. >> reporter: to keep track of her kids' stuff, julie cole puts their names on almost everything. >> give me your water bottles, dudes. >> reporter: a formidable task for all six of them. it helps that she's a co-founder of multimillion dollar company mabel's labels based in ontario, canada, an idea that began when she and her sister and their mom couldn't find durable labels. >> we saw masking tape, permanent marker. we thought, there's got to be a better solution. >> reporter: they reached out to a friend who worked in printing. >> i said, this is ridiculous, tell your kids not to lose their stuff. until you're in a parenting situation, you don't believe this is a problem. >> reporter: the four spent two years researching how to make sticky labels. >> that would go through the dishwasher, the microwave, be ev resistant. >> reporter: and they did it while working full-time and raising families. >> my partners wanted to try something on their own as an add-on business. >> reporter: all they really needed was a workspace, printing machines, and money. but they decided against outside