About Us

A Note from our Founder - 

So Fetch started as a small passion project in October 2019 out of my apartment in New Delhi, which is still currently the main So Fetch Headquarter. We're a small team of 5 people, including myself, all our packing staff and the interns that join us on and off as the year progresses. 

So Fetch started off as a brand focusing on making unique headbands for anyone who'd like to wear them, with the simple aim of bringing a little bit of joy into someone's life. Fashion and anything related has so much more power than we often give it credit for, and that's what we wanted to convey and encompass with each product that we made or designed. 

As the months have passed, we have been lucky enough to be recognised and showered with love by our customers, who are amazing women unafraid to experiment with their style. They've given us the chance and the confidence to slowly expand our product base from just Headbands to include Scrunchies, Hair Barrettes, Hair Jewels and now our latest addition - So Fetch Jewels; all deeply inspired by 90s and Retro fashion. 

Today, So Fetch is no longer just a passion project. It is a small business 

owned and operated by women who are striving to create things that help other women feel more confident in their own skin.

All our accessories with their embellishments and patterns, represent a woman’s boldness, her panache, her ability to carry off anything that she wants to without having to think what the world wants her to be perceived as.

Our accessories represent a little bit of maximalism in an otherwise minimalistic environment. With every product that we create, our aim is to lend the owner of that product the chance to allow their presence to be felt with something as mundane, yet exciting, as their everyday style. 

Womanhood is beautiful, it is pure, it is enthralling, and above all it is joyous and bright and happy, that's what we hope to represent through everything that we do.


With love, 

Simar Rana 

(Founder, So Fetch)