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.