A Local Legacy. An Inspired Future.

Looking Glass Photo has always been more than a camera store.

Born in the heart of Berkeley over 50 years ago, we’ve grown alongside generations of photographers—curious beginners, passionate hobbyists, and seasoned pros alike. From the start, we believed that photography is more than pictures. It’s a way of connecting, inspiring, and telling the stories words can’t always hold.

Outfitting, Not Just Selling

We began as a full-service photographic store when film reigned supreme. As the world changed, we adapted—but always on our terms. In an era of big-box retailers and faceless online marketplaces, we chose a different path: to double down on connection, honest guidance, and a shared love of the photographic journey.

Today, Looking Glass is a boutique-style outfitter for all photographers. Instead of overwhelming you with endless choices, we curate what we believe in—and make it easy to get exactly what you need, even if it’s not on the shelf. We’ve shifted from simply moving boxes to outfitting people. Not just with gear, but with the right tools, knowledge, and confidence for the road ahead.

Supporting Every Phase of the Journey

Wherever photography takes you, we’re here:
– Buying your very first digital camera.
– Trying new gear before you commit.
– Diving into traditional film photography.
– Preparing for a dream trip.
– Learning to capture the birds outside your window.

We’re here with guidance, rentals, workshops, and a growing community of people who get it.

Rooted, Yet Evolving

We’ve grown our offerings—Photo Friends, try-before-you-buy, special orders, photo coaching, hands-on learning experiences. Yet our roots remain unchanged. We’re still the place that remembers you, celebrates your wins, and takes the time to get things right.

More Than a Store

Looking Glass Photo is not just where you buy gear. It’s where you belong.
We’re honored to continue this journey with you—outfitting photographers for the adventures that await.