Goudwisselkantoor

What Goudwisselkantoor does

Goudwisselkantoor is a Dutch family-owned precious-metals and jewelry specialist operating as Goudprijs BV and headquartered in Klaaswaal, Netherlands, with additional legal entities in Belgium (Goudwisselkantoor BE BVBA, Gent) and Germany (GWH Deutschland GmbH, Frankfurt am Main). Founded in 1984 by Jaap de Ruiter as a stamp and coin trading business, the company now runs more than 175 physical retail locations across the Netherlands, Belgium, and Germany, employs 500+ people, and has served over 1,000,000 customers across its lifetime. It offers four core services under a multi-channel architecture: buying and selling investment-grade gold, silver, platinum, and palladium bars and coins (Edelmetaalmarkt B.V.); pawning of jewelry and watches for short-term liquidity; an online auction house for jewelry, watches, diamonds, coins, and banknotes (AuctionNL BV, branded Veilinghuis De Ruiter); and retail of pre-owned jewelry and watches (GWK Retail B.V., branded Pre-owned Goudwisselkantoor).

The underlying technology is built around LBMA-certified gold bar authentication against London Bullion Market Association Good Delivery standards and live precious-metals pricing updated every minute from international market rates. The company operates dedicated e-commerce storefronts for investment metals and pre-owned jewelry, plus an online auction platform, alongside its physical retail footprint. Pricing is uniformly transaction-based and tied to live spot rates: gold bars are sold VAT-exempt as investment gold, silver bars carry 21% VAT, and platinum/palladium coins are transacted under the margin scheme. Specialized streams include industrial platinum (wire and thermocouples), dental gold, antique gold, table silver, and historical coin/banknote collections.

Revenue mechanics are diversified across transaction spreads on precious-metals trading, professional fees on pawn loans, buyer premiums and seller commissions on auctions, and unit pricing on pre-owned jewelry. Customer acquisition relies primarily on the physical retail network, Trustpilot social proof (4.3/5 across 3,157 reviews), the company's own knowledge-bank content, and email newsletters. The firm remains a closely-held family business under second-generation leadership (CEO Johan de Ruiter), with no external private-equity, venture-capital, or public-market shareholders disclosed; revenue figures are not publicly reported. A currency-exchange (Valuta) service line was discontinued in April 2026 across all three operating geographies.

Name

Goudwisselkantoor

Legal name

Goudprijs BV

Website

https://goudwisselkantoor.nl

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Goudwisselkantoor is a Dutch family-owned specialist in buying, selling, pawning, and auctioning gold, silver, platinum, palladium, jewelry, watches, and collectibles, serving retail consumers through 175+ locations and dedicated e-commerce and auction platforms across the Netherlands, Belgium, and Germany.

Ownership category

akta.pro rank

Product category

Precious Metals Retail and Exchange

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Pawn & Collateral-based Jewelry Retail (CRAKAGAL)

akta.pro secondary industries

Luxury Pawn & Collateral Lending (Watches/Jewelry) (CRAKAKAG), Precious Metals & Jewelry Collateral Loans (FSAKALAC), Coins, Currency & Bullion Collectibles Retail (Numismatics) (CRALAGAF), Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF)

Keywords

• Precious metals trading
• Gold and silver dealer
• Precious metals retail
• Jewelry buy and sell
• Coin and bullion

Headquarters

HQ city

Klaaswaal

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Precious Metals Trading: Buying and selling gold, silver, platinum, and palladium bars and coins with transaction-based pricing based on live market rates
2. Pawn Services: Short-term loans against valuable items like jewelry and watches where customers retain ownership while receiving cash
3. Auction Services: Online auction platform for jewelry, watches, diamonds, coins, and banknotes with buyer premiums and seller commissions
4. Pre-owned Jewelry E-commerce: Retail sale of second-hand jewelry and watches through dedicated e-commerce platform with customer reviews and warranties

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Goudwisselkantoor buys, sells and auctions investment-grade precious metals (gold, silver, platinum and palladium bars and coins) as well as second-hand jewelry, watches, diamonds, and historical coins and banknotes. It complements these transactions with pawning services against valuables and free, no-obligation in-person valuations across its network of physical offices.

Product overview

Goudwisselkantoor operates as a family-owned business since 1984, functioning as a multi-channel precious metals retailer and specialist. The core offering spans the main website (goudwisselkantoor.nl) for physical location-based buying/selling, the Edelmetaalmarkt B.V. webshop (shop-goudwisselkantoor.nl) for online investment metals purchases, the Pre-owned platform (GWK Retail B.V.) for vintage and pre-owned jewelry and watches, and Veilinghuis De Ruiter auction platform for periodic sales of luxury items. Services include direct physical locations (175+), online purchasing, pawning, and free valuations. Products encompass gold/silver/platinum/palladium bars and coins, diamonds, watches, jewelry, historical coins/banknotes, and industrial precious metals.

