We had the good fortune of connecting with Shelley Whizin and we’ve shared our conversation below.

Hi Shelley, what was your thought process behind starting your own business?

What a great question! I didn’t know it would take me back to realize that I have been an entrepreneur ever since I started a babysitting business at an early age! As a teenager, I had my own hair cutting/styling business for all the older women in my apartment building. I watched how hair stylists would cut hair and copied them. In my senior year if high school, I went to school 4 hours and worked 4 hours at Fedco. So, starting my own business wasn’t new, but I didn’t tie the two together until this question. In fact, in going back, I have worked for myself more than I have worked for others.
I love being creative. I love working, whether it’s for someone else or for myself. When I worked for anyone, I always treated it as my own business. In my twenties I became spiritually aware, and wanted to help others, and being fascinated by the human/spiritual relationship, I began studying everything I could get my hands on. I received my yoga teacher certification and taught yoga, while taking a variety of classes, courses and studying the human/spiritual dynamic.

In the 70’s I brought whatever spiritual concepts I learned into the corporate world, while working for a national franchise company as an advertising director. I loved every minute of it. I never had a job I didn’t like.

In the early 80’s, one of my favorite businesses I created was Lighthearts, a marketing design company, where we designed a line of high-end European duvet covers, introducing color healing into the good old boys bedding industry. Who would have thought Neiman Marcus would feature our “Conscious Times Collection” in their catalog? We were definitely ahead of our time. I had a hand-painted clothing business for several years after that, and managed a nonprofit foundation.

The Soul Diving Institute was a natural evolution, as it was the platform designed to study and teach the art and science of being human, which has always been my passion, helping people navigate their human experience with as much ease and grace as possible. In 2007, a friend of mine was dying of leukemia and asked me to move into her home with her, her husband and her 15-year old son. All I can say is that grace stepped into me to help her and her family navigate that experience. This experience touched me beyond anything I had ever imagined, and I was obsessed with learning more about this “field”. I became an end of life trainer, teaching volunteers at the West Los Angeles VA, how to be with veterans who were dying, as well as a certified death midwife, helping families navigate that experience with their loved ones who were dying.

It was through all of my life experiences that I realized I had some insights to offer people, helping them live the best lives they could. Teaching and coaching have always been areas I’ve been comfortable with as a child, as I always dreamed of becoming a teacher and a entertainer. Now I’m doing both.

Helping people feels so natural to me. I love when someone feels better about themselves and the possibilities in their life. I love when someone gets an “aha”, and changes their thinking and their life forever. I love when I am able to inspire and shed light on those dark places. I love when someone says, “I feel better.” “Better” is one of my very favorite words.

I hope that answers your question of what my thought process behind starting my own business.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?

The Soul Diving Institute was created to be a safe and fun place to explore and study the human/soul relationship to live happier, more enjoyable and meaningful lives. The concept of “soul diving” came to me when I was hired to create a Jewish spiritual journey group for a synagogue years ago. Being a scuba diver at the time, I connected the importance of preparing for a dive, whether it be in the vast oceans out there, or the dive into one’s own vast inner BEing.

The Soul Diving Institute offers courses, workshops, mastermind groups, private one-on-one, and group coaching programs. We use a variety of coaching modalities, NLP training, thanatology, neuroscience, quantum physics, epigenetics, shamanism, and personal development techniques, along with intuitive soul readings.

What sets me apart from others?

One of the things that sets me apart from others may be my belief that we are spiritual beings having a human experience. With that belief in hand, it’s the human part that presents the bumpy ride. What I love to do the most is to help people navigate their human experience through the soul’s perspective, with love and a lot of humor.

Maybe what also sets me apart is the wide variety of life experiences I have had the privilege of having, which help me to see through different lenses. Being a certified life coach, yoga teacher, death midwife, end of life trainer, designer, minister, celebrant for funerals and weddings, and businesswoman is a unique combination. I also bring a fierce sense of humor to the mix.

