If chipped (and depending how chipped), you could sand down to smooth the transition (on a wheel you really cannot see this kind of effect) and then paint.
Or fill in the chip and paint. I used to use CA (as in superglue) Gel as a filler. The CA Gel with an accelerant is a perfect permanent filler for wheel repairs.
Matching the colour shouldn't be much of an issue either as you just blend and feather it in and again with wheels any slight mismatches are not seen (and the power coaters should hopefully be able to tell you the RAL code of the colour used to give a head start for matching.
Downside of Power Coating for wheels ... And it is NOT what Trev would say (he has a different opinion on its suitability) ... You have to do all the wheels together and it is not a quick job, so you need a way - and a place - to leave your vehicle on stands with no wheels for the duration, plus all the tyres need to be removed, and then put back afterwards, and of course taken to the power coaters and collected again. That £25 I mentioned was for the Power coating. Cost of the tyres removal/refitting, transportation, etc, would be on you. So maybe that is where the higher price came in if that was sorted out for you?
Last time I got some wheels power coated was on my Safari bus, but I drove it to the guy and left it parked in his workshop for a few days while he did all that stuff for me (and while in the workshop on stands, a friend came up from Manchester to do all the Daktari style striping - kill two birds with one stone
)
Painting can be done virtually while you wait and does not need the tyre removed and so is faster (I would usually deflated and break the bead so can make a proper job of the rims - especially as usually the rim of the wheel that was the bit that needed the fixing .The typical 'chips away' type guy would not do that).