Sweet Label began in 2020 in Cebu, Philippines, when Joyce Slatton first started selling homemade food online. It all started with her homemade pickled papaya (atchara), promoted through Facebook.

When customers started asking for cakes, Joyce taught herself baking. Word spread quickly, and she became known as "a famous baker in Cebu."

In 2023, Joyce met Mike Slatton online. Two years later, she relocated to Clearwater, Florida, and they married. She quickly connected with the Filipino community in Tampa Bay.

Today, Sweet Label focuses on beloved Filipino breads and pastries — a brand built on community, culture, and the joy of sharing homemade food.