The legacy of a master goldsmith.
The story of Al Pegno 1977 traces back to 1962, when an Italian master goldsmith founded his business. The breakthrough came in 1977, when the "Al Pegno" concept was born: a model inspired by the auctions of the historic Banco dei Pegni (Italian pawnbroking institution).
Today Al Pegno is owned by DAD S.R.L., registered with the OAM under code OCO4108, and led by Alessandro Fazio. The company operates by appointment only, with single payments of up to €250,000 per transaction.
"We don't sell a service. We offer discretion, expertise and the trust of a brand with sixty years of history in Italian goldsmithing."
Alessandro Fazio — CEO, Al Pegno 1977
The challenge: scaling a trust-based market.
When Deep Marketing began the collaboration, the brand was operating from just two stores. The task was to radically differentiate Al Pegno from the stereotypical image of generic gold buyers and build a digital ecosystem for rapid growth.
Scientific advertising and growth hacking.
The approach was built on multi-channel advertising with geo-targeted Google Ads for each individual location, growth hacking with new technology interfaces for customer retention, and continuous conversion optimisation. The result: an average close rate of 86% on generated appointments and an average customer value exceeding €1,400.
A digital identity worthy of the brand.
The website, designed by Deep Marketing, communicates accessible luxury, certified expertise, absolute discretion. Every element was crafted to convert: from the landing page to the mobile experience, optimised for the 65% of traffic arriving from smartphones.
TikTok: breaking the mould.
Launching a TikTok channel proved to be an extraordinary lever for brand awareness, with content blending education and entertainment. An approach no competitor had dared to attempt in the gold-buying sector.
From 2 to 10: exponential expansion.
From two initial stores, Al Pegno has opened locations in Milan, Milan CityLife, Monza, Turin, Bergamo, Verona, Brescia and Parma. Ten operational stores across eight Italian cities.
The numbers speak for themselves: in January 2026, gross commercial margin reached €690,622 with 492 clients in a single month. A growth story covered by MilanoFinanza.
"The collaboration with Deep Marketing didn't simply improve our online visibility. It transformed the way we think about growth."
Alessandro Fazio — CEO, Al Pegno 1977
