We recently connected with Noemi LaMotte and have shared our conversation below.

Hi Noemi , thanks for joining us today. Let’s kick things off with talking about how you serve the underserved, because in our view this is one of the most important things the small business community does for society – by serving those who the giant corporations ignore, small business helps create a more inclusive and just world for all of us.

I began my volunteer work at a local animal shelter, recognized as one of the highest intake facilities in Los Angeles County. Right away, I became frustrated and saddened by the inherent deficiencies in the community’s attitudes toward and treatment of animals, compounded by inadequate resources, funding constraints, and bureaucratic hurdles. My disillusionment was further compounded by witnessing firsthand the devastating impact of these challenges on the most vulnerable and voiceless, the innocent animals.

Motivated by a desire to effect tangible change, I directed my efforts in two ways. First, I focused my time in providing companionship and enrichment for shelter dogs and leveraging social media platforms to enhance the visibility of highly adoptable but often overlooked animals. I am proud to say that our social media audience grew tenfold, resulting in increased adoptions. Secondly, I expanded my involvement in the community by aligning with 2nd Chance Dog Rescue, a Palmdale based organization founded and run by minority women, dedicated to rescuing the three highest represented and frequently euthanized breeds within the shelter system: pit bulls, huskies, and German shepherds.
In these capacities, I’ve been able to concentrate on addressing what I perceive as the most significant issues: the inadequate attention/awareness given to dogs in the shelter, and the lack of support for local rescues committed to saving these same dogs from euthanasia. At 2nd Chance, my primary focus has been on foster and adoption coordination. This involves vetting, home checks and follow up support to ensure that these amazing dogs are placed in suitable environments to prevent their return to the shelter system.
It is truly gratifying to witness the complete success story unfold, from the initial arrival of a dog at the shelter—whether as a stray or an owner surrender—frightened and disheartened, to their gradual transformation through walks and playtime, and eventually, their placement into a forever home through the efforts of a rescue organization. While there are still moments of frustration and heartbreak, the passion and dedication of all those involved in rescue, and the sheer joy of witnessing success stories of forever homes, serve as constant sources of motivation for me.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I have a 20-year career in corporate Aerospace and I spent much of that as a single mom, taking meetings from the field during football practice and working on projects during track meets. I had a plate that was constantly full. As soon as my kids were off to college, I found myself with too much free time and I quickly became engrossed in animal advocacy . The difference between the corporate world and Rescue work has been a transformative journey for me—one that has not only enriched my life but also allowed me to leverage my skills and experiences in new and meaningful ways.

In my corporate life, success is measured by tangible results and the ability to deliver, and move on to the next project. Rescue work is a lifelong commitment through unforeseen and unexpected challenges!

My background in investigations is crucial to vetting fosters and adopters, the ability to ask purposeful questions and analyze answers, ensuring they are well-suited to provide the care and support that each dog deserves. On the other side of things, my time spent with animals has taught me invaluable lessons about acceptance, non-judgment and meeting people where they are. Understanding a dog’s trauma and triggers help me adjust my approach and ultimately build trusting relationships. Imagine if we all could do that with people too!

What do you think is the goal or mission that drives your creative journey?

My goal in creating social media content is to truly capture the essence of an animal. I’ve gained so much insight into what resonates with people and how a simple 30-second video showcasing an interaction with a dog can inspire someone to take action—whether it’s hopping on a plane and flying across the country to adopt or simply sharing the post with friends and family.

I dedicate hours—sometimes even longer—crafting compelling reels for Instagram. While it can be exhausting and disheartening, there are moments that remind me why I do what I do. Like the time I posted a video of a dog who was visibly distraught after her kennel mate was adopted, knowing she was at risk of being euthanized the next morning. Miraculously, a woman from Arizona saw the video, jumped in her car, and drove all the way to our shelter in LA County to adopt the dog the very next morning.

Countless stories like these are tangible reminders of the impact that creative content can make.

How’d you meet your business partner?

I met Amora Coles, founder of 2nd Chance Dog Rescue, through an Instagram comment! There was an upcoming adoption event and she was struggling to find transportation for dogs. One of her supporters recognized me as a volunteer at the shelter, and sent me a message asking if I could help. Working with Amora provided me with a profound glimpse into the realities of dog rescue beyond the shelter system. Prior to that, I had a naive perspective, wondering why rescues didn’t simply save every dog in need. However, my eyes were opened to the immense challenges faced by rescues—from funding shortages and a scarcity of fosters and adopters to a lack of community support. All the while,getting constant messages from individuals asking the rescue take on their unwanted animals.

Amora’s approach and mine are so complementary. While she operates from a place of pure passion, I tend to approach situations with logic and pragmatism. Witnessing Amora’s unwavering commitment to the cause has been truly inspiring. She doesn’t hesitate to dig into her own pockets to cover expenses when donations fall short, her dedication to every single animal, no matter how challenging their circumstances, is inspiring.
In turn, I support Amora in staying focused on our overarching Rescue mission and achieving success. Reflecting on our journey together, I’m reminded of how it all began with a single Instagram message. It’s an example of the power of individual actions and the incredible difference that can be made by anyone, at any time.

Contact Info:

• Website: https://2ndchancedogrescueav.org/
• Instagram: https://www.instagram.com/n0em1x?igsh=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr
• Linkedin: https://www.linkedin.com/in/noemi-lamotte-serrano-b5b04759?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app