What You Need to Know About Sethi Couture: An Insider’s Guide

By Oster Jewelers | August 29, 2026 0 Comments

Whether you are discovering the brand for the first time or already love its distinctive designs, this Q&A explores some of the most common questions about Sethi Couture. From the brand’s story and philosophy to its design ethos and inspiration, these answers offer a closer look at one of today’s most captivating names in fine jewelry.

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1. Who are the founders of Sethi Couture, and how is the company name pronounced?
2. Where is Sethi Couture based and how does this influence their design aesthetic?
3. What is the luxury jewelry brand most well known for?
4. Besides rings, what are their other jewelry must-haves?
5. Which notable celebrities have been spotted wearing Sethi Couture?
6. How does the company source their diamonds?
7. What are the best ways to store and care for your Sethi Couture jewelry?
8. Where can you buy Sethi Couture jewelry?

^{Sethi Couture Co-Founders and Sisters Prerna & Pratima Sethi}

1. Who are the founders of Sethi Couture, and how is the company name pronounced?

Sethi Couture was founded in 2009 by sisters Pratima and Prerna Sethi. The brand name is pronounced “SAY-tee” reflecting the sisters’ family name. The sisters share a family story founded within the world of precious gemstones and envisioned into a singular philosophy: “Elevate the Everyday.”

2. Where is Sethi Couture based and how does this influence their design aesthetic?

Sethi Couture is based in California, where sisters Pratima and Prerna grew up surrounded by wonderous flora and fauna complemented by care-free West Coast style. Their Indian heritage also shapes the brand, providing a backdrop for architectural influence and intricate design. This cross-cultural perspective creates fine jewelry that balances contemporary design with classic influences and refined details.

3. What is the luxury jewelry brand most well known for?

The luxury jewelry brand is best known for their distinctive diamond jewelry and versatile stacking rings. Each ring is designed for mixing, matching, and layering, but can also make a refined statement when worn solo on one finger or all. From geometric bands to floral inspired styles, their designs bring effortless versatility to your personal jewelry story.

4. Besides rings, what are their other jewelry must-haves?

Beyond Sethi signature stacking bands, Sethi Couture offers pretty diamond pendants perfect for layering on a chain, buildable beaded bracelets and necklaces, and dazzling hoops and studs for everyday wear. Their versatile and romantic designs make thoughtful anniversary or birthday gifts, beautiful additions to a curated wedding jewelry look, and the perfect addition to your jewelry wardrobe.

^{Sethi Couture 18KYG Black Diamond Beaded Necklaces}

5. Which notable celebrities have been spotted wearing Sethi Couture?

Sethi has been spotted on celebrities including Reese Witherspoon, Taylor Swift, Zendaya, Mindy Kaling, Cynthia Nixon, Halle Berry, and Poorna Jagannathan. Whether gracing red carpets, on the covers of magazines, or showcased with street style, their celebrity following highlights the versatility of the brand, from elegant diamond pieces to effortless everyday designs.

6. How does the company source their diamonds?

The company sources its diamonds, gemstones, and precious metals with a focus on responsible and environmentally conscious practices. The brand works with suppliers and miners to support more sustainable procurement. The brand is also a big supporter of the Kimberley Process, a United Nations initiative addressing conflict diamonds.

^{Poorna Jagarnathan at the 2024 Gold House Gala. Photo by The Lounge Booth. Styling by Sarah Slutsky Tooley}

7. What are the best ways to store and care for your Sethi Couture jewelry?

To keep Sethi Couture jewelry shining, store each piece separately and keep it away from soap, lotion, perfume, and moisture. Remove jewelry before showering, exercising, sleeping, or lifting heavy objects, then gently clean it with a soft, dry cloth or jewelry cleaner. For more tips on protecting your favorite pieces, visit our Caring For Your Designer Fine Jewelry blog for expert advice on cleaning, storing, and maintaining your treasured jewelry.

8. Where can you buy Sethi Couture jewelry?

You can shop Sethi Couture jewelry at Oster Jewelers. Visit our Cherry Creek North location in Denver, Colorado to explore their signature rings, diamond jewelry, and everyday designs in person. Prefer to shop from home? Whether shopping for a meaningful gift, stylish ring stack, or personal talisman, browse the curated Sethi collection online on our website.

Explore the Sethi Couture Collection

Shop the Sethi Couture Collection at Oster Jewelers