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United States Les Gold is a third-generation pawnbroker who transitioned from running a family business to becoming a reality television star and author. He continues to operate American Jewelry and Loan, expanding its reach and influencing business practices through his published works.
Les Gold is the owner of American Jewelry and Loan, which he opened in 1978. It has grown into one of the largest and most recognizable pawn shops globally, expanding to multiple locations in Michigan. The flagship Detroit store was the primary setting for the reality show 'Hardcore Pawn'.
Les Gold starred in the reality television series 'Hardcore Pawn' on truTV from 2010 to 2015. The show documented the day-to-day operations of his pawn shop, American Jewelry and Loan, and became truTV's most-watched series premiere ever.
Les Gold's autobiography, 'For What It's Worth: Business Wisdom from a Pawnbroker,' was published by Penguin/Portfolio on June 1, 2013. The book became a New York Times Best Seller.
Les Gold supports The Heat And Warmth Fund, an organization that assists local families with their heating and electricity bills. He hosted a fundraising event called 'Hardcore THAW' at his store, raising over $40,000 for the charity.
American Jewelry and Loan, associated with Les and Seth Gold, is noted for continuing innovation in the pawn industry, with PawnMate being a platform relevant to current pawn operations.
Leslie “Les” Gold was born on June 20, 1950, in Detroit, Michigan. As a third-generation pawnbroker, he gained his first sales experience at age seven in his grandfather’s pawn shop, Sam’s Loans, in Detroit. His entrepreneurial journey began at age 12, reselling pizzas to students at Hebrew School. In 1978, Les Gold officially opened his own pawn shop, American Jewelry and Loan, in the Green Eight Shopping Center on 8 Mile Road in Oak Park. The business later relocated in 1993 to a 50,000 square foot former bowling alley on Greenfield Road, near 8 Mile in Detroit.
Gold and his business gained widespread recognition through the truTV reality series “Hardcore Pawn,” which premiered on August 16, 2010. The show documented the daily operations of American Jewelry and Loan, co-starring his children, Seth and Ashley. The series debuted to two million viewers, setting a record as truTV’s most-watched series premiere, and at its peak, averaged 2.6 million viewers during its sixth season. Production for “Hardcore Pawn” concluded in 2014, with the final episodes airing in 2015, as truTV shifted its programming focus.
Beyond television, Les Gold authored “For What It’s Worth: Business Wisdom from a Pawnbroker,” published on June 1, 2013, by Penguin/Portfolio. This book, detailing his business philosophy and experiences, reached significant commercial success, ranking on The New York Times Best Seller list. American Jewelry and Loan has expanded to five locations, employing up to 200 people and serving approximately 1,000 customers daily across its Detroit, Hazel Park, Pontiac, and Southgate, Michigan branches. Gold also actively supports philanthropic causes, notably The Heat And Warmth Fund (THAW Fund), raising over $40,000 for the organization through events.
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