This Is Mabel
Wearing Your Truth: How a £15,000 Start Up Loan through Let’s Do Business Finance helped Seaford founder Laura Harrison grow a wearable wellness brand with something real to say.
Laura Harrison knows exactly what it feels like when life gets loud. As a mother of two and someone who knows first-hand how hard the quiet battles can be, Laura didn't set out to build a fashion brand; she set out to tell the truth – and This Is Mabel was born from that honesty.
Based in Seaford, East Sussex, This Is Mabel is a wearable wellness brand built for women who are done pretending. With bold, relatable phrases like 'Nope', 'Mind.full', and 'Just As She Is' woven into every piece, the brand turns everyday clothing into a conversation starter and an act of solidarity.
With the help of a £15,000 Start Up Loan, accessed through Let’s Do Business Finance via the British Business Bank’s Start Up Loans scheme, Laura has been able to fully commit to growing her brand and building the financial foundations to make it last.
Turning personal experience into a purpose-led brand
This Is Mabel first came to life in 2018, as a side project running alongside Laura's fitness studio. The name is a nod to her daughter, Mabel, spirited and unapologetically herself, and the brand was rooted in lived experience from the very beginning.
After a difficult pregnancy and a challenging first year with her second child, Laura went through postnatal anxiety that eventually led to a physical and mental breakdown. It was her doctor who joined the dots between her recurring physical symptoms and her mental health, leading to a referral for cognitive behavioural therapy (CBT) and the right medication.
What followed was a process of recovery and revelation. Through therapy and open conversations with her fitness clients, Laura discovered something she hadn't expected: she wasn't alone. Mental health struggles were far more common than anyone was letting on, and being honest about bad days was not a weakness. It was a relief.
Drawing on her family's printing background and her love of comfortable clothing, Laura channelled that insight into This Is Mabel: a brand designed to make emotional wellbeing tangible. Something you could wear. Something that said, without words, 'me too.'
“Girls are born fiery and strong, confident and sassy, and then it gets knocked out of you as you get older. I want to help keep that confidence there.”
— Laura Harrison, Founder, This Is Mabel
Stepping away and coming back stronger
When the pandemic hit, Laura stepped back from the business and took on a more traditional role. It wasn't the right time, but the idea never left her.
In early 2025, she made the decision to go all in. She quit her job, had £3,000 in the bank, and knew that if she was going to give This Is Mabel the shot it deserved, she needed more of a runway.
She applied for a Start Up Loan through the British Business Bank and was approved for £15,000, received in two tranches – £10,000 initially, followed by a further £5,000 three months later. That funding gave her the stability – and the confidence – to invest properly in growth.
“I needed money to invest in the business, primarily through advertising. It has also given me peace of mind. I know I’m okay for a few months, which means I can take bigger risks.”
What the loan made possible
Unlike her fitness studio, which generated income quickly and needed little upfront stock, This Is Mabel required careful cash flow management. The loan enabled Laura to plan ahead and invest with intention. The funding enabled her to:
Invest in digital advertising to build brand awareness
Purchase stock without waiting for customer payments to clear
Move from working at home into a dedicated studio space
Build stronger financial foundations for sustainable, long-term growth
It has also given Laura a sharper understanding of how to run a business properly, something she is candid about.
“This time, I’m learning how to do business properly. With my studio, we opened the doors, and it paid the bills – I never did a cash flow forecast, so this has been a sharp learning curve”
Let’s Do Business Finance are the regional Business Support Partner of the Start Up Loans Company through the British Business Bank, and delivers Start Up Loans from £500 up to £25,000 to aspiring entrepreneurs and businesses under five years old to support the launch of their business.
Finance that made the difference
Throughout the application process, Laura worked closely with her assigned Business Manager at Let's Do Business Finance, Chris Smith, who guided her through every stage, from understanding the business plan requirements to making sense of cash flow forecasting.
“Chris was great, he went through the whole application with me. I had filled it out, but I didn’t really understand what I was doing or why, and he explained it all.”
That kind of hands-on, human support is at the heart of what Let's Do Business Finance does. Built on a ‘people first’ approach, we don't just process applications; we take the time to understand the person behind the business and help them build the confidence to move forward.
“Since working with the Start Up Loan Team, every time I am able to tell the customer they have been successful with their application, it gives me a buzz. Laura being even more special as the business itself is local to where I have lived all of my life. It was clear that she had been struggling in recent years with her mental health which made it ever more satisfying to be able to agree to her loan request and provide her with a project to focus on moving forward. From the contact I had with her and the application presented, I am confident that the business will continue to be successful and grow and also have a positive impact on her life.”
Building a brand that champions women
At its core, This Is Mabel is about visibility. It's a brand built by a woman, for women, and Laura is passionate about making sure that voice is heard.
“I think it’s important to talk about women in business and female founders,” Laura says. “There are lots of women running businesses, but it can still feel male-dominated in terms of advice and visibility.”
Through campaigns like 'Just As She Is', Laura is building a community where women feel seen and understood, whether they're setting boundaries, walking away from toxic environments, or simply having an honest day. The brand doesn't just sell clothing – it starts conversations.
What’s next for This Is Mabel?
In the short term, Laura's focus is on turning This Is Mabel into a full-time income. She plans to expand the product range into wearable wellness items, including perfumes and lip balms, and to bring in marketing support to help grow the brand further.
Long-term, she has her sights set on building something truly investable and scalable, without losing the community roots that make it special.
“I want people to say, ‘Oh, I know This Is Mabel – I brought a jumper from there,’ or ‘My mum brought me one when I was having a tough time.’ I want it to be a brand people connect with.”
Could a Start Up Loan help you take the next step?
If you’re looking to take the next step in your business journey, a Start Up Loan could help you to access the funding you need. Find out more about how Let’s Do Business Finance can help you access finance to support your ambitions.
Not sure if you’re ready to apply for a Start Up Loan? Check out this practical guide, which helps you check whether you’re ready and what you’ll need before you apply: https://www.letsdobusinessfinance.co.uk/latest/start-up-loan-checklist