The show averaged 2.6 million viewers during its sixth season the 100th episode was taped last month. TruTV, a unit of Time Warner's Turner Broadcasting subsidiary, announced that Hardcore Pawn has been renewed for a seventh season. Soon you've got them bidding against themselves. "I always start out by asking, 'How much do you want for it?' When they say a number and I say I can't do that, then they come lower. "I don't ever make the first move," Gold said.
His message: Basic strategy and tactics are the same, whether you sell T-shirts and diamond rings like Gold's pawnshop, or air to mobile-phone users. "Some of you with this Internet stuff," Gold told them, "to me, you're just selling air". Last week, Gold was in a downtown Detroit office building, lecturing a roomful of 160 entrepreneurs half his age - brainy software geeks, mobile-app developers, Ivy League college grads - on how to negotiate. He even has a hardcover book coming out in June, his life story titled For What It's Worth: Business Wisdom From a Pawnbroker. People come from Australia and the Netherlands to his American Jewelry and Loan emporium on Greenfield Road near 8 Mile Road in Detroit, hoping to meet him. He's on the motivational speaking circuit. These days, he pops up on TV chat shows such as Good Morning America. "I'm a celebrity," he marvels, reveling in his improbable notoriety. DETROIT - Les Gold is embracing his fame with gusto.Īt age 62, the third-generation Detroit pawnbroker and star of the truTV reality series Hardcore Pawn is barely three years removed from the relative obscurity of toiling away in an industry perceived as a place where crackheads peddle stolen goods.
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