Les Gold

Les Gold, an American pawnbroker, reality TV star, author, and media personality, rose to fame as the charismatic face of truTV’s reality series, Hardcore Pawn. Born into a legacy of pawnbrokers, Gold is the third generation in his family to carry forward the trade, with his grandfather having owned the iconic “Sam’s Loans” pawnshop on Michigan Avenue in Detroit, Michigan.

Gold’s journey into entrepreneurship began at the tender age of 12 when he started his first business, buying pizzas and cleverly reselling them slice by slice to his Hebrew School peers. This early display of business acumen foreshadowed his future success. In 1978, Les Gold took a significant step by establishing his own pawn shop, American Jewelry and Loan, which has since become a renowned institution in Detroit.

Beyond the pawn business, Gold diversified his career by delving into the world of reality television. Hardcore Pawn showcased the ins and outs of his daily operations, capturing the attention of viewers with its unique blend of business drama and family dynamics. Les Gold’s magnetic personality and no-nonsense approach to negotiations made him a standout figure in the reality TV landscape.

In addition to his on-screen success, Gold penned his autobiography titled “For What It’s Worth: Business Wisdom from a Pawnbroker,” published by Penguin/Portfolio on June 1, 2013. The book not only delves into his personal journey but also imparts valuable insights into successful negotiation, a skill he honed over years of dealing in the pawn business. His expertise caught the attention of mainstream media, with ABC’s Good Morning America featuring him and his three simple steps to negotiation success on June 18, 2013. Les Gold stands as a multifaceted personality, blending the worlds of pawnbroking, reality TV, and literary accomplishment with his signature charm and business savvy.