Meet the Jury

How did you find your way into retouching, and what has kept you in it?

I began my career as a photographer, but I quickly realized that the real magic - for me - happened after the image was captured, in post-production. That was where I discovered my true passion: unlocking the full potential of an image through the craft of retouching.

Over time, I chose to specialize exclusively in retouching, refining both my technical precision and artistic sensitivity. What has kept me in it is my deep appreciation for the process itself - the endless possibilities within light, tone, texture, and transformation. Retouching, to me, is where vision and craftsmanship truly meet.

How long have you been working in the industry, and what phase of your career are you in now?

I have been working in the industry for over ten years. Throughout my career, I have primarily worked as a freelancer, and I continue to value the independence and adaptability that comes with it.

Five years ago, I founded my own retouch and post-production studio, Retuscheri // MAJRELL. Today, as a senior retoucher, I feel confident and well-established in my role. I have developed a strong technical foundation, a refined artistic eye, and a clear workflow that allows me to deliver consistent, high-end results.

What kinds of projects or environments have shaped your standards the most?

Every project I've worked on has shaped my standards - and I continue to learn from each one. Collaborating with a wide range of clients, from large companies to individual photographers, has refined both my workflow and my approach to each assignment.

Working in e-commerce has trained me to be fast, precise, and highly efficient, while collaborating with diverse photographers and creative teams has strengthened my ability to understand different visual languages and translate briefs into cohesive, high-quality results.

What made you want to be part of the Retoucher of the Year jury?

Retouch League represents something much bigger than a competition - it has the potential to be a global movement that elevates the craft of retouching and brings visibility to the artists behind the images we see every day. Most visual content in advertising and modern media has passed through the digital pen of a retoucher who applied skill, taste, and precision to create something exceptional.

With the rapid rise of AI, the work of retouchers is increasingly at stake. Not because our craft lacks value, but because it is still widely misunderstood. We have operated in the background for too long. By celebrating excellence, skill, and creative integrity, we can help the world understand what retouching truly is and why it matters.

As a juror for Retouch League I hope to help push our craft into the recognition it deserves.

When working on major campaigns compared to smaller projects, what truly changes?

In my experience, smaller projects often allow more room for creative input from the retoucher. There is usually a closer dialogue, and the retoucher's expertise plays a more active role in shaping the final outcome.

Major campaigns, on the other hand, typically come with a clearly defined vision. The visual direction is often firmly established in advance, supported by detailed briefs, references, and strict alignment with the brand's visual identity. This results in a more predetermined look and output, where consistency and precision are essential.

In smaller projects, the retoucher's experience and artistic judgment are often both valued and relied upon to a greater extent. This creates more creative freedom and more opportunities to influence the final image.

When you open a new file, what do you look at first before touching anything?

The first thing I focus on is the essence of the image - or the series as a whole. I allow the visuals to settle before making any adjustments. As a retoucher, you naturally notice technical imperfections immediately, but my priority is to understand the overall impression and emotional tone. I want to identify what the image already offers and what direction it calls for.

Only after this initial assessment do I move into technical control. I check color settings, channels, resolution, and file specifications to ensure everything is correctly prepared before beginning the retouching process. Establishing a solid technical foundation allows me to work with both precision and intention from the very start.

What do you think this industry needs more of right now?

I believe the industry still needs a deeper understanding of the retoucher's role. For a long time, retouchers have worked behind the scenes, and as a result, their contribution has often been overlooked. Yet retouching plays a crucial part in shaping the final visual impact and integrity of an image.

We need greater visibility and recognition for the craft - not only as a technical discipline, but as a creative and strategic one. Platforms like Retouch League are essential in elevating the profession, highlighting its standards, and acknowledging the expertise and artistic responsibility that retouchers bring to the industry.

A final note from us

Emely brings to this jury a rare combination of artistic sensitivity and technical rigour, shaped by years of working across both sides of the camera. Her belief that retouching is not a corrective step but an art form in its own right is something we wholeheartedly share, and her passion for making this craft more visible is exactly why we wanted her here.

We are proud to welcome Emely Majrell as a member of the jury for Retoucher of the Year.

About Emely Majrell

Country: Sweden

Years in the Industry: 10+

Primary Specialization: Beauty, Fashion, Editorial, Fine Art-Inspired Retouching, Composite, Product

Main Expertise: Skin Retouch, Image Refinement for Editorial and Campaign, Concept-Driven Post-Production, Retouching of AI-Generated Images

Website: retuscherimajrell.se

Instagram: @retuscherimajrell

Facebook: facebook.com/retuscherimajrell

LinkedIn: linkedin.com/in/emely-fleur-majrell