New Delhi: ACPL Exports, long known for shaping India’s global footprint in silver jewellery manufacturing and exports, has entered the domestic direct-to-consumer space with the launch of TrueSilver, a digital-first jewellery brand designed for millennials and Gen Z consumers who prioritise authenticity, self-expression, and effortless everyday style.
Marking its debut, TrueSilver unveiled its brand campaign film, Stay True to Yourself, which reflects the cultural shift influencing modern jewellery choices. Using a minimal and contemporary visual narrative, the film positions silver not as an occasional accessory, but as an everyday companion that mirrors individuality and personal expression.
The brand film is currently live across Instagram, Facebook, YouTube, and LinkedIn, forming the centrepiece of a broader digital rollout.
Speaking 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. 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.”
The campaign will extend across digital-first touchpoints, supported by short-form video content, platform-native storytelling, and creator collaborations aimed at driving discovery and engagement. Designed for shareability and relatability, the initiative seeks to establish a consistent presence across platforms where younger audiences interact with brands.
TrueSilver’s debut collection features lightweight, contemporary silver jewellery across categories including bracelets, rings, earrings, pendants, and chains. The pieces are designed for versatility, transitioning easily from workdays to weekends, and from personal routines to social occasions, reinforcing silver as a daily style essential rather than a locker-bound indulgence.
As a digital-first brand, TrueSilver offers an end-to-end online shopping experience built around convenience, transparency, and trust. All jewellery is crafted in BIS-hallmarked 925 sterling silver, underlining the brand’s focus on certified purity and quality. The collection is available on the brand’s website as well as on leading marketplaces including Amazon and Myntra.
At the heart of the brand lies the Stay True to Yourself philosophy — a belief in embracing individuality without performance or perfection. TrueSilver positions its jewellery as pieces meant to be worn, lived in, and layered into everyday moments, reflecting personal journeys and evolving identities.
With this launch, ACPL Exports brings its legacy of silver craftsmanship into a new, consumer-facing chapter, aligning heritage expertise with contemporary design and digital-first engagement strategies.
