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Part of The Power of Renewal Series
Sometimes, hitting pause can be the most powerful catalyst for change. A moment of stillness, a break from routine, or even complete burnout can lead us toward a path we never expected—one that transforms not only our careers but also entire industries. For Sophie Doyle, founder of The Fable, a much-needed pause led to the birth of a thriving fashion brand rooted in sustainability and timeless design.
Sophie’s journey from corporate luxury marketing to launching her own ethical fashion label wasn’t part of the plan—it was the result of embracing the unknown. What started as a personal project during her time in India has now become an Australian fashion staple, with The Fable turning over $4.5 million annually while staying true to its commitment to sustainability and ethics.
We sat down with Sophie to discuss the pivotal moments that shaped her journey, the challenges of building a business from the ground up, and how she balances entrepreneurship with motherhood.
What sparked this transition from corporate luxury marketing to launching your own ethical fashion brand?
I was extremely burnt out in my luxury marketing job and hit rock bottom, so I decided to quit my job and head over to India for a few months. I spent a couple of months in a yoga ashram recovering when one day, while riding around in a tuk-tuk, I came across a small factory run by women. I went in and asked them to help me perfect the silk shirt.
At first, I was just making the shirts for myself as a creative outlet during my time off, but after a few rounds of edits, I was really happy with the product I had produced. So, I thought I would try my hand at starting a business around them.
What were some of the biggest challenges you faced during this process?
My first challenge was money. As mentioned, I was on a sabbatical, so I had saved up some money knowing that not much would be coming in. Still, I needed $5k for my first order, so I sold my car to get my first shipment into Australia.
The second challenge was finding the right teams overseas. When I came back to Australia, I had to work out where I would get everything made. I worked with the same small factory in India for a while, but I ended up having to move to a new factory due to shipping challenges, and that was hard to manage from Australia.
The next was staying on top of META. Being a digital marketer and running an e-commerce store means I have a lot of opportunities to get in front of my desired clientele. However, the algorithms are always changing, so I need to stay on top of them. It was especially important back when I first started and no one knew The Fable yet.
How has digital marketing played a key role in scaling The Fable, and what strategies have been most effective?
Digital marketing is crucial for my business, but I started slowly with it because I wanted to get customer feedback before pushing the brand everywhere. This is what worked for me:
Balancing motherhood with a thriving business is no small feat—what’s your approach to managing both without burnout?
This really speaks to me right now. I have a three-year-old and a nine-month-old. Getting a nanny in a few days a week helps, and I’ve also hired people who specialise in certain areas so they can take tasks off my plate. That allows me to focus on the business itself and the new products we’re looking to launch.
It isn’t easy—lots of my "self-care" routine has been pushed to the side for now—but I make time for a yoga class and a walk whenever I can.
For more information about Sophie’s journey and to explore her collection of silk shirts, visit The Fable or follow @thefablearchive on Instagram.
Stay tuned for more inspiring stories as part of The Power of Renewal series, where we feature female founders who are redefining success and transforming industries.
By Alex Dymalovski
As the holiday lights twinkle, Casper Magazine invites you to sparkle with a twist. Your impeccable taste and loyalty have been the pièce de résistance in our journey of showcasing the crème de la crème of conscious living and avant-garde design.
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The Casper Magazine Team ❤️
