We recently connected with Jenny Ruiz and have shared our conversation below.

Hi Jenny, thanks for joining us today. What’s the kindest thing anyone has ever done for you?

When I was 17 years old, my stepfather had his own business, and I used to work there occasionally. One day, we really wanted to watch a movie, but the only available time was at noon. He told me that it didn’t matter and that if we all worked a couple of extra hours the next day, we could close the business to go to the cinema that day. And so we did. Before entering the theater, he said to me, “You realize that if you have your own business, you own your time.”

I believe that has been the most valuable lesson in my professional life. Even before knowing that I wanted to become a photographer or an architect (I studied architecture for several years), I knew that I wanted to have my own business to have control over my time.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hello, I’m Jenny Ruiz, an Ecuadorian photographer living in Los Angeles. I have worked in the fashion and advertising photography industry for many years, creating major campaigns for international brands such as Coca-Cola, Mastercard, Chevrolet, and others that were published in Central and South America.

The beginning wasn’t easy, especially as a woman trying to break into an industry dominated by men. I had to work extremely hard and constantly prove my capabilities. But gradually, I earned my place and eventually established a studio that provided employment opportunities for many people, which is something I’m very proud of.

A few years ago, I moved to Los Angeles with hopes of furthering my professional growth. I arrived with the intention of continuing the work I was doing in Ecuador. However, just three months after my arrival, the world was hit by a pandemic that brought my professional life to a complete standstill. This pause changed all of us, and for me, it completely altered my perspective on my work and how I was approaching it.

Two paths, the “comercial” work and the “real beauty” work

I shifted my focus from working with big brands to projects with a soul, to work for sustainable brands with a purpose.
Now I’m creating photos from scratch. I’m involved in every step of the process, from when the client tells me about their product and the concept or need they have, to creating the props, the scenography, the set or the space for the product to shine.

Part of this change was also understanding that there are many issues within the fashion industry, and I didn’t want to continue contributing to that.

I’ve been a fashion and advertising photographer for over 14 years, and I’ve captured images of hundreds of women. I’ve heard all the “flaws” that women believe they have. I’ve witnessed models concealing one side of their face because it’s not their “good side.” I’ve felt firsthand how our lack of self-confidence diminishes us, keeping us in unhealthy relationships or situations.

Through photography, I guide women on a journey to discover themselves in a safe space, free from prejudice and beauty standards. There’s no Photoshop or predetermined poses. The feeling is incredible when I show them their photos and emphasize how beautiful they truly are… In that moment, the studio is filled with light.

I know this transition has been challenging, but this project brings joy to my heart.

Can you tell us about a time you’ve had to pivot?

I’ve always felt incredibly fortunate to make a living from photography. Photography has given me so much – economic stability, the opportunity to create jobs, and the chance to meet amazing people. I will always be grateful for this part of my career. However, after the pandemic, I felt that I couldn’t continue working as I had been. I needed to connect with my purpose, which clearly wasn’t about helping giant brands sell more or creating catalogs that negatively affect women’s self-esteem.

That’s when I decided to start from scratch, focusing on leaving a positive impact on people and the planet. I began working with small, eco-conscious brands and capturing real women in my photography.

What’s the most rewarding aspect of being a creative in your experience?

In my case, the most rewarding aspect of being an artist is the ability to heal through my work.

Contact Info:

• Website: www.jennyruiz.com
• Instagram: @jennyruizphoto