Thrive and Shine Coaching

Phoebe Lay is a business coach and mentor. As the CEO & Founder of Thrive and Shine Coaching, Phoebe helps entrepreneurs start and scale their businesses. Phoebe combines her expertise in human behaviour with her branding and marketing experience to give entrepreneurs a system and blueprint to increase their profit.

"When we are heart-centred and soul driven, that's when we rise up to thrive and shine."

Coaching entrepreneurs to
thrive and shine
in business...

About The Founder

Hi lovely, my name’s Phoebe Lay, I am a business coach and mentor. As the CEO & Founder of Thrive and Shine Coaching, I help entrepreneurs start and scale their businesses. When I first started out in business I had no idea what I was doing. I created a photography business from scratch and didn't know anything about charging. I remember the first time I asked a client for payment - I was bright red when they told me they expected the services to be FREE! This was after I spent countless of hours editing the photos after a shoot which took hours to prep for.
My second business was a bit less confronting. I started Matcha Sisters, an online store selling ceremonial matcha powder and a social enterprise which gives 50% of profits to human trafficking victims. When I first began there was still a lot of figuring things out on my own. But one thing someone told me which stuck to this day was "follow a blueprint for starting up your business and don't try to reinvent the wheel."
When I learned the strategies to succeed I realised most of it came down to marketing and mindset. I knew all the steps, but without the confidence, received from having multiple coaches and mentor along the way, I had no idea how to thrive!
Phoebe combines her expertise in human behaviour with her branding and marketing experience to give entrepreneurs a system and strategy to thrive in a profitable business..

"As a life coach I help women learn to say yes to themselves, to leave the fear and the negative self-talk behind and embrace everything that they aim for. I combine business strategy mentoring with coaching on self-love, how to take strategic action even in the face of fear and how to overcome procrastination and overwhelm in the early stages of business."

Thrive and Shine Coaching offers a free, no-obligation first session for you to decide if Phoebe is the right coach for you."

Say YES to a journey to Thrive and Shine!

Kickstart Your
Marketing Funnel

Personal Bio

Hey there beautiful!
I’m so glad you want to find out more about me
and my journey.

Grab yourself a cup of tea and let’s get cosy as I tell you a little more...

My intention is help you figure out your dreams. To find out your life calling and share with you as much wisdom and knowledge as I can to help you create the life that you want. Because at the end of the day, life’s too short just to dream. Let’s turn those fantasies into a reality!

I am a girl with a “go get it” mentality. For as long as I can remember, I have always gone for the things I desire, taken risks without too much hesitation and given the things that I hope for a good hot go! From moving overseas and working in Europe, to starting my own Matcha business and creating a social enterprise that donates to human trafficking victims, if it feels right and it sounds pretty amazing, I’ll usually just do it.

From a young age my mum taught me that if I wanted something badly, nothing should get in the way. I am the only one who can define my own future. I watched my mum go from being a woman who was titled “housewife” to being a thriving entrepreneur, taking charge of her life and following her dreams one step at a time. From starting as a single mum with nothing but an education that she couldn’t even apply in Australia to living her dream and becoming one of the best business women in the Asian beauty industry in Melbourne, she showed me that woman aren’t bound by their circumstances.

I am an adventure seeker, a Christian, a massive foodie, a traveller. I am a Melbourne girl who is living her dreams, a former coffee snob turned matcha lover, a fitness enthusiast, healthy lifestyle lover, a photographer, radiographer turned soultrepreneur, founder of Matcha Sisters now life coach. I wake up each morning with the intention to love myself and everyone around me.

“I believe that we are equipped to create an inspiring reality”

I believe we are created to live a full life. Not to play it small or work an uninspiring job where everyone complains and you are left wondering why you do what you do, motivated by that next escape holiday and paying off the mortgage.

  • Karen McTackett
    I connected with Phoebe to help my own clients in an area I am not very knowledgeable in. Boy, was that a great move! I was so impressed and intrigued by her passion and wisdom around not only marketing but also the human condition, strategies, behaviours, etc, that I had to continue to work with her and instantly signed up to her program. She has pushed me to step outside of that safe comfort zone and take risks in both my business and relationships. I went there for the marketing, and what I am getting, is so much more. Thank you for your compassion, your dedication, your stretching, and your absolute desire to pull my inner best out. 
    Karen McTackett
    I AM Academy
  • Suzanne Duncan

    I signed up with Phoebe as I wanted to get my startup coaching business off the ground and learn the tools and strategies to promote my business and my books. Phoebe has a wealth of knowledge on how to do this. With her beautiful nature and encouraging style she held me accountable and gave me the necessary knowledge to gain business momentum and get out there.

    Thank you Phoebe.

    Suzanne Duncan
    Discovery Within
  • Sarah Usher

    I had a business idea but no idea where to start and was feeling very overwhelmed by the process. Thankfully I stumbled across Phoebe just at the right time ... her business mastermind program was exactly what I needed! I'm finding her knowledge & guidance invaluable, and I'm making progress so much faster than if I was going it alone. Whether it's a specific, detailed strategy or just bouncing ideas, she always has great advice :) Thanks Phoebe x

    Sarah Usher
    The Glowing Mumma
  • Frances Loughrey
    I met Phoebe at a training weekend and immediately warmed to her generous spirit and open personality. She has a quiet confidence that is reassuring for those around her. I signed up to her 14 day live streaming social media challenge - a big step outside my comfort zone! Phoebe was encouraging and persistent without being pushy. I think she's a superb example of someone who decides what she wants to do and gets on and does it. Her workshops are informative and inclusive as well, so my recommendation would be to go along, get in touch, sign up online and experience Phoebe's insights and support for yourself!
    Frances Loughrey
  • Natalie Waters
    I have had some limitations within taking my business forward and not believing in my own capability and abilities. Phoebe has been an absolute gem working with me to instil a new more empowering mindset and more realistic beliefs. She has also been influential in working with me on the topic of balance and being ok with enjoying family time versus business time. She has been brilliant for me and I urge anyone that is thinking of getting a business coach, mentor or just an accountability buddy to contact Phoebe, she was awesome!
    Natalie Waters
  • Daniela Santa Cruz
    I approached Phoebe because I wanted some clarity on how to define my business' niche and avatar and she was very knowledgeable on this aspect and also open to assisting me.
    Phoebe’s friendly style along with the specific questions she asked me and the insights she shared with me helped me to narrow down my niche and get great clarity on my avatar.
    It also boosted my confidence with moving forward with my business. I loved the experience!!
    I highly recommend her to anyone who is starting up an enterprise or business.
    Thank you, Phoebe!
    Daniela Santa Cruz
  • Yun Lim
    I had been made redundant and was working out my next steps. Luckily I found Phoebe at just the right time and she's been great in helping me manage this transitional period. There is absolutely no judgement during our coaching and she's always so bubbly and cheerful. I'm always motivated by our sessions!
    Yun Lim