Who I am
Hi, I'm Catherine.
I've been the leader who didn't fit the mould. Now I help others stop trying to.
After decades of working across a variety of corporate roles, I kept seeing the same pattern: the work that mattered the most, building psychological safety and helping people thrive, was the hardest to measure and the first corner to cut when circumstances became challenging. When a career coach suggested I become a coach, I became curious - and when I started my training, I knew I'd found my calling.
I started Felted Butterflies to do the work that calls to me, for people who will value it - and to help other humanistic leaders get there faster than I did.
Why Felted Butterflies?
Felt is made by hand from loose fibres, warmth and pressure. No loom, no pattern. It's soft to the touch and surprisingly strong.
I love creating with fibre: knitting, crocheting and felting. Felting takes soft wool and, through friction and heat, turns it into something strong and durable, tightly integrating the loose fibres. Real change tends to work the same way: it doesn't happen instantly, it happens in stages.
Butterflies might be seen as fragile but you only need to learn about the Monarch Butterfly migration to see how strong and resilient they are. Like the caterpillar and the chrysalis, the makings of the beautiful wings were there all along. And it's intentionally whimsical and joyful because we all need more of that, right?
What I believe
Kindness is a leadership skill, not a soft one.
You don't have to become someone else to lead.
Strength can be quiet and still hold weight.
Change comes from warmth and patience, not force, and everyone has the capacity to grow.
What I stand for
Four values guide how I coach. They're also tattooed on my arm, so I never forget them.
Courageous authenticity
Living my values, grounded in my integrity, stepping into my whole self.
Joy
Seeking inspiration and fun, plus kindness and positivity for others and self, in service to others.
Connection
Fostering high-trust, inclusive communities and relationships.
Growth
Tapping into curiosity to explore, reflect and evolve, and staying open to truth, however uncomfortable.
Training & experience
- Associate Certified Coach (ACC) through International Coaching Federation (ICF)
- Certified Executive Coach through Royal Roads University
- Sector experience includes: Not-for-profit, Technology, Manufacturing, Third Party Marketing
- 30 years in leadership roles
A few true things
I create a felted butterfly for each client, made by hand in your favourite colours! It's meant as a reminder of your strengths.
"Brave New Work" by Aaron Dignan inspired me to strive for a future of work that's high performing, high trust, adaptive and human-centered.
A good Saturday morning for me starts with a cuddle with my cats, connecting with nature, then some joyful dancing followed by interesting conversation over breakfast.
Kind words
What changed, in their words.
"[Client quote: what shifted for them.]"
"[Client quote: a concrete result, like a promotion, a hard conversation, a team that stayed.]"
"[Client quote: from someone who almost didn't book because they were too busy.]"
"[Client quote: from someone who thought coaching was therapy, or mentorship.]"
Ready to talk?
I'd love to hear what you're carrying. The first conversation is free.
Book a free conversation