Gold’s Role in the Third Industrial Revolution
Posted onIn recent years, talk of the Third Industrial Revolution has reached the mainstream. Much of this discussion comes from economic and social theorist Jeremy Rifkin. He wrote the book on it, literally. His 2011 release, The Third Industrial Revolution: How Lateral Power is Transforming Energy, the Economy, and the World, lays out his theory on how the global economy will change in just a few decades.

He presents this idea as one consisting of five “pillars.” That is, the Third Industrial Revolution will will consist of:
- Renewable energy
- Micro-power plants
- Hydrogen storage technologies
- Internet-enabled energy grid
- Electric transport fleet
Rifkin explains, “The establishment of a Third Industrial Revolution infrastructure will create thousands of new businesses and millions of jobs and lay the basis for a sustainable global economy in the 21st century.” With such far-reaching implications, it seems reasonable to expect that the planet’s natural resources will undoubtedly have a role in this transformation. Here, we look at gold’s role in the Third Industrial Revolution.
A Renewable Resource
Recycled gold comprises an increasingly large portion of the global supply. Research from The World Gold Council shows that “Whilst newly mined gold has averaged approximately 70% of total supply over the last 10 years, annual mine production has been consistently less than 2% of total stocks of above-ground gold.” This trend fits squarely within the above pillars of the coming Third Industrial Revolution. Gold is constantly recycled. Moreover, recycled gold now makes up approximately 30 percent of the total annual supply according to the same body of research.
Lower Emissions
Given it’s scarcity, gold is extremely emission-intensive. Research from the World Steel Association, Global Market Intelligence, and others, show that gold represents a significantly greater emission intensity per unit mass than other raw materials like aluminum, copper, zinc, and lead. However, additional research shows that the total greenhouse gas emissions from gold are actually less than that of coal, aluminum, and steel. How is this possible? Because gold deposits and sources are so rare, there are far fewer mining operations. Therefore, the relative emissions are lower than those stemming from major industrial materials.
A Key Player in a Low-Carbon Future
Additional research from The World Gold Council finds that “if an investor holds an investment in newly-mined gold for nine years or more, the annualized GHG footprint of the investment is lower than the annual GHG footprint of an equivalent-value investment in the S&P 500.” This finding is important because more investors today are seeking opportunities to make the savings grow in ways that are sustainable and environmentally sustainable. In fact, in a recent study from Morgan Stanley, researches found that “71% of investors seek sustainability.” This drive not only comes from a sense of responsibility for the planet, it comes from the belief that companies with a focus on the environment will use their resources efficiently, thereby minimizing waste and boosting profitability. It’s not surprising to learn that green initiatives “saved $422 million and reduced electricity use by 5.8 billion kWh over a 12-year period,” according to Morgan Stanley.
The Third Industrial Revolution is coming. Be prepared.
The July Blanchard “Test Your Coin IQ” Quiz
Posted onTest your coin IQ with July’s installment of this popular column.

- What is the name of the US Mint built during the Georgia Gold Rush?
Extra credit: What is the date range of the coins minted there?
Answer: The Dahlonega Mint in Georgia. Coins minted at the Dahlonega Mint are highly sought after by collectors due to the historical significance of the mint, low survival rates and low mintage of the coins produced there.
The Mint Act of 1835 established the creation of a branch in the state of Georgia to mint gold coins only. The Dahlonega Mint produced coins from 1838 through 1861. Denominations minted there include $1.00; $2.50 (quarter eagles); $3.00 (1854 only); and $5.00 (half eagles). In total, more than $6 million in gold coins were minted at Dahlonega.
The outbreak of the Civil War changed it all. The mint was closed and never reopened. In 1878, the building was destroyed by fire but the massive foundation remained intact. Visitors today can see North Georgia College’s Price Memorial Hall which was built on the original foundation. The building’s spire features an incredible 23 ounces of Dahlonega gold. At the Georgia State Capitol, visitors can admire 60 ounces of Dahlonega gold on its dome.
