In this candid and energizing episode, Julie Cole shares the story of how she left a career in law to co-found Mabel’s Labels, all while raising six kids and navigating the challenges of early entrepreneurship. From launching in a basement with her sister and two friends to growing into a business with a 20,000 sq. ft. facility and 50+ employees, Julie walks us through the grit, risk, and reality behind building a brand parents trust.
She dives into how thoughtful business planning, strong partnerships, and a culture of shared accountability powered their growth — and how managing both a family and a startup required perspective, planning, and humor. Julie also opens up about the role of privilege in entrepreneurship and why it’s important to name it.
📝 Key Notes & Discussion Highlights
👩⚖️ From Law to Labels
Julie is a “recovered lawyer” who left her legal career when her eldest child was diagnosed with autism.
She co-founded Mabel’s Labels with her sister and two friends to fill a market gap for durable name labels.
🏗️ Building While Parenting
Launched the business while raising six kids — a chaotic, scrappy, and exhausting time.
Emphasizes that entrepreneurship isn’t glamorous; it's long hours, risk, and sacrifice.
📈 Business Planning Insights
Despite starting with modest expectations, they treated the business seriously from day one.
Had structured business planning, took meeting minutes, and developed a long-term growth mindset.
“It’s a living document” — business plans were revisited regularly as the company scaled.
💡 Bootstrapping & Partnerships
Mabel’s Labels was bootstrapped — no outside funding.
Sharing financial and mental load among co-founders was a key to early survival.
Strong communication, clear expectations, and a shareholder agreement were crucial.
📊 Strategic Growth & Leadership
Julie stresses the need to eventually step back and let managers lead.
Founders must stop “working in the business” to “work on the business.”
💥 Crisis Pivoting (COVID-19)
During the pandemic, their pre-existing remote culture helped them adapt fast.
Team created new product lines (e.g. distancing decals) without founders initiating — thanks to a culture of empowerment.
💬 Mental Health & Support
Entrepreneurship is mentally taxing; Julie advocates for mentorship, therapy, and self-awareness.
Co-founders acted as each other's support system and accountability partners.
💬 Memorable Quotes
“People tend to romanticize entrepreneurship... but it looks a lot like going to your sister’s basement and making labels ‘til 2 a.m. and getting up at 6 with the kids.”
“If you’re not working on the business because you’re too busy working in the business — then nobody is.”
“Only founders feel the founder stress. That overwhelming sense of responsibility… it doesn’t get passed down, even to your best manager.”
“We never made a label for fun. From the start, we were building something real — not a hobby.”
“In moments of crisis or adversity, turn to each other, not on each other — that applies at home and at work.”
“I make labels — I’m not saving lives. Let’s keep it all in perspective.”
“People say I was brave, but I had a partner in a big firm, 3 degrees, and family support. That’s not the same risk as a single mom hustling two jobs and a side business. That’s brave.”
