Who Is Selma?

Born and raised in São Paulo, I am a proud fourth-generation descendant of Italian and Spanish immigrants. Coming from a working-class family, I began working at the age of 16 and earned all my diplomas and certifications through dedication and perseverance, attending night classes at college and university while working during the day.

Although I consider my professional journey to be successful, my career never felt like a true calling. That began to shift when I completed a two-year course in Psychodrama applied to organizations—an experience that stirred something deep within me.

In 2006, an opportunity to work abroad changed the course of my life. Since then, my family and I have lived in Seoul, South Korea (where our children were born), Geneva, Switzerland, and now Sofia, Bulgaria. During this time, I made the important decision to pause my professional path to raise our children—a choice that allowed me to reflect and reconnect with what truly matters.

In 2023, reading The Choice by Dr. Edith Eger was a turning point. Her powerful message - that it’s never too late to start over - ignited in me the courage to align my work with my purpose. I became certified as a coach specializing in Sleep, Stress Management, and Recovery, and founded Felice Coaching – Sleep & Stress Solutions.

Today, I embrace my role as an entrepreneur, coach, and lifelong learner. It’s been a journey built on resilience, curiosity, and heart—and I’m honored to support others in creating more balanced, meaningful lives.

My Mission

My mission as a coach is to support individuals in reclaiming their energy, restoring balance, and building lives that feel aligned and sustainable - starting with the foundations of sleep, stress management, and recovery. I believe that well-being isn’t a luxury; it’s essential. Through compassionate guidance, evidence-based tools, and a personalized approach, I help clients reconnect with their natural rhythms, manage life’s pressures with greater ease, and create space for what truly matters.

How I Work

My coaching approach is rooted in the belief that true well-being goes far beyond quick fixes. I work with a holistic lens, addressing what I call deep health, deep stress, and deep recovery - the physical, mental, emotional, social, and even existential aspects of health that shape how we feel, function, and show up in the world.

Together, we explore the habits, mindsets, and patterns that impact your energy, sleep, stress, and sense of balance. I integrate practical strategies from Positive Psychology, including strengths-based coaching, values clarification, mindset work, and evidence-based interventions that help you cultivate resilience, optimism, and a greater sense of meaning and motivation.

Each coaching process is collaborative and tailored to you. We start by defining clear, realistic goals based on your personal needs and lifestyle. From there, we create a step-by-step path forward—tracking progress, celebrating wins, and adjusting as needed along the way.

My goal is not just to help you feel better—but to help you build the tools, confidence, and self-awareness to sustain well-being over time. Coaching with me is a space for growth, clarity, accountability, and compassionate support.


My Certifications

Universidade Metodista de São Paulo

  • 1989-1992 - BA, Business, Foreign Trade

  • 2000-2001 - Post-Graduation, Industrial Psychology

Potenciar Consultores - São Paulo/Brazil

  • 2003-2005 - Specialization, Psychodrama applied to Organizations

Precision Nutrition - Toronto/Canada

  • 2023-2024 - Level 1, Certificate in Sleep, Stress Management, and Recovery Coaching

University of Pennsylvania - Philadelphia/PA/USA

  • 2024-2025 - Specialization, Positive Psychology

Why Felice Coaching?

  • You Can Sleep Better

    I help uncover *why* you’re not sleeping—whether it’s racing thoughts, poor habits, or stress overload.

    You’ll get personalized tools, not one-size-fits-all advice: calming routines, sleep environment fixes, and gentle mindset shifts.

  • You’ll Learn to Calm Your Nervous System

    Stress isn’t just mental—it lives in your body. I teach body-based techniques like breathwork, movement, and grounding to restore balance.

    These tools help you feel safe, not just calm.

  • You’ll Build a Recovery Rhythm That Works

    Instead of trying to “push through”, you’ll learn how to recover daily—without guilt.

    We co-create sustainable rest rituals that fit into your real life (not someone else's idea of self-care).

  • You’ll Stop the Burnout Cycle

    If you're tired all day but wired at night, stuck in survival mode, or emotionally drained— I can reverse that.

    You’ll move from constant depletion to consistent energy and clarity.

  • You’ll Be Coached, Not Lectured

    Coaching isn’t about fixing you—it’s about partnering with you.

    Sessions are collaborative, encouraging, and focused on small, achievable wins.

  • You’ll Get Tools You Can Use Forever

    Worksheets, trackers, sleep prompts, and reset routines—yours to keep and reuse anytime.

    No overwhelm, no fluff—just real-life strategies that work.

  • You’ll Reconnect With the Healthiest Version of You

    When you sleep well and manage stress, everything else feels easier: mood, focus, patience, relationships.

    This coaching doesn’t just treat symptoms—it helps restore you.

Get in Touch!

Interested in working together?

Fill out some info and I will be in touch shortly. I can’t wait to hear from you!