Gold and diamond buyers · Retail
A nervous seller with a bag of old jewellery walks past three shops before choosing one.
A family in Basavanagudi has a grandmother's bangles in a steel tin and a daughter's college fee due on the 10th. They search "sell gold near me", see five shops on the map, and read the reviews before they read anything else. Two of the five have photos of the weighing scale. One has a review that says the rate quoted on the phone changed at the counter.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A gold and diamond buyer purchases old jewellery, coins, bars and certified stones from the public and from jewellers, and pays on the day. The sale is decided by trust at the counter: weighing in view, testing in view, a clear rate. GullySales makes that trust visible online and chases every seller who left without selling.
Selling old gold is a decision people make once or twice in a lifetime, in a hurry and with suspicion. A buyer who is found first matters less than a buyer who looks safe. That is the work on this page: the proof, the rate, the paperwork and the follow-up with the seller who said they would think about it.
Last updated 22 Oct 2026.
How buyers decide
How gold and diamond buyers are chosen.
The usual seller is a household, and the trigger is a bill: school fees, a hospital deposit, a wedding, a loan to close. They search on Google Maps, ask a relative, or walk into the shop nearest to the jeweller where the piece was bought. Before they travel they call or send a WhatsApp photo and ask one question, which is today's rate for 22 carat. A shop that answers plainly, with the deduction explained, gets the visit.
Diamond sellers think differently. A seller with a solitaire and a GIA or IGI certificate wants someone who reads the certificate, not someone who quotes a flat figure per piece. Jewellers and small manufacturers selling scrap, old stock or lots in Zaveri Bazaar, Chickpet or Johari Bazaar choose on rate, payment speed and a long relationship, and the buying is done by phone and by reference.
At the counter, the sale closes or dies on process. The seller wants the piece weighed in front of them, purity tested in front of them, the calculation written down, the ID checked without fuss, and the money sent to their bank account before they leave. Rules on KYC, PAN, cash limits and record keeping differ by transaction and change, so confirm them with your own chartered accountant.
The problem
What usually goes wrong for gold and diamond buyers.
Common situations to check against your own enquiry records.
“People call, ask the rate and never come in”
A rate enquiry on the phone costs the team ten minutes. Nobody notes the caller's number, nobody sends the rate on WhatsApp, and the caller sells to whoever replied with a message they could show their spouse.
“Sellers think we will cheat them on purity and weight”
The fear is old and fair, because shops have cheated. Our scale and testing machine are right at the counter, but a stranger deciding from Google cannot see them.
“Our Google profile has a name and a phone number and nothing else”
No photos of the shop, no line about the testing method, no mention of diamonds, and three reviews from two years ago. The shop two lanes away looks safer on a phone screen.
“Hallmarked jewellery and diamond pieces are handled the same as scrap”
A certified solitaire is quoted off a weight table because the counter staff do not read a certificate. The seller leaves insulted and the stone goes to a diamond specialist.
“Jewellers who sell us scrap also sell to two other buyers”
The relationship lives with one partner, who calls the three buyers on the same morning. We win only when the rate is best, never on service.
“Our busiest weeks are set by other people's emergencies”
Calls bunch up around fee dates, Dhanteras and the weeks after a wedding season, and then go quiet. Staffing and cash for buying are planned late each time.
What we do
What we do for gold and diamond buyers.
Possible deliverables for gold and diamond buyers. Your written scope confirms what is included.
A Google Business Profile that shows the counter
Photos of the scale, the testing machine, the shop front and the seating, with services listed for gold, silver, coins and diamonds, opening hours and a description that states how a seller is treated.
Selling pages for each thing people bring in
Separate pages for old gold jewellery, broken and bent pieces, gold coins and bars, silver, and certified diamonds, each saying what to carry, how the piece is weighed and tested, and how payment is made.
A WhatsApp rate reply
A saved reply for the daily rate question that gives the rate board, explains any deduction in plain words, asks for the item type and weight, and records the number so the shop can reply again.
Seller walk-through for the counter
A one-page guide for counter staff on how a sale is explained: weigh, test, show the calculation, check ID, pay by transfer. A matching printed card goes on the counter and a short version on the profile.
Reviews from consenting sellers
A polite request after a completed sale, sent on WhatsApp with the Google review link, and a reply to every review including the angry ones.
Follow-up for sellers who left without selling
A note of every seller who weighed and went home, with the figure quoted and the reason given, and a respectful message on the day the rate moves in their favour or the bill they mentioned falls due.
Report against the baseline
Enquiries by source, visits booked, sales completed and repeat sellers, set against the baseline recorded before the work began.
How the result is measured
- Enquiries by source: Maps, search, WhatsApp, referral, jeweller
- Rate enquiries that left a name and number
- Visits booked against visits made
- Completed sales against sellers who weighed and left
- Repeat sellers and referred sellers
- Reviews received and replied to
Recorded as a baseline before work starts, so every later report has an honest comparison.
Every service, written for gold and diamond buyers
Each has its own page: what it involves for gold and diamond buyers, what you get, and what it is measured on.
- Lead generationBring in sellers who arrive with jewellery in hand, not callers who only want a rate.
- SEOAppear when someone searches to sell old gold near them, with proof on the page.
- Local SEOBe the buyer a seller finds on the map, with photos that show an honest counter.
- Social media marketingUse social media to show how your counter works, not to shout a rate.
