The average value calculated based on the Ipsos Doxa-Affide survey on family jewelry.
It is nothing new that gold and jewelry are viewed as a desirable asset. This concept is confirmed by the 2026 Ipsos Doxa-Affide report on Italian households. The survey—based on 1,491 interviews, including a sample of 1,005 people representative of the adult Italian population—reveals that 85% of Italians view their jewelry and valuables as an economic resource rather than merely a sentimental keepsake. Surprisingly, 15% do not share this view. In 2024, the same response was given by 75% of respondents. Another finding is that Italians are wealthy—at least according to their own statements: each respondent owns an average of seven precious items, with an average gold holding of 54 grams. Based on an October 2026 value of approximately €120 per gram, this equates to an average holding of valuables worth €6,480.
However, these pieces of jewelry often remain tucked away in drawers: 68% of owners wear fewer than five items per year. Yet, these forgotten jewels raise security concerns: 60% of the sample express worry about the risk of home burglary, given that 35% have personally experienced a break-in or know a family member who has. Conversely—and interestingly—40% of Italians are not particularly concerned.
The research, however, has another purpose: to remind people that forgotten jewelry can be converted into cash. Affide, the company that commissioned the survey, is a major player in the pawn-lending sector and part of the Austrian Dorotheum Group, which specializes in auctions. The research highlights a key insight: while 38% of respondents claim to know the true value of their assets, 77% lack the expertise to appraise them independently. Notably, 11% of the sample identified pawn lending as a relevant option.
Although Italians are well aware of the economic value of their precious assets, they still struggle to appraise them independently. In this context, Affide’s services represent an extraordinary opportunity—one that many have yet to discover. As the study reveals, the company perfectly addresses the dual need to secure immediate liquidity for projects or unexpected expenses while simultaneously retaining ownership and ensuring the safe custody of one’s assets. Furthermore, the strong shift toward the circular economy and growing openness to auction-based sales confirm that our long-standing expertise in this sector aligns precisely with market demands.
Andrea Rotunno, General Manager of Affide