Differentiator

Problem solved

Functional benefit

Brands

• Pre-owned Goudwisselkantoor: Pre-owned jewelry and watches retail platform, formerly known as Reclaimed Jewels and Reclaimed.
• Veilinghuis de Ruiter

Products and services

• Gold Bars Investment gold bars in weights from 1g to 1000g, 99.99% purity (24 karat), from LBMA-certified producers including Umicore, Heraeus, Metalor, PAMP, Perth Mint, and Valcambi, sold VAT-free as investment gold.
• Gold Coins Investment gold coins including Krugerrand, Maple Leaf, American Eagle, British Sovereign, and the Dutch Golden Tientje, sold VAT-free for investment purposes.
• Silver Bars Investment silver bars of 99.99% purity from certified producers such as Umicore, available in weights up to 1000g, subject to 21% VAT in the Netherlands.
• Silver Coins Investment silver coins including Maple Leaf, Philharmoniker, American Eagle, and Dutch silver guilders; new coins subject to 21% VAT and used coins sold under the margin scheme (no VAT).
• Platinum and Palladium Bars and Coins Investment platinum and palladium bars and coins, with platinum bars subject to 21% VAT and platinum/palladium coins sold under the margin scheme.
• Diamond Buying and Selling Service to buy and sell loose diamonds and brilliants, available through physical locations and the auction platform.
• Pre-owned Watches Authenticated pre-owned luxury watches from brands including Rolex, Omega, Cartier, Breitling, Hublot, Audemars Piguet, IWC, and Jaeger-LeCoultre, sold via the Pre-owned platform with warranty and return policy.
• Pre-owned Jewelry Pre-owned rings, necklaces, bracelets, earrings and pendants in gold (9k-18k), silver, and platinum, including diamond and gemstone pieces, sold with warranty and a 14-day return policy.
• Historical Coins, Banknotes and Medals Buy and sell service for collectible historical coins, banknotes, and medals available across physical locations and the auction platform.
• Silver Items (Table Silver and Decorative Silverware) Sale of silver items including table silver, silverware, and other decorative silver articles.
• Dental Gold and Antique Gold Buying Specialized service for selling dental gold and antique gold jewelry items through Goudwisselkantoor's locations.
• Industrial Platinum (Wire and Thermocouples) Buying Service for selling industrial platinum products such as platinum wire, thermocouples, and platinum crucibles.
• Pawning Service Short-term loan service allowing customers to temporarily exchange valuables such as jewelry and watches for cash while retaining ownership of the items.
• Veilinghuis De Ruiter Auction House Online auction platform for periodic sales of jewelry, watches, diamonds, silver, banknotes, and coins with buyer premiums and seller commissions.
• Precious Metals Buying Service Service allowing individuals to sell gold, silver, platinum, palladium bars, coins, and jewelry to Goudwisselkantoor with free, no-obligation valuations at 175+ physical locations.
• Free In-Person Valuation Service Free no-obligation professional appraisal of gold, silver, jewelry, watches, diamonds, coins and banknotes performed by certified specialists at any of Goudwisselkantoor's 175+ locations.

Quantifiable outcome

• 4.3/5 Trustpilot rating based on 3,157 reviews

Named customers2 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• GoldRepublic: Dutch online precious-metals dealer offering gold, silver, platinum, and palladium bars and coins to retail investors across Europe. Directly comparable to Goudwisselkantoor's Edelmetaalmarkt B.V. e-commerce business in product mix and target customer, but operates purely online without a large physical footprint.
• BullionVault: Global online platform for retail investors to buy, sell, and store physical gold, silver, platinum, and palladium. Comparable to Goudwisselkantoor's transactional precious-metals business in product and customer profile, though operates purely digitally with no physical retail network.
• Catawiki: Dutch-headquartered online marketplace and auction platform for collectibles including watches, jewelry, diamonds, and coins. Directly comparable to Goudwisselkantoor's Veilinghuis De Ruiter auction business and to its pre-owned jewelry/watches retail channel.
• Holland Gold: Netherlands-based precious-metals dealer and investment provider selling gold and silver bars and coins to Dutch and European retail investors. Highly comparable in product range and customer base to Goudwisselkantoor's precious-metals retail business.
• Pro Aurum: Germany's largest specialty precious-metals retailer with multiple offices, online shop, and trading desk for gold, silver, and platinum. Closely comparable to Goudwisselkantoor in product mix, customer type, and physical-plus-digital distribution model, with direct overlap in the German market.

Broad incumbents

• APMEX: One of the largest U.S. precious-metals e-commerce retailers offering gold, silver, platinum, and palladium products. Comparable in product breadth and retail customer focus but operates at much larger scale, primarily online, and primarily in North America.
• Sotheby's: Global auction house with a dedicated jewelry, watches, and collectibles division. Comparable to Goudwisselkantoor's Veilinghuis De Ruiter auction business in auction format and category mix, but operates at global luxury scale with far higher price points.
• The RealReal: U.S.-based online marketplace for authenticated pre-owned luxury goods including jewelry and watches. Comparable to Goudwisselkantoor's Pre-owned Goudwisselkantoor (formerly Reclaimed) channel in pre-owned luxury retail, authentication, and consignment business model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/goudwisselkanto

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goudwisselkantoor