After spending more than 18 years as a portrait photographer in the Midwest and creating an internet business selling products to professional photographers, Jen Hillenga was at a crossroads. The churn of a portrait business in an ever-changing industry had lost its appeal, and the overhead and stress of having a large studio, two businesses, and employees had taken its toll. She decided to change course and focus on photographing beloved pets in New York, where she had moved in 2014 from Minnesota.

“The older I get, the more I like dogs and the less I like most people,” she says with a laugh. “Pets show up authentically as they are, all the time. It’s what I want to photograph, and I have reached a point in my life and career that I am only going to do what I love doing.”

Hillenga started photographing “pandemic puppies” in 2020, as shelters emptied out with New Yorkers adopting as they quarantined. The sheer number of potential clients meant business started out steady. “This is the third business I’ve built and it’s been the easiest one,” she says. “You’re only looking for a wedding photographer when you are engaged and a baby photographer when you are pregnant, but everyone wants to look at dogs!” 

Since formally launching her pet photography business, The Ways of the Dog, in February 2021, Hillenga says she has taken more than 600 pet portraits. She’s booked several weeks in advance, with spring and autumn her busiest seasons. Her clients are mostly women or couples between ages 30 and 45 with disposable income, as Hillenga’s sessions can run into the thousands.

 “Their dog is their child,” she explains of her clients, “and a vital part of their family.” Some of her clients have even flown her for sessions with their dogs on the beach in Carmel, California, and in tulip fields in Amsterdam.

For that 10% of her pet portrait sessions in studio, Hillenga shares a space with a few other photographers in different genres. “The studio is great for dogs that can’t easily handle the city’s noises or distractions, older dogs, or clients who want a more traditional look to their portraits,” she says, or in the event of bad weather.

Classic Captures

Ninety percent of Hillenga’s shoots are outdoors. “New York City is the best canvas,” she says. “Everywhere you go is iconic. Every alleyway offers something cool. The whole city is like walking through a movie scene.”

Some of her favorite places for pet portrait sessions feature recognizable landmarks like the New York Public Library at Bryant Park, the Bethesda Fountain and Terrace in Central Park, and the cobblestone streets of SoHo. Those famous vignettes—a love letter to New York—are client requests, but a wall of graffiti can also be a vibrant backdrop for a dog and their person. “My goal is to celebrate my client’s unique relationship with their pet and how they live that life in this city,” Hillenga says.

When photographing dogs, Hillenga only needs “about three feet of ‘pretty,’” not big, sweeping scenes. “I’m focusing on the dog’s expression and their connection to their person.”

Model Behavior

New York City and its rats, pigeons, squirrels, and other dogs can be distracting for many dogs. So how does Hillenga coach winning expressions from her four-legged clients? “When we meet, I like to start by giving treats so they know I’m a source of good things,” she explains, adding that she doesn’t want to make them sick or too expectant. “So I only give a few treats before I switch tactics. I carry squeaky balls and a lanyard of wildlife noises—birds, squirrels, ducks, peacocks—to gain their interest and attention and get those great head tilts and perky ears.”

Timing and logistics are also critical, according to Hillenga. Her photo sessions are typically scheduled for 10 a.m. and last about an hour. “It’s not the best time for light, but it’s the sweet spot for me,” she says. “Everyone walks their dog before 9 a.m. and again at noon. The tall buildings provide open shade so I can find pockets of light in nooks and crannies. Anything after noon in the city is crowded and too chaotic for dogs to focus.”

Hillenga has enjoyed countless cuddles and kisses from her furry subjects, who represent all dog breeds and training levels. “Dangerous or big dogs don’t scare me at all,” she says. “Even if I can’t pet them or get within five feet, I can get a great photograph. Every dog and every client deserves to have a beautiful image that celebrates their bond, even if the dog is a bit more difficult.”

Giving Back

Hillenga credits her rescue pitbull mixes Rocco and Nala with making her a better person, and says photographing their unique personalities sparked her pet portrait business. She gives back to the rescue community by offering free “Foster Dog Fridays” portrait sessions in Central Park and hosting fundraising photo booths throughout the year. This pro bono work has paid off, she says, in that at least 40% of her business is from clients who have adopted their pups from the rescue organizations she works with. “If all things are equal,” she says, “people want to do business with someone who shares their values and is part of their community.”

She also gains business through social media, particularly dog influencers who collaborate with her or tag her account. “Some of those dogs have up to a half million followers! One client posted her dog’s photo session with me, and I gained over 2,000 followers overnight,” Hillenga recalls. “Most anyone who’s an avid New York City dog person is following my feed, whether or not they currently own a dog. Even though my numbers aren’t huge, followers are pre-qualified and very engaged. Every time I post, I get several inquiries.”

And yes, Hillenga has photographed the occasional feline. “But no matter how chill and friendly your cat is, the minute I show up with camera, your cat takes one look at the camera and thinks it is dangerous,” she says with a laugh. “It takes twice as long to get half the results. There are brilliant cat photographers out there, but I’m just not one of them.”

That confidence in her specific genre is one reason Hillenga’s third business is the charm. “I now live with a mindset of abundance, not scarcity. Being content in my business is No. 1; money is secondary,” she explains. “I stopped thinking I need my business to be bigger to be successful. Now I concentrate on doing what I love and being grateful for what each client chooses to order, because I have recalibrated my metrics for success.” 

Suzanne Wright is a freelance writer based in a small arts village in the borderlands an hour south of Tucson.