Foundress Fridays: Rachel Richards, Owner of Wild Sonora Photography

Wild Sonora Photography Joshua Tree House 2022

Rachel Richards is a photographer and filmmaker, as well as the owner of Wild Sonora Photography.

“At Wild Sonora Photography, I help adoring families document the beauty in every day life by creating artistic in-home candids and keepsake films.”

AZF: What is your “life motto”?
RR: Make it count. Time goes by so quickly. I try to squeeze the most out of life and make as many amazing memories as possible. And I think it’s one reason why I’m so drawn to photography and videography. Imagery allows us to time travel back to the sweetest moments.

AZF: Did you always know that you wanted to be an entrepreneur? If not, when did you realize that it was the right path right for you?
RR: I’ve always had a knack for making things happen, and my confidence was bolstered by seeing so many other women around me starting and succeeding in business. I was lucky to have some great mentors around the time I was learning photography who encouraged me to go for it, and I’m glad I did.

AZF: How do you feel best supported?
RR: Having space to be vulnerable and authentic in a community of people who care, listen, and lend a hand. It’s one reason why I love The Foundress so much.

AZF: What motivates you to keep going amidst of the challenges that come with being an entrepreneur?
RR: Deep down, I know that five, ten, twenty years later, the images I’m creating will mean so much more than they do right now. It’s incredibly motivating and rewarding to be part of that.

AZF: Describe your perfect Saturday morning.
RR: There are two types of perfect Saturday mornings for me. One involves cuddling on the couch with my kids, sipping coffee, and making pancakes. The other involves going to a client’s home, camera in hand, and documenting them doing the same. 

AZF: What’s one piece of advice you’d give to a young entrepreneur who is just starting out?
RR: Focus on connection, not collateral. Yes, the website and the inventory is important, but it’s never as important as the people you meet and the customers you serve.

Follow Rachel on Instagram or visit her website for more information.

About The Foundress

The Foundress is a creative community of female entrepreneurs established by Coley Arnold and Lindsey Holt, owners of Junk in the Trunk Vintage Market. The women-led networking group currently has over 120 members who receive exclusive access to mentorship from experienced female entrepreneurs and industry leaders; community gatherings that feature expert speakers and the opportunity to connect with like-minded women; as well as monthly Mastermind Groups where members can brainstorm and collaborate together.

Every Friday AZF will spotlight a member of The Foundress and her business in the online series Foundress Fridays. Learn more about The Foundress and join the community at

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