By ignoring trends and instead focusing on easy-to- wear timeless jewelry with an understated elegance, the sisters behind Sethi Couture are building a long-lasting legacy in Silicon Valley and beyond.
The brand’s jewelry layers beautifully and mixes and matches seamlessly.
The Sethi sisters’ love of jewelry runs deep. Raised by parents in the diamond business, Pratima and Prerna Sethi were always surrounded by rare stones, something that certainly made its mark. “Jewelry was inextricably woven into our lives from the very beginning,” says Pratima. “As so it became part of our DNA. We loved the meaning behind the jewelry, the heritage and the history that embodied it. We loved how our mother felt empowered to celebrate herself during milestones or important occasions by purchasing a unique piece.”
Inspired by the desire to create a line of fine jewelry that could be appreciated and worn every day, Pratima launched Sethi Couture in 2009 after completing her MBA. “I wanted to design jewelry with timeless details that celebrated a woman’s personal taste and evolved with her lifestyle,” she says. In 2010— after consulting with her sister on the brand since launch—Prerna officially left her job as a senior merchant at Gap Inc. to join the company.
Prong pink diamond band, Dunes narrow diamond brushed band, Alex diamond band, Scallop diamond band and Claire diamond band.
Since then, the duo have been providing their clientele (including celebs like Reese Witherspoon, Taylor Swift and Jlo, to name a few) with a stunning selection of necklaces, rings, earrings and more. “Each piece is thoughtfully created to showcase the natural beauty of diamonds, defined by unexpected cuts, details and design that reflect Sethi’s signature style and tells a woman’s story,” Prerna explains of the collection, which showcases vintage cuts, natural-colored diamonds and an overall contemporary-yet-classic sensibility. “We design pieces that have an everyday confidence with an elegant sophistication.”
Sisters Pratima Sethi, left, and Prerna Sethi, founders of Sethi Couture
Like most businesses, Sethi Couture—which has a boutique in downtown Los Altos—faced pandemic-related challenges, something that required pivots and growth in unexpected ways. E-commerce has become a more significant player, as has the business’ charitable endeavors. In the past year, through the proceeds of sales, they’ve been able to donate to No Kid Hungry, Room to Read, NAACP and Give India. As for what’s next? “We are creating, growing, pushing and innovating for 2021 in ways that will take us through the next few years,” says Pratima. “We hope you can join us for the journey!” 290 Main St., Los Altos
The Barrel diamond chain layers beautifully with the Dunes classic rose-cut diamond necklace.
Photography by: PHOTO COURTESY OF BRAND