Our story began late in 2004 when my family and I returned home to sunny South Africa after seven years overseas.

Alongside bringing home our two children, I brought back an idea that sparked an incredible entrepreneurial journey; creating durable personalised labels and accessories that make everyday life easier for busy parents.

In 2005, I teamed up with a professional graphic designer to craft the very first Its Mine ranges of bright vinyl waterproof stick-on and iron-on labels, featuring fun fonts and cute icons that kids could easily identify their belongings by.