Dunno how they work these things out but who's going to realistically pay 1800 quid for a gold chain?
From a jewellers point of view he's then got to add his profit on top of this, leaving a very small market of footballers and other stupid rich people as potential buyers.

You need some kind of specialist gold merchants, check the yellow pages.
There used to be one local to me but it closed down years ago, so they do exist.