What exactly do ‘tarnish-free’ and ‘waterproof jewellery’ claims mean?

"‘Tarnish-free’ and ‘waterproof’ are terms increasingly thrown around by new jewellery brands looking to stand out. Often, they’re unsubstantiated claims, so, you need to be careful and look at the fine print of what materials your jewellery purchase has.

Tarnish-free means a piece of gold jewellery will never discolour or develop dark spots. Only solid gold jewellery can be fully tarnish-free, so, if you see this term associated with a gold-plated piece of jewellery, it’s too good to be true.

Waterproof is a little harder to pin down. In theory, it means you can leave your jewellery on while showering, washing your hands or in the sea. The base metal in gold-plated jewellery will always react to elements like water and eventually tarnish.

You can, however, find high-quality gold vermeil jewellery that will tarnish slower, and which can be serviced to look fresh again. There are two things to look out for here: what kind of base metal is used and the thickness of the gold plating it is layered with."

Jewellery Expert Caroline Chalmer, CEO of Finematter

As Caroline states, gold jewellery isn't waterproof unless its made of solid gold. The majority of gold jewellery being sold as waterproof is made using the process called PVD (Physical Vapour Deposition). 

Lets delve into what this actually means.

Is it real gold?

Why do some of the brands offer guarantees?

Is it the best of both worlds combining low prices and looking fabulous?

The Pros & Cons ✨ 

Gold jewellery is a timeless staple in any collection, but not all gold pieces are created equal. If you've come across waterproof gold jewellery, you might be wondering - what is it, and is it worth buying? While it’s marketed as a durable, affordable alternative to solid gold, there are some significant drawbacks you should consider before making a purchase.

What is PVD Gold Jewellery?

PVD (Physical Vapour Deposition) gold jewellery is made using a coating process where a thin layer of gold is vapourised and bonded to a base metal—often stainless steel or brass—using high heat and pressure. Unlike traditional gold plating, PVD coating is designed to be more resistant to wear and tear.

It’s commonly found in fashion jewellery, watches, and brands looking to cut costs. While it has some advantages, it’s important to know what you’re really getting before investing in PVD gold jewellery.

The Pros of PVD Gold Jewellery

✔ More Affordable Than Solid Gold – PVD jewellery costs significantly less than solid gold or even gold vermeil, making it an accessible option for trend-based jewellery.

✔ Slightly More Durable Than Standard Gold Plating – The PVD process makes jewellery more resistant to scratches and fading compared to traditional gold-plated pieces.

Sounds great so far, right? Well, here’s where things take a turn…

The Cons of PVD Gold Jewellery (The Part You Need to Know!)

❌ Not Real Gold – PVD jewellery is only thinly coated in gold (as little as 0.5 microns) meaning you’re not actually getting much gold at all. The layer is incredibly thin, and over time, it will wear off. All Eleanor Jewellery Design pieces have a minimum of 3 microns and some pieces with high touch points such as rings are 8-10 microns.

❌ Cannot Be Replated – Unlike gold vermeil, once PVD gold wears away, it cannot be restored. That means your once-gold piece will eventually just look like dull stainless steel or brass.

❌ Not Valuable or Resellable – Since the gold content is minimal, PVD jewellery has no real resale value. If you’re looking for jewellery as an investment, this is not the way to go.

❌ Prone to Discolouration Over Time – While PVD is more durable than standard plating, it’s not invincible. Exposure to water, sweat, perfumes, and lotions can cause fading and discolouration, especially with frequent wear. Many brands will offer a '1 year, 2 years or even lifetime warranty' - this is generally never taken up because most pieces of PVD are fashion jewellery and will be worn for a couple of seasons at most before trends change and it ends up in the bin or back of the cupboard.

❌ Marketing Gimmick? – Some brands use the term “PVD gold” to make it sound premium, but in reality, it’s just a version of gold plating. Don’t be fooled into paying luxury prices for something that isn’t real gold!

Final Verdict: Is PVD Gold Jewellery Worth It?

If you're looking for an affordable, short-term option for trendy pieces you won’t wear for long, PVD gold jewellery can work. But if you want long-lasting quality, real gold content, and something that won’t fade over time, you’re better off choosing gold vermeil or solid gold jewellery.

At Eleanor Jewellery Design, I believe in quality over quick trends, which is why I don’t use PVD gold. Instead, I focus on durable, high-quality gold vermeil and sterling silver pieces that truly last. These pieces have a SUPER thick coating of real 18 carat gold which is MUCH more durable than most fashion pieces and I have an option to recoat your jewellery when you feel like it needs the sparkle bringing back. Although this option is available at any time, it is generally chosen by customers who have had their pieces 2-3+ years and wear regularly - take a look here.

💛 Want jewellery that won’t fade or lose its value? 

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*pictures courtesy of Pinterest*