The Gold Avenue Shows How Gold Set With Diamonds Is Valued in One Visit

Open almost any jewellery box in South Africa and you will find pieces that are part gold and part diamond: an engagement ring kept after a divorce, a tennis bracelet that was never quite the owner’s style, a small diamond pendant that has not been worn in years. Valuing these items means looking at two separate things, the gold setting and the stones it holds. This November, The Gold Avenue, a Sandton buyer of gold, diamonds, luxury watches and Krugerrands, is explaining exactly how it prices these mixed pieces so that sellers know what will happen before they arrive.

The timing is deliberate. The festive season is close, and the new year brings its own bills, so many households are going through safes and jewellery boxes and asking what their unworn pieces are worth. For anything that combines gold and diamonds, the real value depends on both parts, and each part is checked separately.

Metal and stones, valued side by side

The Gold Avenue does not price gold and diamond jewellery as scrap metal, and it does not price it on the stones alone. Its consultants test and weigh the gold, examine and grade the diamonds, and then combine the two results into one offer. The whole process takes place in front of the seller in a private consultation room on the 8th floor of Illovo Point.

A quick glance across a shop counter can undervalue a piece, or overvalue it. A heavy chain with no stones is valued mainly on its metal. A fine ring on a thin band may be valued mainly on its diamond. Most pieces fall somewhere between those two, and the seller should be able to see how each figure was worked out.

Testing the gold

Every gold setting is scanned with the company’s Niton XRF analyser, which shows the exact carat content of the metal. The piece is then weighed on a gold scale with the client watching. With the purity and the weight both known, the gold value of the setting is clear and nothing is left to estimation. The same method applies to yellow, white and rose gold, and to platinum, all of which the company buys.

Anyone comparing Gold Buyers in Johannesburg should ask each one how it tests. If a buyer tests and weighs in the open and explains the result, the seller has a fair basis for comparing offers. If the testing happens out of sight, the seller has nothing to compare.

Grading the diamonds

The company’s diamond specialists have worked in the diamond industry for more than 25 years and hold certificates of accreditation from the GIA, the Gemological Institute of America. That training lets them grade stones honestly and professionally. Each diamond is weighed on a scale where the seller can see it, and once all of its characteristics have been established, it is valued against the diamond index.

The Gold Avenue buys polished diamonds, diamond rings and engagement rings, diamond earrings, necklaces, tennis bracelets, pendants and brooches. Stones are assessed while still set in their gold, so sellers do not need to have anything removed before they come in.

One offer for the whole piece

After the gold has been tested and the diamonds graded, the consultant explains the offer for the complete item. The valuation costs nothing and comes with no obligation to sell, so sellers can hear the number, ask questions and take their time deciding. Some sell a mixed piece outright. Others keep a sentimental item and sell only the plain gold pieces they brought with it. Both choices are common.

Plenty of people search for Cash For Gold when what they actually own is gold set with diamonds. The Gold Avenue assesses both in the same visit, along with rings, earrings, pendants, brooches, chains, bracelets, bangles, rose gold pieces and antique jewellery.

Four simple steps

Every seller follows the same process. Step one is to call, send a WhatsApp or use the online chat to describe the items, or simply walk in during business hours. Step two is booking a time with a consultant, and the booking comes with directions and photographs of the entrance, parking and lift. Step three is the valuation itself, which takes minutes and ends with an offer. Step four, if the seller accepts, is immediate payment, either by EFT straight into the seller’s bank account or in cash, subject to compliance and the cash available on the premises.

Sellers need a South African ID, passport or South African driver’s licence, plus proof of banking details. Each purchase is recorded on a signed one page Sale Agreement, giving the seller a clear written record of the deal.

If you want a secure Gold Exchange instead of a rushed sale, the setting matters as much as the price. Illovo Point is an AAA grade building with boom-controlled access, underground parking, 24 hour CCTV and guarding. Valuations take place in a private room with the consultant across the desk, not at the counter of a busy shop.

Registered and regulated

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 opening in April 2022, the business 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, diamonds and diamond jewellery, luxury watches and Krugerrands from Office 804, 8th floor, Illovo Point, 68 Melville Road, Illovo, Sandton, 2196. Trent Saldsman, Founder and Managing Director and a Finalist in the Absa Eric Ellerine Entrepreneur Award 2024, started the business 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. Trading hours are Monday to Thursday from 08:00 to 17:00 and Friday from 08:00 to 16:00. Saturdays are by pre-booked appointment only, and the business is closed on Sundays and public holidays.

Media Contact
The Gold Avenue
Email: sales@thegoldavenue.co.za
Phone: +27 10 109 0080
Website: https://thegoldavenue.co.za

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