How to Price Your Gold Jewelry to Sell
Whether you’re clearing out pieces you no longer wear, selling inherited jewelry, or simply downsizing your collection, one question comes up every time: How much is my gold jewelry actually worth?
The answer depends on the type of jewelry you have, its materials, condition, and where you choose to sell it. Here’s how to price your jewelry realistically—and avoid common mistakes.
Start by Identifying What Kind of Jewelry You Have
Not all jewelry is valued the same way. Before pricing anything, determine which category your piece falls into:
Antique Jewelry
Generally over 100 years old. These pieces may carry historical, artistic, or collectible value and should be evaluated by an experienced antique jeweler or certified appraiser.
Vintage Jewelry
Typically 20–100 years old. Certain styles, designers, or eras (Art Deco, Mid-Century, etc.) can command strong resale prices.
Modern Fine Jewelry
Most contemporary gold and diamond jewelry falls into this category. Unless it’s a designer piece, resale value is usually based on metal content and gemstone quality, not original retail price.
Costume Jewelry
Usually made with plated metals or imitation stones. Most costume jewelry has little resale value unless it’s collectible or from a notable brand.
Understanding Jewelry Appraisals (and Which One You Need)
Appraisals serve different purposes, and choosing the wrong type can lead to unrealistic pricing expectations.
Fair Market (Resale) Appraisal
This is the appraisal you want if you’re selling. It reflects what a knowledgeable buyer would realistically pay a willing seller today.
Other Common Appraisal Types
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Insurance / Retail Replacement – Used for coverage, not resale (often much higher than market value)
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Estate Appraisal – Used for inheritance or asset division
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Charitable Donation Appraisal – Used for tax deductions
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Collateral Appraisal – Used for loans
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Damage or Loss Appraisal – Used for insurance claims
Important: Insurance appraisals are not resale values. Pricing jewelry based on them almost always leads to disappointment.
If hiring an appraiser, look for proper credentials and errors & omissions insurance. Fees today typically range from $75 to $300+ per hour, depending on expertise and location.
How Jewelry Is Really Valued When Selling
For most non-antique jewelry, buyers focus on:
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Gold or metal purity (10K, 14K, 18K, etc.)
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Total weight
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Current market prices
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Gemstone quality (if applicable)
Retail jewelry prices include overhead like rent, staff, branding, and marketing. Once you sell, those costs disappear—and so does most of the markup.
Realistic Expectation
Most sellers receive 20%–60% of original retail value, depending on materials, condition, and buyer type. Gold-only buyers may pay even less, as they’re purchasing melt value.
Where to Sell Jewelry for the Best Price
Different selling methods produce very different results:
Local Jewelers
Good starting point, especially for gold or diamond jewelry. Offers vary widely.
Online Marketplaces (eBay, Facebook Marketplace, etc.)
Higher potential payout, but requires time, photos, trust-building, and fees.
Antique or Vintage Dealers
Best for older or collectible pieces.
Pawn Shops
Fast cash, but typically the lowest offers.
Gold Buyers / Refiners
Focused on metal weight only. Best for scrap jewelry.
Auction Houses
Suitable for rare, high-value, or designer pieces. Fees apply.
Tips to Maximize What You Get Paid
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Get multiple offers
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Understand current gold prices
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Sell multiple items together to increase leverage
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Consider trade-ins if you plan to buy new jewelry
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Avoid rushing—pricing jewelry takes patience
Final Thoughts
Pricing jewelry to sell isn’t about what you paid—it’s about what the market will pay today. By understanding your jewelry type, choosing the right appraisal, and selling through the right channel, you can avoid unrealistic expectations and make informed decisions.
Take your time, do your research, and remember: the best deal is the one you feel confident accepting.