Before launching Private Editorial in 2015, Casey Martinez photographed family portraits under her grandmothers name, Jacqueline Jo. 

Jacqueline Jo Photography was a high-end professional portrait photography business specializing in natural light newborn, baby, children, family and maternity images.

"When I first started photography professionally, I attempted to control every aspect of the process myself.  I did my own storyboards, I styled the shoots myself, I did set design, retouched every photo without help and designed wall galleries. I am a bit of a control-freak.  It wasn’t until a few years ago one of my favorite fashion photographers and mentors in the business, Duc Liao, gave me the valuable advice to let go, start collaborating with other professionals and TRUST their skills so I could then concentrate on my strength – photography.  This is the best career advice anyone has ever given me."