How the hell do you sell it?

I had a gold bracelet from my younger days () which I wanted to flog, so took it to a jewelers for a valuation.....

Basically he said to value it for insurance purposes at £1800, so asked him If he wanted to buy it............. He then offers me £300

WTF is that all about, so after I stopped laughing I asked him If he was actually serious, and jis excuse was it needed cleaning!

So how the hell do you sell something like this?