Australian jewellery retailer Bevilles has expanded into the waterproof jewellery category with the launch of a new 27-piece collection, reflecting growing consumer interest in jewellery designed for everyday wear.
The collection launched on 31 July and is available online and in 14 selected Bevilles stores as part of an initial rollout. The retailer said any wider rollout will depend on customer response.
The range is manufactured from PVD-coated stainless steel with IP gold plating and is designed for exposure to water, sweat and everyday wear. Retail prices start at AU$25, with an average selling price of AU$42.
Responding to Changing Consumer Demand
Waterproof jewellery has become an increasingly established segment within the fashion jewellery market, with many retailers introducing stainless steel collections that use Physical Vapour Deposition (PVD) coatings to improve resistance to scratching, tarnishing and corrosion. These products are generally positioned as lower-cost alternatives to precious metal jewellery for customers seeking pieces intended for regular wear.
According to Bevilles, the new collection reflects changing purchasing habits, with consumers placing greater emphasis on durability, versatility and value alongside appearance.
Tanya Atkinson, Executive General Manager at Bevilles, said: “Consumers are looking for pieces that deliver on both style and practicality. They want jewellery they can wear every day without constantly thinking about taking it off before exercising, swimming or showering.
“This collection has been developed to meet that shift in customer expectations while remaining true to Bevilles’ commitment to quality and accessible luxury.”
Materials and Rollout
The collection uses Physical Vapour Deposition (PVD) technology to apply a protective coating to stainless steel, combined with IP gold plating. Bevilles said the manufacturing process is intended to improve resistance to scratches, tarnishing and corrosion while helping to maintain the appearance of the finish over time.
The range comprises 27 styles and, according to the retailer, is suitable for most sensitive skin types.
Initially, the collection is available online and in selected Bevilles stores across Victoria, South Australia, Queensland and New South Wales. The retailer said any future expansion of the range will be informed by customer demand.
