Distinct monograms and edgy designs make Outhouse Jewellery splurge-worthy

For long, brand monograms with distinct recall value have been limited to the Gucci’s, Nike’s, and Louis Vuitton’s of the world. Closer home, high-end designer Sabyasachi Mukherjee was able to crack this sweet spot in the global fashion scene with his golden Royal Bengal Tiger. 

Interestingly, another such homegrown Indian brand—and one helmed by two women—is creating noise in the jewellery and accessories segment.

Noida-headquartered Outhouse Jewellery, headed by Kaabia and Sasha Grewal, don’t just have Indian actors sporting their creations on the global red carpets; they are creating sensation with their bold, edgy designs among the who’s who of the fashion and entertainment industry. 

The brand garnered significant attention from fashion magazines and stylists when Alia Bhatt sported its custom-made OH Jewellery at the MET Gala in New York last year. The crystal and pearl-studded OH V leather glovelette in ivory was handcrafted with a base of PETA-approved vegan leather, styled by leading stylist Anaita Shroff Adajania for the Karl Lagerfeld-themed red carpet. 

“We do not generally follow trends that are going around in the world,” says Sasha in an interview with YS Life. 

Is it this outlook of not getting affected by trends and truly following one’s heart that sets Outhouse apart from the already cluttered homegrown jewellery market? To some extent, yes. But there’s more.

A strong recall value 

A quick scan through Outhouse’s website tells us that the brand bets big on its monograms. It not only wants to stand out from the crowd but also be heard. 

“We launched our first iconic monogram called the OH V (five) to celebrate the five-year journey of the brand, Kaabia says. 

The OH V has crystallised jewels into works of art featuring five iconic motifs of Outhouse’s earlier collections. Interestingly, OH V continues to remain the best-selling collection of all time. 

Since then, the brand has released many monograms to celebrate different milestones and reflect on the brand’s evolution and design philosophy. 

Its OH Poppi monograph—featuring a five-petal flower—reflects an amalgamation of the founders’ childhood nostalgia with progressive design. Besides its jewellery collection, OH Poppi is also used as a strong design element in its bags. 

More recently, Outhouse launched Drip OH—a monogram to celebrate the 10th year of the brand. “The new identity is established through an experimental version of the House’s OH monogram that takes a meandering route to form dripping accents. Drip OH, hence, is a synergy of power and boldness, bound by a playful vision,” Sasha explains. 

Bridge-luxury 

Outhouse always wanted to add an element of legacy and heritage into its jewellery without having to compromise on the ‘modern and stylish’ elements. More than a decade into business, it now brands itself as a bridge-luxury jewellery brand. 

Born and raised in Ludhiana, the Grewal sisters attribute their interest in jewellery to their mother. “Being a part of her shopping rendezvous intrigued us into getting into jewellery,” Kaabia says. 

The sisters studied at the Indian Institute of Gems and Jewellery in Jewellery Design and Manufacturing. While Sasha worked with high-street brand Topshop, Kaabia interned with design maverick Eddie Borgo. 

The duo joined hands to launch Outhouse Jewellery in 2012. After a couple of successful trunk shows, they were invited to showcase their creations at the Lakme Fashion Week the same year, thus, validating their work. 

Outhouse bridges the gap between fine and costume jewellery by catering to the wants of the modern client while remaining timeless. 

The brand uses Italian brass for its jewellery, puts the finishing touches to each piece with 22KT gold or silver, and lastly, polishes the final product with lacquer for longevity. It also heavily uses semi-precious stones like malachite and lapis. 

“As a brand, we are primarily known for pieces of art and conversation-starters,” Sasha says. It is evident from the brand’s various collections on its website—each piece of jewellery stands out from the rest.

For instance, the Le Palm collection—categorised as resort-bridal wear—is unlike traditional Indian jewellery. Instead, it is inspired by tropical lands. The Fish Velvet Choker in Jade Green features a palm motif, inspired by the whimsical patterns of its leaves. Featuring crystals, cubic zircons, and Keshi pearls—the choker is finished with 22KT gold and is priced at Rs 24,950. 

Beyond jewellery 

Over the years, Outhouse has evolved into a celebrity favourite brand. Personalities, including Raja Kumari, Cardi B, Kareena Kapoor, Kajol, Sobhita Dhulipala, Kourtney Kardashian, Deepika Padukone, Priyanka Chopra Jonas, Ranveer Singh, Ranbir Kapoor, and Sidharth Malhotra, are spotted sporting Outhouse. 

Having established as a jewellery brand, Outhouse has expanded its offerings to handbags. Under the OH Poppi collection, it has launched vegan leather handbags that celebrate contemporary style. With its 22KT gold finish OH Poppi monogram, it is priced at Rs 40,200.

Its fanny Crystal Furbie Bags, handcrafted with over 2,000 rhinestones, are truly showstoppers, priced at Rs 23,950. 

“The handbags are a strong category and form a carry-forward of our jewellery. They have strong monogramming elements and contribute to about 40% of our revenue,” Sasha reveals. 

It has also launched a pet couture with luxurious soft vegan leather pet collars, priced between Rs 5,950 and Rs 7,500. 

In addition to its strong online presence, Outhouse has physical stores across five locations in Delhi, Mumbai, Kolkata, and Goa. It recently soft-launched its most expansive flagship store in Hyderabad’s Banjara Hills. 

“Hyderabad has a very rich heritage, and its clients are fashion-forward. From the private trunk shows we have done there, it is evident that Hyderabad understands our brand well,” Kaabia adds. 

Going forward, Outhouse plans to get into other accessories as a part of its brand strategy. “Shoes are 100% in the pipeline,” Kaabia concludes.