Silver jewellery, held to a standard set in the 1980s.
Three generations of one family have run this business on the same terms: pure metal, honest finishing, and a hallmark that stands behind every piece we sell.
Three generations of leadership
The people who built the standard the business still runs on.
V. S. Natraj Chettiyar
Natraj Chettiyar laid the foundation of the business in the 1980s, working across both the silver and gold trade. He earned trust the slow way, through dedication, honesty, and consistent quality, and that reputation for pure, finely crafted jewellery became the backbone the family has built on since. His focus on ethical practice and customer relationships also supported the growth of VS Chit, strengthening the family's standing in the community.
Our journey began with trust, quality, and tradition. We remain committed to delivering the finest products to our customers.
Jayakumar T
Trained under his father in a gold shop, Jayakumar T carried that grounding into a venture of his own, establishing VSNC Jewellery Silver in Vellore in 2016. His insistence on quality and authenticity turned it into a trusted name for silver jewellery in the region. After his passing in June 2022, leadership passed to his wife, Malliga Jaya Kumar, who continues to carry the business forward.
His vision and dedication remain the foundation of VSNC Jewellery Silver. We honour his legacy by upholding the same passion and integrity.
Udaya Jaya Kumar
Udaya Jaya Kumar took over as Managing Director on April 14, 2024, bringing a background in media and communication to a business built on craft. Under his lead, VSNC Jewellery Silver has moved further into e-commerce, making the collection accessible well beyond Vellore while keeping the same quality checks in place.
I am honoured to lead VSNC Jewellery Silver into the digital era, offering exceptional silver jewellery to a global audience.