It was the desire for meaningful change that drove Sophie Doyle to bravely leave an exciting role at L’Oreal Luxury in 2014 without another role lined up.
Seeking a completely new direction, Doyle had soon booked a plane ticket to India where she spent months in an ashram, practicing yoga and exploring the region. The experience opened her mind and enabled her to confidently walk into a complete career u-turn. Chancing upon a women-run textile factory, Doyle decided then and there to create her ideal wardrobe staple—silk shirts.
The time spent in India was transformative. “I made a few samples with the seamstresses and loved them. Silk shirts are the ultimate wardrobe staple, and I knew I was onto a good thing,” she reflects. It was through this experience that Doyle’s overall e-commerce business plans were laid for The Fable.
Returning to Sydney, Doyle sold her car to fund the first shipment of silk shirts from Jaipur. However, the journey was not without challenges. “Money was the first hurdle. I had to develop a compelling digital marketing strategy quickly. To this day, I stay ahead of Meta and digital trends,” she shares. Getting the product right was another challenge. Sophie aimed to create a timeless, durable product that would appeal to all women. After several iterations, she achieved a design that met her vision.
For Doyle, the perfect silk shirt needed to be versatile, durable, and stylish. “I lived in silk shirts in my marketing jobs. They are perfect for desk-to-dinner transitions. However, most are flimsy and require costly dry cleaning,” she explains. The Fable’s shirts are made from thick silk de chine fabric, which is machine washable and has a relaxed fit. The staple colours and unique prints ensure the shirts remain timeless.
Another challenge lay in Sophie’s priority to ensure the line was ethical with manufacturing processes sustainable. Over the first two years, the shirts were produced in Jaipur where the business idea was born, but rapid demand for The Fable’s shirts meant that production was soon moved to Shanghai. With China being the world leader in silk manufacturing, Doyle took the time to choose a factory that adhered to ethical practices with tailors who were well-remunerated.
“The factory conditions were lovely, well-lit by natural light, air-conditioned in summer, and heated in winter. Tailors could listen to music, and the team took breaks for meals provided by the factory. The quality control was rigorous and effective,” Sophie recounts.
A decade on from taking the ultimate entrepreneurial plunge, Sophie’s commitment to creating a quality, ethical business has paid off. The Fable now turns over $4.5 million AUD a year and demand is increasing.
Much of this success, she attributes to some simple but valuable advice she received from someone close: “Create a product that people love. If they love it, they will talk about it to others and keep coming back.” Additionally, mastering digital marketing has been crucial for her business growth.
Looking ahead, Doyle has exciting plans for The Fable. She is preparing to launch new styles and colours next year. Balancing business with motherhood, Sophie is also a proud parent to a two-year-old and a four-month-old, who keep her busy and inspired.