What are my lost and found property rights?

Question Details:

I found an extremely nice gold necklace about 2 weeks ago and have put ads out to try and find the rightful owner. For whatever reasons I don't fully trust handing this piece over to the police though my gut tells me I probably should. I would rather do the due diligence myself and try to find the owner on my own. It is a 24K gold rope necklace that is 24 inches long had it appraised around 13K and I wont go into other details for respect of the rightful owner. Legally should I and do I have to turn this into the police?- it was found on the side of a road in a pouch- and nobody has answered any of my ads. Can I continue to search for the owner on my own and after X amount of attempts and days can I assume ownership enough to sell it?

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