Melissa Portillo and Juan Sanchez tied the knot on a crisp October day in 2022. Like many couples, they decided to capture the moment with a digital photo booth, an add-on to their hired wedding photographer. The setup, a descendant of old-fashioned photo booths, did little more than its predecessor. There were no props to hand, no backdrop and no flair. Its simplicity, though, sparked their curiosity.
Portillo remembers thinking, “If we want to get into something like that … what more could we do with this? Not just ‘Oh, it’s a photo booth that takes pictures.’”
That question planted the seed for Digital Memories NYC, an open-air, modern photo booth company where the couple serves up an experience for guests to create memories and receive an instant keepsake. But even once they had the idea, the path to launching the business in January 2024 would take a full year of research, saving and planning.
Learning the business
Neither Portillo nor Sanchez came into the venture with a business background. They learned everything themselves, from how to form an LLC to navigating accounting and tax questions. They quickly realized that being smart about entrepreneurship meant more than offering a service, but also involved protecting themselves and planning for growth.
Becoming an LLC was a key step. It would safeguard their personal assets if the business ever faced legal issues, and using a registered agent would keep their home address private. It was especially important to them after reading horror stories of clients showing up at business owners’ homes demanding payment.
Portillo poured herself into branding and website design, immersing herself in YouTube tutorials and entrepreneurial podcasts. During a college internship, she helped a friend launch a nonprofit’s digital presence. She drew on the experience to design their company’s identity from the ground up.
“I wanted it to feel professional, but also classy and fun,” she said, a mindset that guided her color choices and overall design.
Roots of financial discipline
Sanchez focused on the legal and financial end of things, drawing on the discipline his father instilled in him. His father, a porter in New York, demonstrated an entrepreneurial drive through real estate investments.
“He taught me how to manage my money and see what’s important,” Sanchez said. “First comes the house, then everything else.”
Growing up, the lessons were clear: Cover rent, food and essentials first, save what you can and set aside 10 percent “for God.” Sanchez took that advice to heart, starting with his first customer-facing job in retail. “Every time I would be in a situation, my dad’s voice would always come into my head.”
Turning visions into experiences
Sanchez and Portillo rely on a mix of referrals, social media and event platforms, like bridal expos, to reach clients. As their business has grown, Portillo and Sanchez rely on a process to ensure every event feels personalized and polished.
It starts with an event questionnaire, where clients upload event information such as color schemes and party themes, and answer tailored questions. Portillo then translates that vision into custom digital templates that incorporate that information. She creates digital templates in three areas: the display screen that greets guests, the photo strips or prints (from classic retro strips to larger layouts) produced by the photo booth, and interactive overlays such as Instagram-style boomerangs, short clips that repeat forward and backward.
“When we do send them, they’re like ‘Oh my God, I don’t even know which one to choose — this is amazing!’” Portillo said. “A lot of the time, I think they just expect what they’ve probably seen at other events, which is truly very minimal, very basic.”
She shares multiple drafts for client feedback, allowing adjustments to fonts, colors and layouts. For larger or branded events, the couple can also turn the photo booth itself into a branded experience.
On event day, Sanchez handles logistics: booth setup, lighting, props and printers. He also ensures there’s enough space for guests to take group photos. The couple guides attendees, troubleshoots issues and makes sure the photo booth experience runs smoothly.
“We want to make it fun for everybody, because once the party starts and … everybody gets warmed up, they’re like, ‘Yeah, let’s bring our whole family!’” Portillo said. If they don’t account for space, that could mean 10 people struggling to fit into the picture. That’s why they’re so hands-on with logistics, she says.
Love, work and the weekend grind
Both Portillo and Sanchez maintain demanding day jobs; she in law, he in medicine. However, they refuse to call Digital Memories a “side hustle,” as they’ve seen others view similar ventures. In New York, “everybody’s hustling, everybody’s figuring it out,” but their work takes up as much time as their other jobs, Portillo said. “If it was a side hustle, then I would have never created an LLC.”
Their days are a balancing act. Lunch breaks double as client calls, evenings are spent designing templates or managing inquiries and weekends are often booked with events. They also prioritize their marriage and self-care, making sure to carve out time for dates and quality time with their 6-year-old cockapoo.
They make the most out of weekends spent working events: “We try to get an upside of, hey, at least we’re at a party and we’re together,” Portillo said.
Navigating skepticism
Not everyone in their lives was instantly supportive. Sanchez’s family questioned whether starting their own business would lead to financial stability and didn’t understand why the couple would pursue this path when they already had secure jobs.
For Sanchez, the skepticism fueled his resolve: “I want to prove to them, just because you think it’s a negative idea, it doesn’t mean that it’s impossible.”
The converse was the enthusiasm of other friends and chosen family, who became their biggest cheerleaders. “Sometimes your greatest supporters surprise you when you’re launching a business,” Portillo said.
Growing with intention
From the beginning, the couple committed to growth without overextending themselves financially. For their first year, Digital Memories NYC offered only digital photo booths. As profits came in, they reinvested into upgrades: professional lighting, on-site printing and more customization options. Now they’re experimenting with new products and experiences to keep events fresh and interactive.
They’ve also learned to expect the natural ebbs and flows of business. January is slow, but February picks up with Valentine’s events, they explain. Fall and winter are busy with weddings, corporate parties and even Halloween events.
While Portillo and Sanchez know they’re early in their business journey, they dream big. They named their business “Digital Memories NYC” with an eye toward growth, leaving room to expand beyond photos into video and more. The reference to NYC also ties in their plans to expand their reach.
“Even when we’re exhausted, tired, that’s what brings me that joy,” Portillo said. “When a client tells us, ‘I don’t even know what to choose, these are all so good,’ that makes it all worth it.”
Advice for Entrepreneurs
- Stay debt-free if you can. “I didn’t want to start the business in debt,” Sanchez says. So he saved and bought the photo booth outright, which can run north of $5,000, avoiding loans and monthly payments. It took time, but it gave them peace of mind.
- Protect yourself legally. Early on, they became an LLC and used a registered agent to separate personal and business assets.
- Choose the positive. Don’t listen to the negativity, they say. Not everyone believed in their idea at first. They focused on their cheerleaders and let the skepticism of others fuel their determination. And they remind themselves that the booth is about joy. They want to enjoy the experience along with their guests.
Follow on Instagram at @digitalmemoriesnyc
34-18 Northern Blvd, Long Island City, NY 11101
Contact the company to inquire about an event.
This post has been updated.
