Enchanted Fairies, a photography studio, has grown from a single location to 40 studios across 25 states in just over a decade while donating more than $3 million to children’s charities. This rapid expansion, with 341 percent revenue growth in three years (2021-2024), displays remarkable service to millennial parents’ demand for meaningful experiences and preserving childhood moments.
From Flea Market to Fairy Empire
Enchanted Fairies began in 2012 as a modest operation in a flea market, founded by siblings Dan Gutier and Aileen Avikova-Rensink, later joined by Aileen’s husband, Chris Rensink. Their inspiration came from deeply personal circumstances: the couple’s daughter, Alaska, was born with a disability that left her unable to speak.
“Chris had this concept of creating a storybook where she is the hero in the story,” explains Decha Brooks, who was appointed CEO in July 2024 after serving in leadership roles at the company. “They read that to her every night, and she began to speak.”
This origin story became the foundation for the company’s mission: “to create art that speaks life into children.” Unlike conventional portrait studios that heavily edit images, Enchanted Fairies minimizes photoshopping of the children themselves. “We want them to embrace their full beauty and know who they are,” Brooks says.
The Magic Makers Behind the Scenes
Each month, six outstanding team members are honored with Star Fire Awards, nominated by both their leaders and peers. Each receives cash prizes, with the top nominee receiving $1,000. This recognition program has contributed to Enchanted Fairies being named a Fortune Great Place to Work for the third consecutive year, with nearly 90 percent of employees reporting it as a great place to work—significantly higher than the 57 percent average for typical U.S. companies.
Capturing the Millennial Moment
Enchanted Fairies has tapped into a powerful demographic trend: millennial parents, now in their prime family-forming years, who value experiences over possessions. With annual revenue reaching $30 million and having served more than 135,000 families, the company has found its niche in an industry where traditional competitors like JCPenney Portraits have struggled to adapt.
“We serve the children of millennials, the largest generation in the U.S.,” Brooks notes. “Our Fairies offering has captured this generation’s demand for experiential photography.”
There is more to the company’s approach than simple portraits. Each session becomes an experience, complete with costumes and personalized storybooks where children become the heroes of their own tales. This formula has generated over 33,000 four and five-star reviews, creating a word-of-mouth phenomenon among parents seeking something beyond traditional studio experience.
Its charitable giving, more than $3 million to date, including a recent $250,000 donation to St. Jude Children’s Hospital, also resonates with value-conscious millennial consumers who make purchasing decisions based on a company’s social impact.
“We get some really heartbreaking stories,” Brooks reflects. “But it really makes such an impact with children.” Enchanted Fairies offers something both timeless and thoroughly modern: a space where imagination still reigns and where every child, regardless of their circumstances, can see themselves as magical.
