Localist Guide: Jeriel Sydney

Jan 30

Occupation: Founder, FABLERUNE

Locale: Los Osos

Jeriel Sydney is an artist, writer, mother, botanical perfumer, and the visionary founder of FABLERUNE — a small-batch, all-natural skincare company inspired by the enduring power of natural ingredients and grounded in beauty wisdom passed down through the generations.

The idea began on a farm in Italy, where Jeriel first learned the art of crafting traditional goat’s milk soap. This simple act—transforming earth-grown ingredients with her hands into something meaningful—became a ritual of intention and care.

With a degree in Gender Studies and an early career spent working in domestic crisis and resource centers, it was never Jeriel’s intention to create a “beauty brand” — but during her own pregnancy, realized the need for prenatal bath & body products that were safe and effective. And so, FableRune was born.

Since then, Jeriel’s dedication to the art of healing has been celebrated in Harper’s Bazaar, Medium, Glossy, First for Women, NewBeauty, Martha Stewart, Forbes, and Business of Fashion. Jeriel was kind enough to carve some time out of her busy schedule to share a few of her favorite things about the Central Coast.

Q & A WITH JERIEL

A: Sundays are our absolute favorite day. We always start by getting some baked treats from Wayward Bakery, the community is so fun and it is such a small town we end up mingling, drinking coffee, and watching our kids make new friends and climb the trees.

After the Beach, we take our sweet puppy Mousse (Spaniel, Lab, Doodle) down to the bay for a long run and some time for all of us to ground ourselves in the ocean waters before the week starts. Then we try to get settled for the week ahead, discuss agendas and schedules, then have a few of our favorites over for wine and a backyard barbecue.
A: Every morning I make a cup of coffee, light a candle, and pull a Rune or a tarot card to help me focus and look for guidance for the day ahead. After, I meditate on the meaning, how it feels inside me, and what parts of myself come to life or feel triggered — then I journal.
A: We are kind of old school and usually don't have much time away from the kids, so we like to sneak off to Dorn’s and have a martini, a crab, and shrimp cocktail. Really it's all about the people watching and it reminds me of my favorite restaurant from my childhood that I would go to with my dad and grandpa, Spengers in Berkeley.
A: I studied wine in San Francisco with the Slanted Door Group so I have a deep love for European wines. I have found that the Granada Bistro has a beautiful wine list that always changes and excites me with labels like COS and Arianna Occiopinti, etc...
This feels a little basic but there are not a lot of choices here for accessible wines without going to a winery so I love Wine Sneak and creeping around what they have. They get a lot of small- batch local makers and European [options], and they always help me find something fun and unique.
A: I have found the most joy, peace and fun at Spooner’s Cove in MDO. You can tide pool or sit by the river and drink some beautiful rosé. I personally love Lady of the Sunshine — [Gina’s] rosé is my go-to beach bottle. It's also a perfect place to take your kids and let them roam around and adventure. There are so many trails and hidden swimming holes.
A: Reading: On All Fours and I am obsessed!!! The book is absolute brilliance. I find myself laughing out loud alone. It's everything you think in your head but she's writing it out.

We are listening to a mixture of SZA, Prof, Snoh Aalegra, and ALL 90's Hip Hop all the time. We love music of all genres and love to explore what our employees are into.
A: I feel like our business is an ever-consuming, ever-unfolding adventure, but [we just published] our first book, The FABLERUNE Book of Runes. It has been so beautiful to have the opportunity to open up my creative, more artistic side — which is something I kind of put away after college — and after I had kids, I felt like I couldn't tap into that again. As a woman, it feels like the moments the little pieces of you that come back together feel so healing.