About Us

Hi!

Thank you for joining us here!

Willow and Fable was launched in 2025 by Vicki, a former Womenswear Fashion Buyer of 17 years, working with brands such as Harvey Nichols, Bally and Selfridges.

Vicki has poured her love for dress up & fun into the store, inspired by her own two magical (wild!) children, as well as a desire to capture the joy of childhood in imaginative play. 

Vicki is happily based near the coast in the North East of England & now combines two of her favourite things, coffee and walks by the beach in everyday life while working on building WF.

We are delighted to see you here, we hope you love the store.