About Us

So Fetch started in December 2019 from a small apartment in New Delhi. Not with a brand strategy, but with a simple focus: making products that felt right.

What began with headbands slowly evolved into jewellery and other accessories, but the approach stayed the same. We didn’t rush to build a brand. We spent our time understanding product - how it sits, how it feels, how it wears over time, and how it fits into real, everyday life.

Over the years, that process has shaped everything we do.

We’ve worked closely with skilled makers across the world, learning their craft, testing materials, and refining every detail - from metal and finish to weight and balance. Because for us, a piece of jewellery isn’t just about how it looks. It’s about how naturally it becomes a part of your life.

Today, So Fetch is built around jewellery and accessories you don’t have to think about twice.
Pieces that work across your wardrobe, travel well, and hold up through everyday use.

We design with real use in mind - earrings that don’t pull, metals that are skin-safe, finishes that age well, and details that don’t get in your way. The goal is simple: you reach for it without thinking, and it just works.

 

A Note from our Founder -

When I started So Fetch, I didn’t fully know what I was building.

I just knew what I didn’t like - jewellery that looked good but felt uncomfortable, pieces you could only wear once in a while, and things that didn’t hold up over time.

So I focused on fixing that.

A big part of that journey was understanding materials used in making jewellery.
The metals that actually go under the gold plating - how they behave on the skin, the serious health implications low-grade metals can have, what actually lasts and what doesn’t.

We’ve spent years testing this. 

Jewellery is never just about how it looks, it’s about how it feels to wear.
Over time, that’s become one of the most important values for us, and something I’m really proud of.

I hope what we create continues to feel easy, familiar, and something you can come back to, not just once, but over and over again. 

Thank you for being a part of our journey. 

All my love, 

Simar