Gold buyers underpay as prices hit record highs
Gold prices have reached historic highs, prompting many to sell their jewelry for potential profits. However, a Kassa investigation reveals significant discrepancies in how much buyers offer, with some valuing gold far below its market worth.
A mystery shopping investigation tested gold buyers across six locations in the Netherlands. The test involved three gold items: a 14-karat white gold wedding ring, a 23-karat gold brooch, and a 22-karat antique Jasseron necklace. These were independently valued at 3,314 euros by a gold expert using a spectrometer, a device that accurately determines gold purity.
The Goudwisselkantoor in Rotterdam offered just 1,700 euros for all three items. A branch of the same company, operating from a mobile “gold bus,” quoted an even lower price of 1,245 euros. In both cases, staff did not use a spectrometer, relying instead on visual assessments and basic scales.
Juwelier Van Andel estimated the items’ worth at 1,500 euros but refused to test them in front of the seller. MaxGoud, the only buyer besides the expert to use a spectrometer, offered 2,703 euros. Meanwhile, Juwelier Van Moorsel provided 2,052 euros in-store but only 900 euros at its gold bus—73 percent below the expert valuation.
The Autoriteit Consument & Markt (ACM), which oversees market fairness, confirmed that gold buying is an unregulated industry in the Netherlands. There are no fixed purchase prices, meaning consumers must shop around for the best offer. However, misleading buyers by undervaluing gold is illegal.
Legal expert Charlotte Meindersma stated that incorrect assessments, such as undervaluing gold karatage or weight, constitute deception. “Misrepresentation is an unfair business practice and is prohibited,” Meindersma said. “Sellers misled by incorrect information have the right to compensation or can void the sale.”
Goudwisselkantoor defended its pricing, stating that valuations vary based on multiple factors, including staff judgment and negotiation. Juwelier Van Moorsel acknowledged the sharp difference between in-store and bus offers and said it would investigate the discrepancy. Juwelier Van Andel, however, threatened legal action against media coverage of its valuation practices.
