Selling via auction or jeweller — the channel comparison

The fastest route. You walk in, show the piece, receive an offer after appraisal, and if desired, money in your account the same day. For common pieces (gold links, generic rings, standard earrings), this is usually the most efficient channel: there is a clear purchase price, little hassle, and no waiting time.

The price you receive is below the final retail value — the shop needs to maintain a margin to resell the piece. For common pieces, expect a purchase price that is significantly below the display price. For specialised pieces, some businesses may offer competitively, others not; comparing pays off.

Suitable for: people who prioritise speed and certainty over maximum yield, and pieces that do not have a rarity premium. Costs: no explicit costs, but the margin difference between purchase and sale.

You entrust the piece to a shop that attempts to sell it on your behalf. You get paid once it's sold, minus a percentage for the shop. In theory, this yields more than direct purchase; in practice, it depends on how common the piece is and what percentage the shop charges.

Calculate the costs fairly. For common pieces, the percentage model is often more expensive than it seems: your piece may remain in slow-moving inventory for months, and the net yield can fall below direct purchase if you factor in the time. For rare or signed pieces, consignment through a specialist shop is a strong channel, as the shop has a customer base that you do not.

Suitable for: special pieces for which finding the right buyer may take time. Costs: percentage of the sales price; lead time of weeks to months.

At an auction, your piece is included in a catalogue and sold to the highest bidder on a specific date. Advantage: access to international buyers, competition between bidders, and for rare pieces, a price that sometimes exceeds expectations. Disadvantage: buyer's premium, seller's commission, no guarantee that your piece will sell above the reserve, and complete reliance on the photography and description provided by the auction house.

Classic auction houses (Sotheby's, Christie's, in the Netherlands for example Venduehuis or Vendu Notarishuis) have an international reach and are suitable for pieces above a certain lower limit. Online auctions (Catawiki and similar) are more accessible, with a wider range of items and a faster pace. For extraordinary pieces, the classic channel is usually better; for the mid-range segment, the online channel.

Suitable for: rare, signed, or documented pieces; collections for which targeted marketing makes sense. Costs: buyer's premium and commission together often exceed twenty percent; lead time two to four months.

Selling directly to a buyer — via Marktplaats, specialised forums, or through your own network — theoretically yields the highest price, as there is no intermediary between you and the end buyer. In practice, it is also the riskiest and most time-consuming channel: you must photograph, describe, email, negotiate, handle transactions securely, and bear the risk of non-payment or fraud yourself.

For small amounts (under a few hundred euros), private sales are usually not worth the effort. For higher amounts, you pay with time and risk for the margin you save. Important: with private sales, the chance of unsafe patterns (pressure, home visit arrangements, 'in transit' payments) is real — see selling jewellery safely.

Suitable for: people with time, experience, and a specific target audience for their piece. Costs: no commission, but your own time and shipping risk.

The choice depends on three questions. How unique is the piece? How important is speed? How much time do you want to invest yourself? Common pieces, speed desired, little time — direct purchase. Special pieces, time no issue — consignment or auction. Somewhere in between, average pace — compare two purchase addresses AND request a consignment proposal.

The address guide for purchase and sale provides a selection of Dutch purchase addresses; the step-by-step guide describes how to apply for multiple channels simultaneously. This guide does not recommend a channel — the right choice varies too much per piece.