In 2003, Julie Cole stood at a crossroads that many professional women encounter, yet few navigate with such decisive disruption. A practicing lawyer with a prestigious background, she was also a mother facing the logistical chaos of early parenthood. While many would have sought the safety of their established career, Julie saw an opening not just for a product, but for a new way of doing business. Alongside her co-founders, she traded the courtroom for a basement startup, launching Mabel’s Labels. What began as a solution to the “lost-and-found” bin evolved into a multi-million dollar industry leader, but the real story lies in how Julie anchored that growth in radical authenticity and a refusal to compromise on her voice.
From the Courtroom to the Basement
Julie’s early professional life was defined by structure, advocacy, and a deep commitment to service. After earning her LL.B from the University of Western Australia and an M.A. in Education Administration from New York University, she entered the legal world, eventually working with the Women’s Legal Service in Victoria. These early years were more than just a pursuit of a degree; they were a masterclass in understanding the needs of a community. Her volunteer work with Aboriginal Legal Services and her role as an organizer for the Montreal Massacre Memorial Event showcased a leader who was never content to sit on the sidelines.
However, the rigid nature of a traditional legal career often clashed with the realities of growing a family. As a mother of six, Julie understood the specific, granular frustrations of modern parenting. She realized that while she was highly skilled at interpreting the law, her true calling was to solve a tangible problem for families like her own. This realization became the bedrock of Mabel’s Labels. It wasn’t just about stickers; it was about reclaiming order from chaos.
“From four moms starting in a basement with a good product idea, our customers have felt a connection. We have always been real and relatable.”
This foundational period was marked by “grit and collaboration,” as Julie transitioned from a “recovered lawyer” to a visionary entrepreneur. She brought her advocacy skills to the business world, ensuring that the brand she built was as durable as the product it sold.
Scaling with Servant Leadership
The rise of Mabel’s Labels from a grassroots operation to a global household name was not an overnight miracle; it was a disciplined ascent fueled by a unique approach to leadership. As the brand scaled, Julie’s role transitioned into a public-facing powerhouse, serving as the Senior Director of Public Relations. Her ability to translate the brand’s mission into a compelling narrative caught the attention of major media outlets, leading to appearances on NBC’s The Today Show, HLN, and Breakfast Television.
Yet, internally, Julie was busy redefining what it meant to lead a high-growth company. She moved away from the traditional, extroverted “loudest person in the room” model of executive management. Instead, she leaned into servant leadership, a philosophy that prioritizes the psychological safety and growth of the team.
“One of the most important realizations around leadership that I feel often gets missed is that leadership can look very different… Leaders who leave their egos out of the equation, make hires that fill the gaps they have, and allow other leaders to do their job without micro-managing them have served us very well!”
This methodology allowed Mabel’s Labels to remain agile in a competitive market. By hiring “intrapreneurial” individuals who shared her values and had “skin in the game,” Julie created a culture where innovation wasn’t forced, it was organic. This cultural strength was validated by those who worked alongside her.
As colleague Theresa Albert noted, “Your business acumen is second only to your brilliant leadership of balance. Providing a service to customers who are as need of your inspiration as they are of your product is what you were born to do.”
A Legacy of Connection and Community
Today, Julie’s influence extends far beyond the durable labels that grace school supplies across North America. She has become a vital voice for women in business, a best-selling author, and a mentor for the next generation of founders. Her impact is measured not just in sales figures, but in the community she has fostered.
In an era of fleeting digital trends, Julie has maintained a brand loyalty that is rare. She attributes this to a simple, unwavering brand promise: quality and community. She believes that a product must do exactly what it says it will do a “secret sauce” that sounds simple but requires relentless execution. This reliability has turned customers into brand ambassadors, a sentiment echoed by media consultant Heather Greenwood Davis: “From personal needs to professional ones, I have found the company and Julie a joy to work with. I wouldn’t hesitate to call on them again.”
Beyond the business, Julie’s commitment to social causes remains a pillar of her identity. Her long-standing involvement with the United Way and the Forum for Women Entrepreneurs (FWE) reflects a leader who understands that success is hollow if it isn’t used to lift others. For Julie, the “impact” is found in the “real talk”, the honest conversations about the messiness of parenting, the challenges of female leadership, and the importance of showing up as your true self.
Thriving Through Values
As Mabel’s Labels celebrates over 23 years in business, Julie Cole is looking toward a future where “thriving” is the standard, not the exception. Her vision for the company’s legacy is rooted in sustainability, both in keeping items out of landfills and in sustaining the human spirit of her employees and customers.
Her advice to emerging entrepreneurs is a reflection of her own journey: build a community before you build a market.
“Give, give, and give some more!” she urges.
It is this spirit of generosity and transparency that defines her leadership philosophy. Julie continues to challenge the status quo, proving that you can be a high-level executive, a dedicated mother of six, and a “media gal” without losing the heart that started it all in a basement two decades ago.
She remains a trusted brand voice because she never stopped being a trusted peer. Whether she is emceeing a conference or mentoring a new startup founder, Julie Cole proves that when you build with authenticity, you build something that lasts.
Editorial Note
Julie Cole’s journey is a powerful reminder that the most successful businesses are often those that refuse to separate the professional from the personal. By leaning into her identity as both a lawyer and a mother, Julie created a brand that speaks a universal language of reliability and heart. Her story invites us all to lead with less ego and more empathy, ensuring that we don’t just build companies, but communities that thrive.
