Born in St John's, Newfoundland in 1882, Elizabeth Mary Holloway (known as Elsie) was a renowned Newfoundland photographer. Her parents, Henrietta and Robert Holloway, fostered a creative and curious environment at home. Elsie's father taught her photography and in 1901 she travelled to England to continue her training.

She set up a photography studio in St John's with her brother Bert and became well-known for her portrait photography. At the outbreak of the First World War, the studio had lots of work photographing the newly enlisted soldiers who were about to set off for the Front. When Bert enlisted, Elsie managed the business on her own. Unfortunately, like so many others, Bert did not return.

In 1919, Elsie was there in St John's to record the preparations for Jack Alcock and Arthur Whitten Brown's historic first non-stop transatlantic flight. Later, in 1932, she photographed Amelia Earhart at Harbour Grace before she set off on the first female transatlantic solo flight.

She continued running the studio until 1946 when she sold it and retired. She died aged 89 in 1971.