Elevating the Everyday

Sethi Couture comes to Smithworks Fine Jewelry in Spartanburg

The Sethi sisters, Prerna and Pratima, began their journey into the world of jewelry design as little girls, endlessly fascinated and inspired by their parents’ careers as purveyors of fine gemstones. “They taught us the importance of finding something special and cherishing it everyday,” says Pratima. And that mantra remains the raison d’être for the Sethi Couture line to this day: “Jewelry should be celebrated everyday and not just on special occasions.” Their website evenly proudly proclaims their goal: “Elevate the everyday.”

Prerna and Pratima Sethi launched their namesake brand in 2009 in San Francisco, but before that, they each pursued prestigious careers. Prerna studied architecture at UC Berkeley, where she “developed a love for creating beautiful renderings and ornate objects.” Pratima held a position at Louis Vuitton which cultivated a deep-seated love for well-made goods. Their childhood inspirations were further heightened by a recent trip to Rajasthan, India, known for its many beautiful palaces and forts. “We really were in awe of the craftsmanship and attention to detail that defined a time gone by – a time that became a source of endless inspiration,” says Pratima. Heritage certainly plays a large role in their designs. One collection is even aptly named, “The Heritage Collection,” and it focuses on the one-of-a-kind experience of their trip and their parents’ and grandparents’ ancestry.

While the two sisters share many of the same inspirations – and indeed, the same passion for beautiful, intricate design as seen in their jewelry pieces – they play to their different strengths. Pratima says that she sways more towards classic and traditional styles, while Prerna “adds a bit more edge to give it that modern romance.” Their insights combined certainly do create designs perfect for “today’s woman who is interested in creating unique but effortless looks.”

But it’s not just the ELYSIAN team that loves Sethi Couture. Their website displays an extremely impressive rap sheet of magazine covers that feature their jewelry and a slew of celebrities sporting their designs. When asked if any of these got their hearts aflutter, they playfully responded, “How can you not be starstruck by these celebrities? We are often like, ‘Wow! They chose to wear our pieces. How cool is that?’”

One of their most notable favorites was Kerry Washington, who sported their diamond stacks on Jimmy Fallon (she also wore Sethi rose gold and diamond hoops on E! TV’sChelsea Lately a couple years prior). Jennifer Lawrence rocked a pair of Sethi mahogany diamond teardrops at the Vanity Fair After-Party for the Oscars in 2013 – with an added accessory: the Oscar for Best Actress, and Brazilian supermodel Gisel Bündchen wore a pair of one-of-a-kind studs from one of their very first collections introduced. Other impressive Sethi devotees include Emily Blunt, Sofía Vergara and Claire Danes.

The “Elevate Everyday” credo certainly applies to their Sethi Couture “BYOB” party being held at Smithworks Fine Jewelry, located in Spartanburg, S.C. The pop-up shop encourages jewelry-lovers to “bring their own bands” to have Pratima herself help customize and build their #sethistack. One of their most popular styles, their signature diamond stacking bands represent a link between the past and the present, or as the sisters say, “We love how meaningful stacking rings can be – to tell the story of the past, the present and the future.”

The “Bring Your Own Band” Party is being held at Smithworks Fine Jewelry this Wednesday, April 18 from 9am to 5pm. For more information, visit Smithworks’ Facebook page.


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