advocacy for moms tradeshows for mompreneurs the mom2mom MBA our feature mompreneur
read about our past feature moms in business!
Karen Lamont [founder/owner/mom] CITRUS...SILVER WITH A TWIST!
Judy Blumstock [founder/owner/mom] BUNNY EARS TV
Kimberley Fernandez [founder/doula/mom] KINDRED SPIRIT
Karen Harris [founder/artist/mom] ART2ZED
July 2007
Julie Cole [founder/owner/mom/public relations + marketing] with her Mabel's Labels partners: Tricia Mumby [design/website/advertising], Cynthia Esp [human resources/production], and Julie Ellis [finance]
what is MABEL'S LABELS ?
MABEL'S LABELS makes personalized labels for the stuff kids lose. After years of always chasing after my kids’ stuff at daycare, school and friends’ houses, I finally decided to do something. I got together with three female relatives and created Mabel’s Labels, to make fun, durable, labels for the stuff kids lose.
what is the story behind your business name?
Mabel is our brand and logo. She takes form in a curly haired, blushing little girl. She embodies the Mabel brand: She’s cute and also tough, she’s adventurous and also practical, and she amuses grown-ups but knows how to have fun with kids her own age.
how, when, and where did MABEL'S LABELS come to life?
After much research, this Hamilton-based business began in 2002 as a part-time venture for all four partners and was incorporated in 2004. Because of the Mabel’s Labels’ success, all partners have had to focus on Mabel full time for the last few years.
how did you learn to do what you do?
Having a background in law has certainly given me a great legal perspective on running a business. As for the day to day operation of the business: I learn from experience, from my partners, from other strong mompreneurs and from all the skills I gained managing what is at times a chaotic household.
what makes your product distinct and unique ?
Mabel’s Labels was the first company in North America to develop and market personalized labels for children. We are the original Canadian label!
who is your product for?
Mabel’s Labels is geared towards children and families. However we also market to camps, cottagers, seniors, schools, boaters, and more!
what inspires you to do what you do?
When my eldest son was diagnosed with autism, I became inspired in many ways. I knew that a traditional law career would not suit me so I considered other non-traditional work options. Having a business would provide the flexibility to manage my son’s intensive ABA therapy program, advocate for him, yet still allow me to enjoy a professional life.
what did you do before MABEL'S LABELS?
I had a legal career.
how do you market and sell your products?
Mabel's Labels are sold online through the www.mabel.ca web site and also in person by Mabel’s 170 agents throughout North America. Sales also stem from fundraising programs at schools, charities and daycare centres, as well as through the summer camp program Mabel’s Labels has established with the American Camping Assocaiton and the Ontario Camping Association. While most of the company’s customers are in Canada and the United States, Mabel’s Labels has filled orders from all over the world!
what kind of support system and support network do you have to help you integrate your life as a mom, mom in business, and woman?
I have a very strong system of support. From the start of our business each partner has been responsible for managing a certain aspect of Mabel’s Labels. Myself, being a lawyer, I mange public relations and marketing; Tricia Mumby previously worked in graphics and printing and is in charge of design, the Web site and advertising; Cynthia Esp, a former teacher, runs the human resources and production departments; and Julie Ellis was a financial planner for 15 years and now manages the company finances.
In addition to the support of my partners, Mabel’s Labels employs seven full-time and 10-12 part-time employees who handle the manufacturing, information technology, manage Mabel’s agents’ and fundraisers’ sales needs and process and ship orders with 24 hours of receipt.
what or who helped you launch your business?
My three business partners, and advice and support from friends and family.
what are the 3 words that you would use to describe yourself as a mom in business?
- savvy
- enthusiastic
- committed
what are the 3 (inanimate!) things that you couldn't live without as a mom in business?
- my mini-van
- my computer!
what are the 3 greatest challenges that you face/d as a mom in business ?
- balancing the needs of my autistic son with my commitment to my business,
- balancing the needs of my four other children and my husband with my commitment to my business,
- not having enough hours in a day!
finally, what would you advise a mom who is thinking of starting her own business?
There are many pros, and many cons! Be sure to talk to many people before deciding if this is for you. You may like the idea of being your own boss, but you end up with lots of bosses out there: customers, suppliers, staff, etc. You are accountable to all of them!
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founder/owner: Julie Cole
telephone:1-866-30-MABEL
email: info@mabel.ca
website/s: www.mabel.ca
mail: 50 Dundurn Street South, P.O. Box #33561, Hamilton ON, L8P 4X4 Canada
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would you like to be our next featured mom in business? if you have a product or service that caters to moms or babies, or is kid-friendly, or family-oriented, you could be our next featured mom! each month, mom2mom toronto spotlights a different mom and business on our website and newsletter -- click here for advertising cost and for more details.
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did you know...
- that investing in building your online reputation through articles and online networking groups is one key ingredient to your success as a mompreneur?
( from © The Globe and Mail." Stay-at-home Moms Stay the Business Ccourse," by Roma Luciw. Saturday, March 3rd 2007 )
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