Using a qualitative approach, the author explored the process of ethnic label selection, change, and the meaning assigned to ethnic labels. Ten women of Mexican descent participated in semistructured, in-depth interviews. Phenomenological analysis of the data revealed several themes, including the importance of family, ancestral traditions, and cultural traits; label as identity; and labels as complex and dynamic. Factors that influenced label choice, meaning, and change; implications for counselors and counselor educators; and limitations and suggestions for future research were addressed.