HELLO! India Exclusive: Sasha and Kaabia Grewal's surreal sense of fashion

It’s truly an act of courage to build a luxury-driven jewellery and accessories brand in a time of Instagram shopping from a global marketplace. Sasha and Kaabia Grewal were clearly up to the challenge when they founded Outhouse 13 years ago. From body-hugging, old-world style bib necklaces that conquer a ballroom, to delicate, nature- and cosmic-inspired jewels, it’s the storytelling within each series that creates a unique alchemy between wearer, creator and spectator. HELLO! zooms in on the sisterhood behind the glittering success story.

HELLO! India: You just toasted 13 years of your niche accessories brand. Any significant learnings in all this time?

Kaabia: Thirteen years feels both intimate and infinite. Trust is the one lesson that echoes above all — trust the vision when it feels audacious; trust the process when it feels uncertain; trust your voice when the world is loud. Building Outhouse has been a lesson in patience, and resilience, and in allowing evolution to unfold in its own time.

Sasha: It’s been magical, surreal, and deeply humbling. We’ve watched a dream transform into a house with its own language, its own woman, and its own world. The greatest learning has been that longevity comes from authenticity. Trends pass and identity endures. When you create from a place of truth, the journey becomes less about survival and more about “becoming.”

Each series tells a story reflecting a modern woman’s journey, like a caterpillar metamorphosing into a butterfly. How are these stories born?

Sasha: Our stories are born everywhere — in travel, in art, in quiet moments of observation, and in the poetry of nature. Inspiration arrives unannounced — a seashell on a distant shore, the architecture of a city, the symbolism hidden in mythology. These fragments gather and eventually become a universe.

Kaabia: ‘The Koko Collection’ within ‘The Alchemy of 13’ embodies this beautifully. The Koko bug emerges as our philosopher’s stone, a symbol of transformation. It shapeshifts into a safety pin, a shell, a seahorse and a snake. Each form whispers that identity is never fixed. It is constantly forged and reforged. These motifs are not decorative. They are visual incarnations of becoming. Every piece carries a quiet narrative of reinvention.

You’ve said working together can be quite explosive. Tell us how your rhythm has evolved.

Sasha: There’s an understanding between us only sisters can share. We know each other’s strengths, instincts and silences.

Kaabia: It feels like looking into a mirror that reflects not only who you are but who you aspire to be. Yes, sparks fly, but they create light. Over time, we found a rhythm that helps turn our differences into our greatest strengths.

Did you always see yourselves working together? Sasha:

Yes, it was always a shared dream. Growing up, we imagined building something meaningful, side by side.

Kaabia: To create a house together feels deeply personal. There’s comfort in building with someone who understands your instincts, your ambition, and your imagination so instinctively. Outhouse is not just a brand. It is the manifestation of a lifelong bond.

How did you dress global celebrities early in your journey?

Sasha: It began organically. We never approached celebrities as a strategy. We approached storytelling as a purpose. When a piece resonates emotionally, it naturally finds its way to women who live their lives in the spotlight.

Kaabia: It’s been incredibly rewarding to see women across continents interpret Outhouse in their own way. From international red carpets to intimate editorials, every moment feels like a continuation of our narrative travelling the world.

Your campaigns stand out for the diverse models you feature. What does inclusivity mean to you?

Kaabia: Inclusivity is woven into the DNA of our brand. Beauty has never been singular, and we wanted our visual world to reflect that truth from the very beginning.

Sasha: Our muses represent strength, individuality and authenticity. Whether it’s a model with leucoderma, or women with different body types and backgrounds, they all embody the spirit of the Outhouse woman — bold, confident, and unapologetic. Representation is not a statement for us. It is simply reality. 

How easy is it to build a brand today, especially online? Does profit matter as much as creativity?

Kaabia: It’s undeniably challenging. The world offers infinite choice, and attention is fleeting. But challenge sharpens purpose. Profit is essential because it sustains the house, yet it has never been the starting point. Creation comes first. When the work is honest and bold, the audience finds you.

Sasha: Joy in creation and commercial success are partners, not opposing forces. When you build a strong creative identity, the business grows around it. Our greatest reward is seeing women across the world resonate with pieces that began as a dream in our studio.

Who is the typical Outhouse client?

Sasha: She’s fearless in her self-expression. She may be a creative spirit, an entrepreneur, a bride, a traveller, or a dreamer. But above all, she is unapologetically herself.

Kaabia: She does not fit into a single mould. She could be walking into a boardroom, boarding a flight, or stepping onto a red carpet. What connects her is her confidence and desire to wear pieces that feel like an extension of her identity.

Which countries adore your creations most online?

Sasha: We’ve seen beautiful resonance in the US and the Middle East. There’s a shared love for bold glamour and storytelling in these regions. It’s been exciting to watch our universe expand digitally across borders.

What excites you most about 2026?

Kaabia: It feels like a year of expansion and evolution. We’re pushing the boundaries of our design language while staying true to the codes that define us.

Sasha: There’s so much we can’t wait to unveil — new storytelling arcs, silhouettes, and ways of blending jewellery and handbags into a cohesive world. It feels like the beginning of a bold new chapter.