What does it really take to build a purpose-driven business that reflects your values and grows alongside your life?
In this episode of The People Teaching People Podcast, I sit down with Julie Cole, Co-Founder and Senior Director of Public Relations of Mabel’s Labels, to explore the deeply human story behind one of Canada’s most loved parenting brands. Julie shares how a simple product gap, combined with her son’s autism diagnosis, became the catalyst for leaving law and stepping into entrepreneurship. Together, we talk about the realities of building a company while raising six children, how values shape leadership and culture, and the long-game mindset required to grow without sacrificing what matters most.
This conversation is a reminder that the way we build matters just as much as what we build.
Listen in as we talk about:
03:54 The origin of Mabel’s Labels
06:45 Being better together
09:10 The skills that come with you
11:00 Learning as you grow
12:30 The unromantic reality of entrepreneurship
15:51 Building culture with care
20:59 Values as a compass
24:39 Shaping a business idea
33:00 Giving back with intention
36:55 Learning and growing together with peers
38:43 Looking back with pride
39:38 Learning never stops
42:24 Keeping your brain moving
LinkedIn: Julie Cole Mabel’s LabelsWebsite: https://mabelslabels.ca/Instagram:@juliecoleinc @mabelslabelsFacebook:@julie.cole@MabelhoodWebsite: https://tianafech.comLinkedIn: Tiana Fech Instagram: @tianafech Facebook: @tianafech Book: Online Course Creation 101: A step-by-step guide to creating your first online course
THE ORIGIN OF MABEL’S LABELS
Julie reflects on a journey that didn’t begin with an entrepreneurial plan, but with paying attention to what life was asking of her. While working as a lawyer and raising young children, she noticed a simple but frustrating gap for parents trying to keep track of their kids’ belongings. At the same time, her eldest child received an autism diagnosis, which shifted everything and made it clear that being deeply present, flexible, and fiercely supportive mattered more than staying on a traditional career path. The idea for Mabel’s Labels grew at the intersection of these moments – a practical solution shaped by real family needs and built alongside her sister and close friends during an intense season of raising small humans and juggling full-time work. What carried it forward in those early years was community, word of mouth, and a willingness to try, even when the path felt uncertain and demanding. Sometimes the most meaningful work emerges when we respond to a season of change with courage and care, and allow a small idea to grow alongside our lives.
BEING BETTER TOGETHER
Julie shares that building a business with co-founders brings both complexity and comfort. With four people at the table, there were different personalities and opinions to navigate, but also complementary skill sets, shared workload, and a sense that the risk felt more manageable when it was divided. Bootstrapping together made starting feel possible, and in the pre-social-media days, having partners meant the journey wasn’t a lonely one. They became built-in support for each other through babies, sick kids, and real life, grounded in care not just for the business but for one another’s families. At the same time, Julie is clear that collaboration only works when there’s alignment – around vision, expectations, and how the work is shared – knowing that effort will ebb and flow as life does. When people are clear on where they’re headed and willing to carry the load together, the work feels not just lighter, but more human.
THE SKILLS THAT COME WITH YOU
Julie reflects on how her legal background, while it once felt far removed from entrepreneurship, became an unexpected asset in building the business. She reminds listeners that none of our past experiences are wasted. We bring every skill set with us, even when our path changes. Within their founding team, each “past life” showed up in practical ways, from finance and design to teaching and law, creating a well-rounded foundation in the early days. For Julie, that meant reviewing agreements, navigating complex conversations, and drawing on problem-solving and negotiation skills that extended well beyond the courtroom. The work may have looked different on the surface, but the thinking behind it was deeply transferable. When you stop questioning why you learned what you learned and start trusting that it shaped how you think, you begin to see how every chapter contributes to what you’re building now.
