Sethi Jewelry: The Imperfect Purity of Aquamarine

Jaipur - Vicenza. An astronomical distance of almost 6,000 km which has, however, been nullified by those who have chosen a trade as stone cutter first and jeweler second. The story of the Sethi family, originally from Rajasthan, develops along this “axis” between two cities that have lived for centuries on precious stones, from stone carving to the creation and marketing of jewels. «Fifty years ago, my father started dealing in colored stones, emeralds, rubies, sapphires and semi-precious stones,» says Sumit Sethi. «One of our main markets was Italy, specifically Vicenza. We founded our sales office there in 2005, which now has about 100 customers in Italy and Europe. We create in Jaipur, from carving to design up to the production of single pieces and unbranded collections, generally with extremely classic lines, bona fide must-haves for every boutique. But we have always wanted to make a leap in quality in pursuit of a philosophy of transparency and uniqueness...» No sooner said than done. In March 2025, the Sethi brand made its debut with its first single-brand store on Ponte Vecchio in Florence. «It can take weeks or months to create each jewel and the making-of phase involves the production of a book with photos and videos of the various steps to guarantee authenticity and exclusivity. The bracelet pictured here, for example, contains 131 carats of precious aquamarines, each cut like a leaf. Each gem is different in size and color to give the desired effect of greater naturalness. We always look for real beauty, even with some imperfections, to avoid that “fake” effect given by gems that are all the same.» And now, after Florence, all eyes are on Via Montenapoleone in Milan, Via Condotti in Rome... Sethi’s journey (and dream) continues.