Looking Glass has always been more than a camera store. Grab a cup of coffee or your favorite tea and settle in while we share a bit of our story—and what makes us, us.

Rooted in Berkeley since 1971, we’ve grown alongside generations of photographers—curious beginners, passionate hobbyists, and seasoned pros alike. From the start, we’ve believed photography is more than sharp images and perfect exposure. It’s a way of connecting, noticing, and telling the stories words can’t always hold.

Whether you live here in the East Bay, elsewhere in the Bay Area, or you’ve found us online from farther away, we’d love to be the place your photography keeps coming back to.

We began like many camera stores did in the ’70s: a small, analogue photo shop where film reigned supreme. As the world shifted to big-box retail and anonymous online carts, we chose a different path.

Instead of competing on being the biggest, we doubled down on being the most human.

Today, Looking Glass is a boutique-style outfitter for photographers of all kinds. We don’t line the walls with every option under the sun. We curate gear we believe in and then work with you—through outfitting sessions, private lessons, rentals, and classes—to figure out what actually fits your life, your budget, and the pictures you want to make.

Our job isn’t to sell you the most. It’s to help you invest wisely, so every dollar you spend shows up in the photos you create, not in gear you regret.

Jen – naturalist, teacher, owner

Jen lights up when someone says, “I’m not really a photographer, but…” and then shows a favorite picture of a dog, kid, or backyard bird. She’s just as happy guiding you through your first camera in a lesson or outfitting session as she is leading a field class out in the wild.

Your Photo Coaches

Behind the counter you’ll meet working photographers, parents, nature lovers, and artists. They translate tech into plain language, ask what you actually want to do, and then help you map that into real next steps—selecting and buying gear that fits your personal needs and preferences (not whatever an algorithm is trying to sell you), plus outfitting sessions, rentals, classes, and community—so you’re always moving forward, not just accumulating gear.

From film and paper choices to image reviews and workshops, you’ll see a small, steady team that remembers faces and projects over time. We’re here to be long-term partners in your craft, not a one-off transaction.

The Shop Dogs

Most days you’ll find a 10½-year-old Newfoundland stretched out on the floor like a giant rug, graciously accepting compliments about how fluffy she is and how much she looks like a bear. Her “little brother,” an 8-month-old golden retriever, is a wiggly bundle of chaos and joy who will happily work for treats. If you love dogs, they’re part of the welcome committee. (And if you’d rather keep a little distance, just let us know—we’ll give you space.)

Everything we do is built around one idea: you should feel less overwhelmed and more excited every time you choose to work with us—whether that’s making a quick supplies purchase, booking an outfitting session, picking up a rental, or attending a class or community meetup.

Shop – Thoughtful, human guidance so every dollar you invest actually shows up in the photos you make—not in gear you regret. New and used cameras, lenses, binoculars, printers, papers, inks, and film/darkroom supplies are all part of the mix, with special orders when you need something specific.

Rent – Your on-demand gear closet: have the right lens or body ready for big trips, special events, and creative projects—and, when it’s a big purchase, try it on your real-world photos before you commit.

Learn – Classes, workshops, and coaching that meet you where you are, from “just opened the box” to “ready to print big,” so your skills grow right alongside your gear.

Belong – A real-life East Bay photo circle—Photo Friends meetups, outings, and image reviews—so you always have people to explore, talk, and geek out with.

However you first step in—buying, renting, learning, or joining an outing—you’re connected to the rest.

Winter – You wander in with a camera you mostly feel bad about not using. In an outfitting or intro session, we trade guilt for curiosity, dial in a few simple settings, add some useful accessories, and you walk out with a fundamentals class on the calendar and a quiet sense of momentum.

Spring – With a bit more confidence, you rent a lens for a family trip or birding weekend. You come home with photos that finally look like what you saw in your head, and you share a few in an image review where people actually get why you love them.

Summer – You pick one favorite image and, in a small class or one-on-one printing session, turn it into a real print—properly edited, on good paper, big enough to feel like something. Holding it in your hands, you stop calling yourself “not really a photographer.”

Fall – You come in to get ready for fall colors, migrating birds, or the next idea tugging at you. Together, we choose the right gear, class, or outing, and you leave with a clear plan for what you’ll make next—and probably a couple of shop-dog hairs hitchhiking on your pant leg.

Over time, we’re more than just “where you buy gear.” We become the people you choose to grow your photography with.

…And photography matters to you—or to someone you love—we’d be honored to be the camera shop you count on.

Come visit us at 2239 Fifth Street in Berkeley on our little tree-lined block of independent businesses, or explore what we offer right here at lookingglassphoto.com.

However you first show up, you’re welcome here. You already belong.