Tell us about The Fable.
The Fable is an online Australian brand which sells silk clothing. We started off producing a classic silk shirt available in only three colours, which is a range we have expanded since. We take a lot of pride in getting the tone exactly right in our colour ways. We have also introduced silk tops and sleepwear into the mix as well which is doing really well.
What inspired you to start The Fable?
I used to work in corporate and wore silk shirts nearly every day, they were very much my working uniform as you can wear them from day to night. However, despite that I could never find the perfect one, with the right fabric and the right shape. In 2014 I left my job after experiencing a severe burnout and feeling trapped in the daily grind. I packed up and went to live in an Ashram in India for a few months to help me recoup. You can call it my “Eat, Pray, Love” era. Upon visiting the textile markets and silk factories I decided to try my hand at making the silk shirt I felt was missing in the market. It took a year, but I did end up coming up with the perfect design, and one that keeps my customers coming back for more. To get it off the ground I sold my car in Sydney for $7k and that was my starting fund.
Tell us about your career and background.
Before starting The Fable I worked at L’Oreal in the luxury division. I was part of the marketing team and looked after Yves Saint Laurent and Giorgio Armani.
Describe a typical work day for you.
It’s the classic cliche but no two days are ever the same. I have a one year old son who keeps me on my toes. I generally work in the mornings and have the afternoons with my son and will then jump online in the evenings if I need to. Work life balance doesn’t really exist however I’m lucky that The Fable is a labour of love for me so it doesn’t matter. When I can, I love getting a pilates class in with girlfriends or heading out in the evenings for a wine with friends or my husband.
What advice do you have for those wanting to start a business?
Absolutely give it a try, however create a plan to make sure the startup stage is sustainable for you. It takes time for a business to make money and even longer for you to draw an income. I had a part time job for the first 18 months when I started The Fable which took the pressure off and allowed me to reinvest all profit back into growing the business.
What’s next for you, and The Fable?
We are expanding our range to include a Cotton Poplin shirt. This was purely due to customer request. We had a lot of feedback from customers requesting a classic work shirt.
Notes on The Fable
The Fable products are made from 100% crepe de chine silk and the range is washable, removing the need to spend money and time on dry-cleaning. Everything is also ethically made from accredited factories. The Fable makes around $4.5 mil a year, making it a best selling independent fashion label.
