South Wales family gold counter · est. 1992 · three shops

☎ 07769 792553 · sales@goldreserves.co.uk

Swansea · Llanelli · Cardiff · since 1992 · 5★ on 3,142 Trustpilot reviews

South Wales' family gold counter, since 1992.

Founded 18 May 1992 by the Middleton family. Today run by Peter John Middleton, with daughter Zara on the register. Three high-street counters: stall 35 inside Swansea Indoor Market, four Stepney Precinct in Llanelli, and 105 to 109 inside Cardiff Central Market. We buy, sell, repair and trade gold, silver, platinum, palladium, diamonds, coins and bullion. Over half the stock on the counter has been reborn through our buying counter.

See the gold-buying counter Find your nearest shop

1992family run since

3 shopsSwansea · Llanelli · Cardiff

5★ / 53,142 Trustpilot reviews

XRF testednon-destructive in front of you

The Gold Reserves team standing behind the jewel counter at Swansea Market, beneath the EST. 1992 crown signage.

BEHIND THE COUNTER
Stall 35, Swansea Indoor Market.

UK's highest-rated goldsmith on Trustpilot.

3,142five-star reviews

34 yearsSouth Wales trading

175 kggold recycled last year

The differentiator

We buy gold the way it should be done.

Most high-street gold buyers still scratch your piece against a touchstone, or drop nitric acid on a hidden corner, or both. Both leave permanent marks on something you may have inherited. We do neither. Every valuation runs on a non-destructive X-ray fluorescence rig, watched at the counter, paid same day.

175kg gold recycled in 2025 · 195,000 tonnes of ore left in the ground

You bring it in

Any state, any carat from 9ct to 24ct. Gold, silver, platinum, palladium, diamonds, coins, bullion, scrap, broken chain, single earrings, unmarked heirlooms. No minimum, no maximum.

We test it on XRF

X-ray fluorescence spectroscopy. Reads alloy percentages from the surface in seconds. No contact, no acid, no scratching. You stand at the counter and watch the reading. No marks, no damage, no compromise on heirlooms.

You walk out paid

Live spot price by carat and weight, written on a receipt. Same-day cash or bank transfer. Our Price Promise guarantees we beat any genuine same-day quote from another high-street buyer. Refused valuations always returned to you, no questions.

Four counters under one crown

Sell, buy, repair, trade in.

The same family-run counter handles every direction the metal goes. Walk in with something to sell, walk out with something new. Bring in a piece that needs work, leave with it returned in a week. Browse the cabinet for an engagement ring you have not seen on every other high street.

Counter one

Sell to us

Walk in to any of the three shops with gold, silver, platinum, palladium, diamonds, coins or bullion. Scrap, broken, vintage, hallmarked or unmarked. Valued in front of you on a non-destructive XRF rig, paid same-day in cash or by bank transfer. No minimum, no maximum. Photo ID and proof of address required by law.

Counter two

Buy from us

Diamond engagement rings, gentlemen's signets, wedding bands, chains, vintage and estate pieces across 9ct, 18ct and 22ct gold, platinum and silver. Over half the stock on the counter has been reborn through our buying counter, refurbished on the bench, then resold.

Counter three

Repairs and resizing

Ring sizing, chain solder, claw retipping, clasp and bail replacement, polish and rhodium on white-gold work. Brought in at any shop, sent to the bench, returned within the week for most jobs. Quoted before any work begins.

Counter four

Trade-in

Bring an old piece you no longer wear, walk out with something you will. Your buy price is set against the retail price of whatever you choose from the cabinet. Difference paid either way, in cash or by card.

From the cabinet

A selection from the display counter.

New and pre-owned, side by side. Over half the pieces in the cabinet have come in over the buying counter, been refurbished on the bench, and returned to the floor at a fraction of the new-piece price.

Solitaire diamond ring set in yellow gold from the Gold Reserves cabinet. — **Solitaire diamond · 18ct yellow gold**
From the diamond cabinet, Swansea.

Heavy yellow-gold curb chain laid across a dark surface. — **Curb chain · 9ct yellow gold**
Gentlemen's counter, Llanelli.

A row of gold and silver bracelets laid out on the velvet counter. — **Estate bracelets**
Pre-owned, refurbished, recently rehomed.

The family

Three generations of Middletons on the register.

Gold Reserves Limited was incorporated on 18 May 1992, with the first counter at Swansea Market. The first generation, Peter Douglas Middleton and Eileen Ann Middleton, ran it through the nineties and the early two-thousands. In 2010 their son Peter John Middleton took over as Director. In 2019 his daughter Zara Lee Middleton joined as Company Secretary. Three generations, one register, one family.

