After the success of its ion-toughened Japanese glassware collection, Fable took that same toughening process and applied it to high quality clear German crystal, marking its entry into stemware. Starting with Wine Glasses, the collection has since grown to include Flute and Coupe Glasses, and more recently, vintage-inspired Rocks and Highball Glasses.

For the initial launch, I wrote the Makers Story for Fable’s crystal manufacturer in Germany, and wrote the script for The Details Matter video on that page. I wrote copy across all channels for the launch campaign, and all subsequent product launches within this category.