EP347 From Basement Labels to a $12 Million Exit
About this episode
Colleen O'Connell-Campbell interviews Julie Cole about the journey of Mabel's Labels from a basement startup to a $12 million acquisition.
What happens when four moms start making labels in a Hamilton basement and, 14 years later, get a call from a global industry giant? In this episode, host Colleen O'Connell-Campbell sits down with Julie Cole, one of the four co-founders of Mabel's Labels, to trace the full arc: from masking tape and permanent marker frustrations in the early 2000s, to building a fiercely loved e-commerce brand, to a reported $12 million acquisition by Avery Labels that closed in under six months. What makes Julie's story unique is the fact that she is still at Mabel's Labels a decade later, now as Senior Director of Public Relations, championing the brand she helped build. The conversation covers what buyers actually look for, why keeping your house in order is non-negotiable, how four co-founders (who were also family) navigated decisions without destroying relationships, and why selling your business does not have to mean falling out of love with it. Key Takeaways: Mabel's Labels was founded approximately 23 years ago by Julie Cole, her sister, and two university friends who married into the family. It started in a Hamilton basement solving a simple problem - kids were losing their gear, and…
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