The Gold Avenue Guides Families Deciding What to Do With Inherited Jewellery

When a parent or grandparent passes away, their jewellery often ends up in a single box that nobody quite knows what to do with. There are rings that may or may not be gold, chains tangled together, a brooch from another era and earrings without their partners. Some pieces carry deep sentimental value. Others were never worn by anyone still living. The Gold Avenue, which buys gold jewellery, diamonds, luxury watches and Krugerrands from its offices in Illovo, Sandton, is encouraging families facing that box this November to start with a simple step: find out what each piece is before deciding anything.

The end of the year is often when these conversations happen. Families gather for the festive season, estates move closer to being wound up, and relatives finally sit down together to divide what was left. Knowing the value of each item makes those conversations easier and fairer.

Start with a valuation, not a decision

The Gold Avenue offers free valuations with no obligation to sell. For families, this is the most useful part of the process. A valuation tells everyone what they are dealing with, piece by piece, without committing anyone to anything. A family can then choose which items to keep, which to share between relatives and which to sell.

Experienced Jewellery Buyers will not rush this. At The Gold Avenue, valuations happen in a private consultation room on the 8th floor of Illovo Point, across the desk from the seller, and every reading is explained. If the family wants time to talk it over, they can take the figures home and come back later.

What the testing shows

Inherited jewellery is often a mix of carats, colours and metals, and older pieces are not always clearly stamped. The Gold Avenue uses a Niton XRF analyser, an X-ray machine that scans the gold and shows exactly what carat content a piece holds. Each item is then weighed on a gold scale in front of the client. This removes the guesswork that often surrounds an older piece and shows the family exactly what is gold and what is not.

The company buys gold rings, earrings, pendants, brooches, chains, bracelets and bangles, as well as gold and diamond jewellery, rose gold jewellery and antique jewellery. Yellow, white and rose gold are all bought, as is platinum, and pieces are accepted in any condition. A broken clasp, a snapped chain or a single earring is still gold, and it is still valued.

Where a piece is set with diamonds, the company's diamond specialists, who have more than 25 years of experience in the diamond industry and hold certificates of accreditation from the GIA, grade and weigh the stones in full view of the seller.

Practical advice before a visit

Families who plan to Sell Gold Jewellery from an estate are encouraged to keep a few points in mind:

First, do not clean or polish older pieces. Bring them exactly as they are. Testing does the work, and cleaning can damage antique finishes or loosen old settings.

Second, bring everything together. Identifying what a piece is forms part of the free valuation, so there is no need to sort the gold from the costume jewellery at home.

Third, make sure the person selling is entitled to do so. Every purchase at The Gold Avenue follows FICA, so the seller must bring a South African ID, passport or South African driver's licence, and proof of banking details so that payment is made into an account in their own name. Where the jewellery came from an estate, sellers should be able to account for how it came to them, and it helps to bring any documents relating to the estate.

Fourth, put sentimental pieces aside if there is any doubt. There is no pressure to sell everything at once. Many families sell the plain gold items and keep a wedding ring or a favourite brooch.

From offer to payment

Once the family has decided what to sell, the process is quick. The seller can contact the team by phone, WhatsApp or online chat, or walk in during business hours. Booking ahead brings directions with photographs of the entrance, parking and lift, and a room ready on arrival. The valuation takes minutes, and the offer is explained before any decision.

For families looking for Cash for Jewellery, payment follows immediately after a one page Sale Agreement is signed electronically. Money is paid by immediate EFT with immediate clearance across participating South African banks, or in cash subject to compliance and the cash available on the premises. Larger cash amounts need a few business days' notice. The signed Sale Agreement and a traceable EFT give the family a clear record, which is useful when an estate is being finalised.

A secure place to sell

Carrying a box of family jewellery across town can be stressful. 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 do business over a public counter. Families are advised not to announce on social media or in community groups that they are selling, and to carry items discreetly.

The Gold Avenue is a registered second-hand goods dealer under the Second-Hand Goods Act, is registered with the National Credit Regulator and with FICA, and is a member of the Second-Hand Dealers and Pawn Board and the Jewellery Council of South Africa. Since opening in April 2022, it 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 is a buyer of gold jewellery, diamond jewellery, luxury watches and Krugerrands based at Office 804, 8th floor, Illovo Point, 68 Melville Road, Illovo, Sandton, 2196. Founder and Managing Director Trent Saldsman established the company in April 2022 as a secure, professional and transparent alternative to the traditional pawn and gold buying trade, and it works with an extensive local and international dealer network. 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, Friday from 08:00 to 16:00, and on Saturday by pre-booked appointment only.

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