Let’s talk about a term that gets thrown around a lot in the Indian jewellery space: demi-fine. It sounds fancy, premium, and trustworthy. But here’s the truth: it’s also one of the most misused and misunderstood terms in our industry today.
What is Demi-Fine Jewellery, Really?
Demi-fine jewellery sits between fashion and fine jewellery. It uses real metals—often brass or sterling silver—plated with real gold (usually 14K to 18K). It’s meant to last for years, not days. And yes, it should be replatable, repairable, and skin-safe.
But that’s not what’s being sold to you under the label of "demi-fine" right now.
The Rise of Stainless Steel & "Gold Tone"
Many brands in India are marketing stainless steel jewellery as demi-fine. Most of it is imported from China. It looks shiny. It feels heavy. It’s cheap. And it’s often marketed as "waterproof" or "sweatproof".
Here’s the problem:
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Stainless steel is not replatable.
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It cannot be repaired once it fades or chips.
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And it is not gold plated, even when marketed as such.
Worse? Many of these pieces are described in reels or ads as "18K gold plated," when the product page quietly says "gold tone" or just "stainless steel".
How to Spot the Mismatch
Don't believe marketing reels. Click on the product. Scroll to the description. Look for these key indicators:
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Base metal: If it says stainless steel, alloy, or gold tone, it’s likely imported and not actual demi-fine.
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Plating: If it doesn't say 18K or 22K gold plated (not tone), it’s not real gold plating.
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Fine print check: Even if a brand claims it's actual gold plated on their ads or homepage, pick any one product and read the full product description. Some major Indian brands are using this tactic—claiming 18K plating but quietly writing "gold tone" or "base metal: stainless steel" in the fine print.
What You Should Be Wearing Instead
India is one of the largest producers of brass jewellery in the world. It’s handmade. It can be 18K gold plated. It can last for years, and more importantly, it can be replated and fixed.
If you're investing in a piece for emotional or aesthetic reasons, you deserve to know what you're putting on your body. Because metals do seep into your skin, and some cheap jewellery can contain toxic elements like lead, nickel, and arsenic.
Why This Matters
India currently has no regulations around base metal or plating quality in fashion jewellery. That means anything can be sold under the label of "demi-fine" or "premium plated."
One good rule of thumb? Buy from brands that also sell abroad. Europe, for example, has some of the strictest safety regulations for jewellery, especially regarding metal composition.
So next time you see a shiny reel telling you something is 18K demi-fine, pause. Scroll. Read the description. Ask questions. Your skin, health, and money deserve better.
This post is based on personal experience and industry research. No brand names are mentioned here, but if you're curious about my uncensored take, check my personal page.