Tell us a bit about your background.
I was actually born in Singapore and grew up here, however I went to secondary school and university in the UK. My parents are British expats that live in Singapore, so I guess I’m “originally” from the UK – but I definitely have a Singaporean side.
I was living in London, which is an incredible city, but after we had our first child, the amazing activities were no longer as accessible. My parents and three sisters were living in Singapore and I was desperate to be closer to them – and the heat. So, in 2019 my husband and I moved back here and are raising our two kids in Singapore.
How did your business By Fable begin?
I’m a graphic designer for luxury and lifestyle brands. In 2020, everyone decided to reflect on their business and rebrand, which was great for my work, but by the end I was broken. I decided to start By Fable as a creative outlet for my own personal style and as a form of escapism from client work.
I saw that there wasn’t really a place in Singapore that was selling minimalist artwork with my aesthetic, or luxury stationery. So, I started to design some greeting cards and put some of my illustrations online at the end of 2020 and it really took off! It was such a wonderful surprise, and great to see each product through from conception right to the thank-you note that goes out to each and every customer.
What does a typical working day look like for you?
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