Hardcore Pawn

Les Gold is a third-generation pawnbroker and the charismatic patriarch of American Jewelry and Loan. The King of a 50,000-square-foot empire and the boss to more than 45 employees, this hard-nosed, old school pawnbroker is the epitome of street-smart, known for driving a hard bargain. With a passion for collecting unusual items, Les is an expert on pretty much everything, from diamonds and furs to cars and cameras. A day doesn't go by without Les reminding his team, "The customer isn't always being truthful." There's no one quicker to sniff out a shady customer, but when genuinely touched by a customer's story; his lion heart shines through. Les is all about family. He loves his wife, kids and grandkids with gusto.

Les' only son and business partner, Seth has worked full-time at American Jewelry and Loan since graduating from the University of Michigan seven years ago. Despite initially pursuing a career in the medical field, he decided to change his focus to the family business that defined his heritage. Seth is a smart businessman who knows he's got huge shoes to fill, but he's up for the challenge. Although respectful of the business his father has perfected over the past 40 years, Seth never hesitates to point out to Les where there's room for improvement. Seth prides himself on bringing a modern, corporate structure to this family business, which often drives Les crazy. Seth is meticulous and pragmatic, whereas Les is spontaneous and shoots from the hip.

Les' pride and joy and self-proclaimed daddy's girl, Ashley is the general manager of American Jewelry and Loan. After graduating with a bachelor's degree in business administration from Michigan State University, she earned her graduate diamond certification from the Gemological Institute of America. Being the boss' daughter coupled with more than 15 years in the pawn business gives Ashley carte blanche to deal with troublesome employees and manipulative customers. Ashley wrote her first pawn slip at the age of 7 and has been following in her dad's footsteps ever since. Les loves that she's just like him: stubborn, tough and always driving a hard bargain. When not managing the store, Ashley enjoys working out, spinning, playing tennis and reading, as well as spending quality time with her husband and two children.

With a heart too big for the pawn business, Les' wife is sympathetic to customers, always believing the tales they spin. She has contributed to the success of American Jewelry and Loan by designing the store layout and offices, as well as taking on the role of Head Gift-Wrapper during the holidays. Lili is a domestic goddess who supports her family and Les by being a fun, dedicated, loving wife, mother and grandmother. She's got what it takes to be the wife of American Jewelry and Loan's Pawn King.

With 20 years spent working for Les, Rich is considered one of the family. More importantly, he's trusted as part of Les' inner sanctum. His love of cars, music and pawns makes him a huge asset to the company. Known as a walking Kelley Blue Book, he can diagnose an automotive problem from over 100 yards away. He's always quick to research even the oddest of items to determine if it will be a shrewd "buy" for the company or not. Rich moonlights as the drummer for local rock band Superlast.

A good friend of Ashley's since high school, Brian has worked at the store for 20 years. Like Rich, Brian is part of the extended American Jewelry and Loan family. He is the manager of the jewelry department and even has a silver eyepiece to match Les and Seth's gold ones. The only person who can walk all over the tough-as-nails Brian is his daughter.

Amber has worked at American Jewelry and Loan for nine years. She was trained by Ashley to be a tough cookie with thick skin who won't take lip from anyone. Amber serves as the loan department manager, overseeing the loan windows. She takes her job very seriously, and her priceless expressions are a quick barometer for every situation.