Shelby St.clair of South Bay on Life, Lessons & Legacy

We’re looking forward to introducing you to Shelby St.clair. Check out our conversation below.

Hi Shelby, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What is something outside of work that is bringing you joy lately?
Being a mom has truly become my absolute favorite thing. Are there tough days? Abso-freaking-lutely but even in those tough moments I’m finding so much joy within my kids just needing/wanting me more. It took me being out of the house and working in a private office for a year to realize how much I just wanted to be home with them. The days may feel long but the time I have with them is short and so I’m really enjoying the slow mornings, the playtime, and all of the cuddles in between the 10,000 snack requests a day.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hey! I’m Shelby St.clair owner of Shelby St.clair & CO a transformational coaching company that brings the mind, body, and soul into business. As a Business Coach and Energetic Strategist helping women build 6-figure personal brands I work with my clients to overcome the feelings of confusion, overwhelm, burnout and self-sabotage that are keeping them from the success the desire using a mix of energetic and strategic growth. I look at the whole person AND the whole business. Their past, present, and future because every piece plays a part. The impact of your life and experiences really plays full out when you’re building a 6-figure business and if we don’t clear the limiting beliefs and fears the nervous system will work in overdrive and the cycles will repeat themselves. This is why most businesses fail. More often than not they are primarily focused on building the brand and making sure everything is “perfect” while neglecting their own needs to create not only the safety to hold success but also the capacity within their nervous system. When we clear the sh*t out the only option becomes success and that’s where I help them do it working less while making more. We’re all about freedom, peace, income, and impact in my world.

Great, so let’s dive into your journey a bit more. What breaks the bonds between people—and what restores them?
Oooofff this is a heavy question but it comes down to one word…trauma. If we don’t deal with the trauma we have experienced no matter big T (abuse, addiction, abandonment, etc) or little T (judgement, heartbreak, etc) the patterns and cycles will play out in every relationship because the belief, behavior and action hasn’t changed. The way to restore this is to do the deep inner work which unfortunately most people tend to shy away and hide from because 1. we aren’t taught how to and 2. it’s not normalized so it feels scary, uncomfortable, and like “too much.” But here’s the thing…it doesn’t have to be any of that. Beginning the inner work can look as simple as noticing your emotions and asking yourself “why do I feel this way right now?” that alone will open up a whole world of understanding within yourself.

Was there ever a time you almost gave up?
Pssshh…more like 10 millions times I almost gave up. I’ve lived a thousand lifetimes in my almost 35 years of life from growing up in a cult religion, to watching addiction tear my family apart, there’s been abuse, death, loss, being broke AF with no idea how I’m going to put gas in my car or food in the fridge. I’ve experienced more than many people will in their entire life but my soul contracted those lessons and those moments for me to be able to choose to find the light in every single situation. So I never allowed myself to fully give up. Sure, I pouted, I cried, I said “poor me” and then I got back up, healed, and chose to continue following my dreams. I truly believe we decide the life, the struggles, and the hurt that we are going to experience before we are even born and it’s up to us in our human state to decide how we move through that. To either let it break us or grow us.

Sure, so let’s go deeper into your values and how you think. Is the public version of you the real you?
Now, yes but even through the end of last year there was still parts of me I was hiding for the fear of fully being seen. I had to go through the darkest night of my soul to fully release the fears of being judged for my truth, for being all of me and the moment I did it was like I was free. My wings opened up bigger than ever and I could truly f*cking ssoooaarrrr. My family felt it, my clients felt it, my audience felt it. And now I’m sharing it all to help others see just how truly unperfect we all are and that’s it’s seriously okay. Being imperfect is our greatest gift if we allow it to be.

Okay, so let’s keep going with one more question that means a lot to us: When have you had to bet the company?
From 2017-2022 I built my coaching business, in 2023 I launched an in-person networking community that grew into 6 chapters across the US, in 2024 I opened a healing center and in 2025 with just a few months in between I closed down the 6 chapters and the entire networking community and my healing center to bet on my coaching work coming back to be the main offer. I let go of a recurring 5-figures a month to come back to who I am and what I really love to do. That was scary, it was a big choice, it impacted hundreds of women and I had to make the choice for me, not for anyone else and just hope that they understood and that they would still come and be a part of the community I have just in a different way. And, just as I had envisioned it all worked out. My coaching business began covering more than what the 2 others did combined and I got more of my time and freedom back.

Contact Info:

• Website: https://www.shelbystclair.com
• Instagram: https://www.instagram.com/theshelbystclair
• Other: https://open.spotify.com/show/0KBDAJm9a6HeYOdI4gtWA5?si=c09d069d7b0c409a