Being an adventurous spirit, I’ve studied all over the world with shamans, swamis, rabbis, and master teachers, embracing other cultures, customs, and rituals. Exposing myself to Ayahuasca and San Pedro ceremonies, along with other energy medicine rituals, has given me the opportunity to cross the veil between the physical and spiritual worlds.

What am I most proud of or excited about?

What I am most proud of, and get excited about, is when I hear people tell me they have changed their life after one session, and therefore, they not only feel better about their lives, but they are excited to greet every new baby day, filled with infinite possibilities. That excites me beyond!

When I’m giving a course, and someone says, “I didn’t know I could change a belief,”. I feel deeply grateful that I am a catalyst for that change. It doesn’t take much.

How did I get to where I am today business-wise?

Getting to where I am today was not a straight line, as nothing is. It took a lot of small adjustments and a strong desire to stay with it, especially when the revenue faucet was dripping. I just love helping others feel better in their lives, and that has been and will always be my motivation.

I also learned how important it is to build an infrastructure, so you are ready to manage your anticipated audience. With systems, links, and structures in place, you will be able to handle what comes your way. It’s a step-by-step process, both personally and professionally.

Was it easy?
Having a business isn’t always easy. Of course, there are tedious tasks that “need” to be done. There are systems and policies to implement, filing, keeping track of information, organizing and all that, so the “machine” stays tuned in and tuned up.

How did I overcome the challenges?
I overcome challenges by constantly staying aware of bringing love and gratitude into my experiences. To me, that is the bottom line, and everything else grows from there. Then, when there are challenges to overcome (and there will always be challenges), you can take the lessons you’ve learned and apply them, because your WHY continues to drive you.

What are the lessons I’ve learned along the way?
Here is a quick 7 lesson list: 1. LOVE what you do, first and foremost. 2. BElieve you can BE, do and have anything you want. 3. Challenge yourself and get really good at what you do. 4. Know WHY you do what you do. Your “why” will keep you motivated. It can’t just be about making money. Ask yourself, what you want to do with the money. 5. Dream it all up. Use your imagination to envision what you want and then FEEL as if you already have it NOW. 6. Focus on what you want. 7. Go for it!

What do I want the world to know about me or my brand and story?

What I want the world to know about me and my brand/story is that I am a 72-year-old grandmother of three beautiful grandchildren. I love my grandchildren and my family so very much and feel blessed to have this beautiful life. For all you grandparents out there, give yourself the best gift of all. Have a healthy and active relationship with your grandchildren! You have a LOT to teach them, and much to learn from them. Ask them what one new thing they learn every day they didn’t know yesterday. It will fill you with joy when you hear the answers. Value your life experiences and share your life lessons you wish them to know. You matter.

Another thing I want the world to know is how bringing love into everything I do is my saving grace. It helps me stay connected to what’s important. Bringing humor helps me to stay centered. When I think I’m too self-important, I get stuck. I do more things now for the fun of it, than for any other reason. I’m enjoying my life. I love what I do. I love helping people feel better in their lives and love laughing. I’m still learning. I’m still a work in progress. I am my own best client. I do what I ask my clients to do.

I’m convinced my mission in life is to bring love and spread that word, because it does no good to anyone else if I am suffering. It is only when I practice staying in peace with a sense of well-being that I can help anyone. I can’t if I am miserable.

If I had my way, every human being on the planet would have an inner love affair between their human and their soul, being in alignment with All That Is, and feeling a sense of well-being, joy and support.

I’m a “poker”. I poke people’s human part through the soul’s perspective, to ignite, awaken, and nurture that inner relationship between the human and the soul, so they can live a Yummy Delicious Life, filled with love, joy, purpose, a sense of well-being, and a hell of lot of humor.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

Let’s say I had a friend who arrives on Friday night. Saturday morning, we go for a hike in Franklin Canyon Park, then go out for brunch at the Marmalade Cafe in Sherman Oaks. We then come back to my apartment and hang out. For dinner we walk to one of my favorite sushi restaurants in the San Fernando Valley, probably Izakaya M in Sherman Oaks. We have so many fabulous sushi restaurants in my area.

