Pratima and Prerna Sethi would say they grew up surrounded by exquisite stones, the daughters of purveyors of extraordinarily rare diamonds. Although they went on to pursue other career paths such as business and architecture, their first education was in antique, vintage, and natural rare-colored gemstones.
It was in 2009, after Pratima had completed her MBA, that she launched Sethi Couture in San Francisco. In 2010, after years of talking about working together, her sister, Prerna, left her position as a merchant for a retail chain and joined Pratima at the helm. They have worked together as the creative geniuses behind Sethi Couture ever since.
Their childhood experience has shaped what Sethi Couture is today. At Sethi, they are not about trends; to the sisters, the jewelry you wear tells your story: past, present, and future hopes and dreams. Sethi was built around the idea that jewelry holds a memory, your collection is a time capsule of sorts, a means to look into the past, and the journey that led you to where you are today. It is this idea that inspired their signature collection of stacking rings. Just like memories stack and layer to make up the folds of our lives, so do these bands. Just like in life, you don’t stop adding memories; the stacking bands are designed to be continually added to, changed out, and layered upon. Thus, the stacking rings have not only become one of their signature designs, but their most coveted.
Since they were raised in a world where the antique and vintage-cut diamond ruled supreme, you see this oft-celebrated by their brand. Many, if not all, of their designs are vintage-inspired, characterized by old-world cuts, made with 18k gold, and ethically sourced diamonds, all culminating in a one-of-a-kind piece that blends history with modern-day elegance.
As they’ve grown their brand, the Sethi sisters have also found ways to give back, including a campaign for No Kid Hungry and raising awareness toward diversity, equity and inclusion for the BIPOC community. In spite of the rapid growth of Sethi and opening a second flagship store in Palo Alto, the sisters continue to place emphasis on the details and using jewelry as a means of connecting with their clients, which they call the “ethos of our brand”.
Sethi Couture is the ideal brand for women who want to tell a story with what they wear, particularly their jewelry. For the woman that cherishes where life has brought her and is taking her and wants to share her story in a vintage, timeless, yet contemporary way; for the woman that sees life as an array of heirlooms, all individual pieces, but put them together and you have the layers of the imperfect and perfect melding of a story, rich in detail, in color, in sparkle – there is Sethi Couture.
Explore our selection of Sethi Couture pieces at Shreve & Co. Visit us in Palo Alto today!
