Shelby Law, a junior entrepreneurship major, is the founder of Labeled By Love, an online women’s clothing boutique offering curated, trend-forward styles designed to make getting dressed fun and effortless. Built around the idea of a “label of love,” the brand goes beyond fashion through creative collections, original campaigns and a community that celebrates confidence and connection.
What is the story of your business? How did it start?
I started Labeled By Love when I was 18 with a love for fashion, creativity and entrepreneurship. I wanted to build something that went beyond simply selling clothes and created a brand with a deeper meaning behind it. The name “Labeled By Love” comes from the idea that our identity is not defined by the labels the world gives us, but ultimately by the love of Christ. What began as an online boutique has grown into a creative outlet where I get to combine fashion, marketing, photography, branding, and my faith.
What has been the most challenging part of launching your business? How did you overcome this?
One of the most challenging parts has been learning how to differentiate Labeled By Love in an extremely saturated industry. There are thousands of online boutiques, so I quickly realized that simply having cute clothes was not enough. I have worked to overcome this by focusing heavily on branding, creative campaigns, customer experience, and finding ways to make each collection feel unique to LBL. I have also learned to view slower seasons and ideas that do not perform as expected as opportunities to adjust, learn and become a better business owner.
What is the goal behind your entrepreneurial pursuits? What do you envision for your business?
My goal is to grow Labeled By Love from an online boutique into a recognizable lifestyle and fashion brand with a strong community surrounding it. Long term, I envision LBL developing more exclusive and custom products, expanding its reach beyond Birmingham, and becoming a brand that customers genuinely identify with rather than simply shop from. I also want to continue developing as an entrepreneur and use what I learn through LBL to create opportunities for other young women interested in fashion, marketing, and entrepreneurship.
Does your business have a social mission or purpose? If so, explain how your business is redemptive in a Christlike manner?
Faith is at the heart of Labeled By Love and is the reason behind its name. The message of the brand is that before any other label the world may place on us, we are loved and our identity is found in Christ. I want LBL to reflect that message through the way I treat customers, the community I create, and the ways the business gives back. As LBL grows, I hope its ability to serve others grows with it and that the business can be used as a platform to demonstrate Christlike love through generosity, encouragement and service.
How do you see your company having an impact on the Samford and/or Birmingham communities?
I see Labeled By Love becoming increasingly connected to the Birmingham community through local events, collaborations, pop-ups and partnerships with other small businesses and creatives. Because LBL began while I was a college student, I also want it to show other students that they do not have to wait until after graduation to pursue an idea they believe in. As the company grows, I would love to create internships and other hands-on opportunities for students interested in entrepreneurship, fashion, marketing, photography and social media.
Learn more about Labeled By Love:
