Most markets do not require imitation jewellery to carry a label stating its base metal and plating. But if you describe the metal or plating, on a tag or in an online listing, the description must be true, and in the US it should follow the terms set out in the FTC Jewelry Guides.
In practice, stating the material clearly is good business: it reduces returns, protects you from complaints and is often required by marketplaces.
US terms that have set meanings
Flash plating, which is very thin, should not be described as "gold plated" without qualification. Check the current FTC Guides before you finalise wording.
- "Gold electroplate" or "gold plated" refers to a layer of at least 10 karat gold of a minimum thickness, which the FTC Guides set at about 0.175 microns.
- "Heavy gold electroplate" refers to a thicker layer, about 2.5 microns or more.
- "Vermeil" means sterling silver coated with gold of at least 10 karat, about 2.5 microns thick. It cannot be used for brass or copper bases.
- "Gold filled" and "rolled gold plate" refer to mechanically bonded gold layers, not electroplating, and should not be used for typical Rajkot plated pieces.
EU, UK and other markets
Hallmarking laws in the UK and many EU countries protect terms like gold, silver and platinum. Plated imitation jewellery must not be sold as precious metal, and words such as "gold-plated" or "gold tone" are the safe way to describe it. Online marketplaces usually ask for the metal type, plating and any stones in structured fields.
Making sure the label matches the product
If you advertise a plating thickness, you need to be able to prove it. Write the thickness into your purchase order, have it measured by XRF on the sample and on production, and keep the readings. If a piece is "nickel-free" on the label, back it with a test report, not just the maker's word.
What this means for a buyer
Describe your jewellery honestly, use market-standard terms, and only make claims you can prove with measurements. Creston & Co works for buyers only, for a fixed fee agreed in writing. We check plating thickness and finish in Rajkot, have samples tested at NABL-accredited labs and match labels to what is actually in the box. Start with a free sourcing review.