17: From the basement to an 8-figure exit: the Mabel’s Labels Story with Julie Ellis‪.‬ Indie Brand Builder: how to build a successful business online

Julie Ellis a co-founder of Mabel’s Labels, one of Canada’s greatest small business success stories.   Back in 2002, Julie and her three partners Julie Cole, Cynthia Esp and Tricia Mumby decided  they could do better than the scribbles on masking tape that were being passed off as labels to keep track of for kids clothing and personal items. So, after much research, they brought a brand new product to market in the form of personalized waterproof name labels and tags. From its humble beginnings Mabel's Lables has grown into an award-winning, market-leading company loved by Moms and kids alike.   Mabels labels was recently sold  to paper and label giant Avery Labels which lead to Julie’s exit from the business she had founded and run for nearly 15 years   Julie is now entering a new phase of her career as she shares her experience and expertise with other entrepreneurs helping them gain clarity and accelerate their success.   Mabels Labels hadn't been looking to sell the business when they were approached by Avery but quickly realized that the idea acquirer “checked all the boxes” and helped them address some big questions: how they would finance further growth and who of the 4 founders would ultimately lead the company.   Julie adds that what’s best for the business may not be what’s best for you personally and what you would do as an autonomous leader is much different than what you would do as part of a 4-person team   While selling a business is often the end goal for many entrepreneurs, the experience can be bittersweet as it was in Julie’s case. As someone who is used to giving 110%, she says it took her at least 3 months to accept the idea that she was able to take some downtime.