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Virtual Laneway
About Me.
Hi I’m Shannen 👋🏻
the face & heart behind Virtual Laneway!
From the moment I stepped into the beauty industry, I knew it was where I belonged. Helping clients look and feel their absolute best isn’t just a job—it’s a calling, one that not everyone can answer. And as all beauty therapists know, this industry requires love, resilience, and a deep passion for what we do....

With over 12 years of experience, I’ve seen it all—the highs of making clients glow with confidence and the challenges that come with running a business. I’ve seen incredible therapists leave the industry and dedicated owners struggle to juggle profitability, client satisfaction, and their own work-life balance. Too often, something has to give, and it’s usually at the expense of the owner’s wellbeing.
As a self-confessed perfectionist and people pleaser, I couldn’t sit back and watch. During my 10 years managing a boutique day spa, I wore many hats—managing staff, clients, admin, marketing, branding, treatments, and more. It was during this time I developed a deep appreciation for the behind-the-scenes of business and realised something: I was really good at it. I loved creating systems, building client experiences, and ensuring the business ran smoothly behind the scenes - allowing the owner to spend some much needed time away from the business.
That’s when it hit me—I could help more than just one business owner. And so, Virtual Laneway was born.
At Virtual Laneway, my passion is helping beauty, hair, and wellness business owners like you reclaim your time and say goodbye to burnout. I know firsthand how much of yourself you give to others, often at the expense of your own needs. My mission is to give you back some breathing room—whether that’s through automating client experiences, managing social media, maintaining your website, crafting email marketing campaigns that actually convert or any other tasks that just don't light you up!
When I’m not obsessing over backend systems or helping business owners thrive, you’ll find me soaking up the Sunshine Coast with my partner, Nathan and our dog, Remi. We’re lucky to call one of Australia’s most beautiful places home, and we spend every free moment at the beach or exploring the great outdoors.
If there’s one piece of advice I can offer, it’s this: Outsource, outsource, outsource! You’re not meant to do it all, and the idea that you should be is holding you back. If you don’t enjoy something, chances are you’re not going to do it well—and that’s okay. Asking for help is a superpower, not a weakness.