- In what country did authorities arrest the infamous thief who stole a bucket of gold in 2016 broad daylight from the back of an armored truck in New York City near Rockefeller Center?
Extra credit: How much was the gold worth?
Answer: The authorities arrested Julio Nivelo in Ecuador by local police and members of U.S. Immigration and Customs Enforcement.
The precious metal had been sitting unattended in a bucket in the back of an armored truck with its rear doors open wide. The thief saw opportunity as the two guards were distracted and talking by the front of the truck. Nivelo grabbed a five-gallon metal bucket out of the back and took off down the sidewalk as fast as he could go.
Nivelo stole nearly $1.6 million worth of gold.
- How much did an 1804 Dollar sell for at auction in 2017?
Extra credit: What year was the 1804 dollar actually minted?
An 1804 U.S. Silver Dollar sold for $3.29 million dollars in March 2017 at a public auction. The coin was graded by PCGS. Considered by many collectors to be the ultimate trophy coin it features a bust of a woman with flowing hair who represents liberty. The 1804 silver dollar is not only rare – only 15 are known to exist – but it boasts one of the most fascinating historical stories of any U.S. coin.
The 1804 dollar, despite its name, was first minted in 1834!
Back in 1804, the Philadelphia Mint did strike a total of 19,570 silver dollars, according to the official U.S. Mint report for that year. However, as Mint officials were more concerned about frugality as opposed to accuracy of the year on the coin. They used dies leftover from 1803 and possibly it is believed 1802 as well!
Then, silver dollar production was halted in 1804 to prevent arbitrage from savvy traders who were shipping them to the West Indies to exchange for heavier Spanish milled dollars, which contained slightly more silver. The traders then melted down the Spanish dollars back in the U.S. for a nice profit!
Fast forward a few decades to 1834. An important diplomatic mission was underway, ordered by President Andrew Jackson, to develop relations with several key Far and Middle East countries. The special agent, Edmund Roberts, was to deliver a set of U.S. coins as a gift to these foreign leaders. The State Department issued a special request to the U.S. Treasury to deliver sets that included coins of each type in use in both silver and gold. Two of the coins hadn’t been minted since 1804 – the silver dollar and eagle. Mint Director Samuel Moore made an executive decision to include those coins in the set.
Since no dies ever existed for 1804 silver dollars the Mint created new ones in order to strike the coins for the gift set. Numismatics can easily identify the 1804 dollars as those struck in 1834 from the telling feature on the rims. The 1804 silver dollars show 1834 style beads on the rim versus the tall tooth-like rims found on coins 30 years earlier. A rare piece of history indeed.
Read More:
The Blanchard “Test Your Coin IQ” Quiz
Trivia Questions For Coin Collectors: Do You Know The Answer?
Beyond Bullion: The Beauty and Allure of Pre-1933 Gold Coins
The Myth and Magic of “Touch Piece” Gold
Posted onThe rarity of gold has always given the metal a mystical aura. There was a time when that aura felt real to most people. That time was the Middle Ages. Daily living was rife with disease. One of the more appalling ailments was lymphadenitis of the cervical lymph nodes, a disease associated with tuberculosis. Many called it “The Kings’ Evil.” Those suffering from the King’s Evil often searched for a cure from a monarch, not a doctor.

At the time it was believed that a touch from a monarch would cure the disease. One gentle touch from a sovereign of England or France promised freedom from the fever and malaise of sickness. Of course, getting this single touch wasn’t easy.
Few, if any, patients had access to such divine healers. Moreover, monarchs were fearful of catching the disease from contact. The solution: a coin. The Book of Common Prayer of the Anglican Church contained a ceremony describing how patients could receive the healing touch without meeting English and French monarchs. The king or queen would instead touch a coin, then offer the piece to a sufferer.