LEARNING AS YOU GROW
Julie describes how growth has a way of revealing both blind spots and hidden strengths, often at the same time. In the earliest days, everyone did everything, working out of a basement and focusing on getting the product out the door. Then the business grew, employees were hired, and suddenly there were entirely new questions about HR, systems, and responsibilities they hadn’t needed to think about before. Each stage brought a fresh round of learning, whether that meant taking a course, bringing in outside support, or figuring out how to navigate technology and e-commerce without anyone being a natural expert. Along the way, gaps became clearer, but so did capabilities they didn’t know they had. Growth doesn’t come from having it all figured out at the start, but from staying curious, adaptable, and willing to learn your way into what comes next.
THE UNROMANTIC REALITY OF ENTREPRENEURSHIP
Julie speaks candidly about what it really looked like to build a growing business while raising six young children. The days were long, the nights even longer, and sleep was often sacrificed in favour of packing orders, answering emails, and keeping things moving once the kids were in bed. She pushes back on the glossy version of entrepreneurship, reminding us that behind the talk of freedom and flexibility were basement work sessions at 2 a.m., constant exhaustion, and hard trade-offs. Flexibility made it possible to be present for school trips and family moments, but it didn’t make the work disappear. It simply shifted it to late nights and early mornings. Julie also emphasizes the importance of being honest about capacity, expectations, financial trade-offs, and appetite for risk before diving in. Entrepreneurship can be deeply rewarding, but it demands grit, realism, and a clear-eyed understanding of what you’re choosing to give and to get in return.
BUILDING CULTURE WITH CARE
Julie reflects on how growing a team gave her and her co-founders the rare opportunity to intentionally shape the culture they wanted to work in. Having built the company during a season of diapers, playdates, and very full lives, they prioritized values like trust, productivity, and flexibility over rigid hours and appearances. Instead of measuring commitment by who was in the office from nine to five, they focused on goals, outcomes, and whether the work was getting done in a way that supported real life. This approach created a family-friendly environment, strong morale, and remarkable retention, with many team members choosing to stay or even return after leaving. Julie also shares how true growth required learning to let go, delegate, and trust others to do things differently, even when it was uncomfortable. When leaders leave their ego at the door, focus on results, and build systems that work for people and the business, teams don’t just function – they thrive.
VALUES AS A COMPASS
Julie shares how core values at Mabel’s Labels aren’t just words on a wall, but living guideposts that shape culture, decisions, and relationships. From hiring and onboarding to partnerships and community involvement, their values help clarify what aligns and what doesn’t, especially when choices feel complicated or tempting. She explains how turning down a collaboration with a larger brand, despite the opportunity it presented, ultimately protected trust, integrity, and the relationship they had worked hard to build with their community. Values also show up in the hills Julie is willing to stand on publicly, including inclusion and human rights, even when it means losing customers along the way. What she’s learned is that values don’t shrink a business. They attract the right people, deepen loyalty, and create a sense of shared purpose that feels bigger than profit. When decisions are rooted in what truly matters, alignment follows, and so does the kind of work you can feel good about at the end of the day.
SHAPING A BUSINESS IDEA
Julie frames a business idea as something that often starts with noticing a small but persistent frustration in everyday life – something that could work better, look better, or feel easier. She encourages paying attention to those moments and then getting curious, asking questions, and doing the groundwork to see what already exists and where there might be room to do it differently. That means talking to people, using your networks, learning from others who’ve gone before you, and tapping into local entrepreneurship supports that can help with everything from research to prototyping. Along the way, Julie normalizes hearing plenty of no’s and not worrying about looking foolish for asking honest questions. When you’re willing to stay curious, do your research, and keep reaching out anyway, a business idea becomes something you can actually build – one conversation at a time.
WRITING HER BOOK
Julie shares that writing her book grew from a long-held desire to make the journey of building a business and raising a family feel a little easier for someone else. Writing had always been part of her life, from early blogging days to short-form storytelling, but the pause created by COVID finally gave her the space to do it. With travel and events on hold, she treated the book like a side project, writing stories as they came rather than forcing a linear process, and trusting that the pieces would come together later with the help of an editor. She talks honestly about the challenge of staying accountable, the value of simple systems like writing groups, and the importance of getting words down without worrying if they’re perfect. By tackling the hardest tasks first and refusing to let unfinished work linger in her head, she found a rhythm that made progress possible. When an idea keeps hovering, giving it a place to land can clear space for everything else you’re trying to build.
