I started my shop in the summer of 2011.

I've been taking photos for many years, so I had tens of thousands stored up. I was just fed up of keeping them hidden. Time to try to share them!

It may seem weird, but I was pretty nervous about the whole thing because I'd never really published or promoted my work before. Almost no one had ever seen my photos, and it seemed strange not just to be showing them off, but to be selling them to complete strangers! But once I'd got started and had my first few sales, it all started to fall into place.

My photography has always been about memories, dreams. People and things somehow removed in time and place. I always strive to create images which look like they're on the edge of your mind: somehow familiar, but remote.

To achieve that effect I use a variety of techniques and tools. Sometimes a simple photo taken with my Holga "toy" film camera will speak volumes. Other times I will process a photo from my high-resolution Canon 5D to give it just the quality I had in mind when I took the shot.

To me the key thing is not to become obsessed with technology for its own sake, as so many photographers do. The most imporant thing is to have a clear vision of what you want, and to use the right set of tools to get that look.