After a difficult experience selling his inherited jewelry, Brandon Aversano wanted to create a more dignified alternative with Newtown-based Alloy Market, writes Rebecca Logan for the Philadelphia Business Journal.

Diagnosed with testicular cancer in 2022, Aversano tried selling his grandmother’s jewelry to cover some medical costs at a pawn shop, but was offered just 20 cents on the dollar.

The 30-year-old, a member of the LGBTQ+ community, felt bullied by the experience and left his banking career to found an online platform that offers seamless, transparent, and fair transactions for people parting with precious metals.

The business made $1 million in revenue during its first year, which has since multiplied several times over.

“I think we’re going to change jewelry resale in the United States,” said Aversano. “We’re well on our way to doing so.”

The company is currently buying jewelry at a record pace and exploring ways to sell pieces intact, rather than relying solely on the existing melt-down-for-metal option. That will attract a wider demographic of customers, he believes.

“Alloy will be a very significant player in the second-hand jewelry market in the next five to 10 years,” he said.

Learn more about how Brandon Aversano’s Alloy Market is transforming the jewelry resale experience and his personal story in the Philadelphia Business Journal.

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