YELLOW
SHOES

I’ve always wanted to create my own thing — for a long time I just couldn’t work out what that was. Which is ironic, given I spent two decades crafting other people’s narratives and have since built a consultancy focused on identity. But that search turned out to be the making of Yellow Shoes. Once I took the time to rediscover myself — and was brave enough to back it — I took a chance on using the things I can do to help others.

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Today, I work with people, organisations, and brands to explore some deceptively simple questions: how real are the stories we tell — to ourselves and to others? And how do those narratives shape leadership, culture, and the way we relate to each other at work and in life?

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My work brings together over twenty years of building brands, business cultures, and future leaders, alongside professional coaching qualifications and a Master’s in Psychology. Everything I do comes back to identity — who we are beneath the layers, how we lead from that place, and what happens when language, behaviour, and belief are aligned.

I see myself as a coach without the cringe, a business consultant without the BS, a ‘funsy’ rather than mumsy mum, and a creative spirit who still needs a finite plan of exactly where I’m going. I’ve never been very good at doing what “they” say you should do (ask my mum). At Yellow Shoes, that means bespoke work shaped around what clients actually need, rather than a fixed menu of services.

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I also want to do more. While I’m aware I come from a place of privilege, I’ve experienced otherness in both business and life. That’s why I’m particularly passionate about supporting people — especially women and underrepresented groups — to generate their own power by seeing themselves differently. We’re still far from equal in pay, language, representation, and even the basic right to feel safe. For me, change starts when we stop treating otherness as a weakness and begin to recognise it as a unique strength.

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The name Yellow Shoes comes from my first ever board meeting, when I turned up young, female, and wearing a pair of bright yellow shoes. They became the subject of some banter — banter I wasn’t initially included in. But I kept going, and I kept wearing every version of those yellow shoes that felt like me. Over time, I learned that teasing was simply how some people connected — a new perspective that proved unexpectedly powerful in building confidence, understanding, and relationships.

 

Yellow Shoes is about that moment: choosing not to shrink, staying curious, and learning how difference — handled well — can become a source of authority rather than something to hide.