For centuries, gold has been considered a good investment for rainy days. But when the rainy days arrive, people often realise that buying gold is far easier than selling it. Sellers have to go to a souk in person, negotiate face-to-face, and often aren’t sure if the valuation is fair. Some jewellers only offer an exchange, not cash. Others cap how much they’ll buy.
Rishi and Jash Vaya, third-generation jewellers at Al Fujairah Jewellers LLC since 1978, saw this gap and built solution backed up by years of expertise & trust in the market to bring convenience to the customer’s doorstep.
SellYourGold.ae (SYG) lets customers book a free gold valuation online, for anything from a single ring to a large collection, anywhere in the UAE. The SYG team comes to the customer’s home, does the valuation on the spot, and only once the customer is happy with the offer do they decide whether to sell. If they choose to sell, SYG handles the paperwork and pays instantly, with no cap on the amount.
Customers get in touch via WhatsApp or the SYG website, SellYourGold.ae, and book a home visit at a time that suits them. Visits are available Monday to Saturday across all seven emirates, with no minimum quantity or value required. Whether it’s a gold bar, a chain, or a larger volume, an appointment can be made for any amount.
A trained SYG buyer arrives with certified digital scales and portable testing equipment that verifies karat and purity instantly. Every reading, weight, and calculation is shown to the customer in real time. Gold is priced against the live spot rate for the relevant karat, with any deduction explained upfront before the transaction takes place.
The valuation itself is completely free of cost and comes with no obligation to sell. Customers can have their gold assessed, review the offer, and then decide whether to proceed with the sale.
Once the customer accepts the offer, payment is made immediately. Bank transfers are instant with no maximum limit, while cash payments are capped at AED 50,000 per transaction. Every sale concludes with a formal invoice, which SYG treats as mandatory and non-negotiable to protect the customer and ensure full compliance.
Rishi Vaya, Co-Founder, SellYourGold.ae, said:
“Selling gold in the UAE has always meant a trip to the souk, negotiating in person, and hoping you’re getting a fair rate. We built SellYourGold.ae to remove that entire process and bring it to the customer’s doorstep instead with the same certified testing and live pricing you’d expect from a trusted jeweller, just without the travel or the guesswork. Being backed by Al Fujairah Jewellers’ history since 1978 means we’re not a startup experimenting with people’s gold; we’re applying decades of trust to a much more convenient format.”
Jash Vaya, Co-Founder, SellYourGold.ae, said:
“What we kept hearing from customers was the same set of worries: Is the scale accurate, is the price fair, and will I get paid properly? So every part of the service was designed to answer those questions in front of the customer, in real time: certified equipment, live spot-rate pricing, and a formal invoice on every single transaction, no exceptions. Whether someone is selling a single chain or liquidating gold bars built up over years, they should walk away with total clarity on what happened and why.”
Case Studies at SYG
SYG’s model has already supported a range of UAE residents with different needs. In one case, an expat professional used several separate SYG visits to sell gold accumulated over the years, in order to help fund his daughter’s university education abroad, completing the process without a single trip to a souk.
In another, a UAE-based investor who had been accumulating 24k gold bars over several years used SYG to liquidate his holdings in a single visit when prices peaked. The full transaction from evaluation to bank transfer completed in under an hour.
A long-time resident with a collection of inherited jewellery, unfamiliar with how to sell gold and concerned about getting a fair price, was walked through every step of the evaluation and completed the sale at the live market rate in under thirty minutes.
Alongside the home-visit service, SYG is also preparing to open its first physical storefront by the end of 2026, giving customers a walk-in option that complements the existing door-to-door model.
