With a family background in gemstones, these dynamic siblings have jewelry in their DNA.
Sisters Pratima and Prerna, co-owners of Sethi Couture, have jewelry in their genes. In 1976, their parents started Manak, a gemstone and diamond business that remains a go-to resource for new-old cuts and natural-colored diamonds for both established and indie designers. “My mother’s distinctive feel for jewelry combined with my father’s innate sense of business acumen and artistic sensibility was a winning formula,” says Pratima. “The collaboration between the creative and the entrepreneurial was a recipe for success that has evolved over the past 40 years.” The same can be said about the sisters, who thrive in their different roles, each with strong points of view and a respect for their own heritage along with the history and meaning behind jewelry. They have evolved since 2009 from a fledgling company into a recognized brand that sells across the US in luxury brick-and-mortar stores, on the best online shops and in their own store in Los Altos, California.
“I grew up attending trade shows with my parents,” says Pratima, who is five years older than Prerna. “As a young child, I would sit under the table in the booth playing games and listening in on all the jewelry conversations my parents had with clients — they would talk about diamonds, color, clarity, all the beautiful gemstones and news in the industry. It was always there, all around me. I helped my parents out during the summers, while earning my MBA, and then I landed a corporate job.”
An undeniable passion
In 2009, after a stint in the corporate world, Pratima launched Sethi Couture on her own, with a goal to fill what she saw as a void in the market for “jewelry with timeless details that celebrate a woman’s personal taste and evolve with her lifestyle.” Prerna was working at Gap as a senior merchant. “She had a lot of experience in product life cycle, merchandise planning and the supply chain,” says Pratima. “She also had a background in architecture, and would create these beautiful hand renderings. We would continuously talk about working together on building Sethi, and in 2010, she was ready to take the leap. We’ve worked together ever since.”
“To be honest,” Prerna admits, “neither of us ever imagined leaving our jobs, but we could not deny that we had a passion for building something that had layers of meaning for us — in the gemstones, in the inspirations from the past and most importantly in the stories behind the scenes that represent our family history and our lives so far. It is part of our DNA.”
The sisters bring their own unique personalities to the collection. “I am passionate and meticulous,” says Prerna. “My sister is calm and collected. We have different yet complementary perspectives. This allows us to continuously challenge each other creatively and operationally, which has been important for our steady growth.”
Inspired by mother’s jewelry box
Since 2010, the collection has expanded from a capsule of stacking rings to mini collections that showcase all the different elements of vintage craftsmanship, including the romance and elegance of the Edwardian era, nature-inspired motifs and architectural details.
“As we continued to design, our stacking rings became our most coveted concept,” says Prerna. Each band is designed with delicate details that are punctuated by rare natural-colored diamonds — pink, green, champagne, gray and cognac — in modern-day versions of antique-inspired rose, old-mine, cushion and European cuts, with a pop of pavé. Many of our signature designs have been in the line for years, and continue to be the go-to pieces for women starting their stacks,” she adds.
“Sethi Couture continues to introduce pieces with an intricate blend of modern, elegant design and just the right touch of vintage detail for the women who purchase jewelry to elevate their every day,” Pratima explains. “Each piece is thoughtfully created to showcase the natural beauty of diamonds, defined by unexpected cuts, elements and designs. Each reflects Sethi’s signature style, yet can help create a personal statement for each woman who collects the pieces and mixes them up in her own way.”
When they talk about their most relevant source of inspiration, it goes back to family. “Our mother’s collection was and is a source of endless inspiration,” says Pratima. “She cherished the workmanship and techniques that went into each piece. We each have our favorite piece from her jewelry box — Prerna’s is an Art Deco ring with an opal center, and mine is a yellow diamond ring. Both have inspired different elements in the collection with renewed relevance.”
In 2016, Pratima and Prerna decided to open their own brick-and-mortar store in Los Altos to offer custom designs and create a lifestyle shop. They have curated an eclectic group of designers that are known for their distinct aesthetics, including Moritz Glik, Annette Ferdinandsen, Carolina Bucci, Sarah Graham and Alex Sepkus, to name a few. “The work of each of these designers is instantly recognizable, and although they are diverse in their points of view, they all attract a customer base that knows who they are and how to mix up different looks They want to build their collections with pieces that are relevant today but will also endure trends and become heirlooms to be handed down in the future,” Pratima says.
Main image: Prerna on the left and Pratima on the right. Photo: Sethi Couture.