On Sunday morning, we go to Venice Beach, 3rd Street Promenade in Santa Monica, and have lunch at Elephante. Then, we take a walk on Ocean Park. We then go to the Getty Villa in Malibu and have dinner at Malibu Farm.

On Monday, we go for a walk around my neighborhood, and then I make breakfast. I take her to Hollywood to see the sites on Hollywood Blvd (assuming she has never been here before). If she’s been here and isn’t interested in the tourist Hollywood stuff, we will go to downtown LA Arts District and peruse the galleries and stores and visit China Town. We go out to dinner at Gracias Madre in West Hollywood introducing her to fine vegan Mexican food.

On Tuesday we take a drive to Descanso Gardens in La Canada, and then have a high tea at the Huntington Hotel in Pasadena, come home, hang out, and go to The Village in Studio City for happy hour and have a bite to eat.

On Wednesday, we take a drive to Zuma/Point Dume beach and hike up the cliff. We have a picnic, and just spend time walking and being on the beach. On the way home, we have an early dinner at Paradise Cove. We come home and watch a movie.

On Thursday, we do something silly, like taking a Celebrity Homes Bus Tour (I know it’s cheesy, but if she has never done it, and I have never done it, it will be fun). We walk around Beverly Hills, and have lunch at The Terrace, and see a play/performance at a theatre.

On Friday, we go to the Americana in Glendale for lunch and shopping. Sadly, she leaves Friday night.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I want to dedicate this Shoutout to Sima Cohen, my friend for life. She has so much wisdom and zest for life in that little package of hers! Her faith in God is so inspiring. It was Sima who encouraged me to write a book, because she believed I had much wisdom to share. She said if I could come up with a food angle, she might be able to help me get a media launch for the book.

Fifteen minutes after our phone call, the entire concept for the book came to me. I called her back and told her what I came up with, and she loved it. At 9am the following morning, Sima called me and said, “You have a media launch date! Melissa’s Produce only picks 12 authors a year, and they loved the concept and want to sponsor you.” I was shaking and jumping up and down for pure joy.

So, as life would have it, during the pandemic, at 70 years old, I wrote and published my first book, “What Do You Bring to the Table? A Savory, Sensory and Inspirational Guide to Living a Yummy Delicious Life”.

Being a foodie my whole life, the food part was easy, and being a coach it was another great reminder of taking responsibility for what WE bring to the table of our lives. So, my soul’s imagination came up with this hybrid book, filled with life lessons, Happy Mindful Meditations and delicious recipes to practice energy shifting. It was conceived on 2-2-20, and born on 11-11-20, 9 months, just like having a baby! My media launch was on 11-19-20. If you’re into numbers, then you can see, these numbers are quite auspicious!

Sima became my beautiful mentor, helping me create an Instagram account and be part of the social media world. I’m still learning it all, but what the heck! Who said you can’t teach old dogs new tricks! LOL!

Thank you, Sima, for always being my mentor, inspiration, and friend for life!

I also want to acknowledge my family who always inspires me. There are 5 recipes in my book named after my my daughter, Sarah, my son-in-law, Mike, and my three beautiful grandchildren, Jake, Jordyn and Zoe.

And I would like to shout out to Marie Louise, for being the best editor, mentor and friend ever! She has a way of taking my words and making them better. Thank God!

Website: https://www.shelleywhizin.com/

Instagram: https://www.instagram.com/shelleywhizin/

Linkedin: https://www.linkedin.com/in/shelleywhizin/

Twitter: https://twitter.com/shelleywhiz

Facebook: https://www.facebook.com/shelley.whizin

Youtube: https://www.youtube.com/results?search_query=shelley+whizin

Image Credits
Kimberly Archie, Guy Viau, Olivia Lee, Delaram Pourábdi, Heather Priamos, hair and make-up

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