Safiyyah Boolay

I help high achieving, ambitious women like You to create

impactful careers without sacrificing your well-being, yourself, your relationships and quality of life.



Every day was full-on! Most days I was running on empty, surviving only on the fumes of willpower.

I support ambitious professional women whose careers are growing, whilst they also find themselves in the throes of demanding family lives. They find themselves in new and complex leadership roles that their formal training has not quite prepared them for. 

I have been blessed to support professionals in the corporate, NGO and SMME sectors, nationally, across Africa and abroad. 

I deeply understand the demands being juggled by professional women, both in their professional and personal lives. I understand it because I’ve lived it.


I worked in the corporate world for 20 years, with most of these in complex leadership roles, and whilst raising two children. ​

Every day was full-on! Most days I was running on empty, surviving only on the fumes of willpower.


Without the space and the necessary tools to recalibrate, exhaustion became my way of life. ​I thought that this was the way it was meant to be; the proverbial cost of success. ​

On Leap Year Day in 2012, I lost my mom, and everything changed. In one single moment, I lived an entire seismic shift, and I knew something had to change.


It forced me to reflect on and restructure my life. I owed it to myself and to those who depended on me.

Today, I help women to pursue their ambitions without sacrificing their quality of life. 

When I carefully reevaluated my priorities, I learnt to embrace a different way of being. One that has a positive effect on myself and others. And I want to share those learnings with you through my coaching and training.

Woman Picking Fruit
Pilates Work Out
Mother Working from Home
Business Woman

My Approach

Although none of it came to me naturally, I cultivated a reputation as a 'people whisperer' and a 'change agent'. My ability to motivate and engage others was foundational to my growth as a leader and is the cornerstone of my coaching practice.

My approach is encouraging and empathic and is focused on empowering my clients to see new ways and possibilities for themselves and to feel motivated to get there. I partner with my clients to generate powerful strategies, positive energy and high morale so that they can move on from the patterns that keep them stuck. 


My gift, and my highest motivation is to help others to see real and practical ways forward, through direct action and co-operation.

M coaching style is one of support and challenge, focused on outcomes. I help my clients to explore and understand the real challenges and the real obstacles that stand in their way. It is critical to me that my clients find the solutions that work for them and that they can implement and integrate into their careers and lives. 


My clients exit their engagement with me with greater clarity, higher levels of self-efficacy, strategies to manage their focus and energy and powerful tools for self-coaching. 

Experience & Qualifications

I am an admitted attorney, and enjoyed practicing the legal discipline in a litigation practice, the NGO sector and in the banking sector. Whilst earning my degree, I flourished in the retail environment with exposure in numerous disciplines within the sector. 

In 2006, I was overwhelmed by the demands of leadership and sought my first ever coaching engagement. The resulting impact on my performance, influence and quality of life was unmistakable, and I started to adopt a coaching approach to leadership. The growth in my career was exponential. 

In 2008, I achieved my first coaching qualification as a meta-coach and started formalising a coaching approach within my areas of responsibility. 

I quickly learned to engage team members with the appropriate levels of coaching as well as the best developmental interventions to overcome their limitations and to support their ambitions. 

in 2015 I started my own coaching practice with the ambition to help specialist make to transition into middle management and leadership as smoothly as possible. 

Increasingly, I supported them to manage their energy and focus and to steer clear from burnout.


My flagship programme is Burning BrightIts sole focus is to support busy professionals to beat burnout and to thrive, despite their chaotic careers and lives. 

I also offer training and coaching support in the following:

Confidence and Self-Efficacy, Coaching & Feedback, Communication, Time Management, Delegation, Motivation, Management Skills Programme, New Supervisor Programme, Leading Through Change, Embracing Change, Orientation, Development Planning, Performance Management, Team Development Emotional Intelligence

Mother and Daughter Baking


I don't know what exactly it is that she does, but whenever I work with Safiyyah, I discover new aspects about myself and new ways of looking at things that help me recover my confidence and I feel more connected with myself. 

I think that everyone should attend the Burning Bright as well as the Qualified to Be You Workshops. It is a critical part of the puzzle of life and unfortunately, in our busyness we forget it and we lose ourselves. 

In my coaching with Safiyyah I recovered my power in a very challenging professional relationship and it has given me the claruty with which to approach my career growth. 


Senior Audit Manager, Johannesburg


One of the best trainings I have ever attended

Head of Operations, Standard Bank

Safiyyah has been my personal life coach for six months and during the most tumultuous time of my life. Very large personal and professional changes simultaneously necessitated that I reach out to her to help me navigate the new unknowns. The journey she has taken me on has not only allowed me to make sense of the sweeping changes but equipped me with the tools to make the most of new opportunities. These tools have application well into the future and will allow me to stay on top of myself and pursue the life I desire, with aplomb. To understand oneself with the help of a professional coach like Safiyyah is something I would recommend for everyone.


Strategic Financial Planning Specialist, Johannesburg


I decided to work with Safiyyah based on her understanding of my situation, empathy, experience, interpersonal style, and positive attitude

MD, Wingman Communications

Safiyyah is a no-nonsense coach, who also, surprisingly, has a lot of compassion. I really value her no bullshit approach that is simultaneously empowering and compassionate. And she actually listens. So many coaches want to jump in and offer advice before you've even finished explaining the problems! Safiyyah actually listens. That in itself is worth every cent. More especially, she helps you to hear and to see yourself, to seeing your stories and holding you back. Safiyyah helps you to discover and explore your own resourcefulness and to recover your lost power. 

Through her coaching and support I have made some tough choices. And they were tough!

I've let go of the 'comfort' and made my way to my calling.


Author, Copy Writer, Movie Producer


Are you Ready for Meaningful Change?

Still have questions? Want to know more?

Schedule a free exploratory call, to see if the Burning Bright Programme is right for you.

Your journey to a thriving career and a fulfilling life starts with an obligation free call.