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aunched in 2009 by sisters Pratima and Prerna Sethi, Sethi Couture jewelry is designed to “Elevate the Everyday.” The two were immersed in the world of exceptional stones from a young age; growing up with parents that were purveyors of rare and unique diamonds, they received an organic education in antique and vintage cut stones, as well as rare, natural colored diamonds. This strong wealth of knowledge about the materials with which they work continues to inform the direction of their designs and is a key element of their brand ethos.
The duo continued to build on this aesthetic foundation, creating new designs that allowed their collectors to build personalized stacks (coined “Sethi Stacks”) that expressed their individuality.
Image courtesy of Sethi Couture
While diamonds and gems are part of their genetic make-up, Pratima and Prerna didn’t immediately set out to follow in the family footsteps, instead opting to chart their own course in the world before they were ultimately drawn back to their origins. With Pratima earning her MBA, Prerna studied architecture.
Image courtesy of Sethi Couture
Wanting to adorn themselves with pieces that felt stylish and sophisticated, without being overly fussy, they eventually joined forces to develop a line of stackable rings in a kaleidoscope of hues, introducing a new generation of collectors to earthy champagne and green diamonds, vivid pink and yellow diamonds and deep, glossy black diamonds.
Image courtesy of Sethi Couture
The duo continued to build on this aesthetic foundation, creating new designs that allowed their collectors to build personalized stacks (coined “Sethi Stacks”) that expressed their individuality. Drawing on both their Indian heritage and the beauty of their natural surroundings in their California home-base, their pieces are at once architectural and organic, with graceful curves and fluid details showcased within a framework of geometric lines.
Image courtesy of Sethi Couture
Working in 18k gold, they continue to incorporate a range of natural diamonds in their work, establishing a sense of movement and depth with the meticulous placement and setting of the stones.
Image courtesy of Sethi Couture
With a desire to present their clients with a more immersive experience of their brand, in 2016, the sisters opened a multi-brand gallery, Sethi, in idyllic Palo Alto, in California’s Bay Area. The retail and showroom space was designed to be warm and inviting, and they cherish the sense of community that the space evokes, with customer’s stopping in to introduce new friends to the store, to share meaningful milestones or just to say hello.
Image courtesy of Sethi Couture
The experience of being on the “front line” with their clients also gave them even greater insight into their client’s needs and challenges, and a deeper understanding of how they want to wear their jewelry and develop their collections.
Image courtesy of Sethi Couture
In addition to their own line, Sethi carries the collections of fellow artists whose designs they like and admire, and who share their same approach to uncompromising excellence in design and fabrication. Cognizant of adding pieces that are complementary to their own, the sisters have created a jewelry lover’s paradise, allowing their loyal clientele to build their jewelry collections in a way that suits their whims and needs.
Image courtesy of Sethi Couture
Image courtesy of Sethi Couture
Image courtesy of Sethi Couture
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