From childhood memories to building a jewelry brand together, sisters Pratima and Prerna Sethi reflect on the moments, influences, and dreams that have shaped their journey.
Some stories begin long before we realize we're writing them.
For sisters Pratima and Prerna Sethi, the story of Sethi Couture began with a shared upbringing, a family immersed in the world of gemstones, and a love of jewelry that was about more than adornment. It was about celebrating life's moments, expressing individuality, and creating something meaningful to carry through time.
This October and November, as the sisters celebrate their milestone birthdays and a combined 95 years of life, they reflect on the memories that make them smile, the lessons they've learned from each other, and the beautiful balance of differences that has shaped Sethi Couture since its founding in 2009.
Because every story is made up of chapters. And some of the best ones are written together.
A Sisterhood Full of Stories
Growing up five years apart, Pratima and Prerna were close, but like most sisters at different stages of life, they also had their own worlds, interests, and friends.
It wasn't until Pratima left for college that their relationship began to take on a new dimension.
"When I left for college, I think it created a bit of a void at home for Prerna. Suddenly, she didn't have her older sister around to just hang out with, and she was now the center of attention," Pratima recalls.
Fortunately, college was only an hour away, and the distance actually brought the sisters closer.
"Being the older sister came with responsibilities. I was supposed to look after Prerna, but there were definitely some perks. I could go places with my friends that I might not otherwise have been allowed to go, as long as I took my little sister along!"
What began as a sisterly obligation became the foundation of a friendship that would only grow stronger over the years.
One memory that still makes them smile is a whirlwind adventure in Paris. Prerna was in college, Pratima was working, and the two had less than 24 hours together in the city.
Prerna had recently taken an architecture class focused on Paris's historic buildings and was eager to put everything she'd learned into practice.
"We literally went building by building while Prerna explained what made each one important, meaningful, or iconic. I had my own private architecture lesson! What I remember most was how passionate and excited she was to share everything she'd learned."
Their adventure took them to Hôtel des Invalides, their favorite tea destination, Mariage Frères, and a classic French dinner with friends who lived in Paris.
It was also when they discovered that summer daylight in Paris could stretch until nearly 11 p.m., giving them what felt like endless hours to explore.
Looking back, it's those spontaneous moments, shared discoveries, and little adventures that have made their relationship what it is today.
And while they may have different personalities, their appreciation for each other runs deep.
"One thing I've always admired about Prerna is her thoughtfulness when giving gifts," says Pratima. "It's not about the gifts themselves, but her ability to remember the smallest details about someone and know what they would love, sometimes before they even know it themselves. It's her way of showing she cares."
Two Perspectives, One Vision
If you ask the sisters how their personalities complement each other, they'll laugh.
"Square versus circle. Form versus function. Dreaming versus practicality. You can decide who's who!"
Their different perspectives have become one of the greatest strengths of their partnership.
Working together hasn't always meant approaching things the same way. In fact, the early years of building Sethi Couture were as much about learning how to work together as they were about building a business.
"We had to learn how to embrace our different working styles and recognize what each of us brought to the table. Over time, we realized those differences could be our greatest advantage."
One might push an idea further, while the other asks how to bring it to life. One might see an unexpected creative possibility, while the other considers the practical details.
Together, they challenge each other to dream bigger while remaining thoughtful about the decisions they make.
It's a balance that continues to shape both their relationship and the brand.
Where Heritage Meets Individuality
For Pratima and Prerna, the influence of their parents goes far beyond their introduction to the world of diamonds and gemstones.
Growing up in a family immersed in the jewelry business, they were surrounded by an appreciation for unusual diamond cuts, natural colors, and the beauty of craftsmanship. But perhaps the most lasting lesson their parents instilled was the importance of hard work and dedication.
"Our parents taught us to have a strong work ethic and to be fully committed to whatever we take on. We were never afraid of physical labor or getting our hands dirty. When it's your own business, you do whatever needs to get done. It comes with the territory."
That mindset has stayed with them throughout their journey as entrepreneurs. From the earliest days of Sethi Couture to where the brand stands today, both sisters have embraced every aspect of building a business, whether creative, operational, or simply rolling up their sleeves to get something done.
Their upbringing also shaped their design philosophy in ways they didn't fully recognize at first.
Their Indian heritage instilled an appreciation for jewelry as a celebration of life's milestones, a connection to family and tradition, and a love of intricate, unexpected details.
Their California upbringing brought an equally important influence: a relaxed, understated approach to luxury and the idea that beautiful jewelry shouldn't be reserved only for special occasions.
Together, these influences became the foundation of Sethi Couture: jewelry that honors tradition while feeling modern, personal, and effortlessly wearable.
Elevate the Everyday.
A Dream That Became a Destination
This year also marks another meaningful milestone: ten years of Sethi Couture's retail presence in Los Altos.
Having a store of their own was always part of the dream, although the opportunity came sooner than they had imagined.
"We had always envisioned having our own store one day. Circumstances brought that opportunity to us earlier than expected, and we decided to embrace it and make it something special."
What began as an unexpected opportunity became an important chapter in the brand's story.
For the sisters, it's a reminder that not every milestone unfolds according to a carefully mapped-out plan. Sometimes the most meaningful opportunities are the ones you simply have the courage to say yes to.
"Anything is possible."
95 Years of Stories, and So Many More to Come
Milestone birthdays have a way of inviting reflection.
Five years apart, with different personalities and perspectives, their relationship has evolved through many chapters. From childhood companions to friends and eventually business partners, they've learned that the beauty of sharing a story isn't in seeing everything the same way, but in appreciating what each brings to it.
For Pratima and Prerna, this season is less about looking back at what they've accomplished and more about appreciating the journey, while making space for everything still to come.
"Plan for the future. Dream those dreams. But also have grace for yourself and be okay with what you can do in the time you have."
It's a perspective that comes with experience, balancing the demands of entrepreneurship with family, relationships, and a full life outside of work.
"We love our business, but we also love our families and the lives we've built beyond it. Keeping that perspective is important."
And if they could offer their younger selves one piece of advice?
"Don't be so hard on yourself. Learn to let go when things don't happen exactly as you imagined. Be open to finding a different path to the same destination."
As they look toward the next chapter, their excitement remains rooted in the very idea that inspired Sethi Couture: that jewelry can tell a story.
Stories of where we've been, the people we love, the moments we've celebrated, and the experiences that have made us who we are.
And perhaps that's the most fitting way to celebrate 95 years of stories.
Not with one single piece, but with a collection of moments, layered over time.
Because each ring is a chapter. Each stack is a story. And the most beautiful stories are still being written.