Les Gold is a third-generation pawnbroker and the charismatic patriarch of American Jewelry and Loan and has a net worth of $5 million. Les Gold earned his net worth when he opened American Jewelry in 1978 in Detroit. In 2011 he opened a second location in Pontiac. His family originally opened up Sam's Loan on Michigan Ave. and Wabash in the early 1940s. His father worked his way into the store. His jewelry store is 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 savvy and known for driving a hard bargain. American Jewelry and Loan is more than just a pawn shop, it is a family owned business. All of his children are employed there and he hopes that one day they will take it over. The shop's general manager is Les' son, Seth. He handles all the marketing. His daughter Ashley is the assistant manager. In 2009 Les started a reality show called Hardcore Pawn on TruTV. Hardcore Pawn is an American documentary reality television series produced by RDF USA. The main focus of this show is on the human aspects of drama, conflicts, humor and absurdity between the staff members and their customers. Hardcore Pawn has been accused of being simply a knock-off and a capitalization on the breakout success of Pawn Stars. But Les reassures you that Hardcore Pawn is a more-realistic portrayal of a pawn shop than Pawn Stars. There are all walks of life that come into his pawn shop. It's about the day-to-day operations of American Jewelry and Loan, a family-owned pawn shop. Some scenes in Hardcore Pawn have also been speculated to have been staged; however, Les defends the show, saying that no part of the program was staged. Les Gold was born in 1951 in Detroit, Michigan.