Growing up as the daughters of purveyors of rare and unique diamonds, the Sethi sisters were immersed in the world of exquisite stones from an early age. This background provided them with a natural education in antique and vintage cut stones, as well as rare natural color diamonds. However, they did not immediately pursue careers in traditional jewelry, instead choosing to carve their own paths. Pratima earned her MBA, while Prerna studied architecture, each beginning careers in IT consulting, apparel goods, and then into luxury. Yet, a deep-seated desire to connect with the Sethi sisters’ origins eventually emerged. This passion led them to launch their first collection of fine jewelry as Seth Couture in 2009.
Sethi Couture launched with natural diamond stacking rings in a kaleidoscope of colors: earthy champagne and green diamonds, vivid pink and yellow diamonds, deep and glossy black diamonds. These stacking rings quickly evolved into a collection of classic and contemporary silhouettes to mix and match in endless ways to showcase the range of individual style. The format of mixing and matching stacking rings led to their core concept: curated ring stacks, lovingly referred to as Sethi Stacks. Curated Sethi Stacks allows people to share stories where old meets new as a meaningful celebration of their individual journey.
Inspired by nature and the subtle sophistication from Pratima and Prerna’s California home base, as well as the splendor of their Indian heritage, their designs draw on both cultures. Whether it is being drawn to flora and fauna or their love of architecture, patterns, and design, each piece has a juxtaposition of contemporary and classic. Sethi Couture embodies an aesthetic of simplicity and intricate detail, timeless fine jewelry that inspires, uplifts, and celebrates the wearer’s journey. Each piece tells a story of the past, the present, and the future that can be cherished everyday.
