Cherished Memories Photography started as an idea backed by a passion for photography on September 10, 2001. Despite growing into one of Southern California's largest school photography companies, we're still a family-run business committed to excellence — and to the communities we serve.
2001
The Beginning
Mike Norkin gets his business license at the age of 21 — fueled by a passion for photography and a vision for something bigger. Inspired by legendary portrait photographer Monte Zucker and his philosophy — "I don't photograph the world as it is; I photograph it as I want it to be" — Mike starts Cherished Memories producing video montages for weddings, golf tournaments, bar mitzvahs, and special events. That philosophy still drives everything we do today.
2002
Lake Elsinore Roots
Mike moves to Lake Elsinore and expands the company out of his garage, shooting family photos, corporate headshots, and working as a stringer for local newspapers.
2005
First School Contract
In April 2005, Elsinore High School reached out to Cherished Memories. We photographed a third of the senior class, and they asked to meet with us to gauge their interest in having us take over school photography. It was the start of everything.
1 school partner
2006
First Studio
The first studio opens on Graham and Kellogg Street in downtown Lake Elsinore — a small 800-square-foot office with a waiting room and one studio. Putting down roots in the community that would become home base.
2 school partners
2008
Alex Joins the Team
Alex Ela meets Mike as a junior in high school and starts his photography career — the beginning of a partnership that would transform the company.
5 school partners
2016
Mission Trail & First District Contract
The studio moves to its current home on Mission Trail. In May 2016, Cherished Memories signs its first district contract with Perris Union High School District — nine schools joining at once. The company doubles in size.
40 school partners
2017
Val Verde USD Signs On
Val Verde Unified School District — 23 schools across Western Riverside County — signs with Cherished Memories. The company doubles again, cementing our position as a major school photography partner in the region.
80+ school partners
2020–21
COVID Hits — We Adapt
The pandemic brought the industry to a standstill. We were at rock bottom — but we refused to quit. While other photography companies shut down, we doubled down and worked directly with schools to provide photos outdoors. We also pivoted to videography, producing virtual graduation ceremonies for local high schools. We were one of the only companies willing and able to show up when it mattered most.
150 school partners
2021
San Diego Expansion
Cherished Memories enters the San Diego region with Grossmont Union High School District as our first district in the area — expanding our reach beyond Riverside and San Bernardino counties.
200 school partners
2023
Orange County & Los Angeles
Cherished Memories expands into Orange County and the Los Angeles area, bringing our school photography services to families across five Southern California counties.
250+ school partners
Today
Seven Studios, 400,000+ Students
Studios in Lake Elsinore, Moreno Valley, Palm Desert, Corona, Colton, La Mesa, and Cypress. 180+ full-time, part-time, and seasonal team members. Still family-owned, still community-first.
300+ school partners