Appropriately, the coin was called an “angel.” Edward the IV introduced the coin in 1465. The relief artwork featured the archangel Michael slaying a dragon. This image represented the triumph of good over evil. At the time, the coin carried a value of 6 to 10 shillings. The popularity of the practice kept the coins in circulation through the early 18th century. Those who were sick were instructed to place the coin against the protruding abscess that was so common to the king’s evil. Minters struck the last such coin in 1634. Some patients kept the coin close to their skin wearing it around their neck at all times.
As medicine and our understanding of diseases advanced, people began to dismiss the practice. Others, supposedly cured by their touch piece went on to live long, productive lives. One such example is Dr Samuel Johnson, who helped establish the English dictionary. He was only an infant when he felt ill and received a touch piece from Queen Anne. Soon after he recovered and remained well.
Doctors of the time were largely silent on the topic of touch pieces. It’s now widely believed that physicians understood the futility of the treatment. They kept their disbelief to themselves. As author Marc Bloch writes in his book The Royal Touch: Sacred Monarchy and Scrofula in England and France, “…the idea of king’s possessing healing powers did not enter into the international literature of medicine until the sixteenth century.” At their height the coins were immensely popular. Officials minted copper and bronze versions to keep pace with demand. They were a common sight in churches and monasteries.
Eventually, in 1714, King George I deemed the practice as nothing more than superstition. The coin became another piece of currency to fall into obscurity, and out of circulation.
If you find one today, hold on to it!
Fireworks at the Gas Pump This Fourth of July
Posted onAre you hitting the road this Fourth of July holiday? Here’s a tip. Leave early. And, expect to pay more at the pump.

A record 46.9 million Americans are expected to travel 50 miles or more away from home over the Fourth of July holiday, AAA predicts. The Tuesday before the holiday is expected to be the busiest day on the road, with travel times in many U.S. cities twice as long as normal. Ouch.
Drivers may get an unpleasant surprise when they fill up their tank. Gas prices are expected to hit a 4-year high this Fourth of July, according to GasBuddy. The national average is expected to climb to $2.90 per gallon.
The price of a barrel of crude oil surged to nearly $75 last week, the highest since Nov. 2014. The trend for crude oil points higher and many Wall Street analysts are forecasting a quick move to the $80 per barrel zone.
That spells trouble for drivers, with even higher prices at the pump ahead.
What Does This Mean For Gold Investors?
There is a correlation between crude oil and the price of gold.
Rising crude oil prices are inflationary. There tends to be a spillover impact from rising oil prices to rising prices throughout the broader economy.
Gold typically climbs in inflationary environments as investors turn to the hard asset as a vehicle to preserve and protect their purchasing power.
Right now, there is a divergence between crude oil and gold. That’s not normal. Gold has been falling in recent weeks, while crude oil has been climbing.
As crude oil picks up momentum and climbs to the $80 per barrel level, this will ignite inflationary concerns even more and may act as a lever to stall the recent price slide in gold.
The price of gold is falling toward a key technical chart support zone at the $1,250/$1,247 area. That area may act as a “hook” to stabilize the gold market, as inflation fears begin to filter into the marketplace.
As you pack up the car for your Fourth of July road trip, how much you pay at the pump can have a direct correlation on your investments. It’s not just an aggravation that it costs more for gas. It’s a warning signal that change is brewing. Higher prices are on the way. The stock market bears are growling in their caves. Inflation is not good for stocks either.
The higher gas price you pay at the pump will have repercussions through the economy and spillover impact onto the stock market. Buying physical gold is a proven method to protect your purchasing power against inflation, rising consumer prices and a bear market in stocks. Invest now. Buy online or give us a call at 1-800-880-4653.
Have a happy and safe Fourth of July!
The Future of Gold and Mining
Posted onRecently the World Gold Council released a report on the relationship between gold and the natural environment. As the threat of ecological impact and global warming loom large, mining operations are seeking more efficient methods of sourcing gold. One company, Goldencorp, is at the leading edge of this trend with the “goldmine of the future.”

