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Tina Luu on the TechTO stage

Tina Luu

Co-founder & Head of Technology, Fable Home

E-commerceOn TechTO stages since 2025

Tina Luu co-founded Fable Home, the Canadian tableware brand, in 2019 and leads its technology — the e-commerce stores, data infrastructure and internal software. A web developer before Fable, she met her two co-founders in the Vancouver tech community, and none of the three had worked in consumer packaged goods. She spoke at TechTO Commerce in September 2025.

On the TechTO stage ×1

TECHTO COMMERCE TORONTO20:51

Meet Tina Luu (Fable Home) & Lakhveer Singh Jajj (Moselle) - Commerce Toronto

Commerce Toronto · September 2025
Watch on YouTube ↗

First seen on the TechTO stage in 2025. Every talk is searchable — ask the archive about Tina ↗

In their words

I'm one of the co-founders here at Fable. I also lead tech. We started Fable in 2019 with this idea of designing well-designed functional pieces for your home rooted in sustainability.

TechTO Commerce Toronto, Sep 2025 · watch at 0:26 ↗

we all come from tech backgrounds. We have no experience in e-commerce, no experience in consumer packaged goods.

TechTO Commerce Toronto, Sep 2025 · watch at 1:33 ↗

before Fable we were called Nelson Home — terrible, terrible name. We first started with the idea of, can we sell ceramics online? Can we sell it through Instagram?

TechTO Commerce Toronto, Sep 2025 · watch at 2:58 ↗
A few quotes can’t cover everything Tina said on the TechTO stage. 1,600+ talks are searchable.Ask about Tina ↗

More from TechTO ×2

Newsletter
March 15, 2023: An SVB Post MortemThe TechTO newsletter · mentions Tina
2023
Newsletter
Montreal Attendee BlastThe TechTO newsletter · mentions Tina
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Around the web ×2

Article
Beyond Tableware: Fable's Sustainable JourneyForbes
2023
Interview
Homegrown Business: Artisan Crafted Dinnerware from FableToronto Guardian
2020

Quick answers

What is Tina Luu known for?

Co-founding Fable Home in 2019 and running its technology — a technical co-founder in a category that rarely has one.

What did Fable start as?

A company called Nelson Home. The founders spent about $5,000 on a first pallet of ceramics, sold them through Instagram and Christmas markets, and used what they learned to build Fable, as Luu told the TechTO Commerce audience in September 2025.

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Maintained by TechTO · facts sourced and dated · last reviewed Aug 3, 2026