The story of Seth Gold’s family, career growth, and what he’s doing today
Seth Gold is best known from the reality TV show Hardcore Pawn. He grew up in a family that owned American Jewelry and Loan in Detroit. Working with his father, Les Gold, Seth learned the business from the ground up. Explore more about the reality TV star and where he is now.
Source: Instagram
TABLE OF CONTENTS
Key takeaways
- Seth Gold comes from a well-known Detroit family that owns American Jewelry and Loan, a pawn business started by his father, Les Gold.
- He gained national recognition through the reality TV series Hardcore Pawn, which showcased his business skills and family dynamics.
- Seth helped modernise and expand the family business, bringing in new ideas and improving customer service.
- He studied business at the University of Michigan and has always shown a strong work ethic and passion for entrepreneurship.
Profile summary
Full name | Seth Gold |
Gender | Male |
Date of birth | February 23, 1981 |
Age | 44 years old (as of 2025) |
Zodiac sign | Pisces |
Place of birth | Michigan, United States |
Current residence | Detroit, Michigan, United States |
Nationality | American |
Ethnicity | White |
Religion | Jewish |
Sexuality | Straight |
Height in feet | 6'1" |
Height in centimetres | 185 |
Weight in pounds | 137 |
Weight in kilograms | 62 |
Hair colour | Brown |
Eye colour | Brown |
Father | Leslie Gold |
Mother | Lili Gold |
Siblings | 1 |
Marital status | Married |
Children | 1 |
College | Michigan University, Gemological Institute of America |
Profession | Reality television star, entrepreneur, TV producer |
Net worth | $1 million |
Seth Gold biography
Seth Gold is best known as a reality TV personality and pawnbroker from the show Hardcore Pawn, which aired on TruTV. The show followed the daily operations of American Jewelry and Loan, a large family-run pawn shop in Detroit, Michigan.
What is Seth Gold's background?
Seth Gold was born and raised in Detroit, Michigan, into a Jewish-American family with deep roots in the pawn industry. His father, Les Gold, founded American Jewelry and Loan, a pawn shop that became one of the largest and most successful in the United States.
How old is Les Gold?
As of November 5, 2025, he is 75 years old. Les Gold was born on June 20 1950.
Who is Seth Gold's mom?
Seth Gold’s mother is Lili Gold, who is married to Les Gold, a pawnbroker and TV personality.
Who is Seth Gold's sister?
Ashley is the daughter of Les Gold, founder of American Jewelry and Loan, and Lili Gold. She grew up in Detroit alongside her brother Seth Gold, who also appears on Hardcore Pawn.
How old is Ashley Gold?
Ashley Gold was born on January 7, 1978. As of today (November 5, 2025), she is 47 years old.
What is Seth Gold's age?
Source: Original
The American entrepreneur is 44 years old as of 2025. He was born on 23 February 1981. His zodiac sign is Pisces. He hails from Michigan, United States.
What degree does Seth Gold have?
Seth attended the University of Michigan, where he earned a degree in business administration. He later studied at the Gemological Institute of America (GIA), gaining expertise in jewellery, gemstones, and appraisal skills that would prove invaluable in the family business.
Career
Seth is a reality TV personality, entrepreneur, and TV producer. After graduating, he began his career working in the family business, American Jewellery and Loan. He works in the marketing department. Although Seth is into business, he disclosed during an interview that he wanted to be a doctor. He said;
Ultimately my whole life I wanted to be a doctor and to help people. Then, my senior year, after my Chem, Bio, and Orgo exams, I didn’t sleep for like three days. I thought, ‘I don’t like what I’m doing. If I don’t like this now I’m going to be in big trouble.’ So I came here [to the pawn shop] for two years after I graduated and I was real quiet for two years, just learning the business. I was working in the back and just doing whatever I needed to do. Then after two years went by I was like, ‘OK, we’re going to make some changes.'
His career as a reality TV star came when producer Richard Dominos introduced him and his family to the idea of documenting the store's activities. They agreed, and the show premiered on 16 August 2010. The show was titled Hardcore Pawn and aired on TruTV.
The show attracted many viewers, featuring his family members, Bobby Janiee and Karen Mitchell. Seth and his father became the show's executive producers in its third season. The show's last episode aired on 6 April 2015.
What made Seth Gold famous?
Seth rose to national fame through the reality TV series Hardcore Pawn, which premiered on TruTV in 2009. The show ran for nine seasons and became one of the network’s most popular programs.
The series chronicled the day-to-day activities of the pawn shop and featured Seth, his father, Les Gold, and his sister, Ashley Gold. It often showcased intense family dynamics and customer confrontations, blending business with entertainment.
Seth was portrayed as the level-headed and business-savvy member of the family, often caught between his father’s traditional ways and his sister’s fiery personality.
What happened to Seth Gold?
After Hardcore Pawn ended in 2015, Seth continued working at American Jewellery and Loan, which now operates multiple locations across Michigan. He’s also become a public speaker and industry advocate, focusing on topics like small business management, entrepreneurship, and ethical pawnbroking.
Seth has served as President of the Michigan Pawnbrokers Association and has been featured in trade publications for his efforts to modernise and professionalise the industry.
What is Seth Gold's net worth?
The entrepreneur's alleged net worth is $1 million. He primarily earns income from his family's reality TV show and earnings from the pawn shop. His father, Les Gold's net worth estimated to be $5 million.
What is Seth Gold doing now?
After the Hardcore Pawn show wrapped in 2015, Seth continued working with his dad at the pawnshop while his sister, Ashley, launched her own business.
In March 2023, Seth created his TikTok account and uploaded his first video informing his fans that he would upload short clips of the Hardcore Pawn series and behind-the-scenes footage of what is happening at the pawnshop. He said:
Hey everyone this is Seth from Hardcore Pawn, welcome to my official TikTok page. Follow along so you can get some insight on Hardcore Pawn's greatest clips and behind the scenes access into what's happening at American Jewelry and Loan right now.
The video went viral and currently has over 7 million views. Some of Seth's fans commented about him getting old and resembling his dad. He mainly features his sister and dad in the videos.
Is Seth Gold married?
Seth Gold is married. According to his official profile on the Chicago Wolves website, Seth Gold and his wife, Marcy, have two children: a son named Jacob and a daughter named Rebecca, and they live in the northern suburbs.
While Marcy is mentioned by name, there are no verified or publicly available photos of Seth Gold’s wife in credible sources.
Trivia
- Seth is the third generation in his family to work in the pawn industry, following his grandfather, Sam Gold and father, Les Gold.
- He gained widespread recognition after co-starring on Hardcore Pawn (2009–2015), one of TruTV’s top-rated shows.
- He graduated from the University of Michigan with a degree in business administration.
- He studied at the Gemological Institute of America (GIA), specialising in jewellery and gem evaluation.
- On Hardcore Pawn, he was seen as the calm, business-minded member of the Gold family.
- He was named “Pawnbroker of the Year” by the National Pawnbrokers Association.
- He helped modernise American Jewellery and Loan through better management systems and customer service.
- He often speaks publicly about entrepreneurship, family business, and ethical pawnbroking.
- He supports Detroit-based community and small business initiatives.
- He’s a fan of Detroit sports teams, especially the Lions and Pistons.
- He has appeared on Good Morning America, Fox Business, and in various business magazines.
Today, Seth Gold stays active in business and community work. He continues to build on his family’s legacy while exploring new ventures. Seth Gold’s journey shows how hard work and family values can lead to lasting success.
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