Welcome to Fable & Mirth: a concept store, micro-design house, and curated curiosity cabinet rolled into one, created by Neely Reyes, a long-time boutique founder turned film producer.
A hidden gem in the truest sense, it’s already being called “Liberty’s cooler, younger sister” by early visitors—and for good reason.
So, what is Fable & Mirth?
It’s part boutique, part theatrical design studio. Every item is either designed in-house or sourced through personal travel and relationships with artisans in Florence, Jaipur, Shropshire, and beyond. Expect hand-illustrated rugs crafted in Turkey and India, exclusive porcelain pottery from rural Shropshire, and a growing collection of British folk-art-inspired treasures—many designed and illustrated by the founders themselves.
Though the window features giant paper flowers as a seasonal visual installation, the shop’s true magic is in its ever-changing mix of small-batch curiosities, collaborations with British makers, and global finds with soul.
“We didn’t want to be on a main road. We didn’t want to be obvious,” says Reyes.
“The people who find us were meant to.”
What makes it different?
- Exclusive designs: From rugs to illustrations to ceramics
- High-low mix: Prices range from £20 gifts to £2,500 design pieces
- Unexpected collaborations: With illustrators, ceramicists, and folk artists
- Atmosphere-led retail: The shop is a set—one part storybook, one part set design
- Cultural edge: Co-founded by Reyes, a woman of colour and working film producer, and Iain Warren, a behind-the-scenes retail veteran
- And then there’s Lady Dolly... A fluffy German Spitz and retired movie star/model, Lady Dolly is the shop’s official mascot and occasional greeter, known for her cameos in independent films and fashion campaigns.
Why it’s worth writing about:
In a sea of mass-produced gifting, dropshipping, and flat-pack interiors, Fable & Mirth is a rebellion.
A return to slow, tactile, emotionally resonant retail.
It’s also one of London’s only truly independent design houses operating out of a live boutique space, with future collaborations and publishing plans already in motion.
With Chelsea in Bloom underway and tourists flooding into the borough, it won’t stay secret for long—but for now, it remains a discovery only the best-connected locals know.
Press Contact:
Neely Reyes
hello@fableandmirth.com
@fableandmirth
www.fableandmirth.com
Location:
Fable & Mirth
5 Kensington Church Walk
London, W8 4NB
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