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Les Gold is the owner of American Jewelry and Loan, as well as the father of Ashley Broad and Seth Gold. Unlike Ashley and Seth, Les is typically more patient when dealing with unruly customers though he will lose his temper after some time (one example of this is Les immediately losing his temper with a female customer who insults his Jewish religion.) Les cares for his children but can get very frustrated with their business skills as seen in many episodes. Les is shown to also have an affinity for classic cars and taxidermy.