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 working pros alike. From our earliest days, we’ve believed that participating in the act of photographic image creation has the power to connect, inspire, and tell the stories that words sometimes can’t - and so much more.

We started 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 doubled down on what truly matters: real connection, honest guidance, and a shared love of the photographic journey.

Today, Looking Glass is a boutique-style outfitter built for ALL photographers.
Our smaller footprint means a deeper focus. Instead of overwhelming you with endless options, 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 browsing product to having conversations. We outfit people—not just gear.

We’re proud to support every phase of your photographic life. Whether you’re buying or trying your first digital camera or upgrading to the latest technology, exploring the realms of traditional analog film photography, preparing for a dream trip, or have become enamoured with the idea of making images of the birds outside your window—we’re here with guidance, gear, rentals, workshops, and a growing community of people who get it.

And while we’ve evolved how we do business—with the additions of Photo Friends, try-before-you-buy options, special orders, expert-led photo coaching, and hands-on learning experiences—we’ve never let go of our roots. We’re still the kind of place where we remember you, celebrate your wins, and take the time to get things right.

Looking Glass Photo is not just a store. It’s a place where you belong.
We’re honored to continue this journey with you.