Southern Bullion Coin & Jewelry Featured in NBC Affiliate News Report

Investigative Report Examines Gold-Buying Offers from Local Retailers

DALLAS--(BUSINESS WIRE)-- DGSE Companies, Inc. wholly-owned subsidiary Southern Bullion Coin & Jewelry, the Southeast’s largest wholesale dealer of precious metals, rare coins and jewelry, announced today the inclusion of Southern Bullion Coin & Jewelry in a “News Special Report” conducted by Huntsville, Alabama’s NBC affiliate, WAFF. The report, entitled “Equal Offers” features investigative reporters visiting local gold-buying retailers to determine differences in offers between stores, as well as differences in offers presented to women, in comparison to those made to men.

Southern Bullion Coin & Jewelry’s offer was the highest of all five stores surveyed by WAFF, totaling $264.82 for one sampling of gold and $284.68 for another. The other four stores offered between $172.00 and $225.00 – 15% to 40% less than Southern Bullion Coin & Jewelry.

“At Southern Bullion Coin & Jewelry, we pride ourselves on paying the highest amounts for our customer’s gold, silver, diamonds and other jewelry,” commented Jim Vierling, president of Southern Bullion Trading. He continued, “Southern Bullion has its own refinery, where gold and other metals are melted and resold. Because our customers are selling direct to the refinery, we can offer them higher prices than almost anyone else.”

WAFF's investigative reporter found that Southern Bullion Coin & Jewelry not only offered the highest price for gold in the Huntsville area, but offered identical amounts for both its male and female clientele. Unfortunately, several other stores WAFF investigated offered significantly less to their prospective female clients.

Southern Bullion Coin & Jewelry's Huntsville manager, Dennis Tolar offered several tips to potential gold and silver sellers including:

  • Identify each piece by the specific karat weight as gold content varies widely based on karat weight. Make sure the buyer does the same and weighs each group of gold individually by karat weight.
  • Know the weight of your items prior to entering the store and compare your measurement to the store’s reading.
  • Shop several buyers, so you are sure you are getting the best offer.

Southern Bullion Coin & Jewelry is a subsidiary of DGSE Companies, a publicly-held firm with locations across the country. They maintain an A+ rating with the Better Business Bureau and have expanded from 14 to 25 stores over the past year.

DGSE Companies, Inc.
William H. Oyster, 972-484-3662
Chairman and CEO