The people
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Working at Fable Home
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About
Fable started as Nelson Home, an Instagram experiment: about $5,000 of ceramics ordered off Alibaba, photographed, sold online and at Christmas markets to learn what customers wanted. What the founders learned became Fable in 2019. None of the three had worked in e-commerce or consumer packaged goods — co-founder Tina Luu was a web developer and still runs the company's technology. It opened retail stores in Toronto and Vancouver in 2021 and raised an $8.4M Series A. Luu told the story at TechTO Commerce in September 2025.
Backers
$8.4M Series A · investors not confirmed
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Quick answers
What does Fable Home sell?
Ceramic dinnerware, glassware and cutlery, made with partner workshops in Portugal, Japan and Europe and sold direct to consumers.
Who founded Fable Home?
Tina Luu, Joe Parenteau and Max Tims, in 2019. All three came from tech, not consumer goods, and met through the Vancouver tech community.
Is this the same as Fable the accessibility company?
No. Fable Home is the tableware brand at fable.com. Fable at makeitfable.com is a separate Toronto accessibility research platform founded by Alwar Pillai and Abid Virani.