The Gold Avenue Explains How Carat Shapes a Gold Jewellery Offer

The Gold Avenue, the Illovo, Sandton buyer of gold, diamonds, luxury watches and Krugerrands, is helping South Africans understand one of the biggest factors behind what they are offered for gold jewellery: the carat of each piece. With spring cleaning under way in many homes this October, the company says a large share of the sellers it meets bring in a mix of pieces from different decades, different countries and different jewellers, often without realising that two chains of the same weight can be worth very different amounts.

Gold jewellery is almost never pure gold. It is an alloy, with gold mixed with other metals for strength and colour. The carat tells a buyer how much of the piece is actually gold, and that fine gold content, rather than the overall weight, is what a gold offer is built on.

What carat actually means

Carat measures gold content in parts out of 24. A piece of 24 carat gold is close to pure. An 18 carat piece is 18 parts gold in 24, or 75 percent gold. A 14 carat piece is about 58.5 percent gold, and 9 carat is 37.5 percent gold. Twenty two carat gold, used in some traditional jewellery, is about 91.7 percent gold.

That means a 9 carat bracelet and an 18 carat bracelet of identical weight contain very different amounts of gold. The 18 carat piece holds twice as much fine gold as the 9 carat piece. When sellers compare what they were paid for one item against another, carat is often the explanation for the difference.

Why a jewellery box rarely has one value

Most people who decide to Sell Gold Jewellery do not arrive with a single item. They bring a collection built up over years: a wedding band, a chain inherited from a grandparent, earrings bought on holiday, a bracelet that broke and was never repaired. Each of those pieces may be a different carat. Some may be hallmarked and some not. Some may be gold plated rather than solid gold.

The Gold Avenue assesses each piece individually for that reason. Lumping everything together on one scale and applying a single carat to the whole lot can work against the seller, because higher carat pieces are averaged down with lower carat ones. Separate assessment means each item is paid on what it actually contains.

Hallmarks help, but they are not the whole story

Many pieces carry a stamp such as 9ct, 375, 18ct or 750 that indicates the carat. A hallmark is useful, but it is not proof on its own. Stamps can wear away, older and foreign pieces may be marked differently, and some items carry no mark at all. The Gold Avenue buys gold from 9 carat to 24 carat, hallmarked and not, and relies on testing rather than the stamp to confirm content.

How the carat is confirmed in front of the seller

The company uses a Niton XRF analyser, an X ray instrument that scans a piece and reads its carat content without marking or damaging it. Each item is then weighed on a gold scale in front of the seller. The seller sees both the carat reading and the weight that the offer is built on, so there is full transparency throughout the valuation.

This matters for pieces that sellers are unsure about. Items that look like solid gold but are plated, or pieces with an unknown origin, are identified during the free valuation. Sellers are not charged for finding out what they hold, and there is no obligation to sell.

What else shapes the offer

Once the fine gold content is known, the offer is set against the live gold price and the rand on the day, along with what the trade is paying, and the cost of refining is taken into account. Because the gold price and the exchange rate move constantly, an offer reflects the market at the moment of the sale rather than a figure quoted days earlier.

Pieces set with diamonds are assessed separately from the gold they sit in. The Gold Avenue buys GIA certified and non certified diamonds and diamond jewellery, including rings, engagement rings, necklaces and chains. Designer and branded pieces may also be assessed differently from plain gold, and sellers are encouraged to mention any brand, box or receipt they still have.

Experienced Jewellery Buyers in a secure setting

As Jewellery Buyers working from a private office rather than a shop counter, The Gold Avenue assesses every piece in a private booth on the 8th floor of Illovo Point, a AAA grade building with boom controlled access, underground parking, 24 hour guarding and 24/7 CCTV. The company buys all forms of gold jewellery in any condition, including rings, earrings, necklaces, chains, brooches and bracelets, in yellow, white and rose gold, as well as platinum.

Sellers can call, send a WhatsApp, chat online or book a time, and walk-ins are welcome during business hours. Those who prefer not to travel can arrange a home or office appraisal across Gauteng, and secure couriers can be organised for sellers further afield.

Cash for Jewellery, paid on the day

Once a seller accepts an offer for Cash for Jewellery, their details are captured on an iPad and a one page Sale Agreement is signed electronically. Every sale follows FICA, so a South African ID, passport or South African driver’s licence and proof of banking details are needed. Payment is by immediate EFT with immediate clearance across participating South African banks, or in cash subject to identification, compliance and the cash held on the premises. Larger cash amounts need a few business days’ notice.

A typical visit takes ten to fifteen minutes. Since opening in April 2022, The Gold Avenue has served more than 3,000 clients and holds a 5.0 rating on Google.

Advice for spring sellers

The company’s suggestions for anyone sorting through jewellery this month are practical. Keep pieces separate rather than tangled together in one bag. Do not try to clean or polish items before a valuation. Bring any certificates, receipts or boxes. And ask any buyer to show the carat reading and the weight for each piece, so the offer can be understood item by item.

Learn more at https://thegoldavenue.co.za/

About The Gold Avenue

The Gold Avenue buys gold jewellery, diamond jewellery, luxury watches and Krugerrands from the 8th floor of Illovo Point, 68 Melville Road, Illovo, Sandton, 2196. It was founded in April 2022 by Founder and Managing Director Trent Saldsman as a secure, professional and transparent alternative to the traditional pawn and gold buying trade. The company is a registered second hand goods dealer under the Second-Hand Goods Act and a member of the Jewellery Council of South Africa, and works with an extensive local and international dealer network. The office is open Monday to Thursday from 08:00 to 17:00, Friday from 08:00 to 16:00, and on Saturday by pre-booked appointment only.

Media Contact
The Gold Avenue
Email: sales@thegoldavenue.co.za
Phone: +27 10 109 0080
Website: https://thegoldavenue.co.za