Meet the Designers

Sethi Couture was founded in 2009 in San Francisco by designing sisters 

Pratima and Prerna Sethi with a simple philosophy of "Elevate the Everyday."

Meet the Designers

Sethi Couture was founded in 2009 in San Francisco by designing sisters Pratima and Prerna Sethi with a simple philosophy of "Elevate the Everyday."

Our Path to Jewelry

Raised by parents who are purveyors of rare and unusual diamonds, Pratima and Prerna were surrounded by the most exquisite stones at an early age and so their childhood included an education in antique, vintage cuts, and rare natural color diamonds. The idea of a career in traditional jewelry, however, was not in their stars immediately. Instead, they set out on a different path.


After receiving her MBA, Pratima began a career with a luxury brand and Prerna pursued her interest in the apparel industry after studying architecture. Yet, their desire to design everyday elevated essentials with the same diamonds they grew up admiring could not be ignored. In 2009, Sethi Couture launched its first collection of fine jewelry.


"Jewelry was always part of our lives, part of our culture. We grew up around incredible women who celebrated jewelry in their everyday lifestyle. But we were captivated by the deeper heritage side of jewelry, the timeless pieces that told a story with an elegant nod to the past."


"Jewelry was always part of our lives, part of our culture. We grew up around incredible women who celebrated jewelry in their everyday lifestyle. But we were captivated by the deeper heritage side of jewelry, the timeless pieces that told a story with an elegant nod to the past."

A Brand was Born

Sethi Couture launched with a series of unexpected colors of diamond bands: champagne, pink, green, yellow, and black and quickly evolved into a collection of classic and contemporary stacking bands that can be worn together in endless ways to showcase your individual style. 


Designed to be paired with family heirlooms or your personal collection of rings, the Sethi stacks are where old meets new.


Whether it is a meaningful reminder of a milestone in your life or a way to celebrate your personal journey, each Sethi Couture band tells your story of the past, the present, and the future that can be cherished everyday. 

Inspired by Our Heritage

Growing up in California, the sisters took many trips to India to visit their grandmothers in Rajasthan and Madhya Pradesh. The intricate beauty of the architecture of their heritage revealed a craftsmanship and attention to detail that defined a bygone time — a time that became a source of endless inspiration. The combination of California's nature inspired motifs and intricate details of Indian architecture can be seen throughout their collection. 

Inspired by Our Heritage

Growing up in California, the sisters took many trips to India to visit their grandmothers in Rajasthan and Madhya Pradesh. The intricate beauty of the architecture of their heritage revealed a craftsmanship and attention to detail that defined a bygone time — a time that became a source of endless inspiration. The combination of California's nature inspired motifs and intricate details of Indian architecture can be seen throughout their collection. 


"It's all in the details. We covet the small things in architecture when traveling, the art of imperfection in the interiors of places, the intricate elements in antique pieces all of which tell a story."

Elevate the Everyday

Pratima and Prerna are committed to creating timeless pieces that 

celebrate one's personal story and elevate the beauty of the everyday.

Elevate the Everyday

Pratima and Prerna are committed to creating timeless pieces that celebrate one's personal story and elevate the beauty of the everyday.