What the Sell?! TV Poster Image

What the Sell?!



Lighthearted antique show is informative and fun.

What parents need to know

Positive messages

The series showcases strong family connections and offers information about the history and appraised value of the items that are brought in to the store. It also offers some details about what goes into appraising items, as well as bargaining techniques.

Positive role models

The three women are savvy but fair businesswomen with a wealth of expertise in the antiquities field. They are very close and work well with each other.

Not applicable

Occasional sexual innuendo, including references to sexless marriages. One episode features Gloria signing on to a dating website.

Not applicable

The series features The Perfect Thing antique store. It also discusses various brands from the past that make the antiques valuable in the present.

Drinking, drugs, & smoking

Occasional references to drinking.

Parents Need to Know

Parents need to know that this docuseries -- which follows three generations of women running their high-end antique store outside of Chicago -- is very mild. Despite some brief and lighthearted references to drinking, dating, and sex, the overall content is tame. Kids probably won’t be that interested, but older viewers may find the brief discussions about the items’ history and value interesting as well as the characters charming.

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What's the story?

WHAT THE SELL?! follows three generations of wheeling and dealing women at their Wheaton, Illinois high-end antique store. Certified Appraiser Judith Martin, along with mother Gloria Moroni and daughter Kate, run The Perfect Thing, a large antique store that buys and sells everything from historic art to dinosaur eggs. The savvy team of businesswomen show off their expertise and their negotiating skills while they appraise things from rare fur covered rocking horses to old-fashioned weight-loss machines. Making a great sale isn’t always easy, but they definitely have a great time doing it.

Is it any good?


The series offers some education in antiquity dealing as the women discuss the history and value of items with clients. Meanwhile, Grandma Moroni, the family matriarch, creates some fun family moments thanks to her saucy humor.

Folks who like this sort of thing will probably find the history and appraisals of some of the artifacts featured here interesting. But most viewers will probably find that the upbeat personalities of the Midwestern trio is what makes the show fun to watch.

Families can talk about...

  • Families can talk about antiques. What makes something a valuable antique vs. something that’s just old? What kinds of things do appraisers look for when determining the value of an item? Do you or your family have anything that you think might be an interesting and/or valuable antique?

  • How can the media entertain audiences while serving as an educational tool? Do you think antique shows like this one are successful at both?

TV details

Premiere date:November 14, 2010
Cast:Gloria Moroni, Judith Martin, Kate Martin
Genre:Reality TV
TV rating:TV-PG
Available on:Streaming

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