truTV's Hardcore Pawn fourth season June 21 - previews

The Detroit Motor City rumble revs up again as the family feud that reached a fever pitch during the third season of truTV’s hit series Hardcore Pawn is about to get even hotter in the fourth season.

The series, which ranks as truTV’s most popular, is an eye-opening look at one of the country’s largest pawnshops and the family that runs it.

This all goes down Tuesday, June 21, with back-to-back episodes at 9 and 9:30 p.m. (ET/PT), leading into the premiere of truTV’s new series Storage Hunters at 10 p.m. (ET/PT).

From truTV:

Life After Death – NEW!
Airs: Tue, June 21 at 9P

With Ashley gone, business seems to really be picking up - or at least that what Seth thinks. A disagreement over a customer's loan erupts into a knockdown, drag out battle. Then, a rare automobile has Les and Seth very interested. Will they pony up or watch this dream car drive away? And later, Les longs to bring Ashley back into the business, but Seth will have none of it.

The scene: American Jewelry & Loan, a family business owned by third-generation pawnbroker Les Gold.

Working with Les is his son, Seth, who is being groomed to eventually take over the store. Les’ daughter, Ashley, previously served as the store’s general manager, but during the third season, a bitter sibling rivalry developed between her and Seth over how the store should be run. When tensions and tempers escalated into an all-out family feud, Ashley quit her job, walking out on American Jewelry & Loan – and possibly her family – forever.

As the fourth season opens, sales at American Jewelry & Loan are smoking following Ashley’s departure, and Seth couldn’t be happier. He’s especially thrilled when a couple comes to the store looking to sell a limited edition car. Les knows this is a once-in-a-lifetime opportunity. But it’s going to take a lot of haggling and possibly the largest check the store has ever written to close the deal.

Despite the booming sales, Les feels an emptiness over Ashley’s dramatic departure. To him, a family business just isn’t the same without the entire family being there. As he considers asking Ashley to come back, Seth warns that such a move would be a recipe for disaster.

The players:

Les Gold

Les Gold is a third-generation pawnbroker and the charismatic patriarch of American Jewelry and Loan.  The King of 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. With a passion for collecting unusual items, Les is considered an expert on pretty much everything, from diamonds and furs to cars and cameras. A day doesn’t go by without Les reminding his team, “The customer always lies.”  There’s no one quicker to sniff out a shady customer, but when genuinely touched by a customer’s story; his lion heart shines through. Les is all about family. He loves his wife, kids and grandkids with gusto.

Seth Gold

Les' only son and business partner, full-time at American Jewelry and Loan since graduating from University of Michigan seven years ago. Despite initially pursuing a career in the medical field, he decided to change his focus to the family business that defined his heritage. Seth is a smart businessman who knows he’s got huge shoes to fill, but he’s up for the challenge. Although respectful of the business his father has perfected over the past 40 years, Seth never hesitates to point out to Les where there’s room for improvement. Seth prides himself on bringing a modern, corporate structure to this family business, which often drives Les crazy. Seth is meticulous and pragmatic, whereas Les is spontaneous and shoots from the hip.

Ashley Broad (Gold)

Les’ pride and joy and self-proclaimed daddy’s girl, Ashley is the general manager of American Jewelry and Loan. After graduating with a bachelor’s degree in business administration from Michigan State University, she earned her graduate diamond certification from the Gemological Institute of America. Being the boss’ daughter coupled with more than 15 years in the pawn business gives Ashley carte blanche to deal with troublesome employees and manipulative customers. Ashley wrote her first pawn slip at the age of 7 and has been following in her dad’s footsteps since. Les loves that she’s just like him:  stubborn, tough and always driving a hard bargain. When not managing the store, Ashley enjoys working out, spinning, playing tennis and reading, as well as spending quality time with her husband and two children.

Lili Gold

With a heart too big for the pawn business, Les’ wife is sympathetic to customers, always believing the tales they spin. She has contributed to the success of American Jewelry and Loan by designing the store layout and offices, as well as taking on the role of Head Gift-Wrapper during the holidays. Lili is a domestic goddess who supports her family and Les by being a fun, dedicated, loving wife, mother and grandmother. She’s got what it takes to be the wife of American Jewelry and Loan’s Pawn King.


With 20 years spent working for Les, Rich is considered one of the family. More importantly, he’s trusted as part of Les’ inner sanctum. His love of cars, music and pawns makes him a huge asset to the company. Known as a walking Kelley Blue Book, he can diagnose an automotive problem from over 100 yards away. He’s always quick to research even the oddest of items to determine if it will be a shrewd “buy” for the company or not. Rich moonlights as the drummer for local rock band Superlast.


A good friend of Ashley’s since high school, Brian has worked at the store for 20 years. Like Rich, Brian is part of the extended American Jewelry and Loan family. He is the manager of the jewelry department and even has a silver eyepiece to match Les and Seth’s gold ones. The only person who can walk all over the tough-as-nails Brian is his daughter.


One of the more senior members of the staff, Bill is a lovable but loony guy who specializes in the jewelry sales. Everyone, including Les, loves making him the butt of their jokes, but Bill always has a funny retort.


The other bald guy with white hair trim, Dennis is a hopeless romantic who listens and endears every potential jewelry customer. But, Dennis also has a sharp tongue.  He and Bill are compared to the two old codgers from the Muppets peanut gallery.


Amber has worked at American Jewelry and Loan for nine years. She was trained by Ashley to be a tough cookie with thick skin who won’t take lip from anyone. Amber serves as the loan department manager, overseeing the loan windows. She takes her job very seriously, and her priceless expressions are a quick barometer for every situation.



Further Reading on M&C