• Why Invest in GOLD?
    Gold is the most stable asset class known to man. Gold sustains value in times of economic uncertainty.


The glittering yellow metal, not only aesthetically desirable but also monetarily valuable, is a unique commodity; an asset that is accumulated and not consumed, and hence considered a store for value. Having lived through the history of civilization as a safe haven investment and >maintained its aura as a store for value, with a reliably limited supply and a stable increasing demand, the glittering yellow metal shines as a hedge against inflation, demonstrates resilience to monetary shenanigans and exhibits a negative correlation to stocks and indices. With the earliest traces of Gold found in human civilization dating back to --- BC, the usage has varied from jewelry and ornament to currency, but throughout the --- years the lure of gold neither the lore of preserving wealth in this form has diminished.

  • Wealth Insurance
  • Timeless Currency
  • Reliable rare
  • Portfolio Diversifier
  • Hedge against uncertainty – Fiat currency
  • Durability
  • Convenience and portability
  • Divisibility
  • Consistency
  • Primary Asset – No one else’s liability.

Why NOT Gold?

The investment in gold, be it in any form, ETFs, Gold Stocks, Future Contracts or Bullion, faces severe critique from the pundits of investment and gurus of financial management.

  • Gold is emotionally driven – a refuge for the apocalyptic worrier, exhibits volatility in times of uncertainty.
  • Physical Gold bullion, due to the high value per unit volume is considered to be high risk, if vaulted and insured, a high cost item.
  • Gold is political – demonstrating volatility in times of geo/political unrest.
  • Gold is anti-dollar and
  • Gold is not edible – If held as a doomsday safe-haven, gold will become as useless as the fiat currencies.
  • Gold is useless – with no significant industrial application the demand for gold is limited to jewelry and investment.
  • Gold has no real demand – due to limited utility and psychosis driven demand, the price of gold (and the return are only perceptual.
  • Gold is expensive and complex– high value per unit volume translates to relatively higher monetary value in investment and the security of investment in bullion is cumbersome and well as costly.


Gold sustains value in times of economic uncertainty. Gold has historically also been used as money. With investment demand increasing significantly, the time frame for buying gold at today’s prices may be running out.

  1. A Safe Haven

    There is one asset that has long been considered “money”: Gold. It has been the definitive medium of exchange, used for many centuries. But in these modern times, does gold still have relevance? No matter how ‘modern’ a society gets, economic laws,issues of scarcity and time must remain with us. We hope to show in this article that the characteristics of money do not change just because technologies improve or because trade between people expands.

  2. Gold, the Market’s Choice

    Gold serves as protection when currencies depreciate. Depreciation tends to happen when governments issue debt in the form of bonds beyond their ability to pay back. We become aware of such currency depreciation when prices of goods and services go up.

  3. Maintain Purchasing Power

    The purchasing power of one ounce of gold tends to remain the same over time, and in a stable-money environment where production increases, purchasing power actually increases, because there are less units of money chasing more units of goods and services.

  4. Gold Bubble

    Mainstream awareness of precious metals and their value in times of crises is rising, but still quite low. Many analysts suppose that gold is already in a ‘bubble,’ and it has popped after over a decade of a constantly-rising price. It is claimed that gold is the fixation of people stuck in the 19th century, and could not be used in our modern society where money is transferred digitally across borders within seconds. When looking at gold, these critics suppose that it is quite useless apart from its ornamental significance.

  5. Invest With No Counterparty Risk

    While there are exchange-traded funds, precious metals mutual funds, mining stocks and futures for trading gold, the single most important means of investing is in the physical bullion itself. You have to have it in your possession, or at least stored safely in a vault.

    When holding physical gold, there is no counterparty risk. That is, you do not have to worry about another party, in particular a bank, going bankrupt, or defaulting on its obligations. You hold the gold, and there is no middleman whom you have to trust for ensuring that your wealth is kept intact.