Australian retailer Bevilles is expanding its range with the launch of waterproof jewellery, a segment seeing strong demand globally.
The affordable retailer is set to release its first-ever waterproof collection this Friday, July 31, covering 27 pieces across various styles.
Crafted from PVD-coated stainless steel with IP gold plating, the collection is designed to withstand water, sweat and everyday wear while maintaining the look of gold. Retail prices start from $25.
The range will be launched online and across 14 selected Bevilles stores as part of a controlled market rollout.
Bevilles executive general manager Tanya Atkinson said this expansion reflects the way customers are increasingly approaching jewellery purchases today.
“Consumers are looking for pieces that deliver on both style and practicality,” Atkinson said. “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.”
The collection utilises Physical Vapour Deposition (PVD) technology, applying an ultra-thin protective coating directly to stainless steel at a molecular level. Combined with IP gold plating, the process delivers enhanced resistance to scratches, tarnishing and corrosion while maintaining a premium finish over time.
According to Bevilles, waterproof jewellery is one of the fastest-growing segments, which responds to increasing consumer demand for durable, affordable jewellery.
The retailer said this reflects broader shifts within the jewellery sector, where consumers are increasingly prioritising longevity, versatility and value alongside aesthetics. Rather than reserving jewellery for special occasions, today’s customer is seeking pieces that become part of their everyday wardrobe.
Market Intelo claims the global waterproof jewellery market was valued at $1.52 billion in 2025, and is expected to double by 2034 to $3.08 billion, growing at a CAGR of 8.15 per cent.
Other affordable jewellers have been pushing into this space, including Harli + Harpa, and a raft of niche fashion jewellery brands.