Joe the Jeweler—the Cash for Gold jewelry store in Ewing—began in downtown Philadelphia back in 1990. Within the past 3 to 4 years, the business has developed a chain of stores, now with 15 locations from Ewing down to Delaware.
Zion Gola, brother of Joe—has owned the Ewing location for the past four years.
Partner, spokesman and head advertiser Shia Cohen said that Zion, Joe and he have been in the buying scrap/gold business for the better part of the last 20 years.
Cohen believes their experience is what sets their store apart from their competitors.
“Joe, Zion and I run a very professional operation,” Cohen said. “The Cash for Gold phenomenon has only become real popular in maybe the last 3 or 4 years. Some people just try to take advantage of that because they see that gold is high, and it’s the popular thing to do. That leads to our competitors having no idea what they’re doing. We are experienced and extremely professional, and we demand that from each and every one of our employees.”
The experience of the staff can be seen in the detail and affection given to each customer.
“We won’t just tell you something is $100,” Cohen said. “We explain to you why it is not $200, and why it is not $50.”
Aside from their knowledge, Cohen also believes that a key to their success is that they have their own refinery.
“If you’re dealing with us, you eliminate the middle man,” he said. “The vast majority of the other Cash for Gold stores that are popping up everywhere now don’t have their own refinery.”
Having their own refinery allows Joe the Jewelers employees to give out more money in return for the gold being brought in.
“By coming to us, you’re dealing directly with the refinery, as oppose to dealing with somebody else, where everybody has to get their cut so to speak,” Cohen said.
Joe the Jewelers is not only known for buying gold.
“We buy silver, diamonds, watches, silver coins—which is a really popular thing that a lot of people are selling now,” Cohen said.
Cohen said the strangest thing he’s seen people bring in so far is dental wear.
“People literally come in with their teeth,” he said. “Whoever the employee happens to be has to put gloves on and actually break the gold off. It’s crazy.”
Although an overwhelming 95 percent of Joe the Jeweler clients are people coming in to sell their gold and other valuables, Joe the Jeweler does also sell retail jewelry.
Cohen said the buying gold aspect is what makes his job worth it. He said the excitement and energy of those customers is what he and his partners find most enjoyable about working in their field.
“Unfortunately, a vast majority of our customers are people who need money to pay their mortgages, pay their kids’ school tuitions or whatever the case may be,” Cohen said. “To see the joy in their faces and their reactions when they’re expecting to get $200 for the gold they have in front of them, and all the sudden we tell them it’s worth $1,000, is amazing. They look at us like they’re shocked and say ‘thank you, thank you’ and they hug us. To see the pure joy in their faces, that’s what makes our day.”
Joe the Jeweler has an absolute no obligation free appraisal of whatever your jewelry may be.
On top of that, the business also has a free $50 promotion going on. For any transaction over $200—which can sometimes be only two pieces of gold—each customer gets an additional $50.
The most popular promotion is the referral program. Any customer who sells gold or valuables to Joe the Jeweler and then refers a friend is rewarded. Depending on how much gold their friend brings in, you can get anywhere between $20 and $100 as a reference fee.
“It’s amazing,” Cohen said. “We have people who literally come to us maybe two or three times a week with different family members or different coworkers, and each time they come, or for each transaction, we give them at least $25-$50. We had this one lady come in, and she brought four of her friends, and we wound up giving her almost $400 because her friends had so much gold.”
Cohen said the referral program is a promotion they take pride in.
“Our customers look out for us, and we’re more than happy to look out for them,” he said.
Joe the Jeweler is located at 1784 North Olden Avenue Extension in Ewing. They are open Mondays through Fridays from 9:30 a.m. to 7 p.m. and Sundays from 10 a.m. to 5 p.m. Phone: (609) 895-1950.