- Content marketingWrite the answers a hesitant seller wants before deciding to walk in.
- Buyer personasKnow the five kinds of seller who walk in, and what each needs to hear.
- CRMKeep a record of every seller and every rate enquiry, so none is forgotten.
- Follow-up systemsReach the seller who left without selling, at the moment they are ready to decide.
- WhatsApp marketingAnswer a rate enquiry in writing, so the seller can show the family and decide.
- Digital marketingJoin search, maps, messages and ads into one plan that fills the counter with sellers.
- WebsitesGive a nervous seller a website that shows the scale, the test and the street.
Worth a page and a campaign of their own
Google Business Profile with counter photographs and the testing method · Pages for selling old gold, broken jewellery, coins and silver · A page for selling a certified diamond or solitaire · A WhatsApp reply for rate enquiries that records the caller · Reviews from sellers who agreed to be named · A seller checklist: ID, bills, certificates, hallmark marks · Follow-up with sellers who weighed their gold and left · A standing relationship routine for jewellers who sell scrap · Posters and boards at the shop that match the online promise
Priority campaigns
Campaigns for what gold and diamond buyers most want to sell.
Each one planned around when your buyers decide, and measured against the baseline.
Sell old gold near me search campaign
Google search ads and a landing page for searches in your own pin codes, with the testing method, the documents to carry and a click-to-call button shown first.
Fee season and festival reminders
WhatsApp messages to past sellers and enquirers before school admission months, and around Akshaya Tritiya and Dhanteras, written as information about the process and not as a pressure to sell.
Certified diamond buyer campaign
A page and Instagram posts aimed at people with a solitaire, a certificate and a reason to sell, describing how the certificate is read and what paperwork the seller should bring.
Jeweller scrap and old-stock relationship routine
A list of the jewellers in your market who sell scrap, with a visit and call routine, a one-page note on how you pay and when, and a record of each lot.
Local trust campaign
Shop board, Maps photos and a short video of the counter, shot with the owner's consent, shown to people within a few kilometres through Instagram and Facebook.
Beyond search
Where we reach buyers of gold and diamond buyers, beyond Google.
Search matters, but it is rarely the only way this industry's buyers find a supplier.
Google Maps and search near the shop
Households nearby searching to sell gold, silver or a diamond, who choose from the map list and the reviews.
WhatsApp from past sellers and referrals
A short, polite message to people who have sold before or asked the rate, because a relative's recommendation is how gold changes hands inside a family.
Jewellers, manufacturers and wholesalers
Regular scrap and old-stock sellers in your jewellery lane, reached by visits, phone and a one-page note on how you buy and pay.
JustDial and local directories
Listings kept consistent with Google, because sellers check the same shop on more than one app before they travel.
Instagram and Facebook within your pin codes
Awareness for the neighbourhood, with the counter and the process shown, and no gold-rate speculation or claims about market direction.
A practical starting point · Gold and diamond buyers
Start with one buying journey.
Use a real enquiry to find the first useful change. You do not need to buy every service listed on this page.
- The record to review
- Choose one product category and compare enquiries with purchases, cancellations, and repeat orders. Distinguish a stock enquiry from a buyer who visited or purchased.
- The buyer's question
- Check that product availability, store details, and purchase options agree across the website and listings. A promotion needs a clear route to an item the customer can actually buy.
- The handover to agree
- Agree who confirms stock and who responds to messages during a campaign. Store staff should know which offer the customer has seen.
Who it is for
This is written for these gold and diamond buyers.
- Walk-in old gold buying shops in market lanes and near jewellery streets
- Cash-for-gold counters and franchise-style buying outlets
- Jewellers who run an old-gold exchange and buyback desk beside new sales
- Certified diamond and solitaire buyers who work from a certificate
- Scrap and bullion buyers who deal with jewellers and manufacturers
- Silver and coin buyers in temple-town and festival markets
- Door-to-door and appointment-based buyers who visit the seller's home
- Pawn brokers who also buy outright
Not for
It is not the right fit if.
- You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
- You need enquiries by next week and have nobody to answer them.
- You want posts and reach reported, not enquiries and orders.
How it works
How the work runs for gold and diamond buyers
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Understand
We learn what you buy, from whom, and how a sale is made at your counter, from weighing to payment. We also note which sellers you want more of.
- 2
Audit
We look at your Google profile, reviews, directory listings and how rate enquiries are answered. We also trace where your current sellers heard of you.
- 3
Strategise
We choose the sellers worth pursuing, such as households, diamond owners or jewellers, and the one message each needs. The plan states what the shop will and will not promise.
- 4
Implement
We build the profile, the selling pages, the WhatsApp reply and the follow-up record, and brief your counter staff on the same walk-through.
- 5
Measure and optimise
We count enquiries, visits and completed sales against the baseline, then move effort to the routes that bring sellers who sell.
Where this fits
Three pieces of sales work, in this order.
GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.
Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.
FAQ
Questions gold and diamond buyers ask before they call.
Not here? More answers, or ask on WhatsApp.
Can you tell me what rate to quote or how much to deduct?
Is it legal to advertise that I buy gold and diamonds?
Will online marketing bring in people who just want to check the rate?
I buy only from jewellers. Is this for me?
How will you show that sellers are coming because of the marketing?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Part of Retail. See the other industries in the sector.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.