Launch Overview
Pune, India – The House of Chandukaka Saraf Jewels, a trusted name in fine jewellery since 1827, has announced the launch of Ag+ by CS Jewels, a contemporary sterling‑silver lifestyle brand aimed at making silver an integral part of everyday living, gifting and self‑expression.
Brand Positioning and Philosophy
Ag+ is positioned as a modern lifestyle destination for sterling silver, bringing together jewellery, watches and gifting collections for women, men and children under a single brand identity. The brand’s design philosophy centres on clean forms, balanced proportions and everyday functionality, seeking to re‑imagine silver as a versatile companion for daily moments and meaningful milestones.
Product Portfolio
The Ag+ portfolio spans a wide range of sterling‑silver items, including rings, earrings, pendants, necklaces, bracelets, bangles, anklets, toe rings, nose pins, chains, kadas and watches for women; rings, chains, bracelets, pendants, watches and kadas for men; as well as children’s jewellery, dedicated gifting collections and commemorative silver articles.
Distribution Strategy
Ag+ collections are currently available through dedicated shop‑in‑shop formats within existing Chandukaka Saraf Jewels stores, offering a curated retail experience that showcases the full range under the Ag+ identity. The brand also plans to expand its digital presence, making the collections accessible to customers across India.
Heritage and Leadership Quote
“Ag+ represents our vision of making sterling silver an essential part of modern lifestyles. Today’s consumers seek products that combine thoughtful design, everyday versatility and lasting value. Through Ag+, we are creating a lifestyle brand that celebrates individuality while carrying forward the legacy of trust and craftsmanship that has defined the House of Chandukaka Saraf Jewels for nearly two centuries,” said Milind Vartak, Head of Department – Vybe & Ag+ Silver.
Corporate Context
The launch adds to the House’s contemporary brand portfolio, which already includes Vybe, and reflects its strategy to evolve with changing consumer preferences while remaining rooted in its longstanding values of exceptional craftsmanship, integrity and customer trust.