Some business stories stick with you because they feel real. Honest. Lived-in.
The story behind Mabel’s Labels is one of those.
Co-founded by Julie Cole, Mabel’s Labels grew from a basement startup into a multimillion-dollar brand trusted by families around the world. But what makes Julie’s journey especially compelling isn’t just the scale of success — it’s how intentionally the brand was built from day one.
In this conversation, Julie shares insights on personal branding, problem-solving, visibility, and why getting your brand right early matters more than most founders realize.
Solving a Real Problem (That Everyone Recognized)
Mabel’s Labels didn’t start with a business plan or a big launch strategy. It started with a very real frustration.
Julie, her sister, and two college friends were all parents of young children — and constantly losing shoes, water bottles, and school gear. Permanent markers and masking tape weren’t cutting it. So they created something better: durable, cute, dishwasher-safe labels that actually lasted.
As Julie explains, they were simply thinking, there has to be a better solution than this.
That mindset — solving a problem you’re personally experiencing — became the foundation of a brand that immediately resonated with other parents.
Building a Business That Fit Real Life
Motherhood wasn’t something Julie worked around — it was something she designed the business for.
With six children, flexibility wasn’t optional. It was essential. Mabel’s Labels was built to support that reality, and that intention shaped everything from how the business operated to how it communicated.
That authenticity showed up in the brand voice, the messaging, and the way customers connected with the company. Parents didn’t just buy labels — they saw themselves reflected in the story behind them.
Why Strong Branding From the Start Matters
One of Julie’s strongest pieces of advice is deceptively simple:
Get your brand right from the beginning.
She’s candid about how often founders rush this step — only to redo it later at a much higher cost. Consistency across your website, visuals, and social platforms builds trust faster and saves time long-term.
Branding isn’t decoration. It’s infrastructure.
When your brand looks and feels cohesive, customers feel more confident buying from you — especially in crowded markets.
Storytelling as a Growth Strategy
Long before social media was what it is today, Julie leaned into storytelling through blogging. Sharing the behind-the-scenes reality of four moms building a business in a basement created something powerful: connection.
Readers told her they felt seen. Less alone. Understood.
That response reinforced an important lesson: people don’t just want polished brands — they want human ones. Sharing your story isn’t oversharing. It’s how trust is built.
Visibility Happens Outside the Comfort Zone
Julie doesn’t shy away from talking about discomfort. Visibility, she says, is often where the growth happens — even when it feels awkward or intimidating.
Podcasts, blogs, social platforms — the format matters less than showing up consistently. You don’t have to be everywhere. You just have to be visible somewhere.
Final Takeaways
Julie Cole’s journey with Mabel’s Labels is a reminder that strong brands are built intentionally, not accidentally.
Key lessons worth remembering:
Solve a problem you deeply understand
Build your brand with consistency and purpose
Use storytelling to create real connection
Embrace visibility, even when it feels uncomfortable
Mabel’s Labels isn’t just about organizing kids’ belongings — it’s about building a business that fits real life, real families, and real people.
Connect with Julie Cole & Mabel’s Labels
Website: mabelslabels.com
Instagram: @mabelslabels
Facebook: Mabel’s Labels
LinkedIn: Julie Cole
If you enjoyed this conversation, it’s a great reminder that branding isn’t about being louder — it’s about being clearer, more intentional, and more human.
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