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Seth Gold 2013 NPA Pawnbroker of the YearSeth-at-desk
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Seth is a fourth generation pawnbroker who was named the 2013 National Pawnbrokers Association Pawnbroker of the Year at the organization’s annual meeting and conference.

Seth’s nomination stems from his tireless commitment to supporting the pawn industry, community outreach, bolstering the association’s charitable giving campaigns and fostering strong relationships with his community and local leaders.

“Seth Gold and the team at American Jewelry & Loan have forged new paths for the pawn industry with the media on a national level as well as within his own local community,” said Kevin Prochaska, president of the National Pawnbrokers Association. “Our industry has benefitted immensely from Seth’s dedication and hard work.”

He learned the business from the inside-out and backed his knowledge with a degree from the University of Michigan and designations in diamond grading and colored gemstones from the Gemological Institute of America. He joined the business after his graduation from the University of Michigan.

“I came in and started from the bottom. I kept my mouth shut for two years, learning the business. Being the boss’ son you get a certain amount of respect but it wears thin if you don’t prove yourself. When my sister left the shop to start her family, that’s when I grew into myself.

He launched an ecommerce division that now generates 30% of the company’s sales. He oversees the marketing for the store including social media and internet marketing. His leadership in the industry has led to serving as the youngest state President for the National Pawnbrokers Association. As such, he has worked closely with legislators to impact laws relevant to the pawn industry.

His perspective comes from a mix of business acumen, empathy, and an ability to see the future of the pawn industry. “Twenty-five million people in this country do not have bank accounts. We provide money for our customers to feed our families or get their car repaired. If we didn’t exist, there wouldn’t be anything for them.

He has been directly involved in the production of ‘Hardcore Pawn’. Regarding the show’s overwhelming success, he notes its widespread appeal.

“Viewers may have history with pawn shops, or maybe they have a job where they interface with customers. Or maybe they have conflicts with their family. Whatever the appeal, it’s always great to hear from people who identify with what we do. “

Stay up-to-date with Seth at his blog: or on his nationwide Gold Tone Podcast via the CBS platform.

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Les' New Book
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Les' New Book

Les Gold’s New York Times Bestseller "For What it’s Worth: Business Wisdom from a Pawnbroker" is now on shelves! Readers will learn secrets to his success in this autobiographical business book. Check our ‘Upcoming Events’ tab for signing events, speaking engagements, and other appearances near you!
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Pawntoons! An animated series featuring Les, Seth, and Ashley Gold. Be sure that you subscribe to our American Jewelry and Loan YouTube channel!