Nancy.S Journey to Crochet Designer | Hook Me Up

Nancy S: The Crochet Designer Behind "KAURE" and "Hook me Up"

In the vibrant tapestry of the fashion world, few stories are as compelling as that of Nancy Sandhu. Once a luminary on the runways, Sandhu has seamlessly transitioned into a celebrated crochet designer, weaving her narrative into the very threads of her creations. Her brand, “HOOK ME UP,” stands as a testament to her ingenuity and artistry.

Journey in the modelling industry, from where it all began.

NANCY : My journey in the modeling/acting industry has been nothing short of exhilarating. It all began with a spark of curiosity and a passion for artistic expression. From there, it evolved into a full-fledged career that has taken me to places I never imagined. Like many aspiring models, my journey started with small steps. I began by attending local auditions and casting calls, eager to learn and showcase my potential. These early experiences were invaluable in shaping my understanding of the industry and refining my skills. Of course, no journey is without its challenges. From facing rejection to navigating the competitive nature of the industry, I encountered obstacles that tested my resilience and determination. Yet, it was these challenges that fueled my drive to persevere and move on. Along the way, I've had the privilege of achieving milestones that I once only dreamed of. (By the way my first milestone was participating in very a popular reality show ”MTV SPLISTVILLA” in 2010 )

A Tête-à-Tête with Nancy S

The modelling journey has been transformative, filled with challenges and triumphs, fuelled by passion for the art and limitless possibilities.

BEING A MODEL AND ACTOR TO BECOMING A BUSINESS ENTREPRENEUR?

One of the driving forces behind my transition to becoming a business entrepreneur was the desire for greater creative control and independence. While modeling and acting provided me with incredible opportunities, I often found myself wanting more autonomy over my projects and the ability to shape my own narrative. By venturing into entrepreneurship, I could take ownership of my ideas, build my own brand, and pursue ventures aligned with my vision and values.

NANCY : As a model and actor, I had the privilege of working within two dynamic industries that constantly exposed me to new experiences and opportunities. However, over time, I began to recognize that my skill set and passion extended beyond the realms of modeling and acting alone. I saw an opportunity to leverage my creativity, networking abilities, and industry knowledge to explore new ventures and make a meaningful impact in different ways.

Entrepreneurship appealed to me as a platform for innovation and problem-solving. I was drawn to the challenge of identifying unmet needs or gaps in the market and developing innovative solutions to address them. The prospect of creating something from scratch and seeing it come to fruition fueled my entrepreneurial spirit. Ultimately, what motivated this shift was a deep-seated alignment with my personal values and passions. As an entrepreneur, I had the freedom to pursue ventures that resonated with me on a deeper level, whether it was in the realm of fashion, entertainment, or beyond. By aligning my professional endeavors with my core values and passions, I found a greater sense of fulfillment and purpose in my work.

Idea of Crochet Designer

NANCY : The idea for "Hook Me Up," my crochet clothing brand, came about quite organically. It all started as a personal hobby that quickly grew into a passion. I’ve always been fascinated by fashion and textile arts, and crochet, in particular, offered a unique blend of creativity and craftsmanship that really resonated with me. I began crocheting as a way to unwind and express my creativity. Over time, I honed my skills and started creating more intricate and stylish pieces. Friends, followers on social media and fans began to take notice and encouraged me to consider turning my hobby into a business. I noticed a gap in the market for high-quality, stylish crochet clothing that wasn't just limited to traditional or vintage designs. There was a clear demand for modern, trendy crochet pieces that could be incorporated into everyday wardrobes.

The growing awareness and demand for sustainable and handmade fashion also played a significant role. People are increasingly looking for unique, eco-friendly clothing options, and crochet fits perfectly into this niche. It allows for the use of natural fibers and reduces waste through handmade production. I drew inspiration from various sources including art, nature, and different cultures.

Each piece I create tells a story and reflects a part of my journey as an artist. This personal connection to my work is something I wanted to share with others. The support and feedback from my community were instrumental. When I started sharing my creations on social media, the positive response was overwhelming. It was a clear indication that there was a real interest and appreciation for handmade crochet clothing. I wanted to offer something different from mass-produced clothing. With crochet, each piece can be customized and tailored to the customer's preferences, making it truly unique. This customization aspect is a key part of "Hook Me Up."