GIVING BACK WITH INTENTION
Julie shares how mentoring, community involvement, and advocacy are guided by clear boundaries and a deep sense of purpose. She’s thoughtful about when and how she gives her time, choosing opportunities where she can show up fully rather than saying yes to everything. Giving back, for her, means opening doors for other women, sharing what she’s learned, and staying connected to what’s changing by learning from the people she supports. Whether it’s mentoring entrepreneurs, judging awards, or contributing to causes aligned with her values, she finds that the time and energy she offers often return as inspiration and renewed perspective. As life shifts, so does the way she gives – moving between time, talent, and resources as capacity allows. When generosity is rooted in alignment rather than obligation, it becomes sustaining for everyone involved.
LEARNING AND GROWING TOGETHER WITH PEERS
Julie reflects on how learning has shown up in different ways throughout her life, from teachers in her childhood whose lessons stayed with her, to books that shaped her thinking, and now, most meaningfully, through her peers. At this stage of her journey, she finds her deepest learning happens within a trusted group of women who gather regularly and intentionally, despite full lives and busy schedules. This isn’t a space for surface-level encouragement, but one grounded in honesty, constructive feedback, and real support – stepping in for one another, sharing opportunities, and offering guidance without competition. That sense of mutual care and shared growth has become her most valuable learning environment, reminding us that sometimes the teachers we need most are the people walking alongside us, willing to learn and lift together.
LOOKING BACK WITH PRIDE
Julie reflects that pride shows up in many layers, beginning with her children and especially her eldest, whose autism diagnosis was the catalyst for starting the business and who has since grown into a thriving, capable adult. That personal journey remains deeply meaningful, but alongside it sits a quieter, equally powerful sense of pride in what the business has made possible. Beyond awards, recognition, and becoming a well-loved brand, she speaks about the responsibility and gratitude that come with employing people and supporting their lives, families, and futures. Knowing that the work they do creates stability, opportunity, and a genuinely good place to show up each day matters deeply to her. In the end, success is measured not just by growth or accolades, but by the people who are cared for along the way.
LEARNING NEVER STOPS
Julie shares that staying curious and current is less about chasing big new skills and more about keeping pace with how things are changing. She talks about learning through trends, platforms like LinkedIn, and especially through her team, whose perspectives on marketing, paid ads, analytics, and content strategy keep her thinking fresh and forward-looking. Even when technology doesn’t come naturally, she leans into learning how content connects, engages, and sometimes simply entertains. Along the way, there’s humour in realizing that some of her best teachers are her own kids, who are quick to offer feedback, troubleshooting, and reminders of how fast the digital world moves. Growth, she shows, often comes from staying open, asking for help, and being willing to learn from the people right beside you.
KEEPING YOUR BRAIN MOVING
“Learning is non-negotiable. If you rest, you rust.”
Julie talks about learning as something woven into everyday life, not confined to classrooms or certain seasons. For her, staying curious and mentally active is essential to how we show up in business, in relationships, and in our own sense of vitality. She compares learning to physical movement, something that keeps us flexible, strong, and engaged over time, and emphasizes how conversation, social connection, and exposure to different perspectives all play a role. Whether it’s keeping up with new ideas, challenging the brain through something complex, or simply staying open to learning from the people around us, she sees it as an ongoing practice rather than a destination. When learning remains part of how we live and connect, it keeps our thinking alive and our worlds expanding.
Today’s episode is produced by VOLT Productions, a full-service podcast production agency helping creators and entrepreneurs launch, grow and monetize their shows. You can learn more about the agency’s founder Simona, their work and their team by going to www.voltproductions.co.