Meet Ag+ by CS Jewels: The Sterling Silver Lifestyle Brand You Have Been Waiting For

Pune, India: House of Chandukaka Saraf Jewels, a name synonymous with fine jewellery excellence since 1827, has unveiled Ag+ by CS Jewels. This new contemporary sterling silver lifestyle label aims to integrate silver into daily routines, gifting occasions, and personal style statements.

Designed as a modern hub for sterling silver, Ag+ unifies jewellery, watches, and gifting ranges for men, women, and children under a single brand identity. Operating on the philosophy that "Sterling silver is a confident expression of personal style," the label shifts the perception of silver from a sporadic purchase to a flexible accessory suitable for both routine daily life and significant life events.

Drawing on nearly two centuries of heritage and expertise, Ag+ embodies the House’s commitment to making well-crafted sterling silver align with modern consumer habits. The brand features collections that marry current design trends with enduring charm, catering to everything from office wear and daily accessories to celebratory gifts and keepsakes.

"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, HOD – Vybe & Ag+ Silver.

The design ethos behind every Ag+ collection prioritizes clean lines, harmonious proportions, and practical utility. By staying attuned to consumer preferences, the brand emphasizes the creation of timeless items that maintain their relevance throughout shifting lifestyles and individual life stages.

The brand’s extensive catalogue features a broad spectrum of sterling silver items. For women, this includes rings, earrings, pendants, necklaces, bracelets, bangles, anklets, toe rings, nose pins, chains, kadas, and watches, while the men’s range encompasses rings, chains, bracelets, pendants, watches, and kadas. By also providing children’s jewellery, gifting options, and commemorative silver pieces, the brand establishes itself as a one-stop destination for sterling silver lifestyle needs.

Ag+ is currently accessible via dedicated shop-in-shop sections within existing Chandukaka Saraf Jewels outlets, offering shoppers a curated environment to explore the jewellery, watches, and gifting lines. Furthermore, the brand intends to grow its online footprint, ensuring its collections reach customers throughout India.

Since its inception in 1827, the House of Chandukaka Saraf Jewels has cultivated a reputation for superior craftsmanship, integrity, and multi-generational trust. While maintaining its fine jewellery heritage, the House continues to innovate through modern ventures like Ag+ and Vybe, addressing shifting consumer tastes while staying anchored in its core values.

About Ag+ by CS Jewels

Ag+ by CS Jewels serves as the modern sterling silver lifestyle arm of the House of Chandukaka Saraf Jewels, which dates back to 1827. Tailored for daily wear, gifting, and personal expression, the brand provides meticulously designed sterling silver jewellery for men, women, and children, in addition to watches, gift sets, and commemorative silver pieces. By blending modern aesthetics with reliable craftsmanship, Ag+ positions sterling silver as a lasting symbol of personal style and contemporary life.