If you've been shopping for jewellery recently, you've probably seen the phrase PVD plated everywhere. It's a trendy buzzterm, much as "waterproof" and "tarnish free". But those terms are for a post another day...
It's become one of those terms that sounds reassuring ... almost like a quality guarantee. But here's the truth.
Not all PVD plated jewellery is created equally. Shock horror!
Two necklaces can both be described as PVD plated, yet one may stay beautiful for years while another begins wearing away surprisingly quickly.
Understanding why comes down to looking beyond the marketing words.
Ok, so let's break it down. What does PVD stand for?
PVD stands for Physical Vapour Deposition.
Instead of simply dipping jewellery into liquid gold, PVD uses a vacuum chamber where microscopic particles of metal are bonded onto the jewellery's surface. Fancy right? Actually pretty cool stuff.
The result is generally:
- Better scratch resistance
- Greater durability
- More consistent colour
- Improved resistance to everyday wear
It's one of the biggest improvements the jewellery industry has made over traditional fashion jewellery plating.
But that still doesn't tell the whole story.
The part most brands don't tell you: Saying a piece is PVD plated is a little like saying a car has paint. Technically it's true.
But it tells you almost nothing about the quality of what's underneath.
PVD is simply the application method.
It doesn't automatically tell you:
- how thick the coating is
- what metals were used
- how carefully it was applied
- whether difficult areas like links, edges and joints were coated properly
- what quality controls were used during manufacturing
Those details make an enormous difference to how jewellery performs over time.
Not Every Factory Uses the Same Standards
This is something I learned first-hand while building ADEL. I received samples from suppliers that all claimed to produce PVD jewellery. On paper they looked identical. In reality, they couldn't have been more different, and I found it very frustrating.
Some pieces had inconsistent colour. Others had plating that barely reached around chain links. Some showed obvious finishing flaws before they had even been worn.
They were all technically "PVD plated."
But only one met the standard I was willing to put my name behind.
It's a reminder that manufacturing processes matter just as much as the words printed on a product page.
What Actually Determines Quality?
When evaluating jewellery, I look beyond whether something simply says "PVD."
Instead, I look for manufacturers who consistently demonstrate:
- Even, consistent colour across every surface
- Well-finished chain links and hidden areas
- Smooth edges and clean polishing
- Quality stainless steel underneath
- Reliable production standards
- Careful quality inspections before shipping
These aren't things you'll usually see listed in a product description.
They're discovered through supplier selection, sample testing and rejecting products that don't meet expectations.
Is PVD Better Than Traditional Gold Plating?
In many cases, yes of course. Good quality PVD plating is generally more durable than traditional fashion jewellery plating and is better suited to everyday wear.
But it's important to remember that PVD isn't magic.
Even excellent jewellery will naturally show signs of wear over many years, especially if it's exposed to harsh chemicals, abrasive surfaces or constant friction.
Good jewellery lasts longer because of both the manufacturing process and how it's cared for.
How Can You Tell If Jewellery Is Good Quality?
Unfortunately, you usually can't tell from the product title alone.
Instead, look for brands that are transparent about:
- the base metal
- the plating method
- their materials
- their care advice
- their manufacturing standards
The brands worth trusting are usually happy to explain why they chose their materials rather than relying on buzzwords. I'm not here to make friends in the industry, I'm here to provide a product for my customers that means I can sleep at night knowing I did my very best to make sure they got the best.
Final Thoughts
PVD plating is genuinely one of the better technologies available for everyday jewellery.
But like many things in manufacturing, the name alone doesn't guarantee quality.
The factory, the materials, the finishing process and the standards behind the product all matter just as much.
That's why it's worth looking beyond marketing terms and choosing jewellery from brands that prioritise craftsmanship over shortcuts. Just remember, if you can buy it at a chain store, you know the ones, I don't have to say it, but if you can buy it from them dirt cheap and it's PVD, somewhere there has been a compensation, whether it's mass production or a cheaper product, or something else.
ADEL has chosen to take the route of tirelessly searching for materials and products we know won't turn black, and will become some of the favourite pieces in your collection.
