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Many jewelry designers and jewelry makers offer some vintage designs as part of their overall product offerings. But at Sethi Couture, it’s all vintage all the time with jewelry that has an Old World charm combined with contemporary glamor.
“New heirlooms” from Sethi Couture have been a part of Scheherazade’s eclectic range of fashion and bridal jewelry for roughly a year. Customer response to Sethi Couture has been so overwhelmingly positive that the two-day event (November 28 to 29) will be this holiday season’s premier trunk show for the Galleria-based jeweler.
Siblings are known to have their rivalry, but the Sethi sister’s collaboration is unlike any family story – especially in the gem and jewelry industry. In fact, it’s a small wonder the tale ever came to be told as Pratima and Prerna Sethi had no intention of designing and making jewelry. Pratima was an IT consultant with an MBA. And, Prerna worked in the apparel industry after graduating from college. The two sisters later wanted to merge their skills and interests and with that goal Sethi Couture was created in 2009.
Their parent’s career choices almost mirror the technical and creative interests of Pratima and Prerna. When their parents came from India four decades ago the father was working as an engineer and the mother worked with a diamond company. Helping their mother at trade shows on long summer breaks during high school and weekends as college students created a passion and knowledge base for gemstones.
As divergent as the two sisters’ career choices were, Pratima quit her work as an IT consultant and began working for Louis Vuitton. The idea of a luxury brand, and the quality and history behind it, intrigued her. Although she joined her father’s company, Pratima designed jewelry in her spare time eventually creating entire collections. And, in 2009, she opened Sethi Couture.
About a year later Prerna joined her sister. Much like in the early days Prerna helped her sister at trade shows. The two began to collaborate on designs that they thought close friends would enjoy owning and wearing with looks that would easily segue from work by day to play at night. This seamless transition of redefining couture jewelry for everyday wear was at the heart of the sisters’ business and designing philosophies. And, with that they created the defining tagline “elevate the everyday.”
Equally important was the essential business approach of women designing jewelry for other women. Pratima and Prerna Sethi view jewelry as a “simple yet significant luxury in one’s wardrobe that is meant to be effortlessly worn and celebrated.”
Old World Charm, Contemporary Glamor
“We have childhood memories associated with Europe from our first family trip visiting museums and cathedrals and then later more significantly when I studied abroad in France, and also with my husband is from Belgium,” say Pratima and Prerna of their work. “We spent a lot of time travelling the various countries and getting to know his family, and it was inspirational to see how people live there. They enjoy fine things every day, like china and silver for an ordinary lunch. They cherish heirlooms passed down over generations and generations. A lot of our aesthetic came from that experience.”
The sisters also have a penchant for older cuts of diamonds and fancy colored diamonds. “Old mine cuts have a fire and brilliance to it more apparent than a full cut diamond. In addition, these diamonds are not cut perfectly making it more intriguing and with personality,” says Pratima. “Rose Cuts have a more subtle appeal making it great for everyday jewelry and again giving our designs that Old World charm and feel. In addition, our affinity for rose cut and old mine cut diamonds lends nicely to a vintage aesthetic which we are able to modernize with the use of different color metals and shades of color diamonds.”
Diamond colors used in Sethi Couture jewelry include champagne, cognac, burnt orange, golden yellow, olive green, and pink.
Even with today’s high-tech jewelry designing capabilities, Pratima and Prerna begin designing jewelry the old-fashioned way with sketching. Sources of creativeness come from nature, such as the sisters’ Enchanted Garden Collection (inspired by blooming flowers and colorful botanicals) and the Plume Collection (inspired by the regal plume of peacocks).
But not everything about Sethi Couture jewelry is Old-World inspired. Mayson is a newer collection for the sisters that have more accessible price points. The fashion collection has a contemporary flair and is set with colored stones featuring geometric cuts.
Pratima and Prerna have called San Francisco home for a number of years. The city’s varied architecture also plays into design inspirations for Sethi Couture especially for Prerna who was a student of Architecture at U.C. Berkeley. She continued to pursue her passion for design in a career in the fashion world but the call to create lifestyle jewelry with her sister. Pratima and Prerna also share a mutual appreciation for architecture as well as travel, history.
Many celebrities have taken notice of the quality and qualities of Sethi Couture jewelry. Be sure to visit Scheherazade Jewelers in the Galleria from November 29 to 29 to see why celebrities and view the store’s current collections of Sethi Couture as well as new design.