What the Sell?! follows a family of master appraisers. The shop is run by a three-generation appraising team of: Kate, the daughter, Judy, her mother, and Gloria, her grandmother. Viewers will be taken into their hectic days managing their extremely large antique store just outside of Chicago, Illinois. Working together, this family discovers immaculate vintage jewelry, decorative accessories from around the world, historic art & photographs and even archaeological finds that walk into their store. With quick wits and savvy business sense, these ladies barter, buy and sell these timeless treasures like it's just another day in the office.