Fable
Premium homeware brand Fable makes sustainably crafted artisan dinnerware, drinkware, flatware, and decor accessible through its D2C approach.
brand facts
- Fable is a Certified B Corporation, and all of Fable's packaging is 100% recyclable and plastic-free.
- The Canadian brand was co-founded by Joe Parenteau, Max Tims, and Tina Luu.
- They work closely with partners at Mealshare in North America and Magic Breakfast in the UK. For every set of Fable dinnerware sold, a meal is directly donated to a child or youth in need.
- Their ceramics are produced in a 100% zero-waste facility, crafted with non-toxic materials. 100% of water is recovered and treated for re-use, 100% of clay shavings and biscuit are reincorporated, 100% of broken glazed ceramics are recycled into concrete and during the day, their ceramics facility is 100% solar powered.
- Their shatter-resistant glassware is crafted in Japan using 50% recycled materials. Each piece undergoes a unique ion-toughening treatment that makes it 1.5 times stronger than untreated glass, giving it superior durability.
- They only partner with makers who put the earth and its people first and are steadily working towards their goal of becoming a completely zero-waste company.
Brand categories
- venture capital
- home & leisure
- international
- current
Our journey with Fable
True led Fable's $2.7m seed round, with additional participation from Canadian angels and investors. We believe that the business can offer beautiful, sustainable homeware more affordably due to its digitally-led business model — that’s what drove our investment, alongside its ethical and sustainable credentials.
brand updates
News
Fable’s mission is simple: Bring joy to every table
Since Fable’s inception in 2019, they have been partnered with Mealshare, a local organization making it their mission to fight youth hunger through partnerships with restaurants and companies in the food sector.
News
Sustainably-Led Homeware Brand Fable Plots Retail And Product Expansion As Part Of Series A Funding
In Joe Parenteau’s belief, his biggest claim to fame was being featured in Lego Magazine as a child. “I was huge into Lego growing up, building everything, not really following the manuals, but just putting things together. I built a submarine and I thought it was the greatest thing ever, and in some ways, it was.” Building the submarine of his own design remains an analogy for Parenteau for building a business–it takes time, patience, vision, and creativity.
True Stories
careers
Join the team at Fable.