They Didn’t Just Design Beautiful Dresses. They Listened to Women.

Listening to what her customers wanted is what helped make Babi Ahluwalia so successful. Recently, a woman visited the Sachin & Babi showroom in New York looking for a gown. Like so many women over 50, she asked to see something in navy or beige. Instead, Sachin, Babi’s husband and partner in the business, handed her a fuchsia dress. “She was like, ‘Oh my God!'” 

Sometimes all it takes is someone showing you a different possibility.

That philosophy has become the heartbeat of Sachin & Babi, the luxury fashion brand Babi built with her husband after spending years designing embroidery and textiles for legendary fashion houses like Oscar de la Renta and Carolina Herrera.

The couple met while studying at New York’s Fashion Institute of Technology. Both grew up in India in families connected to the apparel industry, where beautiful fabrics and exceptional craftsmanship were simply part of life. Together, they built a successful embroidery business creating exquisite textiles for some of the world’s most celebrated designers.

But after years of helping other brands shine, they decided it was time to create one of their own.

In 2009, they launched Sachin & Babi, designing elegant occasion wear that combined couture-level craftsmanship with a more approachable luxury price point. Every gown is still produced in the family’s atelier in Mumbai, where generations of artisans bring their intricate embroidery and embellishments to life.

What I love most about this brand, though, isn’t just the beautiful dresses—it’s how closely they listen to their customers.

As women tried on gowns, Babi kept hearing the same thing.

“I love this dress, but I’d like a little more coverage.”

Instead of dismissing the feedback, they designed what has become one of their signature pieces—the Hug Shawl, an elegant coordinating wrap that adds sophistication while giving women exactly what they were asking for.

“We’ve evolved with our customer,” Babi says. That simple philosophy has shaped the brand.

Every collection begins with hundreds of sketches, but before a design makes the final cut, the team asks practical questions: Where is she going? How will she feel? Does this flatter her? If the answer isn’t good enough, the design doesn’t move forward.

They’ve also expanded many styles through size 22 and thoughtfully refined silhouettes to flatter a variety of body types. As Sachin explains, great design isn’t about following trends—it’s about understanding fit, proportion, and helping women feel confident.

Babi’s advice to women over 50 is refreshingly simple:

“You’ve done the hard part of raising your kids and building your career. Now just have fun with fashion. It’s your time.”

And Sachin has one more piece of advice:

“Women of any complexion, any age, come alive in color.”

After hearing that story about the woman who came in looking for navy and walked out loving fuchsia, I have to agree.