The Pure Gold Company has seen a 320% increase in physical gold bar and coin purchases in the past seven days, compared to the weekly average in 2024, marking an all-time high in demand for the precious metal.
The unprecedented influx of enquiries has prompted the gold investment firm to expand its sales team by 40% and secure an additional 3,000 square feet of office space, CEO Josh Saul said.
“Our clients are increasingly concerned about political instability, trade wars, and escalating global conflicts,” he explained. “With ongoing wars in Ukraine and the Middle East, tensions in Yemen, and growing uncertainty over China-U.S. trade relations, investors are bracing for potential financial upheaval. Many fear that the early signs of a market crash and possible recession are already manifesting, exacerbated by currency volatility, inflationary pressures, and banking sector fragility.”
“The price of gold has surged to record highs, driven by a rush to secure wealth in a physical asset with a proven track record of stability during turbulent periods. The demand is coming from people from all walks of life, including bankers, teachers, and even politicians. While most buyers view gold as a long-term store of wealth, there has been a sharp rise in individuals ‘parking’ large sums of cash—often proceeds from property or business sales—into gold coins and bars. Many are wary of leaving their money in the banking system, fearing it will be outpaced by inflation or exposed to counterparty risk.
“Another significant trend is the shift away from traditional retirement investments,” Saul continued. “The Pure Gold Company has seen a 412% increase in people moving out of equities, bonds, and cash within their pensions and SIPPs in favour of physical gold bars within the same vehicle. Some of these clients have successfully avoided the 8% drop in the S&P 500 over the last four weeks, but many others are now reacting to their losses by diversifying into gold as a stabilizing asset.”
“Some of the wealthiest investors are shifting their portfolios to gold after suffering heavy losses in other markets. Several clients who saw significant losses in Tesla stock have sold their shares to safeguard the rest of their portfolios with gold. Similarly, crypto investors facing massive declines have turned to gold as a safety net, seeking stability after the sector’s recent volatility.
“Despite gold appreciating over 35% in the past year, The Pure Gold Company’s clients are not buying gold for speculative gains. Their primary concern is protection—ensuring their wealth remains secure and liquid. Physical gold offers a globally recognized, instantly tradable asset that can be converted into any currency, often with attractive tax advantages under specific conditions.
“That being said, savvy investors recognize that volatility and uncertainty also create opportunities. Many prefer to keep their capital readily available so they can act when the right moment arises. Holding wealth in physical gold serves as a dynamic alternative to cash—one that preserves value, keeps pace with inflation, and remains highly liquid. Some investors are already considering converting gold gains in the coming years into undervalued equities or real estate, capitalising on future market corrections.
