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This profile was last updated on 3/1/14  and contains information from public web pages and contributions from the ZoomInfo community.

Founder and President

American Jewelry and Loan
Phone: (313) ***-****  HQ Phone
Email: l***@***.com
American Jewelry
20450 Greenfield Road
Detroit, Michigan 48235
United States

Company Description: enter your site description here

Employment History

48 Total References
Web References
—Les Gold, owner, American ..., 1 Mar 2014 [cached]
—Les Gold, owner, American Jewelry and Loan, and star, TruTV's Hard Core Pawn
News Release: STARS FROM truTV’S HARDCORE PAWN JOIN K-WINGS ON MARCH 9TH, 18 Feb 2013 [cached]
Les Gold, Seth Gold and Ashley Broad to be Part of the K-Wings Game on March 9th
Les, Seth and Ashley will be signing autographs and bringing merchandise for K-Wings fans to see and purchase.
Les Gold
Les Gold Les Gold is a third-generation pawnbroker and the charismatic patriarch of the American Jewelry and Loan family. This "King of Pawn" is hard-nosed, old school and street-smart. Les's rule over his 50,000 square-foot kingdom is absolute. He's known for driving a hard bargain his passion for collecting unusual items which often causes conflict with his son Seth, and daughter Ashley on their truTV reality show Hardcore Pawn.
Les is an expert on pretty much everything; from diamonds and furs to cars and cameras. Regardless of what his children may say, at the end of the day everyone knows - "You don't mess with Les".
Seth works alongside his sister, Ashley Broad and his father, Les Gold.
Hardcore Pawn: Bios - Good as Gold on, 31 Oct 2011 [cached]
Les Gold
Les Gold Les Gold is a third-generation pawnbroker and the charismatic patriarch of American Jewelry and Loan. The King of a 50,000-square-foot empire and the boss to more than 45 employees, this hard-nosed, old school pawnbroker is the epitome of street-smart, known for driving a hard bargain. With a passion for collecting unusual items, Les is an expert on pretty much everything, from diamonds and furs to cars and cameras. A day doesn't go by without Les reminding his team, "The customer isn't always being truthful. There's no one quicker to sniff out a shady customer, but when genuinely touched by a customer's story; his lion heart shines through. Les is all about family.
Les' only son and business partner, Seth has worked full-time at American Jewelry and Loan since graduating from the University of Michigan seven years ago.
Although respectful of the business his father has perfected over the past 40 years, Seth never hesitates to point out to Les where there's room for improvement.
Seth is meticulous and pragmatic, whereas Les is spontaneous and shoots from the hip.
Lili is a domestic goddess who supports her family and Les by being a fun, dedicated, loving wife, mother and grandmother.
With 20 years spent working for Les, Rich is considered one of the family. More importantly, he's trusted as part of Les' inner sanctum. His love of cars, music and pawns makes him a huge asset to the company. Known as a walking Kelley Blue Book, he can diagnose an automotive problem from over 100 yards away. He's always quick to research even the oddest of items to determine if it will be a shrewd "buy" for the company or not. Rich moonlights as the drummer for local rock band Superlast.
There's no textbook on how to be a pawnbroker, but this interview with Les Gold is a start >
Reality TV | Pawnonomics - A Tale of The Historical, Cultural and Economic Significance of the Pawnbroking Industry [cached]
Employees of Kama'aina Loan - Cash for Gold have been encouraging patrons to bring in unique items, Maui memorabilia, and vintage finds from old Hawaii.
They love the show and we're a great pawn shop," said owner Les Gold.
Gold is the star of the show and has been in the pawn business a long time.
"We see everything. People bring in counterfeit money, counterfeit jewelry. Nothing surprises me nowadays," he said.
So Gold didn't bat an eyelash when Smith showed up and wanted to sell him his counterfeit money and machine.
Gold filled them in on what Smith had told him and the agents found out Smith's counterfeiting claims had been captured on camera for the show.
As Gold says, "All because he wanted his five minutes of fame on TV."
Tags: American Jewelry and Loan, Detroit, Hardcore Pawn, Les Gold, pawnbroker, pawnshop, Reality TV, Stupid Criminals
"It's cool to go to the pawn shop now," says Les Gold, owner of American Jewelry and Loan, the Detroit shop on truTV's "Hardcore Pawn" reality show. "It's changed the perception of what pawn shops used to be."
While the perception of hock shops has changed for people who have never relied on them, Gold concedes that the basic business of pawn shops is still the same - acting as the credit card for people who can't get one from MasterCard or Visa.
A corner dedicated to "Hardcore Pawn" features posters, pictures and T-shirts, including one that shows a grimacing Les, flanked by Seth and his sister, Ashley, over the words, "I got kicked out of American Jewelry and Loan."
After getting Les Gold to pose with them for a picture, like all the other tourists who visit, both couples turn to leave.
"We're actually hoping [viewers] do like what they see," owner Les Gold says in a Metro Times article.
Pawn shops have a negative stigma attached to them, and we opened up the door to show what we do so as to kind of take that -" "-to a legitimate, understandable level," Les concludes. The Golds' pawn shop isn't the first to be featured on a reality show.
A new History Channel show called 'Pawn Stars' (again, the porn pun ... are we missing something?) also airs on Mondays, at 10 p.m.
This one follows the owners of Gold and Silver Pawn Shop in Las Vegas, but Les Gold says the shows aren't that similar.
"...The pawnbrokers of "Pawn Stores" deal in higher-end items, "Hardcore Pawn" would feature a more down-to-earth look at the industry," Les says in a recent Crain's Detroit Business article.
Les Gold, owner of ..., 1 Oct 2013 [cached]
Les Gold, owner of American Jewelry and Loan and the star of the truTVs hit show Hardcore Pawn, will Local Hardcore Pawn star to speak at TEDx Les Gold, owner of American Jewelry and Loan and the star of the truTVs hit show Hardcore Pawn, will be a guest speaker at the TEDx Detroit event on Oct. 2. Gold started in business young. He made his first sale when he was just 7-years-old, and continued to work in his grandfathers pawn shop where he gained the knowledge he would need to start his own pawn shop, American Jewelry and Loan in Detroit. He received national attention when he and his family became the center of a reality show on truTV titled Hardcore Pawn. Gold is also a New York Times Bestselling author for his autobiography, For What Its Worth: Business Wisdom from a Pawnbroker.
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