PVD coating or real gold plating? What you really need to know about durability, treatment, and sustainability in jewelry
When purchasing jewelry, it's not just the design but, above all, the material that determines how long you'll enjoy your piece and whether it's built to last. Jewelry lovers are often faced with the question: Is a modern PVD coating better, or is it worth investing in genuine silver or gold jewelry with gold plating?
In this article, you will learn everything you need to know about PVD, electroplated gold plating, processing options – and why precious metal jewelry is the most sustainable choice .
What exactly is PVD coating?
PVD stands for "Physical Vapor Deposition" – a high-tech process in which a very thin but hard layer of metal (gold-colored) is applied to jewelry in a vacuum. This method is particularly popular for stainless steel jewelry, costume jewelry, and watches.
PVD is considered extremely durable and significantly more robust than many inexpensive gold platings. The coating is abrasion-resistant, protects against scratches, and initially ensures a long-lasting, beautiful appearance.
How long does a PVD coating last?
In fact, PVD-coated jewelry is more durable than conventional costume jewelry coatings. Many people wear their jewelry for five to seven years or even longer before the first signs of wear become noticeable.
But no material lasts forever: Over time, due to daily wear, skin contact, sweat, water, and cosmetics, even PVD becomes dull, stains, or wears away. This is true for all common surfaces—even the hardest.
The big problem with PVD: Often no processing possible
Once the PVD coating is worn out, many people want a professional touch-up. But here's the crucial disadvantage:
Sustainable, professional processing of PVD-coated jewelry is now hardly possible from a technical perspective.
The layer is so firmly bonded to the substrate that it's almost impossible to remove without damaging the jewelry. Some specialist companies offer chemical removal of PVD, but this additional effort is rarely cost-effective.
The result: Once worn out, the piece of jewelry is difficult to repair or upgrade. For many, the only option is to put it in a drawer—or throw it away.
Real gold plating: your sustainable option
The situation is quite different with genuine silver or precious metal jewelry that has been electroplated with gold. Here, genuine fine gold is applied electrochemically—a process that has been proven effective for decades.
The big advantage: These pieces of jewelry can be professionally restored and re-gilded at any time – no matter how old they are. Even after years of wear, the gold layer can be removed, the piece thoroughly cleaned, and then re-gilded. This way, your favorite piece will always regain its shine and last for many years.
Practical example: What to do if PVD jewelry is worn out?
After a few years, many customers ask: “My PVD ring doesn’t look nice anymore – can I have it re-gilded?”
Unfortunately, the common answer is: No. No new gold plating will adhere permanently to PVD and other imitation gold surfaces. This must be completely removed beforehand. If the geometry doesn't allow this, it can be difficult or very costly.
However, if you have a ring or necklace made of silver or gold, it can almost always be re-gilded – and will then look like it did on the first day.
Important tip on sustainability and gift giving
When buying jewelry – and especially when giving it as a gift – you should honestly ask yourself:
Do you want the piece of jewelry to look beautiful only until the initial plating wears off? Or should it bring joy for a lifetime (or even as an heirloom)?
Those seeking true sustainability and value retention should invest in jewelry made of precious metals such as silver, gold, platinum, or palladium. These pieces can be professionally restored, refinished, and re-gilded time and time again.
Especially if you want to give a meaningful gift – such as a piece of jewelry that carries memories or connects generations – a genuine precious metal is the only choice that will continue to bring joy in the future.
Making a decision for the future
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PVD is robust, but not built to last. Once worn, professional restoration is usually impossible.
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Genuine jewelry made of silver, gold, platinum, or palladium is durable, valuable, and can be re-gilded and refinished time and time again—that's true sustainability.
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Before buying or giving a gift, consider: Should the jewelry be a fashionable accessory for a few years, or a valuable companion for life?
Our service:
Would you like to know whether your piece of jewelry is suitable for professional gold plating or restoration? Send us a photo – we'll be happy to provide you with a personal, no-obligation consultation.
