Richmond Griner of Wag Works chats with Joanne Wetzel, founder of Five Freedoms Photography, whose path to pet photography was anything but ordinary. A serial entrepreneur, Joanne first built a career freelancing in hair and makeup, photographing weddings, headshots, and events. In 2017, she began volunteering at her local animal shelter walking adoptable dogs — an experience that inspired her to pick up a camera and ultimately launch Five Freedoms.
Since 2021, Joanne has photographed more than 850 rescue dogs and helped raise nearly $80,000 for local animal rescue efforts. Through Five Freedoms Photography, she creates vibrant, artwork-focused portraits that celebrate both pets and their people, while giving back through her Pup-to-Pup program. Her sessions are rooted in her background with dog rescue and her force-free training certification, making the experience joyful, stress-free, and deeply personal for both dogs and their families.
Behind the lens, Joanne continues to bring the same creativity and drive that fueled her earlier businesses. She has transformed Five Freedoms into a brand that blends artistry with advocacy — from working with private clients to supporting rescues through fundraising and awareness campaigns. Along the way, she’s built a reputation not only for stunning images, but also for championing community, compassion, and connection.
In this episode, Joanne shares the lessons learned across her entrepreneurial journey, how she balances artistry with impact, and why capturing the bond between people and their dogs has become her life’s work. At its core, her story is about reinvention, community, and using creativity to make a difference.
