Auction vs Private Sale: What’s Best for Selling Fine Jewellery?
- Charlotte Rose
- Apr 16
- 2 min read
If you’re looking to sell fine jewellery, one of the biggest decisions you’ll face is whether to sell
privately or go through an auction house. Each route has its advantages — but which one will get you the best price, the right buyer, and a secure transaction?
At Furlong Auction House, we guide clients through both options, depending on their goals and the unique qualities of the piece. In this blog, we’ll explore the differences between auction and private sale, and help you decide which might be right for you.
Private Sale vs Auction: The Key Differences
Feature | Auction | Private Sale |
Speed | Fixed timeline – usually 4–6 weeks | Can be immediate or take longer |
Price | Determined by competitive bidding | Negotiated one-on-one |
Exposure | Global audience of collectors & dealers | Offered discreetly to known buyers |
Transparency | Public bidding with clear sale results | Confidential, with no public record |
Best for | Rare, high-quality, or branded pieces with market buzz | Items needing discretion or guaranteed minimums |
Why Choose an Auction?
Auctions offer a powerful selling environment for the right kind of jewellery:
Competitive Bidding
When multiple collectors want the same piece, prices can exceed expectations. This often happens with:
Signed pieces by Cartier, Van Cleef & Arpels, Tiffany & Co.
Rare or large diamonds and coloured stones
Antique jewellery with provenance
Global Exposure
At Furlong, your piece is marketed internationally — both online and through our network of collectors, dealers, and connoisseurs.
Expert Curation
Our jewellery team, led by Charlotte and Seth, ensure your items are professionally catalogued, photographed, and presented to the right buyers.
Transparent Results
You’ll see the hammer price and know exactly what your piece sold for. The process is open and fully traceable.
Why Choose a Private Sale?
In some situations, a private sale is the better route:
Discretion
Selling a high-value item discreetly might be your top priority. Private sales keep your identity — and the transaction — confidential.
Targeted Buyers
If we know we already have a buyer looking for a piece just like yours, a private sale can result in a fast, seamless transaction.
Flexibility
Prices are negotiated, not dictated by bidding. That can be ideal if you want a specific figure or are under time pressure.
So, Which Should You Choose?
Here’s a quick guide:
Choose Auction if your piece is rare, high-value, or has strong market appeal.
Choose Private Sale if you need discretion, speed, or a specific return.
At Furlong Auction House, we offer both options — and our team will advise you on which strategy gives your jewellery the best chance of success.
Ready to Sell?
Whether you're selling a single piece or an entire collection, our in-house specialists are here to help.
Book a Free Valuation with Furlong’s Jewellery Department and discover your best route to market.
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