Meet Laine Spatz-Wherritt of Sierra Madre

Today we’d like to introduce you to Laine Spatz-Wherritt.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I started my career in communications after earning a degree in journalism and later completing a master’s in Eastern philosophy, which really shaped how I think about storytelling and connection. Early on, I worked across nonprofit and corporate sectors, focusing on brand messaging, digital engagement, and strategy. I loved the way words and visuals could shape how people feel, act, and relate to a mission or product.

Over time, I became increasingly interested in visual storytelling, particularly photography. After having my son, that interest deepened into something more personal and powerful. Capturing real, everyday moments helped me see the emotional weight imagery can hold, especially when it’s honest and unposed. That was the spark for launching my own photography business.

Today, I balance creative entrepreneurship with strategic communications work. Whether I’m behind a camera or building a campaign, my focus is on creating meaningful, story-driven experiences that connect with people authentically, on a deeper level.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not always smooth! I started with a degree in Journalism, then launched my first company — an e-commerce business — which was full of both learning and growth. Some things worked, others didn’t, but those early experiences helped me land my first role at a Fortune 100 company.

I believe in fully committing to the roles I take on. And when I notice a shift — when motivation or passion starts to fade — I take it as a signal. Sometimes it means the work has room for more creativity or growth. Other times, it’s a sign I’m ready for something new. I really connect with the idea that diamonds are formed under pressure and muscles grow through tension — challenges can be invitations to evolve.

A clear example of this came during my last communications role, just before having my son. Shortly after announcing my pregnancy, I was given the choice to either take a severance package or go on a performance plan that could end in being let go in a few weeks. It was a shock — especially after receiving a bonus and performance praise just months prior — and incredibly destabilizing. My wife and I were suddenly tasked with the reality of raising a newborn on one income in Los Angeles, with a mortgage and a mountain of unknowns. And the idea of applying for jobs while 9 months pregnant or recovering postpartum felt overwhelming.

So I paused and asked myself: what could I build that would work with this season of life?

That question led me to start my photography business. It was a leap I might never have taken without the breakdown of that role — a difficult moment, but one that ultimately made space for something better aligned, more creative, and more sustainable for our family.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I consider myself a storyteller who started in communications and has moved into photography. For years, I worked in nonprofit and corporate communications, helping big organizations translate complex ideas into clear, compelling stories. I’d say in the corporate world, my work was known for bringing the human element of every story to the forefront.

After having my son, I pivoted and launched my own photography business. I specialize in cinematic, natural-light portraits — from families and couples to maternity and brand sessions. My work is nostalgic, emotive, and rooted in connection. I feel like this side of storytelling is more focused on people and capturing the stories they believe in telling, which has been so rewarding to experience a new spin on my passion for connecting. Whether I’m crafting a communications plan or capturing someone’s story through a lens, I care deeply about authenticity and helping people feel seen.

I’m most proud of my ability to evolve. After a difficult career transition during early motherhood, I built something that allowed me to stay creative, stay present with my son, and build something meaningful on my own terms. That adaptability, paired with a strong foundation in both visual and written storytelling, is what sets me apart.

What has been the most important lesson you’ve learned along your journey?
I would say: slow down enough to really listen — to yourself, to what’s happening around you, and to what’s asking for your attention. When we take the time to pause and reflect, we create space to respond with intention and authenticity.

I believe that when people operate in alignment with who they truly are, they bring something essential into the world.t. And when we show up that way, others can really see us — and that kind of connection is what makes us all feel less alone. and we need that now more than ever.

At the heart of it, life is about love and connection. I try to carry that through in everything I do — in my work, my relationships, and the way I show up creatively. My hope is that by doing so, others feel freed up enough to do the same in their own way.

Contact Info:

• Website: https://www.lainesphotography.com
• Instagram: @lainesphotography
• LinkedIn: https://www.linkedin.com/in/lainespatzwherritt