New Delhi, India – ACPL Exports has launched TrueSilver, a direct-to-consumer, digital-first silver jewellery brand aimed at millennial and Gen Z consumers. The launch marks the company’s entry into the domestic consumer jewellery market after decades of manufacturing and exporting silver jewellery internationally.
As part of the launch, TrueSilver unveiled a brand campaign titled ‘Stay True to Yourself’, which includes a short film that reflects changing attitudes towards jewellery, positioning silver as an everyday item rather than one reserved for special occasions. Using a minimalist visual approach, the film centres on themes of individuality and self-expression.
Commenting on the launch, Vandana Bhalla, CMO, TrueSilver by ACPL Exports, said, “TrueSilver is positioned at the intersection of authenticity and modern living. Rooted in ACPL Exports’ legacy of silver craftsmanship, the brand reimagines silver as an everyday expression of self rather than an occasional indulgence.”
Vandana added, “Stay True to Yourself reflects this philosophy, bringing together purity, contemporary design, and a digital-first approach to create jewellery that feels personal, relevant, and seamlessly woven into how people live today.”
Moreover, the ‘Stay True to Yourself’ campaign will be rolled out across digital channels, with a focus on social media platforms. In addition to the main film, the campaign will include short-form video content and collaborations with creators, designed to extend the campaign narrative across platform-native formats.
TrueSilver’s initial collection features lightweight silver jewellery for everyday wear, including bracelets, rings, earrings, pendants, and chains. The pieces are designed to be versatile and suitable for a range of settings, from work to casual wear.
As a digital-first brand, TrueSilver offers online purchasing through its official website as well as third-party marketplaces such as Amazon and Myntra. All products are made using BIS-hallmarked 925 sterling silver.
ACPL Exports has been involved in silver jewellery manufacturing and exports for several decades, supplying international markets. The launch of TrueSilver represents the company’s first consumer-facing jewellery brand in India.
