MADISON, Wis. -- TV commercials advertising cash for gold companies might have some people thinking about going through their jewelry to see if they can make a deal.

But how can people be sure who their dealing with and what they'll end up getting in return? In this "Good Question," WISC-TV looked into cash for gold companies and found that people might now want to jump at the advertisements in their search for a deal.

Master goldsmith Bill Howard, Stoughton's very own cash for gold expert, runs the Howard Academy for the Metal Arts. He also runs "Your Gold Sold."

Companies promising case for gold have become more prominent, and Howard said he's not surprised.

"It has to do with the economy," Howard said.

He said more and more people are looking for a quick way to get cash.

Howard's operation runs like many of the other national companies but on a much smaller, local scale. He tests the gold, finds the current market value and determines what each piece is worth, WISC-TV reported.

"We like to think, 'We're from Wisconsin; we like to give you a better deal than these other guys,'" Howard said. "And in some cases, our prices have worked out to more than five times as much."

But is it really worth it? WISC-TV's Marc Lovicott put his own gold -- and memories -- on the line.

"(My class ring has) been sitting for 10 years, un-worn," Lovicott said to Howard. "What would you do with that?"

Howard tested and weighed the ring -- it came in at 11.41 pennyweight. Knowing it was 14-karat gold, Howard used the latest prices to give a quote. He determined it was worth $132.

Within 10 minutes, Lovicott gave the go-ahead, got the cash and watched his class ring melt before his eyes.

Howard said dealing locally, with him or other local jewelers, is likely the best option for consumers looking to clear out their jewelry boxes. He said they might even get more money for their gold.

Half of the profits from Howard's gold buying business go back his school, the Howard Academy of Metal Arts. The money helps with scholarships for students. For more information, visit www.yourgoldsold.com.