About Us

ABOUT US

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

Elevate the Everyday.

Growing up as the daughters of purveyors of rare and unique diamonds, we were immersed in the world of exquisite stones from an early age. This background provided us with a natural education in antique and vintage cut stones, as well as rarenatural color diamonds. However, we didn't immediately pursue careers in traditional jewelry, instead choosing to carve our paths. Pratima earned MBA, while Prerna studied architecture, and we each began our careers in IT consulting, apparel goods, and then into luxury. Yet, a deep-seated desire to connect with our origins eventually emerged. This passion led us to launch our first collection of fine jewelry as Sethi Couture in 2009.

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.

SEE STACK STORIES
  • The Inspiration

    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.

"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."