With new investments in technology, the company is preparing to open a mine designed to be the first all-electric underground operation. The plans include a significant departure from traditional diesel-fuelled equipment which will be replaced by Battery Electric Vehicles (BEV) which are three times more efficient. Changes like this are expected to reduce annual GHG emissions by 70 percent. Moreover, without the exhaust from diesel, Goldencorp’s newest mine will require half the ventilation of a traditional mine.
Goldencorp represents a continued shift to more ecologically responsible solutions. Other mining operations are sourcing their power from large solar panel arrays. Others have reduced their reliance on energy by using naturally-occurring geothermal properties. Mines designed this way require less heat. The Hemlo mine in Canada is an impressive example of how these designs can yield lasting results; even as the mine has expanded, it has seen relatively little change in levels of energy intensity.
Meanwhile, other mines have found ways to reduce dependence on energy with operational changes. The Kinross mining company has minimized fuel consumption with route optimization and more efficient driver training. As a result the company has saved over 15,000 hours of haulage since January of 2017.
These sweeping changes are part of an effort to align economic and ecological goals. Companies are motivated to seek energy efficiency which offers considerable savings and increased profitability. At the same time, the environmental impact from mining drops. One goal serves the other and vice versa.
Consider that for some mines fuel represents more than 20 percent of the commodity and service purchases. Even for operations that use electricity in lieu of diesel need sustainable ways to help generate wattage. The Kumtor mine in Kyrgyzstan uses hydropower supplied by local reservoirs. The result: “the mine’s specific GHG emission footprint resultant from electricity is relatively low,” according to the World Gold Council. Other companies aim to replicate this approach because analysts project the cost of solar, wind, and battery storage to drop by 50-70 percent by 2040.
With so many mining companies taking the initiative to develop more environmentally conscious methods some are hopeful that other industries will take note and introduce similar measures. In the meantime, companies like Goldencorp are leading the way.
These changes should buoy gold investors’ confidence that their decision to own the metal has favorable influences on the planet. As experts at the World Gold Council concluded, their research “suggests gold may have positive implications for long-term investors in helping them manage the carbon footprint of their portfolios over time.”
Gold and The Retirement Crisis
Posted onThe retirement crisis is upon us. The numbers present a startling picture. A new analysis from The Wall Street Journal shows that “In total, more than 40% of households headed by people aged 55 through 70 lack sufficient resources to maintain their living standard in retirement.”

There are several reasons why this problem has developed. First, many investors saw half their portfolio value vanish during the global economic crisis of 2007/2008. Second, amid decades of wage stagnation, many simply never had the means to save. Third, the disappearance of pensions has put a greater burden on the individual to save more for retirement. Now, approximately 15 million households face an uncertain future. Some have resigned themselves to a sobering truth: they may need to work through their retirement years. One can’t help but ask if things could have been different.
In recent years scientists have taken steps to understand why humans struggle with money. They work within a branch of research called behavioral economics. This area of study suggests that economics don’t only follow rigid rules of supply and demand. Rather, these researchers argue that irrationality drives many outcomes because economics, after all, is the result of human behavior and humans are inherently irrational beings.
Of course, in some cases, like those cited above, the retirement problem is external (wage stagnation, economic policy, etc.) However, many problems are internal stemming from our psyche. That is, our biases and leanings lead us astray. For example, herd mentality is a powerful force which leads most of us to follow the crowd even when the crowd is headed off a cliff. This was a painful lesson for those swept up in the fervor of the dot com boom. Scientist have also learned that we attribute different value and different meaning to money based on its source. Perhaps this is why we often spend bonuses and unexpected windfalls with disregard for the future.
How does a gold investment play into the world of behavioral economics? The answer might be deceptively simple. Conventional investments like stocks and bonds are easy to trade online with the click of a button. This convenience carries a cost. It’s too easy for us to act on impulse. Our emotions have only a short way to travel from our head to our keyboard. Gold, however, is different.
With a physical holding like coins and bullion, investors have a more permanent relationship with the asset. They can hold the weight of their savings and feel its gravity. Moreover, liquidating physical gold presents more steps then those needed to liquidate a stock or bond. Simply put, it’s easier to be a disciplined long-term investor when you’re holding physical gold.
