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Joe Parenteau

When it comes to your home, Fable believes in simple, timeless, and responsible designs. We’re on a mission to make it effortless to outfit your entire home with sustainable and ethically crafted home décor.

Tell us about yourself?

I first started as an accountant. After working at a small accounting firm, I moved into the tech space, During my time at Bench, I saw the company go from 30 to 40 people to 200 to 250 people. It was rapid growth both for the company and myself. After leaving Bench, I moved into real-estate tech but ultimately wanted to build something of my own. Partnering up with two other team members from the Bench period, we founded Fable.

If you could go back in time a year or two, what piece of advice would you give yourself?

Start earlier. I had many ideas and hopes for what I wanted to build but lacked the confidence to do it. Since pushing go on Fable, I realized that many of the ideas or concepts I had in the past could have really helped people.

What problem does your business solve?

Outfitting your home with sustainable goods is challenging. The market is a bit fragmented and not in uniform design. We aim to build ethically crafted, sustainably made goods that are easy and accessible—outfitting your home in just a few clicks.

What is the inspiration behind your business?

Really, a personal problem. After looking for dinnerware at all of the traditional stores (William Sonoma, Pottery Barn, Crate and Barrel), I was really disappointed with the options and focus on sustainability. We hope to change that.

What is your magic sauce?

Ethically made goods are hard to make. Finding the right partners, technology, designs, and operational execution has led us down the path we are on.

What is the plan for the next 5 years? What do you want to achieve?

Opening more retail stores and creating more products for around the home is really the ongoing focus.

What is the biggest challenge you’ve faced so far?

Most certainly, growing so quickly. While I am incredibly grateful for the growth we’ve seen, it certainly has challenges. Moving so fast, you are bound to misstep along the way.

How can people get involved?

Follow us on @dinewithfable, or check out our product at