LUCID life

What is PVD (and why it matters for your jewellery)

If you’ve been researching jewellery that doesn’t tarnish, you’ve probably come across the term PVD. But what does it actually mean? And is it better than traditional gold plating? Let’s break it down.

Woman wearing gold necklaces with a heart pendant and 'mama' necklace on a neutral background

PVD stands for Physical Vapour Deposition.

It’s a modern coating process that bonds a thin layer of gold (or other metal) to a base material — usually stainless steel — in a vacuum environment. It’s the same advanced process trusted by luxury watchmakers such as Tag Heuer and Chanel, chosen for both performance and longevity.

Instead of simply dipping jewellery into liquid gold (like traditional plating), PVD uses vapourised metal that fuses to the surface at a molecular level.

The result?

A coating that is:

  • More durable
  • More resistant to tarnishing
  • More scratch-resistant
  • Better suited to everyday wear

Why Is PVD Better Than Traditional Gold Plating?

Traditional gold plating can wear off relatively quickly, especially with water, sweat, perfume or daily friction.

PVD is different.

Because the coating bonds more strongly to the base metal, it lasts significantly longer and doesn’t fade as easily. That makes it ideal for jewellery you want to wear every day — not just on special occasions.

It's estimated to be 10× more durable than traditional gold plating. This means your jewellery is made to last, without fading, even with everyday wear — including swimming, sweating, or showering.

(Though like all jewellery, a little care still goes a long way.)

Is PVD Jewellery Tarnish-Resistant?

Yes — especially when combined with stainless steel.

Stainless steel itself is highly resistant to corrosion and rust. When finished with PVD gold coating, it becomes even more durable.

That means:

  • No green marks on your skin
  • No rapid fading
  • No constant polishing

Just jewellery that keeps its colour and shine.

Is PVD Environmentally Friendly?

This part matters.

Compared to traditional electroplating, PVD is considered a more environmentally friendly process.

Here’s why:

  • It produces significantly less waste
  • It uses fewer harmful chemicals
  • It doesn’t require toxic liquid plating baths
  • It creates a longer-lasting finish — which means less replacement and less waste overall

At LUCID, we believe jewellery should be made with intention. A longer-lasting coating means fewer pieces thrown away and less impact on the planet.

When combined with recycled materials, PVD helps create jewellery that’s both durable and more conscious.

Close-up of a person wearing a gold ring on a white background

Is PVD Real Gold?

Yes — it a layer of gold applied over stainless steel.

It’s not solid gold, and it’s not gold-filled. But because of the bonding process, it performs better than standard gold plating in everyday conditions.

It’s a practical choice for:

  • Daily wear
  • Layering
  • Gifting
  • Pieces you don’t want to take off

Why We Use PVD

We choose PVD because it aligns with what LUCID stands for:

Jewellery that carries meaning — and lasts.

We don’t believe in pieces that fade after a season. We design minimal jewellery that you can wear to work, to dinner, to the gym, on holiday — without constantly worrying about it.