We’re sisters and co-founders of Sethi Couture, a California fine jewelry brand rooted in heritage craftsmanship and modern everyday wear. We grew up in the jewelry industry through our family’s gemstone business, so jewelry has always felt less like a career and more like a language we’ve spoken our whole lives.
Where are you currently?
We’re based in the charming town of Los Altos, California, working out of our office and studio surrounded by beautiful jewels and creations. There are trays of diamonds on every surface, mood boards pinned up on the walls, design sketches in progress, and always plenty of tea, coffee, and the occasional snack for that mid-afternoon sugar rush. It’s equal parts creative chaos and cozy — very us.
How did you arrive at designing your line?
Very organically. Before Sethi Couture, we both had corporate careers (Pratima in tech and luxury management, and Prerna in fashion merchandising) but we always knew we wanted to build something of our own, something more personal and creative. Stacking rings actually began with a single ring. Pratima gifted one to Prerna when she moved to Ohio for a new job, as a small reminder of home and family. She wore it every day, and people kept stopping her to ask where it was from. That’s when it clicked: jewelry could hold meaning, memory, and story, not just style..
We started layering pieces we loved and realized there wasn’t a fine jewelry brand truly designing with stacking as the foundation. So we created one. That became our philosophy: each ring a chapter, each stack a story.
We started layering pieces we loved and realized there wasn’t a fine jewelry brand truly designing with stacking as the foundation. So we created one. That became our philosophy: each ring a chapter, each stack a story.
What are three words that best describe your designs?
Personal – story-driven, emotional, meaningful
Elevated – everyday luxury, refined but wearable
Feminine – soft strength, not overly delicate(With a little vintage soul and California ease woven in.)
What does a typical work day look like for you?
It’s nonstop in the best way: marketing calls, customer requests, sales team meetings, strategy sessions (1-month, 6-month, 3-year plans), and designing in between. We usually sneak out for lunch in downtown Los Altos, take a quick walk around the block for fresh air, sometimes squeeze in a few PT exercises with a colleague. There’s always a lot of laughter in the office! It’s busy, but it’s joyful.
What about jewelry is so exciting to work with?
Jewelry is emotional. It marks milestones, memories, relationships. We’re not just designing products, we’re creating pieces people wear every single day of their lives. That responsibility and intimacy is incredibly special.
Who is your ultimate jewelry muse?
Real women. Our clients, our friends, our mom, each other. We design for women who live full lives and want pieces that move with them — not sit in a safe.
Do you have a favorite stone?
Diamonds, always. For both of us.
Especially antique cuts like rose cuts, black diamonds and natural color diamonds — stones with character and history.
What is your favorite piece available at Broken English?
Our stacking rings, without question. They’re the heart of the brand — the pieces you start with and keep adding to over time.
Is there anything new and exciting you have coming up?
We’re continuing to expand our stacking bands, black diamond styles, and layering charms, plus a few special collaborations and storytelling collections we can’t wait to share. We’re always designing what we feel is “missing” in our own stacks.
Best place to find inspiration?
Travel! Near or far. Wandering a new city, noticing architecture, textiles, colors, vintage markets. Getting out of routine always sparks something fresh.
Best soundtrack for designing?
It really depends on the day and on which sister is controlling the playlist. We actually have very different music tastes. Some days we work best in complete silence, and other days we need music to get the creative juices flowing. Pratima surprisingly leans EDM to pop-rock (think Avicii, Kygo, Coldplay, Shawn Mendes) while Prerna might jump from Kendrick Lamar, Rihanna to softer indie or mellow beats. It’s a mix, but somehow it always works. Music definitely sets the mood in the studio.
Best book you’ve read lately?
We Should All Be Feminists. Powerful, thoughtful, and such an important perspective — especially as women founders.
Best movie or show you’ve watched recently?
The Pitt, Bridgerton, Shrinking… and honestly, how can you not watch Emily in Paris just for the fashion, jewels, and Paris?
Best way to wind down after a busy season?
Time with family, a great meal, a walk, and a little travel reset. Slowing down enough to actually notice life again.