Unfortunately, this benefit is lost with modern alternatives like gold ETFs. These investments, like stocks, don’t offer the behavioral safeguards that come with tangible assets. Additionally, they don’t offer any claim to physical gold and cannot be redeemed for a piece of the precious metal.
As a nationwide retirement disaster looms large, one must ask what needs to change today for those that still have time to make a change and improve their future. A portfolio with exposure to gold is part of the solution. Gold keeps us anchored and has a low correlation to stocks and bonds. In uncertain times investors need more options.
The Blanchard “Test Your Coin IQ” Quiz
Posted onWelcome coin investors! The history of coins and money is fascinating. Test your coin IQ with the questions here. Let us know how you did in the comment section below!

- What is the first commemorative coin in U.S. history?
Answer: The 1892 Columbian Exposition half dollar was minted to commemorate the World’s Columbian Exposition, also known as Chicago’s World Fair. These half dollars with a face value of 50 cents were sold for $1 to help cover the spiraling costs of the World Fair. With a fairly high mintage, only a few coins of high grade quality show outsized value. The average auction price for all years of the coin is around $613, according to the NGC.
Coin details: The obverse design features Christopher Columbus in profile. The reverse features the Columbus flagship, the Santa Maria, and two globes. The Reverse Inscription includes: WORLD’S COLUMBIAN EXPOSITION, CHICAGO, 1492, 1892.
- What commemorative coin boasts the Italian phrase: “Fatti Maschii Parole Femine”?
Earn extra credit if you know the translation.
Answer: The Italian phrase translates to “Deeds are manly, words womanly” and is the Maryland state motto. That phrase appeared on the 1934 Maryland Silver Commemorative coin.
This coin is an example of a classic U.S. commemorative coin. The 1934 Maryland half dollar was issued to celebrate the 300th anniversary of English colonist’s arrival in the state Maryland. About 300 English colonists arrived aboard two ships (the Ark and Dove) in 1634 to settle in the area that is now Maryland. Lord Baltimore George Calvert held the Royal Charter for that land. Notably, this coin is one of the first commemoratives struck after the start of the Great Depression in 1929. Struck at the U.S. Mint in Philadelphia, the mintage totaled 25,000.
You can own this coin for as little as $231.00.
Coin details: The obverse of the coin features a portrait of Cecil Calvert, or Lord Baltimore, who sponsored the colonists. The reverse of the coin features the coat of arms of Maryland with the phrase: Fatti Maschii Parole Femine. Additional inscriptions include “Maryland Tercentenary” and the dates “1634-1934”.
- What gold coin series used an “incuse design” (not a raised design).
Hint: The obverse features a male Indian chief with a large ceremonial headdress.
Answer: The Indian Head Quarter Eagle with a face value of $2.50 was introduced in 1908 and minted through 1929. It is noteworthy for its incused design: the lettering is sunk into the flat plane of the coin. This revolutionary sunken design concept is credited to a Boston physician: William Sturgis Bigelow, a friend of President Teddy Roosevelt. Grading of these coins is considered difficult as the incused design does not show much wear.
The coins were popular Christmas gifts in the late 1920’s and remain extremely coveted by collectors today.
Take a look at a few examples here.
Coin details: Bella Lyon Pratt crated the design which features a Native American Indian Chief on the obverse and an eagle facing left on the reverse. The 1911–D mintage totaled 55,680 and is considered the “key date” of this series. The survival rates are low, which increased the rarity value of these stunning 1911 coins.
The last coin was struck in 1929 as the Great Depression hit. The 1929 mintage totaled 532,000. Most 1929 examples are nicely struck with great luster even today. However, this date is notable for more than average bag marks. Perhaps once the Great Depression hit, the movement of gold coins slowed significantly.
If you enjoyed this article, please let us know at 1-800-880-4653.
