The Avery story began in 1935 with a great idea, a few spare parts and a $100 loan. That's when Ray Stanton “Stan” Avery invented the first self-adhesive labels and launched his company with a small handful of cash from his fiancee. happy customer service representative smiling His practical genius would ultimately yield 18 patents and establish Avery Adhesives, a company that went on to transform how brands and businesses deliver information. The company changed to Avery Adhesive Label Corporation when they incorporated in 1946. And after several more name changes, the company merged with Dennison Manufacturing in 1990 to become Avery Dennison.