Today we’d like to introduce you to Ginger Walls.
Hi Ginger, we’d love for you to start by introducing yourself.
Folk & Fable Co. originally started as a marketing firm in 2020. It was something I did on the side while I stayed home with my small children. Then, in 2023, my mom told me she wanted to start selling her antiques. Before I knew it, we were taking my old business name and turning it into a book and antique store.
We randomly found ourselves in The Painted Tree parking lot in Cary one day when we were out shopping. Once we were inside, we knew it was the perfect place for us to set up shop. We started small with equal amounts of books and dishes. Over time, it was obvious the antique dishes weren’t what our customers wanted.
About six months in, we focused on books and gifts that any book or pop culture lover would enjoy. It’s been incredible to see the local community rally behind us and fall in love with our products as much as we have.
We’ve been open for almost three years and have expanded into multiple spaces. This year, we also opened up our space to host book signings for local authors.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
We have taken a very slow and methodical approach to growing our business. Because of this, I think we have been able to navigate our growth with ease. However, that doesn’t mean we haven’t struggled. A lot of our obstacles are related to reaching new levels of burnout. While the growth of Folk & Fable Co. felt easy and natural, behind the scenes, we had to work hard to maintain our mental health. My mom taught me how to work hard. Putting the two of us together in a business probably wasn’t the best idea. We love what we do, and because of that, we want to do it all the time, even at the detriment of our health.
Alright, so let’s switch gears a bit and talk business. What should we know?
Folk & Fable Co. is a book boutique located in Raleigh and Cary, NC. We are most known for our blind books and bookish gifts. Our store also offers signed indie books. You can find signed books in almost every genre in our shop. We also offer book signing events where you can meet and mingle with local authors.
Folk & Fable Co. is author-owned. We work hard to make sure we take care of other authors, all while making a great experience for our readers. We aren’t just building a brand but an inclusive bookish community. We want everyone to feel welcome in our store, whether you visit us in NC or online.
What were you like growing up?
I was a dreamer. I spent most of my time as a child in an imaginary world in my mind. I realize now that was me writing stories before I knew that’s what I was meant to do. I didn’t have imaginary friends, but characters waiting for their moment to come alive on page.
My grandmother always told me I had wild “darts,” aka ideas. I was always coming up with something off the wall for us to do. I think creating Folk & Fable Co. has been one of my best ideas yet.
If I wasn’t lost in a daydream, you could find me reading, playing outside, or getting on my older sister’s nerves, I’m sure.
Contact Info:
- Website: https://folkandfableco.com/
- Instagram: https://www.instagram.com/folkandfableco/
- Facebook: https://www.facebook.com/FolkandFableCo
