PR Pikitia: The Putāruru Photography Business Capturing Community with Heart

Hello and welcome to the BoutiqueBiz Chronicles. My name is Ruth, your local business guru and aspiring journalist. Today’s story celebrates a Māori wahine who has built a photography pakihi (business) grounded in community, creativity, and heart.

PR Pikitia is a photography business based in Putāruru, created from a lifelong love of taking photos and the realisation that this passion could become something more. Founded by Tere Petley-Rata, the name PR Pikitia honours whakapapa (ancestry) she is deeply proud of. The letters PR come from the initials of both her mother (Petley) and father’s last names (Rata), grounding the business in family and identity. Tere is the only child in her whānau to carry this surname and holds a strong sense of honour in representing it through her work.

Portrait of Tere captured by Bella Creative, embodying warmth and dedication; alongside, the PR Pikitia logo rooted in identity, and Tere in action, capturing the vibrant spirit of a sports game.

Tere’s connection to photography began in childhood, growing up in a family where capturing life on camera was a normal part of the day. "My family always had video cameras and cameras going around. Our whole lives were documented through my nannies." Her whānau’s history is filled with powerful photographic moments, including the time her mother met Queen Elizabeth II and Princess Diana as part of an official welcoming delegation. The images from that event have circulated widely, sometimes resurfacing in unexpected places such as museums and online collections, sparking conversations about copyright and cultural value.

PR Pikitia expertly captures the essence of contemporary business, highlighting the dynamic realms of hairdressing and fitness with a professional flair.

Those early memories shaped Tere’s love of storytelling through imagery. Her background in modelling gave her confidence both in front of the lens and behind it, and the encouragement of friends, including award-winning photographer Bella Creative, helped her refine her craft. "She’s who taught me, she’s NZIPP trained and one of my best friends”. Though she only officially launched PR Pikitia in early 2025, she had however, been photographing community events, whānau moments, and local initiatives for years.

Tere’s love for her community is one of the things she is most known for. She shows up, she contributes, and she captures the stories of the people who make Putāruru what it is. Alongside running PR Pikitia, she works as a teacher aide, cherishing the time she spends encouraging and supporting the next generation in her hometown.

Showcasing elegance and confidence, these business portraits highlight PR Pikitia's skillful use of stylized lighting and composition, perfect for capturing a professional edge.

Over the years, Tere has discovered the spaces where she feels most creatively energised. Weddings are the most challenging for her due to the pressure and precision required, while community events, birth photography, sports matches, and business branding give her space to enjoy the moment and capture genuine emotion. Her work has become part of the visual heartbeat of Putāruru. In recent years, she has photographed many community and business events, including the Pride in Putāruru Business and Community Awards, where she captured moments of excitement and celebration. You will often find her at local sports games and gatherings, camera in hand, documenting the joy of everyday life.

Capturing joyful family moments

Looking ahead, Tere hopes to see her work featured in magazines and commercial publications. She wants PR Pikitia to continue elevating local businesses through strong visual storytelling, building on the collaborations she already has with entrepreneurs and community groups.

Tere’s journey has been shaped by resilience and aroha. As the eldest of five children, she faced significant hardship, including losing her mother at thirteen and being raised by her wider whānau and community. She became a mother herself at eighteen and has built a stable, loving life with the support of her partner, children, and community. These experiences inform her compassionate approach to her work and her belief in uplifting others. One of her guiding philosophies is the saying, “Be who you needed when you needed someone”. This value shows up in her relationships, her business ethos, and the way she cares for the people she photographs.

Celebrating new beginnings: A family embraces the joy of welcoming their newborn, a couple cherishes the anticipation of parenthood in a scenic landscape, and a tender sibling bond blossoms with the arrival of a little one.

Success, for Tere, looks like freedom in her time and creativity, thriving children, a loving partnership, and the ability to pour herself into her community. She describes people as the best part of her job, treasuring the connections she builds through each shoot. Among her favourite creations are her own self, her whānau, and the business and birthing photoshoots she is especially proud of.

For anyone starting a small business, she offers simple but powerful advice: "Just do it, don’t wait until you’re ready, don’t give up. It’s so cliche but don’t give up, maybe recourse but never give up." She acknowledges that there is never a perfect moment but to start just where you are, keep going, and adjust along the way. Her commitment to affordability also sets her apart. Many in her community may not be able to access professional photography, so she keeps her pricing flexible and accessible, distinguishing between individuals, whānau, and commercial clients. She encourages flexible payment, including pūtea (money) or product exchange, allowing small businesses to access quality photography without financial strain. 

Rugby players in intense pre-game preparation and mid-game focus, showcasing determination and teamwork on the field.

What keeps Tere in this industry is not just her love for photography, but her love for people. While building PR Pikitia, she continued working in youth support to maintain financial stability, showing the balance many small business owners navigate. Her heart remains in service, storytelling, and community, and PR Pikitia is an extension of all three.