Meet the Designers

Founded in 2009 in San Francisco by designing sisters Pratima and Prerna Sethi, Sethi Couture stems from a simple philosophy:

Elevate the Everyday.

Portrait of Pratima and Prerna Sethi

Our Path to Jewelry

Daughters of purveyors of rare and unusual diamonds, we grew up with a childhood in proximity to exquisite stones, resulting in an organic education of antique and vintage cut stones and rare natural color diamonds. An immediate career in traditional jewelry, however, did not align for us immediately, and we each set out on our own path.

We both pursued our formal education (Pratima received her MBA while Prerna studied architecture) before we began separate careers within luxury and apparel goods.

Some innate desire to return to our roots, however, began to take hold within us, and in 2009, we launched our first collection of fine jewelry as Sethi Couture.

A Brand is Born

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 us to our core concept: curated ring stacks, which we lovingly refer to as Sethi Stacks. Curated Sethi Stacks allow us to share stories where old meets new as a meaningful celebration of your individual journey.

Curated Sethi Stack No. 59, The Storyteller
Photo of sandy dunes with Taj Mahal in the distance

Inspired by Heritage

Growing up in California, we took many trips to India to visit our grandmothers in Rajasthan and Madhya Pradesh. The intricate beauty of the architecture of our heritage revealed a craftsmanship and attention to detail that defined a bygone time. Our connection to our heritage grew within us to become a source of endless inspiration. Today, the combination of California's nature-inspired motifs paired with the intricate details of Indian architecture can be found within our 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."