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

A solitaire engagement ring from a marriage that ended, a tennis bracelet that never suited its owner, a pendant set with small stones that has not been worn in years: much of the jewellery South Africans think of as "gold" is really two things in one. There is the gold of the setting, and there are the diamonds held in it. The Gold Avenue, the Sandton based buyer of gold, diamonds, luxury watches and Krugerrands, is setting out this November how it values pieces like these, so that sellers know what to expect before they bring them in.

The timing is practical. With the festive season approaching and the new year bringing its own expenses, many people are going through jewellery boxes and safes and asking what the pieces they no longer wear are actually worth. For mixed pieces, the honest answer depends on both parts, and each part is checked in its own way.

Two assessments, one table

At The Gold Avenue, a piece of gold and diamond jewellery is not priced as a lump of metal, and it is not priced on the stones alone. The gold is tested and weighed, the diamonds are examined and graded, and the offer brings the two together. All of this happens in front of the seller, in a private consultation room on the 8th floor of Illovo Point.

This matters because a quick look over a counter can miss value in either direction. A heavy chain with no stones is mostly about the metal. A fine ring with a small band may be mostly about the stone. Many pieces fall somewhere in between, and sellers deserve to see how the figure for each part was reached.

How the gold is checked

The company has invested in a Niton XRF analyser, which scans the gold and shows exactly what carat content a piece holds. The jewellery is then weighed on a gold scale in front of the client. Together, those two readings give the gold value of the setting, and they leave nothing to guesswork. Yellow, white and rose gold are all bought, as is platinum, and the testing works the same way for each.

For sellers comparing Gold Buyers in Johannesburg, this is one of the most useful things to ask about. A buyer who tests and weighs openly, and explains the reading, gives the seller a clear basis for comparing offers. A buyer who does it out of sight does not.

How the diamonds are graded

The Gold Avenue's diamond specialists have more than 25 years of experience in the diamond industry and hold certificates of accreditation from the GIA, the Gemological Institute of America. That training allows them to grade diamonds in an honest and professional way. Diamonds are weighed on a scale in full view of the seller, and once all the factors of a stone have been determined, a value is placed on it according to the diamond index.

The company buys polished diamonds, diamond rings and engagement rings, diamond earrings, necklaces, tennis bracelets, pendants and brooches. Pieces set in gold are assessed with their stones in place, so sellers do not need to have anything removed before a visit.

Bringing the figures together

Once the gold has been tested and the stones graded, the consultant explains the offer for the whole piece. The valuation is free and there is no obligation to sell, so a seller can hear the figure, ask questions and decide in their own time. Some choose to sell a mixed piece outright. Others decide to keep a piece with sentimental value and sell the plain gold items they brought with it. Both are normal outcomes.

Many people still search for Cash For Gold when what they actually hold is gold and diamond jewellery. The Gold Avenue handles both in a single visit, alongside rings, earrings, pendants, brooches, chains, bracelets, bangles, rose gold pieces and antique jewellery.

A straightforward process

The steps are the same for every seller. First, contact the team by phone, WhatsApp or online chat and describe the items, or walk in during business hours. Second, book a valuation time with a consultant, which also brings directions with photographs of the entrance, parking and lift. Third, receive an offer after a valuation that takes minutes. Fourth, if the offer is accepted, payment is made immediately, directly into the seller's bank account by EFT, or in cash subject to compliance and the cash available on the premises.

Sellers should bring a South African ID, passport or South African driver's licence, along with proof of banking details. Every purchase is documented with a signed one page Sale Agreement, which gives the seller a clear record of the transaction.

For anyone wanting a secure Gold Exchange rather than a hurried 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. Assessments happen in a private room across the desk from the seller, not over a counter in a busy shop.

Registered and accountable

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 buys gold jewellery, diamonds and diamond jewellery, luxury watches and Krugerrands from Office 804, 8th floor, Illovo Point, 68 Melville Road, Illovo, Sandton, 2196. It was founded in April 2022 by Trent Saldsman, its Founder and Managing Director and a Finalist in the Absa Eric Ellerine Entrepreneur Award 2024, as a secure, professional and transparent alternative to the traditional pawn and gold buying trade. The business works with an extensive local and international dealer network. It is open Monday to Thursday from 08:00 to 17:00 and Friday from 08:00 to 16:00, with Saturdays by pre-booked appointment only, and 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