Peter John holds a BSc (Hons) in Environmental Conservation, which is what drives the recycling-first angle of the business. Over half of every piece on the cabinet is reborn. The 175 kilograms of gold that came through the counter in 2025 represents nearly 200,000 tonnes of ore that did not need to come out of the ground.

We set the Gold Standard for honesty, fairness, and genuine value. No inflated pricing, no high-pressure sales, no scratched heirlooms. The Middleton family · goldreserves.co.uk/about

1992

Gold Reserves Limited incorporated on 18 May, with the first counter at Swansea Market.

1999

Peter Douglas Middleton appointed Director. The Middleton family becomes the family behind the business.

2010

Peter John Middleton (son) steps up as Director. The second generation takes the lead at the counter.

2017

First-generation Peter Douglas and Eileen Middleton step down after eighteen years on the register.

2019

Zara Lee Middleton joins as Company Secretary. Three generations now on record.

2025

175 kg of gold recycled through the counter in a single year, equivalent to nearly 200,000 tonnes of ore left in the ground.

Today

Three high-street shops at Swansea Market, Stepney Precinct in Llanelli and Cardiff Central Market. 3,142 five-star Trustpilot reviews.

Three counters across South Wales

Two market halls and a precinct.

Walk in to any of the three. The same XRF rig, the same Price Promise, the same Middletons at the counter. The Swansea and Llanelli shops are the original two-town family business. Cardiff joined the row most recently, inside the Hayes-end Victorian market.

Gold Reserves Swansea

35 Swansea Market, Swansea SA1 3PF

Hours: Mon-Sat 09:00 - 16:30 · Sun 11:00 - 15:00
Phone: 07787 051469
Nearby: Inside Swansea Indoor Market, central jewellery row. Two minutes from Castle Square.

35 Swansea Market, Swansea SA1 3PF. Open in Google Maps ↗

Gold Reserves Llanelli

4 Stepney Precinct, Llanelli SA15 1YN

Hours: Mon-Sat 09:00 - 16:00 · Sun 11:00 - 15:00 (December only)
Phone: 07769 792553
Nearby: On Stepney Precinct, off Stepney Street. Two minutes' walk from Llanelli rail station.

4 Stepney Precinct, Llanelli SA15 1YN. Open in Google Maps ↗

Also in Cardiff. The third counter sits inside Cardiff Central Market at 105-109, on the Hayes / St Mary Street end. Phone 07787 226896. Open Mon to Sat 09:00 to 16:30.

Cardiff on the map ↗

Get a quote

Tell us what you have, we will quote it.

For a sell quote, send a couple of photos and a rough weight if you know it. We come back to you the same working day with a guide range, and you bring the piece in to one of the three shops for the live XRF valuation and same-day payment.

For a buy or repair enquiry, tell us what you are after or what needs doing. We confirm the work, the timing and the price before any bench work begins.

Or just walk in. The shops are open six days a week and the counter is always staffed.

Questions we get every week

FAQ · plain answers.

Will you mark or damage the piece while you value it?

No. Valuations run on an X-ray fluorescence (XRF) spectrometer that reads alloy percentages from the surface in seconds, with no contact and no chemicals. We do not use the scratch / streak test on a touchstone, and we do not use the nitric-acid drop test. Both leave permanent marks, and family heirlooms deserve neither. You stand at the counter and watch the reading.

How much will I get for it?

Live spot price by carat and weight, quoted in front of you, written on a receipt. Our Price Promise guarantees we beat any genuine same-day competitor quote from another high-street buyer. If you have it in writing from another shop today, bring it in.

Do I need ID to sell?

Yes. Photo ID (driving licence or passport) and a proof of address (a utility bill or bank statement within the last three months). This is a legal requirement under UK money-laundering rules, not a Gold Reserves quirk. Bring both and the sale takes 10 minutes.

Can I sell from outside South Wales?

Yes. Request a secure pack and we send insured Royal Mail Special Delivery packaging out by return of post. Send your items back in the same packaging. We test on XRF, send you the quote, and pay by bank transfer within 24 hours of you accepting.

Can I trade an old piece in for a new one from the cabinet?

Yes. We weigh and value the piece you are bringing in, then set that against the retail price of whatever you choose from the counter. If your piece is worth more than the new one, we pay you the difference in cash. If it is worth less, you pay the balance by card or by 0%-interest finance.