What’s the first thing you perhaps drew as a child? A loopy, rough five-petal flower. This very picture of the past served as the inspiration for Outhouse Jewellery founders Kaabia & Sasha Grewal’s new monogram, resembling a poppy flower.
“Our newest monogram is a metaphor for childlike joy, optimism, and vibrancy,” said Kaabia Grewal, who along with her sister Sasha launched Outhouse Jewellery in 2012, out of a love for the unusual, and flair for design. They create statement pieces of design-forward jewellery punctuated with pearls, semi-precious stones, and even a collection of patent vegan and regular leather bags and belts. The brand has now developed a name of its own, having had 3 shows at Lakme Fashion Week; it has also been worn by style icons such as Beyonce, Cardi B, Kim Kardashian, Sonam Kapoor, Priyanka Chopra, Deepika Padukone, to name a few.
The newly launched Poppi’s monogram’s petals enclosing the OH logo in the centre are meant to be joyful, liberating and uplifting, representing the house’s individual spirit. While the brand’s other iconic OH V monogram (the V stands for Roman numeral of five, as it celebrated the 5-year journey of the brand) will continue to stay, the new monogram is reminiscent of innocent happiness. Their series of monograms will become a part of Outhouse’s lineage and embroidery, telling the story of the brand’s evolution. Alongside the monogram, Outhouse is also releasing their very first bucket bag crafted in PETA-approved vegan leather and featuring 24k rose gold finishing.
A place of inspiration
A visit to their childhood home and all the memories that accompanied it gave birth to the OH Poppi Monogram. “We found this monogram to be relatable as it held a lot of significance to us personally,” said Sasha Grewal. Immersion in the carefree days of their childhood inspired them to draw this floral monogram. However, the monogram’s etymology is not only about reminiscence, it is also a tale of progression, metaphorically reflecting the founders’ evolution through different stages of life. Talking about their inter-personal relationship, the sisters said, “The floral monogram is an emblem to express love, positivity and a feeling to constantly blossom, which are the adjectives that express the relationship between us.”
A pop of vitality
The monogram is a marriage of modernity and sentimentality, leading to the creation of a new and unique design. The creative process started with mood boarding, then the sisters worked on final prototyping, made everything in Cad, and eventually finalised the design. The entire process took them about six months from the day the monogram was ideated till the day it was produced.
Design-driven yet emotionally-spirited, the monogram will now be visible in all of Outhouse’s upcoming collections. It will not just be in its original form, but also adapted as versatile iterations in hexagonal, rectangular and scalloped silhouettes, with both metallic finishes and hints of colour. The element will make its way to Outhouse bags, rings, earrings, necklaces, pendants, bracelets, and the upcoming men’s line; albeit in an ever-evolving manner. The Poppi makes a splash with bucket bags in an array of sorbet and jewels tones – right from a blush pink and sky blue, to an olive green and classic black. According to the designers, the logo is meant to remind you of embracing your new self in every stage of life, just like the flower itself and the little girls who first drew it many years ago.
About going green
Outhouse Jewellery has made a conscious effort to use vegan leather since their first bag collection. Their last drop, ‘Furbie,’ a nano-sized bag edit, was crafted in vegan leather.
Even the ‘Birdy,’ collection, which includes belts embellished with the brand name, AirPod cases, and phone bags, have been made using PETA-approved vegan leather. Aiming to be a green company, Outhouse is taking small but effective steps, and they are exploring new ways to be sustainable, looking to alternative sources to replace unsustainable raw materials. The brand also sources ethical materials from home grown, local vendors to support Indian artisanship. Moving to vegan leather, using materials and jute and cork to create phone bags, AirPod cases, belts and fanny packs are some of the measures adopted by the brand. “Sustainability is a journey, and we are certainly working our way towards it,” said the founders.
From the experts
Taking into account a vast market like jewellery, Kaabia & Sasha Grewal agreed that it is very easy to get lost among thousands of brands. “What is key is that differentiating factor that sets you apart from the rest, which is creativity, hence do not limit your ideas, but back it with technical knowledge,” said the founders. The sisters also advise having in-depth knowledge by doing a proper course in jewellery, while also working under someone to understand all the pillars of running a brand.
The brand is gearing up for their 10th anniversary which will be celebrated next year in 2022. The founders remain tight-lipped about their specific plans, only signalling their intentions to diversify product categories. “Our end goal is to make Outhouse a lifestyle,” sign off the creative and enterprising duo.