Julie Cole, Co-Founder of Mabel’s Labels: Building a Household Name While Redefining Work and Family

Please share a brief introduction about yourself and your business

As Senior Director of Mabel’s Labels, I helped revolutionize the durable label market while becoming a recognized voice in entrepreneurship, parenting, and women’s leadership. I'm an award-winning businesswoman, best-selling author, and in-demand speaker and media contributor, having appeared on major media outlets including NBC’s The Today Show, HLN’s Raising America, CNN, and more. My written work has been featured in The Huffington Post, The Globe and Mail, Profit Magazine, Today’s Parent, and several websites.

Beyond business, I'm deeply committed to community engagement, mentoring emerging entrepreneurs, and advocating for women. Whether I'm keynoting a conference or navigating the chaos of family life, I bring authenticity, humor, and heart to everything I do. I provide inspiration, real talk, and expert insights into entrepreneurship, parenting, and the power of building something meaningful from the ground up.

Who are your customers?

Parents

What was your background prior to starting your own business?

I'm a  "recovered" lawyer, and mom of six who traded in my legal career to co-found Mabel’s Labels, the award-winning company that transformed from a basement startup into a multi-million dollar industry leader.

What made you take the leap to start your own business?

The answer is two-fold. The first reason is there was a product missing from the market - durable, personalized labels for all the stuff kids' lose. Parents were using masking tape and marker on their belongings. We needed dishwasher and microwave safe labels. The second reason was that my eldest child (there are six in total now!) had just turned three and received an autism diagnosis. I wanted to leave the traditional workforce for a professional life that would be more flexible to manage my family's needs.

Did you always know you wanted to be an entrepreneur?

I did not! I thought I would happily enjoy a life working in Family Law, but a good idea and a life circumstance changed all that and I couldn't be happier about it!

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

I started Mabel's Labels with three other moms over 22 years ago! There was no social media and we couldn't afford paying for magazine ads, so relied heavily on building a strong community of customers and word of mouth. Once social media hit, we jumped on board fast because it was a vehicle for word of mouth and the Moms owned the space with mom blogs, Facebook, etc.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

When Covid hit, our two busiest seasons were at risk and impacted - summer camp orders and back to school orders. Our team immediately changed focus and innovated new ways to use our products and collaborate with other businesses, and this kept us busy and operational during this difficult time. I learned how important is to create a work culture that encourages intrepreneurialism, innovation, and giving team members room to be creative. It made for a team that responded swiftly and effectively in a difficult situation!

What accomplishment are the most proud of to date in your business?

The community of loyal customers we've created, the work culture we have, the innovative products that are the best on the market, the fact that we provide employment to over 50 people, and of course the many awards we have won. We have a culture of celebration at Mabel's Labels so we are proud of so much!

Do you have any recent wins from the last year that you'd like to celebrate with our community?

Our innovative products have won several awards, been spotted being used by celebrities, have been featured by countless content creators. The economy is uncertain, but we remain well positioned, have adapted, and embraced all challenges in the last year!

What's next for your business? What can we expect to see over the next few years?

Mabel's Labels will continue to roll out incredible products that parents love, collaborate with  other brands that align with our core values, and continue to make our customer experience the best they can hope for!

What is your top productivity tip? 

Eat the Frog - do the thing you want to do least, first. Call that angry customer, return that annoying email, write that chapter of your book, get that work out in. Whatever you want to put off, get it done first so it doesn't eat up your productivity during the day by living rent-free in your brain!

On the flip side, how do you avoid burnout?

I think my perspective is my best defence. I don't take myself too seriously, I always remember what my Grandma told me:  "you're as good as the rest of them, and better than none". Nothing I do is so important that I risk my health.

What is your approach to work-life balance / integration?

I'm flexible - I know sometimes home will be more demanding, and sometimes work will be. They're not going to be perfectly balanced. If I start feeling out of balance, I simply make a decision or change. Complaining doesn't do anything and is not pro-active. I don't complain, I take control.

What is one thing you wish you had known when you started your Entreprenista journey?

All those late nights in the basement making labels until  2:00am, then getting up with babies at 6:00am will be fondly remembered and will go faster than you can ever imagine!

When hiring, what is your go-to interview question?

My main hiring tip is to hire slow, fire fast. Also, be very transparent around expectations. We have a very flexible work environment and value productivity over presenteeism. But that goes both ways. Get the people who align with the company's core values on the bus, get those who don't, off of it!

If you've raised capital for your business already, what are some of your best tips or lessons learned?

We bootstrapped, but my advice if you are fundraising is that you are interviewing them as well. Always know who you're getting into bed with. Sometimes a NO is what leads to a better YES!

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family

Manage expectations - communicate what is happening. Does your partner understand that once kids go to bed, you won't be pouring a glass of wine and catching your show on Netflix? You'll be on your laptop. You will be without a salary for a while, so maybe that means no family vacation. Be transparent and realistic about what start-up life is going to look like.

Do you have a co-founder? If so, how did you find the right one for you and what are your best partnership tips?

Yes! I started Mabel's Labels with my sister and two friends from college. It was great in the early days because we had four skill sets and we could divide up the work. It also made entrepreneurship less lonely than it was for our solo-entrepreneur friends. BUT - make sure you understand each other's communication styles, remember the company big picture and not just your areas of responsibility, and put a share-holders agreement together while everyone is still friends. I know a company with three co-founders and they do weekly therapy together. I think this is a very wise business decision.

What's the one app on your phone you absolutely cannot live without and why?

social media

What is your favorite business tool or solution and why?

We use many programs and have created many in house to manage our e-newsletters, SEO, website, production processes, etc.

What advice do you have for aspiring Entreprenistas?

Use your network - it is your networth. Pick brains, ask for advice, be bold, be cheeky and ask for the world. As I always say: Nos are free - don't be afraid to ask.....a NO is the worst that could happen.

Learn more about the Entreprenista League and join today

‍