India's first house of Argentium silver
That one-line message was bait. The jewellery is real.
Sourced from Argentium, UK·Designed and made in India·For the world
India's first house of Argentium silver
Sourced from Argentium, UK·Designed and made in India·For the world
The collection · twelve in-house designs
Nothing on this page is from a catalogue. All twelve designs were drawn in-house, then developed into the production renders below, ready to cast in Argentium 960.
From these references the designs travel to Jaipur, where hands that have worked silver since 1984 turn them into metal. The first castings arrive ahead of the Q3 2026 soft launch.
Design is the second moat. The first is the metal.
All twelve designs are proprietary to Argentia, designed in-house, 2026. Production renders shown; first castings arrive ahead of the Q3 soft launch.
Three short reads on Argentium: why it resists tarnish, how it differs from sterling, and why it sits gently on skin.
The thirty second version
India's jewellery market crossed ₹7 lakh crore in 2025, and silver repriced +175% in one year.
51% of Indian Gen Z now prefer silver over gold, and 64% of non-wedding diamond jewellery is self-purchased by women.
GIVA built ₹523 crore of revenue on sterling that tarnishes. The premium tier above it is empty.
We hold the licence to Argentium 960, sourced from the alloy's inventor in London. No Indian brand is built on it.
Soft launch Q3 2026, closed waitlist of 500. We are raising our first round, and we want money plus marketing minds.
That is the deck. Everything below is the proof.
Chapter 01 · The market
The price, the customer and the category moved in the same direction, in the same year. Argentia stands where they intersect.
Indian silver ran from about ₹85K per kg to above ₹2.4 lakh in a year. India imported $9.2bn of it, the most in the world. Silver is no longer the cheap metal.
Of Indian Gen Z prefer silver over gold, and 49% want lightweight minimal design over heavy ornate. The preference has structurally flipped.
GIVA's FY25 revenue, up 87%, at a roughly ₹4,900 Cr valuation. Demand is proven, on silver that tarnishes. The tier above stands empty.
India jewellery market, growing to a projected $92bn by 2030.
Indian households earning above $20K a year, 2025 to 2030. The buyer base more than doubles.
India's share of global silver consumption. The metal already lives here.
Gold is not in decline. It has simply been promoted to furniture.
MCX · Business Standard · Deloitte India 2026 · De Beers India Report 2026 · Vyansa Intelligence · Silver Institute
Chapter 02 · The problem
Occasion-led and family-purchased. Too precious for a Tuesday, so it lives in a bank locker.
Worn twice a year. Guarded all 365.
Alloyed with copper, the tarnish ingredient. Months of shine, then grey, then a pouch in a drawer.
Retired by Diwali, resented by spring.
The finish is a coating, not a material. When the microns wear through, the brand promise goes with them.
Temporary, by design.
The daily-wear tier between them, ₹2,000 to ₹25,000, has no defining brand. That vacancy is the company.
Chapter 03 · The material moat
Argentium 960 is 96% silver, alloyed with germanium instead of copper. It tarnishes up to seven times slower than sterling, needs no plating, is hypoallergenic, and is made from 100% recycled silver.
We source the master alloy under licence from the inventor's own company. Most Indian brands cannot tell you where their metal comes from. We can name the street: Dunn Street, Dalston, London E8.
The Winged UnicornPer-piece certification of 96% silver content, the Argentium Guild's globally recognised mark. Eligible on every Argentia piece.
Invented the alloy at Middlesex University, London. We source directly from his company, in dialogue with Peter, Elizabeth and Clare.
"I am a trained silversmith and a Freeman of the Worshipful Company of Goldsmiths."
Interweave interview, 2019 · Portrait: Middlesex University film on Argentium
Why this is a moatA patented alloy, a licensed supply line, a guild certification, and a story that takes one sentence to tell and years to copy. Education is the cost of entry, and we are the ones holding the syllabus.
| Property | Sterling silver · 925 | Argentium 960 · Argentia |
|---|---|---|
| Silver content | 92.5% | 96.0%, exceeds the Britannia hallmark |
| Other alloy | Copper | Germanium, forms its own protective layer |
| Tarnish | Within months | Up to 7× more resistant |
| Skin | Nickel and copper allergies common | Hypoallergenic, built for long-hour wear |
| Brightness | Standard white, plating upkeep | Brighter than platinum. Nothing to re-plate, nothing to confess. |
| Sourcing | Often unspecified, mined | 100% recycled, ethically traceable |
| Certification | None standard | Winged Unicorn, per piece |
Argentium Guild · Middlesex University ADRI · US patent, Johns, 1998
Chapter 04 · The target segment
Researched personas, not guesses. In priority order, they represent roughly ₹40,000 to 80,000 crore of addressable demand if even 5% of the jewellery wallet shifts to modern silver.
Lived in London, came back changed. Owns inherited gold and a drawer of tarnished sterling. Has read about Argentium and is waiting for an Indian brand to convince her.
Layers stacks, discovers via Reels, decides via reviews. Loved Palmonas until the plating wore off. In market for something that lasts.
Found CaratLane and Tanishq transactional. Wants a gift with provenance, packaging ritual and a story he can tell.
Allergic to nickel, wears silver daily, finds most western alloys still irritate. Has been waiting for a serious Indian silver house.
Personas built from Deloitte India 2026, De Beers India 2026 and primary category research
Chapter 05 · The position
Indian jewellery, mapped by material and how it is worn. Argentia moves into a tier no Indian brand currently holds.
Closest cultural parallels: Aesop in restraint, Mejuri in everyday ease, Hermès in material storytelling. None of them in this tier, in this market, with this alloy.
Chapter 06 · The marketing engine
Editorial-led discovery, story-driven conversion, ritual-led retention. Built to compound, not to burn.
The sample mailer is the whole strategy in one envelope. She holds the metal, the metal does the selling.
Chapter 07 · The team
Built Argentia from category research to a live supply dialogue with Peter Johns's company in London. Leads brand, partnerships, financial structure and growth.
LinkedIn
Third generation in jewellery and silver trading. Leads design direction, manufacturing, sourcing logistics and product execution, including the in-house casting line.
One founder negotiates with London. The other negotiates with a furnace.
Chapter 08 · The honest page
Every deck buries these on slide 19 in nine point grey. We would rather you hear them from us, at full size.
Correct. Zero revenue, zero reviews, zero vanity metrics. You are early, which is the entire point of this page. The closed waitlist of 500 opens with the Q3 soft launch.
Nobody knew the words lab-grown either, and that category is now measured in billions. Education is the moat while it lasts, and we hold the supply relationship.
We know. So the brand is built from her data, not our taste: four researched personas, a waitlist before a store, and a co-founder three generations deep in silver craft.
The same volatility repriced the entire metal as premium in one year. We price as a brand, not a commodity, and Argentium carries the margin to absorb the swings.
Chapter 09 · The road ahead
We play long games. The board is a ₹7 lakh crore market.
The ask
The founders commit 200%. Both halves of it.
The investor brings guidance. We are coachable to a fault, and we answer WhatsApp at founder speed.
The investor brings funds. Round structure, instrument and cap to be agreed on a call, not assumed on a website.
Nobody discounts. Not the jewellery, not the effort.
If you scrolled this far, you are either an investor or a customer. Both are welcome to call.
Argentia
Talk to the founders
One conversation, straight on WhatsApp. Replies within hours, usually faster.
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We open with a small first run. Join the waitlist and you are in line ahead of the public launch.
No spam. One note when we launch.
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You are on the list. We will be in touch before launch with first access and your founding-member price.