Sorting through a late parent’s or grandparent’s jewellery usually starts with one box and a lot of questions. Inside there might be rings nobody can confirm are gold, a knot of chains, a brooch from decades ago and a handful of single earrings. A few pieces mean a great deal to the family, while others belonged to someone no living relative ever saw wearing them. This November, The Gold Avenue is urging families in that position to take one simple first step and find out what each item actually is before making any decisions. The company buys gold jewellery, diamonds, luxury watches and Krugerrands from its offices in Illovo, Sandton.
These conversations tend to come up at the end of the year. The festive season brings relatives together, estates get closer to being wound up, and families finally sit down to divide what was left behind. When everyone knows what each item is worth, it is easier to split things fairly and there are fewer arguments.
Value first, decide later
The Gold Avenue values jewellery free of charge, and nobody is obliged to sell. For families, this is the step that helps most. Everyone learns what each piece is without having to commit to anything. Once the figures are known, the family can decide together what to keep, what to share among relatives and what to sell.
Good Jewellery Buyers do not hurry families through this. The Gold Avenue carries out its valuations in a private consultation room on the 8th floor of Illovo Point, with the seller sitting across the desk, and explains every reading as it goes. Families who need time to talk it over can take the figures home and come back whenever they are ready.
How each piece is tested
An inherited collection usually mixes different carats, colours and metals, and older items often have faint stamps or none at all. The Gold Avenue tests each piece with a Niton XRF analyser, an X-ray machine that scans the gold and shows its exact carat content. The item is then weighed on a gold scale in front of the client. Nobody has to guess what an old piece is made of, and the family sees for itself which items are gold and which are not.
The company buys gold rings, earrings, pendants, brooches, chains, bracelets and bangles. It also buys gold and diamond jewellery, rose gold jewellery and antique jewellery. It takes yellow, white and rose gold as well as platinum, in any condition. A broken clasp, a snapped chain or an earring without its partner is still gold, and it still gets valued.
Where a piece is set with diamonds, the company’s diamond specialists grade and weigh the stones in full view of the seller. The specialists have more than 25 years of experience in the diamond industry and hold certificates of accreditation from the GIA.
What to do before coming in
Families who want to Sell Gold Jewellery from an estate should keep the following in mind:
Don’t clean or polish anything. Bring older pieces exactly as they are. The testing tells you what you need to know, and cleaning can damage antique finishes or loosen old settings.
Bring the whole collection. Identifying each piece is part of the free valuation, so there is no need to separate the gold from the costume jewellery at home.
Make sure the seller has the right to sell. The Gold Avenue follows FICA on every purchase, so sellers need a South African ID, passport or South African driver’s licence, as well as proof of banking details so the payment goes into an account in their own name. If the jewellery came from an estate, the seller should be able to explain how it came to them, and it helps to bring any estate documents.
If you are unsure about a sentimental piece, keep it. Nobody is expected to sell everything in one visit. Many families sell the plain gold items and hold on to a wedding ring or a favourite brooch.
Getting paid
Once the family has decided what to sell, things move quickly. Sellers can phone the team, message on WhatsApp, use the online chat or simply walk in during business hours. Clients who book ahead receive directions with photographs of the entrance, parking and lift, and a room is ready when they arrive. The valuation takes a few minutes, and the offer is explained before the seller decides anything.
Families looking for Cash for Jewellery are paid as soon as a one page Sale Agreement has been signed electronically. Payment is made by immediate EFT, which clears immediately across participating South African banks, or in cash, subject to compliance and the amount of cash available on the premises. Larger cash payouts need a few business days’ notice. With a signed Sale Agreement and a traceable EFT, the family has a clear paper trail, which helps when an estate is being finalised.
Selling in safety
Carrying a box of family jewellery across town can be nerve-racking. Illovo Point is an AAA grade office building with boom-controlled access, underground parking, 24 hour CCTV and guarding, and The Gold Avenue does not trade over a public counter. Families should also avoid mentioning on social media or in community groups that they are selling, and should carry their pieces discreetly.
The Gold Avenue is a registered second-hand goods dealer under the Second-Hand Goods Act. It is registered with the National Credit Regulator and with FICA, and it is a member of the Second-Hand Dealers and Pawn Board and the Jewellery Council of South Africa. Since it opened in April 2022, the company has served more than 3,000 clients and holds a 5.0 rating on Google.
Learn more at https://thegoldavenue.co.za/
About The Gold Avenue
The Gold Avenue buys gold jewellery, diamond jewellery, luxury watches and Krugerrands from Office 804, 8th floor, Illovo Point, 68 Melville Road, Illovo, Sandton, 2196. Founder and Managing Director Trent Saldsman started the company in April 2022 as a secure, professional and transparent alternative to the traditional pawn and gold buying trade. It works with an extensive network of local and international dealers. Trent Saldsman was a Finalist in the Absa Eric Ellerine Entrepreneur Award 2024. The company is open Monday to Thursday from 08:00 to 17:00 and Friday from 08:00 to 16:00. On Saturdays it is open by pre-booked appointment only.
Media Contact
The Gold Avenue
Email: [email protected]
Phone: +27 10 109 0080
Website: https://thegoldavenue.co.za
