Ever since the "gold rush" began around two years ago, hundreds of "gold buyers" have emerged, seeking to capitalize on consumers' desires to sell their gold jewelry and scrap gold while gold prices remain high. Unfortunately, as with any kind of hot consumer trend, these new businesses often seek not to serve customers while making a fair and ethical profit, but to take advantage of consumers.

In today's marketplace, we find gold buyers who prey on customers' needs for quick cash, convincing them to sell their gold at prices far below what a reputable gold buyer would pay them. These unscrupulous buyers are in the gold buying business simply to make a fast buck while the gold craze lasts.

To help gold sellers reduce the risk of being caught in a gold scam, San Diego Jewelry Buyers offers the following tips.

1) Beware of gold buyers who pressure you to sell in any way.

2) Beware of gold buyers who "lowball" the customer first, then when the customer declines, offers a slightly higher amount of money. Ethical gold buyers offer you their best price right from the start.

3) Beware of gold buyers whose ranking with the Better Business Bureau is lower than a B. Learn more about the company by reading any BBB complaints that have been filed and examine their online customer reviews via Google.

4) Beware of gold buyers who do not make you a buying offer immediately on examining or receiving your gold.

5) Beware of gold buyers who do not test and weigh your gold directly in front of you.

6) Beware of gold buyers that don't have a bricks and mortar office and exist solely online, as well as gold buyers who have no track record in the gold buying and jewelry buying business.

7) Beware of online gold buyers who work via eBay or other online auction sites who have low (or little) customer feedback scores or who are located outside the United States.

8) Beware of mail-in gold buyers who do not insure your package for the full price of the gold or fail to provide a tracking number for shipment. Check the insurance and tracking details before sending any gold in the mail.

9) Beware of gold buyers who say they are the best place to sell your gold because they are a gold refinery and eliminate the middle man. Some "gold refinery" gold buyers have been found by investigative journalists to pay among the lowest prices for gold. Research the gold buyer (be they a gold refinery or not) before doing business with them.

10) Beware of mail-in gold buyers that offer only a 10 day guarantee. This time period can be "gamed" so that they don't receive your refusal and returned check in time to return your gold. If dealing with a mail-in gold buyer, look for a 30 day guarantee.