Gold prices reached historic highs, prompting many to sell gems for potential profits. But a Cassa investigation They reveal a major contradiction about how much the buyers offer and value money that is far below the value in the market.
Mystery Shopping research has tested gold buyers in six locations in the Netherlands. The test included three gold items: a 14-carat white gold wedding ring, a 23-carat gold brooch and a 22-carat antique jasseron necklace. These were independently evaluated by gold experts at 3,314 euros using spectrometers, a device that accurately determines the purity of gold.
Goudwisselkantoor in Rotterdam offered just 1,700 euros for all three items. The branch of the same company, operated by Mobile's “Gold Bus,” cited an even lower price of 1,245 euros. In both cases, staff did not use spectrometers and instead relied on visual assessments and basic scales.
Juwelier van Andel refused to test them in front of the seller, although the items were estimated to be worth 1,500 euros. Maxgoud, the only non-specialist buyer using spectrometers, offered 2,703 euros. Meanwhile, Juwelier Van Moorsel offered 2,052 euros in the shop, but only 900 euros on the gold bus, 73% below the expert rating.
Autoriteit Consument & Markt (ACM), which oversees market equity, has confirmed that gold purchasing is an unregulated industry in the Netherlands. There is no fixed purchase price. This means that consumers must shop for the best offers. However, buyers who mislead money by underestimating it are illegal.
Legal expert Charlotte Maindelsma said false assessments, such as underestimating gold colourtage and weight, constitute a deception. “False communication is an unfair business practice and is prohibited,” Meindersma said. I said. “Sellers who are misunderstood by misinformation may have the right to compensation or may void the sale.”
Goudwisselkantoor defended pricing, saying the ratings differ depending on multiple factors, including staff judgement and negotiation. Juwelier Van Moorsel acknowledged the fierce differences between the store and bus offers and said it would investigate the inconsistencies. However, Juwelier Van Andel threatened legal action against media coverage of the assessment practices.
