RE: BVM Stuff Is Pretty Cool....Check This Out.
You could get the wheels waxed on the area not to be coloured, and then have the lettering anodised in what ever colour suits you!
It's a lot more durable than paint! Although you would have to do this with the tyres off (not such an easy job on BVM wheels)!
Wax mask and anodising is quite common now days!
JT