Joe Parenteau | Fable

December 2, 2021 What I Found

What Is Fable? Tell Us About Your Products, Mission, And How Fable Differentiates Itself From The Other Brands In The Same Category.

At Fable, we create timeless everyday pieces that inspire and elevate the experience of dining at home. Motivated by a common vision to create products that are as enjoyable as they are ethical, we started with ceramics that are sustainably crafted in Portugal, and have since expanded to flatware, glassware, textiles, and more. Starting with tableware, our mission is to bring ethical, sustainable home decor into every area of the home.

Through transparent pricing and conscious sourcing, we produce accessibly priced tableware without compromising on quality or ethical craftsmanship. We also recognize that a meal is not a given right; in our pursuit of balancing profit and purpose, we donate a meal for every Dinnerware Set sold through our partnership with Mealshare. We plan to continue to grow Fable into a lifestyle brand and trusted source for all things home decor.

What Is Your Background? What Led You To Starting Your Own Company, And How Did You End Up In This Space.

I’m a technology leader, and an operations expert. After working in the traditional accounting space, I began my pursuit in technology at Bench Accounting, where I helped build teams and scale the operations from 400 to 4000 clients. Previously, I built and led an 80 person operations team at AvenueHQ, a real estate marketing company.

Together with Max Tims and Tina Luu, I founded Fable as a solution to a personal problem. When wanting to upgrade to more premium home decor and tableware, I wasn’t able to find anything out there that was ethically and sustainably produced and accessibly priced that also offered a simplified shopping experience. We saw an opportunity, and set out to fill the gap.

What Have Been Both Your Favorite And Least-liked Parts Of Your Entrepreneurial Journey? What Have Been Your Most Challenging And Most Exciting Moments For You And The Company?

A favorite for me has been working with such a great team—it’s so inspiring to collaborate with such an incredible group of people. As for the least-liked, I’d say the challenges we’ve faced in recent months due to global shipping delays. Most of our products are produced in places like Portugal and Japan, so naturally, we’ve been pretty heavily impacted by delays. Not being able to replenish our inventory levels at the expected rate, and feeling like we’re letting our customers and community down as a result, hasn’t been easy.

Tell Us About Your Co-Founders And How Their Skills Supplement Yours.

Fable was co-founded together with Max Tims, our Head of Operations, and Tina Luu, our Head of Technology. While our primary roles are quite different, we work very closely to lead Fable under one of our core philosophies: sharing all that we can. All three of us come from a background in tech, and each bring a unique yet complementary skillset to the table.

What Was The Inspiration Behind The Company Name?

Our name is a reference to Aesop’s Fables. More specifically, we were drawn to the fable called The Dove and the Ant, which is what inspired the turtle dove in our logo. Its moral, the importance of showing kindness to others in order to see it in return, was something we felt aligned with both as individuals and as a brand.

What Was The Fundraising Process Like For You? Tell Us About Your Investors And How You Use The Funds You’ve Raised.

The fundraising process has been great so far—our investors have been so helpful and supportive of our business. Whenever we’ve experienced any challenges, it’s been great having them to turn to as extra team members with loads of valuable experience.

Are There Plans To Launch New Products Or Categories In The Near Future?

Yes, absolutely. At Fable, we see a lot of opportunity beyond the dining table, and we plan to continue on our mission to bring elevated home decor into every area of the home. This year, we launched premium Japanese glassware and Belgian linen to complement our sustainably crafted ceramics and flatware, and we’re launching a handful of exciting new products this year and next that we can’t wait to share with you. Keep an eye out!

This Past Year Has Brought So Many Challenges To Companies Of All Sizes, Especially Those That Lean On Supply Chains. How Have COVID-19 And Recent Supply Chain Constraints Impacted Your Operation And Business Over The Last Few Months And Year?

COVID-19 and recent supply chain constraints have impacted our business in a few different ways. More than anything, they’ve put strains on freight forwarding, which has largely impacted our logistical ability to move our products from Portugal or Japan to our warehouse in Burnaby, BC. In turn, this has caused challenges with getting our products to our customers and community. We’ve chosen to be transparent with our community in clearly communicating the issues we’re facing, and we’ve been fortunate to see an overwhelmingly positive response so far. The understanding, patience, and continued support has been really great to see.

How Do You Think Your Industry Or The World In General Will Change Post-COVID?

I think one of the biggest shifts we’ll see, and are already seeing, is with how people work. I believe that remote work is here to stay, and will continue to evolve to become a more global practice.

Tell Us About Your Typical Workday Schedule. What Are Your Morning And Evening Routines?

I spend most of my days working remotely from Europe, which puts me in a different time zone than most of my team members. I structure my workday to better align with theirs by starting later in the day, which means free mornings and late nights.

I typically start my day by taking Nash, our 2-year-old Golden Retriever, for a walk to grab a specialty coffee before I head off to train or play a match of tennis. Around noon, I either find a patio to sit on or head home for lunch. After that, I take a nap for 30 minutes to an hour before starting the workday around 2:00-3:00pm. Working remotely gives me the freedom to make dinner, take Nash for a night walk, and have a few calls with team members in the evenings. I usually have three to five Nespressos to keep me awake until the workday is done, around midnight or 1:00am local time.

What Are The Top Qualities or Skills You Believe Entrepreneurs Need In Order To Be Successful? Also, What Advice Do You Have For Entrepreneurs Who Are Just Starting Out?

The ability to execute and think strategically. I think most people either fall into the category of having big build ideas but not knowing how to get them off the ground, or the opposite—being able to do the work, but not having the vision to execute the bigger picture.

Tell Us A Story Of Something That Happened To You, Something You Heard, Or Something You Saw, That Either Made You Laugh Or Taught You An Important Lesson.

When I was very young, around 10 years old, I loved playing with Lego. I had a subscription to Lego Club Magazine, and became so passionate about being featured in it that I submitted multiple times. Finally, after submitting photos of a Lego submarine I made from scratch, I was featured in the magazine. To me, the takeaway was that if you really want to make something happen, it’s possible. I still live by that to this day.

If You Can Have A One-Hour Meeting With Someone Famous Who Is Alive, Who Would It Be?

Rafa Nadal, the Spanish professional tennis player. I’d love to play a game of tennis with him, and to have the opportunity to really seek to understand his ability to lift an entire community. He’s a big inspiration.

Is There A Parable That You Often Think About? What Is It And What Lesson Does It Teach?

The Dove and The Ant. As mentioned in an earlier answer, it’s one of Aesop’s fables (which technically makes it a fable, not a parable, but close enough) that inspired our name. It teaches the importance of the ability to always show kindness, which is at the root of everything we do at Fable. Showing kindness to the earth via sustainably crafted products and eco-friendly packaging, and showing kindness to each other as a team and our community as a whole.

Who Is Your Role Model?

I really look up to Maj Masad, the Co-Founder of Mejuri. He’s someone that I’ve been fortunate enough to both work with and learn from as we build Fable.

What Do You Do In Your Free Time?

In my free time, I like to play tennis, spend time with my girlfriend Denise and our Golden Retriever, Nash, and travel. Since relocating to Europe last year, I’ve been able to make the most of days off and weekends by jetting off (or driving) to different European cities and countries to sightsee and explore, and it’s been amazing.

What Does Success Mean To You?

To me, success is all about fulfillment—getting to live a life of fulfilling days where you really feel like you’ve been able to create and build something that brings joy to other people, and improves their lives in some way.