Les Gold

A third generation pawnbroker, Les Gold is a master of negotiation with a lifetime of experience to draw from. In 1978, Gold opened his pawnshop, American Jewelry and Loan, which has since grown to become the largest pawnshop in Detroit. TruTV’s hit show, “Hardcore Pawn”¸ focuses on the family-run pawnshop and Les’s memorable interactions with customers.


Topics

Best Selling Author, TV Personality


Full Bio


A third generation pawnbroker, Les Gold is a master of negotiation with a lifetime of experience to draw from. In 1978, Gold opened his pawnshop, American Jewelry and Loan, which has since grown to become the largest pawnshop in Detroit. TruTV’s hit show, “Hardcore Pawn”¸ focuses on the family-run pawnshop and Les’s memorable interactions with customers.

Gold got an early start in his career, making his first sale at age seven. After selling used golf clubs out of his father’s basement, he worked at his grandfather’s Detroit pawn shop throughout the 1950s and 1960s. With all of this knowledge and skills learned at such a young age, Gold was able to successfully open his own pawnshop and expand into a 50,000-square-foot space by 1993. The massive business is managed by Gold and his two children who oversee one thousand customers a day.

In 2010, “Hardcore Pawn” premiered at over two million viewers, setting a TruTV record for the most watched series premiere in the network’s history. The show highlights Gold’s passion for collecting unusual items as well as the human element behind the family-oriented pawnshop business. Gold personally talks with his customers, listening sympathetically to stories of difficult times as well as drawing a hard line with tough negotiators.

Eager to share his life lessons and business knowledge, Gold released his book in June 2013 titled For What It’s Worth: Business Wisdom from a Pawnbroker. The book shares inside tricks to the business world, told through wild stories from Gold’s unconventional pawnshop education. One week after release, the book became a New York Times Bestseller, hitting No. 4 on the “Advice, How-To, & Miscellaneous” list.

Despite all of the stress of owning and managing his business, Gold always places his family first. His favorite part of the job is having his son and daughter at work with him daily and continuing on the Gold family history of pawnbrokers. The family dynamics of the business remain one of the most popular elements on “Hardcore Pawn”. Beneath his tough exterior hides a big-hearted family man, making him the appealing patriarch of the American Jewelry and Loan business.

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