"Not every internet gold buyer is dishonest," says Michael Gusky, whose company, GoldFellow.com has no complaints against it. "GoldFellow.com," according to Gusky, "was created to provide consumers a safe, competitive and easy method to sell unwanted gold, sterling silver and platinum."

A 30-year gold jewelry industry veteran, Gusky attributes his company's success and rapid growth to a higher level of trust achieved through his company's transparent business practices and higher payments.

"The owners of GoldFellow(R) are the most honest and ethical dealers I have had the pleasure to do business with," says Carla Stern who first tried to sell her unwanted jewelry to two other internet gold buyers. "GoldFellow(R) paid me $1800 for the same package I had sent to a highly advertised on TV and Internet dealer, who tried to pay me only $310," explains Stern.

Gusky has a theory for why his pricing is so much higher than the competition's.

"We could spend millions on television like the competition - or we could put the cash in our customer's pockets. We prefer to pay the customer higher prices," he says.

According to the company's Website, www.goldfellow.com, the company's competitive differences include providing every customer with free FedEx(R) shipping and insuring each package for $1000. Its complete online payment schedule is updated daily and unlike many competitors, GoldFellow(R) customers must see and accept their offer before they are paid.

"Don't take my word for it," says Gusky. "Do your homework."

Gusky strongly recommends reading a company's Website and comparing policies and pricing before choosing a gold buyer.

"Ask how much you will be paid for one pennyweight of 14 karat gold jewelry and compare prices. Ask if you will be notified of your value before you're paid," he suggests. "And for goodness sake, never agree to drop your valuables in a regular mailbox. There's no record or proof that it has been mailed - and it's not insured although many of our competitors would like you to believe otherwise."

Gusky, and his wife Robin who is also active in the company, made their reputation during 30 years in the gold jewelry business. Their company grew to become the largest karat gold jewelry manufacturer in America, culminating with a sale to Warren Buffett's, Berkshire-Hathaway in 2007.