Many shops do it. I've stopped worrying about curb damage a long time ago. About 200$, will look like new.
I usually have it done at tire change season in spring and fall...

Marco.

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I've repaired curb damage on the bright silver part of one of my Bor wheels with JB Weld original, careful use of a metal file and wet sandpaper, then silver spray paint. It's not perfect but it's not noticeable enough to bug me even when I wash that wheel.

 

Note the Volvo accessory pages for wheels typically list the paint color code. You can then
buy OEM spray paint that matches (note I have never tried this).

Example wheel:

http://accessories.volvocars.com/en-us/S60(11-)/Accessories/Document/VCC-499674

Color code is 936. 936 (Silver Bright) spray paint part number 9510272 is found here where
it notes it is for wheels:

http://accessories.volvocars.com/en-us/S60(11-)/Accessories/Document/VCC-424661/2012/T5/Automatic

Google "volvo paint 9510272" and it is about $14. Might be worth it even if third party does the
work since it should be a good color match 'out of the can".

 

I have refinished wheels and it all depends on how "showroom" you want your wheels to look. It is very hard (impossible maybe?) to achieve a factory finish on your own in your garage with some body filler and spray paint. I typically do it on older cars where it's not as important to me that the wheels are perfect. It's a lot easier if the wheels are painted and not machined. My son has curbed a couple of wheels on our '05 car so for that I will do it myself as that car is more of a "20-footer" at this point but for the wheel I curbed last month on my Polestar I will take it to a place.

 

Don't know where you are located, but I used this group: http://www.rgxrims.com/services for some rash my wife initiated. They travel around to various locations and repair out of their truck. Nice repair, good price. I am sure there is something like it near you.
Larry

 

There's two ways of fixing. Grinding down the damage and refinishing rims.....Or they can dip the whole rim after repairing damage. Dipping again is more expensive. Course, all depends upon the amount of damage.

I had my one rim ground down and repaired from curb rash. Cost $50 and hardly can tell.

 

I am in northern CA but heading to Everett,WA area. Are there any shops that do that work in that area? I have a 2.5 inch scratch that looks ugly. I could wait a bit though in case I get any more scratches. But maybe I should take care of it in case water and other things make it look worse?