You can label these four moms a savvy group
Written by Shirley Lichti for The Record, February 16, 2005

Parents of small children know that schools are like the Bermuda Triangle. Things go in that never come back out: mitts, hats, lunchboxes, shoes and so on.

Frustrated by the never-ending stream of things that went missing at daycare, playgroups and school, four busy moms came up with a solution. They started Mabel's Labels Inc., to make labels for the stuff kids lose.

Although based in Hamilton, the company's roots are in Kitchener-Waterloo. Sisters Julie Ellis Cole and Cynthia Esp met Julie Cole and Tricia Mumby when they were all students at the University of Waterloo.

They later became family when Julie Cole married the sister's brother and Mumby married their youngest uncle.

With nine children among them, the four partners knew their labels had to be tough in order to survive environments from dishwashers and microwaves to puddles and UV rays.

They spent a year researching dozens of technologies. Stick-on labels for bottles, cups, bowls, and toys were tested by running them through dishwashers hundreds of times. Iron-on labels for clothing withstood the test of machine-washing over and over again. And an extra tough label was developed for use in shoes and boots.

Each set of labels is personalized with the child's name. So they're easier to identify, parents can add picture icons and have labels printed in a variety of bright colours.

The partners didn't set out to be business owners since they already had full-time careers. Mumby credits each woman for bringing unique skills to the business noting, "We all came at it from different angles."

As a lawyer, Julie Cole, understood the value of a trademark and initiated the process to secure protection for the name Mabel's Labels. She also looks after publicity and marketing.

Julie Ellis Cole, a financial planner for a bank, is the financial wizard for the company. Cynthia ESP,a teacher, attends to production matters and Tricia Mumby, a print production expert, covers the technical side of business including the company's website, www.mabel.ca.

Most of the labels are sold via the web in countries all over the world. The United States represents the biggest market at almost 70 per cent of sales.

Although labels may sound simplistic, Julie Cole says starting the business was quite complicated. "We had to find an Internet provider, credit card provider, phone provider and a bank. We had to register the business, draw up a partnership agreement, and design a brochure and web site."

When Mabel's Labels started, it had no money for promotions. But the women knew that the labels could be sold by word of mouth and so told all their friends about them.

As it turns out, they knew lots of people - small business owners, brand managers at large companies, journalists, publicists, designers. "It's amazing how many resources we had just within our network of friends," says Mumby.

They knew they would have to use the right approach to get publicity so they asked a journalist what he looked for in a media kit. His advice was to avoid navy blue folders because everybody uses them. Instead he told them that the folder and its contents had to be colourful and personalized.

The women listened and scored a big break when Dailycandy.com, a website that highlights the latest in fashion, food and consumer trends, featured their labels. They also were profiled in Canadian Living Magazine and highlighted on the CBS Early Show by expectant mom Laurie Hibberd, one of the show's contributors.

Since Mabel's Labels can't count on publicity, it attends four to five tradeshows a year that focus on babies and small children. Ads in large U.S. magazines like Parents are cost prohibitive, but it does advertise in regional publications such as City Parent in Toronto and Big Apple Parent in New York.

Brochures go in welcome packs for summer camp programs and daycares. Labels are also offered as part of a practical fundraising idea for schools, teams, camps and clubs.

Mabel's Labels has only been in business two years, but has already expanded its product line. Kosher labels were introduced to identify dishes used for meat versus dairy. And for children with allergies, special labels can be printed with the child's name and a list of foods to be avoided.

Although a natural fit in daycares and primary grades, the labels are also being used by sports teams, summer camps and in senior citizens homes.

The company is a part-time venture for all four women. But, according to Mumby, "our goal is to become a brand name, for Mabel's Labels to become the Kleenex of the kid's market."

If the labels stick as well as the name, it just might.

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