Read More:
Trivia Questions For Coin Collectors: Do You Know The Answer?
Beyond Bullion: The Beauty and Allure of Pre-1933 Gold Coins
The Hidden Cost of Economic Growth and Rising Stocks
Posted onEconomic growth is good and stocks are rising. Everything’s rosy, right?

Once you dig beneath the surface and look at what’s fueling the growth, it’s easy to see the high cost Americans are paying for this growth.
This story started about 10 years ago…
Since the 2008 global financial crisis, the Federal Reserve fueled a massive bull cycle in the U.S. equity market through extraordinary low interest rates. That low-interest era is winding down as the central bank slowly hikes interest rates.
For years, Wall Street traders and money managers took advantage of the “punch bowl” of low interest rates, which fueled rising stock prices in what many called a “bubble.”
While the Fed removes the proverbial punch bowl from the stock market, the Administration stepped in with another substitute late last year.
Monetary to Fiscal Policy
The baton passed from monetary policy to fiscal policy to drive short-term economic growth and stock prices.
- A word to the wise. The abnormally low interest rate environment was not without costs to the economy, which has still not fully recovered or returned to normal interest rate and inflation conditions.
- Fiscal policy stimulation also has its costs, and they could prove more devastating economically in decades to come.
How does fiscal policy boost stocks? Last year’s tax cut included the biggest corporate tax cut in American history.
- Most companies saw their tax rate drop from 35% to 21%.
The huge corporate tax cuts increased many publicly traded companies price/earnings ratio. That means their earnings went up as their tax rate went down.
Did the company produce any more widgets? Or, were the company’s actual revenues increased? No. The P/E ratio looks better because most company’s see greater earnings because of lower taxes.
At What Cost?
Number one: a huge increase in the U.S. debt and deficit.
The U.S. took on a big amount of debt to pay for those tax cuts and a little bit more economic growth now.
Simply put, policymakers made a trade. They traded bigger deficits for you and your kids in the future for a little bit more economic growth and rising stock prices at the end of the current old and tired expansion cycle.
Policymakers kicked the can down the road, taking a little bit of “good” now for what could turn out to be a lot of bad later.
Here’s a look at the numbers. The Treasury racked up a record amount of debt in the first three months of 2018, borrowing about $488 billion, or $47 billion more than initial estimates, according to a recent Newsweek article.
Here’s what makes this new debt even more worrisome:
“As the U.S. takes on these unprecedented levels of debt during economic boom times, a potential crisis looms: Foreign investment in U.S. debt is currently at its lowest point since November 2016 and has been decreasing steadily since 2008, when foreigners owned about 55 percent of American debt,” the Newsweek article warned.
Risks Are Rising
While the tax cuts, economic growth and rising stock prices sound good now. The costs are clear.
The costs could include dramatically higher interest rates – perhaps even in the double digits – in the future as America is forced to finance its massive debt amid a world of less-interested takers.
It also leaves less money available for the already burdened Social Security system. In 2037, Social Security is estimated to only have enough funds to pay out about 75% of benefits. Some policymakers now want to slash program benefits to reduce the rising debt burden. That will only hurt everyday Americans, most who already haven’t saved enough for retirement.
There’s Never Been a Better Time to Buy Gold
Once you look beneath the surface and realize the rickety house of cards the current economic growth and rising stock market is built upon, the value and dependability of gold looks better than ever.
Current market conditions offer investors a rare opportunity to protect their wealth and insure their future with physical gold. While you can’t control what the government does, you can control you own financial future. Buying physical gold now could be an invaluable move to protect and preserve your financial security in the future, which looks more uncertain all the time.
Don’t fight the Fed: What it means for gold investors
Posted onYou may be familiar with an old market saying: “Don’t Fight the Fed.”
Since the Federal Reserve bumped interest rates higher at its meeting today – tugging the fed funds rate to 1.75-2.00% – it’s valuable to consider the true meaning of that statement.

