How a vintage camera and a bidding war inspired Madison Stefanis to launch 35mm Co.

For 35mm Co. founder Madison Stefanis, there is something quite special about holding a film photo in your hand.

The 22-year-old is on a mission to help people around the world to reload and relive their greatest memories using reusable film cameras, after a vintage film camera she posted on Facebook for sale started a bidding frenzy and sold for five times more than she thought it would.

In its first year, 35mm Co. turned over $2 million in revenue. The small team was founded in Melbourne before moving to the Gold Coast.

Stefanis sat down with SmartCompany to talk about what inspired her to start her business, film cameras in a fast photography era, the plans to continue to expand 35mm Co. into new US markets in 2023, and reaching customers across the world who want to relive and keep alive their most cherished memories. 

The inspiration

While 35mm Co. is currently online only, its products are available in a number of brick-and-mortar retailers.

When asked if she would consider opening any 35mm Co. stores in the future, Stefanis says “never say never.”

35mm Co.’s repeat-use, consciously-designed cameras are reviving the love and accessibility of film in a ‘fast photography’ era, with reusable and sustainable products that anyone can use in a matter of minutes — even beginners or people who have never held a camera before in their lives. 

Stefanis said she was inspired to start the business after she listed a vintage film camera for sale on Facebook. She wasn’t expecting it to sell for much, but soon found that there was a huge demand for the camera — and other vintage film cameras just like it.

“I had a vintage film camera and decided to list it for sale on Facebook. To be honest, I didn’t know how to use it. I don’t come from a photography background,” she said.

“People started bidding in the comments of the post, and the camera sold for 5x the listed price. I then began buying and selling vintage cameras, reinvesting the money I made from the first sale to purchase more stock. I quickly ran into supply issues as 35mm Co. gained popularity, soon finding out that vintage film cameras were in high demand, but low supply.”

Cue the Reloader

I went on to create The Reloader — a film camera that is compact, easy to use, and completely reusable. Customers were seeking a beginner-friendly film camera at a lower price point, so I invested all of my savings and spent 12 months developing The Reloader. 

“The camera is the perfect replacement for single-use, disposable film cameras.”

Source: Supplied

According to the website, 35mm Co.’s signature film camera The Reloader is designed with manual film advance and rewind functions.

The repeat-use camera has a 31mm f/9 lens with a built-in flash, is compatible with all 35mm film, and has a focus-free lens with a vegan leather wrist strap.

With demand for reusable film cameras increasing, Stefanis said the response, especially in today’s digital age, was refreshing and exciting.

The art of slowing down

“We’re seeing the 90s make a resurgence across a number of different industries and it’s reminiscent of simpler times,” she said.

“Although my generation didn’t live through the 90s, the more we’re dominated by social media and the digital world, there’s a collective longing for a simpler life. 

“In a world of instant gratification, film lets us slow down. 35mm Co. is all about the experience — the anticipation of waiting to get your film photos developed, not being able to remember what photos were taken on the roll. 

“My generation wants to be perceived as effortlessly cool and film allows us to do that. Rather than taking 100 photos on your iPhone in pursuit of the perfect shot, film gives you 1 chance and you’re often far more forgiving of the outcome.”

Marketing the business

Stefanis said there were a number of business and marketing strategies utilised to make 35mm Co. possible and continue to expand it, including during the COVID-19 pandemic and beyond. 

Madison Stefanis of 35mm Co. Source: Supplied

“35mm Co. launched during the pandemic, at a time where we undeniably had the world’s attention,” she said.

“We leveraged TikTok to generate brand awareness and were early adopters of the platform. We had several viral videos that really helped introduce our product to consumers.”

“The Reloader stopped the scroll. It’s such a niche product and we really took advantage of the curiosity we were seeing from consumers to teach them about shooting film. 

“We did a lot of seeding amongst influencers and talent, particularly smaller-scale micro-influencers with trusted audiences. We’ve also leveraged collaborations with trusted brands to propel 35mm Co. forward.”

The secret to success

Stefanis said she couldn’t pinpoint the secret of her success down to just one thing, she prides herself in being able to put herself out there in order to build her brand.

“Never giving up? Consistency? Resilience? Pushback has always been anticipated as a 22-year-old founder — I’m pretty used to the word ‘no’. I’ve always been willing to do everything it takes to build the brand. Leaning into discomfort and putting myself out there has resulted in so many wins for 35mm Co.” she said.

Stefanis said she encouraged young people who were looking to start their own businesses and weren’t sure whether they wanted to go for it, to step outside their comfort zone.

“You will only regret the risks you didn’t take. Your comfort zone will kill you– don’t be afraid to take risks and challenge your beliefs. Your mistakes will be the greatest lessons,” she said.

“Small actions compound into big changes. Stay consistent, every single day and you’ll reap the rewards.”

Stefanis said this year 35mm Co. would continue expanding into the US, however, she has further plans to share the 35mm Co. experience with the world.

“2023 is all about the US for 35mm Co.” she said.

“We’re focusing on expanding into new markets, landing new stockists and reaching new customers all over the world. There’s something so special about reliving moments via film, and we really do want to share that experience with the world.”