Describe plated jewellery by naming both the base metal and the plating, for example "brass with 18K gold plating" or "gold-plated brass", never just "18K gold". In the UK, the US and many other markets, words like gold, silver and vermeil have defined meanings, and using them loosely can breach consumer law or marketplace rules.
Honest descriptions also reduce returns. A customer who knows a piece is plated expects some wear. One who thought it was solid gold leaves a bad review.
Words to use and words to avoid
- Use: gold-plated, gold-tone, rhodium-plated, silver-plated, brass base, copper base, alloy base.
- Use with care: hypoallergenic, nickel-free, tarnish-resistant. Only if a test or the material supports it.
- Avoid: 18K gold, real gold, solid gold, sterling, 925, when the piece is plated.
- Avoid: lifetime colour, never fades, waterproof, for plated brass.
Legal terms in key markets
In the US, the Federal Trade Commission's Jewelry Guides set out how gold-plated items may be described. Vermeil, for example, means sterling silver coated with gold of at least 10 karat and a minimum thickness of 2.5 microns, so it cannot be used for plated brass.
In the UK, it is generally an offence under the Hallmarking Act to describe an article as gold, silver, platinum or palladium unless it is hallmarked, with exemptions for very light items. Describing a piece as gold-plated is allowed, because it says what the item is.
Marketplaces add their own rules. Amazon and Etsy both expect metal type to be described accurately, and a listing that calls brass gold can be removed. See our guide on selling Rajkot jewellery online.
What to include in a good listing
- Base metal: brass, copper, zinc alloy or stainless steel.
- Plating: metal and colour, such as gold, rose gold or rhodium.
- Thickness in microns, if your maker can state it and you have checked it.
- Any protective coating, such as anti-tarnish lacquer.
- Stones: cubic zirconia, glass or acrylic, not diamond or ruby.
- Care instructions, such as keeping the piece dry and away from perfume.
What this means for a buyer
Your listing can only be honest if your supplier is. Get base metal, plating and thickness written on the purchase order and confirmed on a sample. Creston & Co works for buyers only, for a fixed fee agreed in writing: we check plating thickness on samples, have them tested at NABL-accredited labs and supervise packing. Ask for a free sourcing review.