Shelly launched her first business in 2006, reigniting her sense of purpose and identity after becoming a mum. Her expertise quickly attracted an award-winning reputation, building a prestigious client list that includes Take That, Gordon Ramsay, and even HM The Queen. This success laid a foundation for a coaching career, where in 2018, she became the UK’s first-ever cake business coach, empowering cake business owners to elevate their skills and profitability. In 2020, Shelly released the 2021 Cake Business Planner, achieving #2 bestseller status on Amazon.

In 2021 Shelly expanded her coaching services to help all small business owners, not just cake makers, with her strong belief in making business knowledge accessible, Shelly was committed to guiding small business owners from overwhelmed to organised, empowering them to achieve clarity and growth with strategic insights and a supportive approach. Her book Goal Setting for Success: Go from Goal Setter to Goal Getter was an Amazon No1 best seller.

In 2022, Shelly was headhunted by renowned business strategist Lisa Johnson to join her team as Business Development Manager. This role saw Shelly close her business to focus fully on expanding Lisa’s growing community and influence. Her responsibilities now include managing Lisa’s membership, That Strategy Club, social media, marketing campaigns, affiliate relations, content production and more. She’s also instrumental in creating ‘how-to’ videos for clients, covering all manner of topics —helping them take swift action and avoid hours of online searching.