By: Katina Rice-Davis, Staff Writer
katina@thewoodrufftimes.com
What began with a borrowed camera and a desire to do better has grown into a thriving brand rooted in purpose, professionalism, and empowerment.
Today, Jocelyn Jones, owner of Jocelyn Janel Portraits, was recognized on Wednesday, May 6th as a nominee for the 2026 Business Excellence Award through CommunityWorks’ Empowering Entrepreneurship Event, an honor that reflects both her artistic talent and her deep commitment to the community.
The event celebrated Small Business Week 2026 recognizing the resilience, innovation, and impact of local entrepreneurs and community champions.
From Borrowed Camera to Thriving Brand
A 2005 graduate of Woodruff High School, Jones continued her education at the University of South Carolina Upstate, earning a Bachelor of Science in Informatics in 2010, followed by a Master’s degree in Healthcare Administration from Strayer University.
While her academic background laid a strong foundation, her creative journey took shape years later through an unexpected path.
“I started 11 years ago with a borrowed camera,” Jones recalled. “I had a personal vow to never let a client feel the lack of professionalism I once experienced.”
Encouraged by her husband, Brian, to “do better,” she transformed that moment into motivation — building a business centered not just on images, but on experience.
“A photo session isn’t just about the final result,” she said. “It’s about how people feel while they’re in front of your lens.”
That philosophy became the heartbeat of her brand.
Like many self-made entrepreneurs, Jones faced significant hurdles early on. Teaching herself the technical aspects of photography was only part of the challenge. Learning the business side — marketing, taxes, and workflow — proved equally demanding.
“I had the vision, but I had to put in the hours,” she said.
Seeking guidance, she leaned on mentors who helped refine both her artistic eye and her business structure.
Building a Business Through Faith and Determination
In 2020, amid widespread uncertainty, Jones took a leap of faith and opened her own studio, a move that would solidify her presence in the industry and elevate the client experience.
“It gave my clients a dedicated space to feel pampered,” she said. “I had to learn to trust my value — not just as someone with a camera, but as a businesswoman.”
Over time, her brand evolved from its original identity, “Ladibugg,” into the now-recognized “Jocelyn Janel,” a shift that symbolized growth, confidence, and clarity.
With guidance from mentors like Stacey Gardin, Latoya Dixon, Chris Kelly, and Dr. Tomayia Colvin, Jones transitioned from simply taking photos to what she describes as “curating legacies.”
Her approach is anything but ordinary.
“It’s the vibe,” Jones said. “I’m a posing coach and a personal hype woman. I don’t just take photos, I make magic.”
Her sessions are designed as high-end, magazine-worthy experiences where clients feel empowered, confident, and seen.
That energy has drawn clients from far beyond the local community.
One defining moment came when a client traveled from New Jersey specifically to work with her.
“That was a wake-up call,” Jones said. “It showed me that what I’ve built resonates far beyond Spartanburg.”
Community Remains at the Center
Still, her roots remain firmly planted in the community she serves.
“Community is my ‘why,’” she said.
For the past six years, Jones has served as a mentor with the StartMe program, helping aspiring entrepreneurs identify gaps in their business foundations and build sustainable success.
Through both photography and consulting, she has become a trusted resource for small business owners navigating the challenges of entrepreneurship.
Her work carries a deeper meaning, particularly when it comes to capturing life’s most important moments.
“Portraits are often the only things that increase in value over time,” Jones said. “I’ve had clients pass away, and their families come back to thank me for those memories. That fuels my soul.”
Some of her most treasured work, however, hits even closer to home.
Having photographed her own grandparents, those images have taken on new meaning following the recent passing of her grandfather.
“They’re priceless,” she said. “A reminder that a picture is never just a photo, it’s a legacy.”
Business Excellence Rooted in Impact
That dedication to both craft and community is what makes her recent nomination so meaningful.
“I was honestly speechless,” Jones said. “To be recognized by CommunityWorks is incredibly humbling. After 10 years of pouring into my clients and my community, it means the world to be seen in this way.”
For Jones, business excellence goes beyond profit margins.
“It’s consistency, empathy, and integrity,” she explained. “It’s doing the right thing even when no one is watching, and helping others reach the finish line with you.”
As she looks ahead, Jones shows no signs of slowing down.
She plans to expand into a new studio space while continuing to push the boundaries of what a portrait experience can be.
She is also launching a new venture, “Jocelyn Janel – The Consultant,” offering foundation audits to help entrepreneurs reclaim their time, money, and peace.
“My mission is to help businesses thrive not just for now, but for the next 10 years and beyond,” she said.
To those just starting out, her advice is both practical and heartfelt:
“Protect your peace and run your own race. Don’t get caught up in someone else’s highlight reel. As long as you’re moving forward, you’re winning.”
When asked to describe her journey, Jones summed it up in two powerful words: “Battle-tested growth.”
“My path wasn’t smooth,” she said. “It was built through grit, through challenges, risks, and hard lessons. But that’s what allows me to stand here today — not just as an artist, but as a mentor.”
Through every image she captures and every entrepreneur she uplifts, Jocelyn Jones continues to prove that her work is about far more than photography.
It is about legacy, impact, and making people feel like masterpieces — both in front of the lens and in life.