Overall, "Hook Me Up" was born from a combination of personal passion, market demand, and the desire to contribute to the sustainable fashion movement. It's been an incredibly rewarding journey, and I'm excited to see where it takes me next.

what were the Challenges ?

As a crochet designer, I get to build my ideas from scratch. I can play with patterns, colors, and textures until something clicks. It’s a space where creativity meets discipline, and where every stitch demands focus, patience, and a little bit of stubborn love. Some days feel like a long puzzle, especially when I’m working on intricate pieces or custom orders. Balancing imagination with practicality is a daily dance, and staying ahead of trends while still sounding like myself can be a real challenge. But honestly? The feeling of seeing a design come alive makes all the late nights worth it.

Modeling, on the other hand, is a different kind of art. Instead of creating the garment, I bring someone else’s vision to life. It’s about interpreting their ideas and showing them in the best possible light. That takes confidence, flexibility, and the ability to express a story through simple gestures, tiny shifts in posture, or a change in expression. Modeling has taught me a lot about what people actually love—how they respond to a color, a sleeve, a silhouette. Those insights are gold for any designer.

Being the face of Hook Me Up brings everything together. Customers get to see a real person behind the brand—someone who shares their love for fashion, sustainability, and handmade craftsmanship. Modeling my own designs cuts out the guesswork. I don’t have to rely on another model to portray my vision. I can show the exact vibe I intended when I made the piece. It adds a personal layer of trust and authenticity that people genuinely appreciate.

Sharing my journey as both a designer and a model helps me connect more deeply with my audience. They can feel the story behind every garment—the hours, the passion, the tiny victories. My background in acting and modeling has also given me a strong network, industry understanding, and a clearer sense of what customers are drawn to.

Wearing both hats gives the brand an edge. Modeling gives me quick creative joy—like a spark of energy. Designing brings a slower, deeper kind of satisfaction that stays with me. Both roles fulfill me in different ways, but nothing compares to watching someone fall in love with something I made with my own hands.

Mumbai to valleys of Dehradun

Some journeys begin with a single decision, and for me, that moment was choosing to settle in the quiet, green valleys of Dehradun. I didn’t just move homes—I stepped into a space that changed the way I live, create, and dream. The stillness of the mountains, the scent of the pines, and the colours that shift with every season became more than scenery. They became my muse.

Living close to nature opened my eyes to things I once overlooked. The way leaves form soft patterns. The way wildflowers pop with colour even on the greyest days. The way the sky paints new stories at dawn. These simple moments started shaping my crochet work in the most beautiful ways. My designs now reflect the textures, tones, and rhythms of the landscape around me—sometimes bold and vibrant, sometimes soft and grounded, always inspired.

But this connection to nature did something even deeper. It made me more aware of how much care our planet needs. I couldn’t ignore it. So I made a choice: to build my brand on sustainable practices, to work with eco-friendly materials, and to create pieces that honour the environment that inspires them. Every stitch, every motif, every colour choice carries that intention.

Dehradun didn’t just influence my designs—it reshaped my values. It taught me that creativity thrives when it’s rooted in authenticity, and that a business grows stronger when it stands for something meaningful.

Today, my brand is an extension of my life here in the valley—a blend of mindful craftsmanship, natural beauty, and a quiet commitment to sustainability. Each piece tells a story of where it came from: the hills, the forests, the flowers, and the calm that only nature can offer.

And as I continue this journey, I hope these pieces bring a bit of that serenity, colour, and purpose into your world too.

vision for "Hook Me Up" and "kaure".

Hook Me Up”, a crochet brand, blends traditional techniques with modern aesthetics, prioritising sustainability and ethical production. It aims global expansion while supporting local artisans and promoting traditional crafts. The brand plans to create a crochet enthusiast community through workshops, tutorials, and collaborations. Currently self-funded, it seeks investment to scale, enhance production, and market its business. Partnerships with investors aligning with its values are considered. Hook Me Up’s vision is to become a globally recognised brand known for its unique, high-quality, and sustainable crochet fashion.

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