Ste. Marie/Algoma area for years.
While the store has been keeping up with the industry trends over the years, one thing the shop never changed is the stools in the showroom, intended for customers to sit, ask questions, socialize or to show their latest work.
“Just recently a customer came into the shop with a Camera Craft invoice dated from 50 years ago and yes, they still have the camera!”
Every so often a photographer passing through Sault Ste. Marie will find their way to the Queen Street store and marvel as they walk in to a truly independent camera store, like the ones they remembered.
When the Wishon Luzzi family took over the business, film photography was still the way to go but the digital revolution was only a few short years away. James recalls the first time he saw a digital camera in person, when a Nikon rep was in the Sault making a sales call.
“We had no idea that it would evolve that quickly because innovation was slow to come before that in photography.”
Before his time at Camera Craft, James studied photography at Fanshawe University and became a fine art photographer, working primarily in the medium of black and white film. His work has been shown in galleries across North America.
He brings that lifetime of knowledge and experience to the showroom as he and the staff help beginners and pros alike to navigate the complicated world of photography.
Added to that, the store’s staff bring their own experience and knowledge into the mix. Camera Craft posts weekly photography tips to its social media channels, which the store also uses to support other local small businesses.
“Something about the importance of sticking together, maybe even mention the shared challenges of the pandemic”
The store stocks Nikon, Canon and Fuji cameras and lenses and many other well-known photography brands like Manfrotto, Tamron, Sigma to name a few.
“One thing I have seen you do many times over the years is to talk people out of buying a camera that is too complicated for what they want to do. Maybe that would be a good quote? It’s not always an upsell, often you are helping people get the best bang for their buck”
James still shoots film for his own fine art photography work, but also keeps the store stocked with film and chemistry for other photographers who still prefer shooting on black and while film or just want to run a roll through an old film camera once in a while.
In 2012 the store opened a gallery and education centre in part of the building that had been previously occupied by other businesses. COVID has reduced the number of classes and gallery showings the business has had over the past two years, but James is excited to once again be able to offer local photographers a place to hang their best work.
“Since opening the gallery has hosted over 40 Photo Exhibitions with one of the most popular being our Annual Friends of Camera Craft Show & Sale.”
This year, the Friends of Camera Craft show took on added significance as it celebrated the end 25th anniversary of the Wishon Luzzi family taking ownership of the store. James and family welcomed new friends and old friends in a come-and-go celebration with cake, a scrapbook of old photos and many shared memories.
“We continue to ever move forward with new technology without losing our old school roots in photography.”
