Reality television shows are always questionable in terms of how real they truly are. In the case of pawn stores, the reputation that shows like “Pawn Stars” has created can be considered detrimental to real business owners. In the case of London’s Forest City Pawn, owner Scott Michael Noel says these types of television shows put distaste in the mouths of potential customers.
Potential customers enter his shop with apprehension. According to Noel, “people often come in and they kind of stereotype this type of an industry, a second hand goods industry, in relativity to the TV show. […] most the time people do not smile as a customer.”
Despite customer apprehension, Noel prides himself on running an honest business, knowing that customers will not return if they don’t feel respected. He is simply trying to make a living doing something that he loves.
Forest City Pawn has a wide range of inventory, including electronics, coins, jewelry, and an ample supply of video games. Noel’s main interest lies with the jewelry, as he enjoys the art behind identifying the items value.
Noel shows us his diamond testing kit, in hopes of showing people one way in which he runs an honest business: