If you would, post a copy of your ad and I might have some suggestions.
Pawn shops usually sell to the first guy that walks into the door with the cash. Flyers might or might not work. If using flyers, it may be best to have them call for a quote. Just say, "Highest Prices." They buy from the public for about 50 cents on the dollar and end up selling for about 7% to 8% under spot. Don't quote them this way, however. Every day, figure out the exact dollar figure you're paying for all of the different varieties - 8KT, 10KT, 14, 18, 22. Sometimes, you'll have to adjust the prices during the day if the price takes a dump. Watch the market. You'll have to have a touchstone and some acids and learn how to use them. You'll need a scale (best) or you can tie up their scale. Don't forget that, before 1980, manufacturing jewelers were allowed a 1/2 karat leeway in their jewelry. And, probably many made their jewelry 1/2 K under. Take this into consideration in the pricing. Watch out for chains or other jewelry than has multiple parts, like watches. On chains, the clasp is usually the only thing marked. That doesn't mean that the rest of the chain is karat gold. Same with watches. Also, chains sometimes contain solder. It can be a tricky business.
Don't forget jewelers and jewelry repair shops. They buy scrap, also. They work about the same as pawn shops.
I'll add more later