Les is the patriarch of the family behind American Jewelry and Loan in Detroit. In a quote from his New York Times Bestselling Book, he says “I am lucky enough to have an unusual job. As a pawnbroker, my business goes in so many directions, there’s no such thing as a typical day at work. One day, I might be taking in a 1965 Bentley in pawn. The next I might be running out into the street after someone who’s just lifted a gold chain. Dealing with the unexpected is one of the reasons I became a pawnbroker—and learning to love the craziness is one of the reasons I’m so good at it.
Becoming a reality television personality was not something that Les predicted, but he has embraced it with gusto. “Once (the producers) came in, they saw the dynamics between members of our family and they said, ‘Wow, this would make a great TV show.’ And then they saw the 40,000 items back there in the shop and said, ‘Wow, that’s an even better show with 40,000 stories.’ ”
The first season of Hardcore Pawn averaged about 1.5 million viewers at 10 p.m., and in 2011, the program moved to its 9 p.m. timeslot on Tuesday nights. The show currently nears the 4 million mark in total viewers, unprecedented ratings for a niche network. The season seven opener on March 26, 2013 drew Tru’s largest 18-49 audience ever, with 1.6 million adults in that coveted demo. That episode was the No. 1 unscripted program in its time period among all basic cable networks for adults and men 18-49, as well as total viewers.
This increased visibility and notoriety has catapulted him into speaking engagements, sales training seminars, even a TED talk. Further, he engages in product endorsements, commercials, and charity appearances. He has been sought for comment on Detroit’s financial troubles for media outlets such as The Detroit News, The Huffington Post, TMZ, and Fox Business.
Les is known for his easy-to-remember negotiating tips, which are often the topic of his media appearances including: The Today Show, Yahoo! Financially Fit, Good Morning America, Inc. Magazine, CNN Your Money, Forbes Magazine, and more. Learn more about Les Gold at his Wikipedia page or www.pawndetroit.com.
Book Les for a Speaking Engagement at his SPEAKERS PAGE.