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Welcome to the Gold Avenue

Switching the way you sell luxury at The Gold Avenue
The Gold avenue Offices

The need for money is as old as currency itself. Throughout the centuries people have been trading what they didn’t want, for the things they indeed wanted. As civilisations rose and fell, trade and commerce expanded, progressed, and advanced into what it is today: An intricate economic ecosystem that is, quite literally, the foundations of our current society.

With life’s unpredictability comes the inevitable – sooner or later the majority of us will need to access money, and we will need to do it quickly. Whether it is an unexpected medical emergency, an out-of-the-ordinary business opportunity, or an exorbitant divorce settlement, those moments can be nothing short of frightening. Other times, with a bit of luck (good or bad) we have an item of considerable value in our possession for which we don’t have a particular use anymore. That diamond ring that seemed like a good idea at the time, or luxury watch that just is not your style at all. Whatever the case, and whatever the circumstance – turning valuable items into cash should not be unnecessarily complicated, and it most definitely should not be a cause for exploitation. Unfortunately, traditional pawn shops and luxury buyers have been stigmatised for doing exactly this.

Noticing the need for a reliable luxury buyer and seeing an opportunity to simplify and expedite the process of accessing cash, The Gold Avenue introduced a new way of thinking. We’re switching the way you sell your luxury by making the transactions as efficient as possible. If you’re looking for the most convenient way to sell your luxury, we’re here to help. We ensure the best prices, and you can have money in your bank in as little as 15 minutes. With an easy four-step process, dependable service and professional team to make the transaction as smooth and seamless, selling luxury has never been this easy.

We buy a selection of luxury items for which our appraiser team provides expert valuations. Our gold pawn rate is competitive, and we offer an excellent Krugerrand price in South Africa. When investing in Krugerrands (even the value of a half Krugerrand is considerable), you open up an opportunity for quick access to cash. At The Gold Avenue, we take the guessing out of “How much is a Krugerrand worth?” with an up-to-date gold price. The same goes for gold coins – we welcome various gold coins and gold coin sets (including gold Mandela coins and gold earrings made from coins).

We know that when selling diamonds and diamond jewellery, mainstream jewellery shops and pawn shops often offer way below market value. We want you to be satisfied with the sale, so through specialised equipment, diamond testers and market research, our prices are fair and honest so that, in the end, everybody wins. We operate in association with trusted partners like GIA and the Jewellery Council of South Africa to ensure fair and honest trade. We buy unset diamonds and diamond jewellery (including diamond chains, diamond rings, diamond earrings and diamond bracelets), as well as diamonds of various colours like black diamonds, brown diamonds and yellow diamonds.

To trade luxury watches is a subtle art form. From the iconic Rolex to the sophisticated Cartier, our team’s passion for high-quality luxury timepieces and extensive knowledge makes our service in this field stand out head and shoulders above the rest. Whether you choose to sell your watch to us or use it as collateral for a loan, expect unprejudiced prices and quick, efficient service.

When it comes to selling gold jewellery, options are endless. It is one of the most traded precious metals and finding the best place to sell gold jewellery for cash can be tedious. The Gold Avenue provides an instant solution. With us, gold rings, gold chains, gold earrings and gold bangles can easily be transformed into the money you need when you need it. We buy white gold as well rose gold and yellow gold. Our expert team will ensure you get the best prices for your gold jewellery pieces.

Just as our sales process is quick, reliable and responsible, our collateral loan service is based on the same principles. The Covid19 pandemic reminded us again of life’s unpredictability and showed us how things could rapidly change. Many people struggled (and are still struggling) to get back on their feet after devastating financial repercussions. School fees, business expenses and debit orders are relentless, despite personal circumstances. We understand this, and we believe everyone should have access to a helping hand. We give loans with fair and honest interest rates and no hidden costs or agendas. We aim to give you the money in your bank account as quickly as possible.

With our headquarters in Johannesburg, we trade all over South Africa. The Gold Avenue tailored an effortless online process, and we are continuously working on ways to make the way you sell luxury even easier. Don’t hesitate to reach out to our team for the best prices and most efficient service.