Warning! Dial Back on Stock Exposure
“Don’t fight the Fed” is a recommendation to stock investors to “pare back” on stock holdings as the central bank pushes interest rates higher. Why?
- The Fed hikes interest rates toward the end of a business cycle to prevent overheating (inflation).
- Historically, that precedes a bear market in stocks and a recession in the economy.
Essentially – Don’t Fight the Fed is a warning to stock investors – get out while the going is good!
- That may be truer than ever today! The current U.S. economic expansion cycle turned 9 years old in May. That is the second-longest expansion going back to the 1960’s.
What It Means for Gold
But, interest rates are going higher isn’t that bad for gold? Nope. Not now. Here’s why.
There are extremely low odds the Fed will truly be able to “normalize” its monetary policy before the next recession hits. Interest rates have been historically low for a DECADE now – since the 2008 global financial crisis. There is nothing normal about these conditions.
Higher interest rates are bad for stocks (it makes everything companies buy on credit cost more). When stocks turn down, history shows time and time again, that gold prices turn up – usually significantly.
Gold climbed 179% from the 2008 low into the 2011 high. We are getting close to the tipping point in that cycle now.
- Don’t Fight the Fed means a bear market and recession could be just around the corner.
This is a rare opportunity to accumulate gold – perhaps one of the safest assets known to mankind at a relative bargain price. Buying gold coins and bars is one of the best way to protect your assets at this point in the business cycle.
The Fed is making moves. Are you? Call Blanchard today at 1-800-880-4653 to take steps to protect your assets.
A Stir in China: Rising Demand for Gold
Posted onIn recent months something has reinvigorated China’s demand for gold. In fact, 2017 was the first year since 2013 in which China experienced a growth in jewelry demand. This increase marks a reversal of a worrisome trend that began just a few years ago.

Recently, the World Gold Council reported that demand for gold in China shrank by one-third between 2013 and 2016. What precipitated this drop? Decreasing gold prices drove accelerated buying. However, this fervor led to an over supply. Stores appeared everywhere. Merchandise piled up. This trend gave rise to price wars in which purchases fell with each year representing less than the one before. Despite the signs of a classic supply and demand problem, there was another underlying culprit to the downfall.
Too many sellers mistakenly believed that consumers only wanted gold jewelry for its valuable metal. Retailers accepted consumers as a purely pragmatic group. As sales dropped, merchants were forced to rethink their assumptions. They began understand that consumers want style. In time, retailers began to offer a wider array of gold products thereby appealing to the consumer’s aesthetic leanings.
This concept makes intuitive sense. Increasingly, China’s economy is driven by middle-class consumers. This group is seeking luxury goods. As more people enter the middle class the demographic is changing. More younger consumers populate this tier than ever before. This change means that sellers have had to expand beyond traditional 24ct products which appeal more to an older demographic.
Younger buyers want 18ct and 22ct gold which is considered, in China, more fashionable and is also more affordable. These lower ct offerings give the jewelry a distinct color that is more in keeping with younger tastes. This diverse product selection is the ultimate win-win. As the World Gold Council explains, “these products offer fatter profits for retailers. 24ct jewelry is usually sold by weight, with slim margins. K-gold is sold by piece, which allows the retailer to boost profit margins.”
Technology has also entered the picture. Makers now have the capability to use a chemical process to manufacture “3D” gold which is up to four times harder than 24ct gold while using only one-third of the amount of gold found in a traditional piece of jewelry that is the same size. Manufacturers and artists have designed new pieces that resonate with the growing consumer base.
Retailers are wise to react swiftly to changing times. Research shows that more than three-quarters of the urban population in China is expected to be middle-class by as soon as 2022. Consider that in 2000 only 4 percent of the urban population was middle class. These new households have greater income and more disposable wealth. Not surprisingly, spending from this group is projected to increase by 9 percent per year through 2020.
These figures illustrate opportunities not only for gold sales in China, but also for gold investors in the U.S. As demand increases, prices will rise and investors will be poised to capitalize on the rising tide.




