Products labeled by Mabel's Labels

STICK TO IT: Mabel's Labels owners (L-R) Julie Cole, Cynthia Esp, Julie Ellis and Tricia Mumby created a business specifically for things that kids lose.

When its time to wrap up a play date, the inevitable question: "Whom does this belong to?" leaves many moms scratching their heads. This is why four Hamilton-area mompreneurs created Mabel's Labels, a company designed to ensure that belongings return to their rightful owners.

Five years ago, Waterdown resident Julie Cole put her dreams of a law office on Bay Street decked out in a classy power suit and Manolo Blahniks to care and advocate for her son who was diagnosed with autism.

Putting aside her traditional workforce job was something Cole needed to do for her changing family life. It was at this time that she, alongside her sister Cynthia Esp and relatives Julie Ellis and Tricia Mumby, noticed that a crucial item was missing from the children's market - labels. That's when the four moms took the bull by the horns and created Mabel's Labels.

"It's going to have to be super cute and it's going to have to be super durable," said Cole of the Mabel's Labels products.

Months of research and product testing ensued. The mompreneurs were busy creating their ever-growing business and crafting their products.

"We had all these labels sitting in the dishwasher for a year, we wanted to be really sure because that was going to make us or break us. We didn't want to sell a shoddy product," said Cole of the time and resources spent on testing the labels to ensure they were durable to withstand the elements.

With their major market being children, the mompreneurs branched off to cover all aspects of a kid's life. Labels were created for children going off to school, going to daycare as well as day and residential camps.

For the past five years, the Mabel Mamas have expanded their product line to include older children's needs, stationary and labels for grown-ups.

Now living in a household with five children under the age of 10 and a husband, Cole understands the need for moms to be organized. With at least five of every child-related object floating around her home at all times, labels help keep things in the Cole household in order.

Mabel's Labels provides many different kinds of labels, including the original Sticky Labels and Skinny Minis for cups, utensils, toothbrushes, and other items. Bin labels, canister labels, curbside labels and spice jar labels were created for functionality around the house.

Bag tags, cord control labels and iron-on labels are also available through Mabel's Labels. Over the years, the Mabel Mamas have noticed that their clients aren't just moms looking to stay organized, children are also using the sticky labels for parents moving into retirement or nursing homes.

"People, as they get old, are kind of funny about their stuff," said Cole, recalling that when her grandmother moved to a nursing home she was "careful about her little bits and wanted her name on things."

Stick-on nametags for clothing are new to Mabel's Labels products. The Tag Mate labels are washer and dryer safe. "We found that a lot of the modern moms don't sew or iron and they love these (Tag Mate labels) because they are peel and stick," explained Cole.

The business has taken design very seriously, which is something the mompreneurs are extremely proud of. Mabel's Labels has enlisted the help of an artist who creates the cute icons for the Mabel's Labels products.

"I think one of the things we've done right is be picky about our look," said Cole, adding that the Mabel's Labels look is consistent and everything is "matchy match."

"We haven't fringed when it comes to design and as a result, it's really helped with our branding and has given us a cohesive look and makes us recognizable and unique and that's another thing that our customers like."

The Mabel Mamas have become mentors to many other moms out there looking to start up their own business, explained Cole. She tells them that being a mompreneur has its benefits. The ability to work around her family's schedule has enabled Cole to spend much time with her family, but flexibility also has its downfalls.

"You can go and do the school drop off or if you want to go on a class trip you can do that, but you will be on your computer past midnight, because flexibility does not tuck you into bed at a decent time and it doesn't get your work done for you," she said.

Over the years, Mabel's Labels has received countless awards. Most recently, the four-some was awarded with the Hamilton Chamber of Commerce Outstanding Business Award. "This (winning the award) is validating in the fact that it's being recognized as entrepreneurs and the fact that our business has grown and provides employment for other people," said Cole.

Mabel's Labels was also featured on The View where co-host Elisabeth Hasselbeck talked about the local business' products. Other famous stars have relied on Mabel's Labels for organizational stickies, including Brooke Shields, Laura Dern and Lisa Rinna.

"It's been an exciting few years for the business," said Cole. "At the rate we're going, who knows, we might even make it to Oprah!"

Mabel's Labels products are available online at www.mabel.ca or by calling 1-866-30-MABEL. The company's products are also distributed through camps, a network of agents and school fundraising drives.