As any parent knows, keeping track of your kids’ belongings is a full-time job. Between the school uniforms, lunchboxes, water bottles, and jackets, it’s easy for things to disappear—often never to be seen again. Enter Julie Cole, the co-founder of Mabel’s Labels, a company that has turned the seemingly impossible task of keeping track of your kids’ stuff into an art form. With her innovative labels and clever solutions, Julie has helped parents across the world stay organized while saving money and frustration. Here’s how she did it—and why Mabel’s Labels might just be the game-changer every busy parent needs.
How did Mabel’s Labels come to be?
We started 10 years ago with two things: a great product idea and a need for balance in our lives. Parents were using permanent markers and masking tape on kids’ belongings, and we thought, “We can make something cuter and more durable.” The idea started brewing, but the real catalyst was when my eldest son was diagnosed with autism. That moment made me realize that the traditional workforce wasn’t for me—I needed something more flexible, something I could build around my family’s needs.
I brought the idea to my co-founders, and we all agreed this was worth pursuing. We did a ton of research, tested different materials, and made sure our labels were both stylish and durable. Once we had a product we were proud of, we took the leap and launched.
Ten years ago, flex schedules weren’t as common. How has the work environment evolved?
A: You’re right—remote work and flexible schedules weren’t nearly as common back then. It wasn’t something that most employers encouraged, and there was a lot of emphasis on being physically present in an office. But now, technology makes it so much easier for people in all industries to work remotely, collaborate online, and still be incredibly productive.
Recently, we made the shift to a results-only work environment (ROWE), where the focus isn’t on how many hours people work, but rather on whether they meet their goals. No one is clock-watching. If you’re meeting your objectives, it doesn’t matter when or where you work. It’s a game-changer. People feel trusted and empowered, and that creates a much healthier and more productive work culture.
Q: How does ROWE impact employee loyalty?
It’s had a huge impact on both productivity and loyalty. When employees feel trusted, they’re naturally more engaged in their work. We’re not micromanaging anyone, and they appreciate that freedom. The best part? The work still gets done, and often, even better than before.
It removes the stress of “looking busy” or feeling guilty about stepping away for personal matters. We have a team of 40, and this approach has only strengthened accountability. Everyone knows what’s expected of them, and they deliver.
Managing a family of six kids and a team of 40 must be challenging. How do you balance it?
A: Oh, it’s completely crazy! But I’m lucky to have amazing business partners. We’re all very involved in product development and big-picture strategy, but we’ve also put a strong leadership team in place. Our directors and managers handle the day-to-day operations, which allows us to balance work and family life better.
That doesn’t mean it’s always easy. There are days when everything feels chaotic, but we’ve learned to be adaptable. Some days, work takes priority. Other days, family needs come first. You just have to roll with it and accept that balance doesn’t mean everything is equal all the time—it just means making it all work in the long run.
Q: Entrepreneurs often hold on too tightly to their business. How have you navigated that?
I won’t lie—letting go was hard for me. I’m a bit of a control freak, and in the early days, I wanted to oversee everything. But at some point, I realized that by holding on too tightly, I was actually limiting our growth.
One of the hardest things for entrepreneurs is hiring people when you feel like you can’t afford to. There’s this mindset of, “How can I pay someone else when I’m not even paying myself enough yet?” But you have to make those investments. When I finally started delegating, I had more time to focus on high-level strategy, and that’s when the business really started to grow.
It sounds like Mabel’s Labels has evolved a lot over time. What are some of your hot products now?
We’re always innovating and evolving! Right now, one of our most popular products is our DIY labels—these are dishwasher and microwave safe, and you can grab them at Target or order them from our website.
We also have our Ultimate Camp Combo, which is a big hit during summer. It’s a limited-edition product that parents love for labeling all their kids’ camp gear.
A newer product we’re really excited about is our allergy alert labels. These are designed for kids with severe food allergies, like peanut allergies, and they help make sure their belongings are clearly marked to avoid any mix-ups.
Another product that’s been getting a lot of attention is our wristbands with parents’ contact numbers. These are great for theme parks, busy events, or any place where you worry about kids getting separated. Parents love them for the peace of mind they provide.
You have a big family! Can you tell us about your kids?
Yes! I have six kids. My oldest is 13, then I have a 12-year-old, a 10-year-old, and an 8-year-old—those three are girls. Then I have two younger boys, ages 6 and 4.
It’s a full house, and there’s never a dull moment. We’re constantly juggling school, extracurricular activities, and, of course, the occasional sibling drama.
How do you feel about your youngest starting full-day school?
I’m on the fence about it. When my older kids started kindergarten, it was only half-day, so this full-day shift feels like a big change. It’s one of those moments where you realize your baby isn’t a baby anymore, which is a little bittersweet. I’ll be writing a blog post about it soon because I know a lot of parents are feeling the same way.
You recently got a puppy! Tell us about that.
Yes! We got an Aussie doodle, which is a mix between an Australian Shepherd and a Poodle. He’s absolutely adorable, but wow—it really is like having another baby in the house. There’s training, there’s messes, there’s the constant need for attention. But the kids love him, and he’s been a great addition to our family.
How do you manage the stress and balance work and family life?
The biggest thing I’ve learned is to keep things in perspective. When everything feels overwhelming, I remind myself, “We’re making labels, not saving lives.” That helps me take a step back and not sweat the small stuff.
I’ve also let go of guilt. As moms, we put so much pressure on ourselves to do everything perfectly. But I’ve learned that sometimes “good enough” is truly good enough.
How has your journey with your son and autism shaped your perspective?
It’s shaped everything about how I approach life and work. We put in a lot of effort early on with therapy, and he’s made incredible progress. If he were being evaluated today, he probably wouldn’t even receive the same diagnosis.
I’m still very involved in the autism community. Mabel’s Labels partners with Autism Speaks, and we donate a portion of our wristband sales to them.
Do you think autism diagnoses are more common now?
Absolutely. The spectrum has broadened, so more kids who would’ve been overlooked before are getting diagnosed. But there’s also something environmental at play—autism rates, peanut allergies, other conditions—they’re all rising. It feels like an epidemic, and I think we still have a lot to learn.
What’s next for you and Mabel’s Labels?
We’re really excited about our future products and expanding in retail. But at the same time, we’re trying to appreciate what we have now—great products, an amazing team, and a business that lets us balance work and family in a meaningful way.