Across the globe, ordinary investors are rediscovering the value and stability of gold.

With gold, “discovery” is a word laden with historical meaning. It could be argued that history itself was founded on the passions stirred by gold. The standard of value for millennia, gold has been on the scene for so many great historical events, from the gifts of the Magi to Cortés’ march of conquest through the New World.

Gold has ignited wars and revolutions, sent explorers out on uncharted seas in its pursuit, crowned monarchs and sealed the bonds of marriage for generations.

As Peter Bernstein wrote in The Power of Gold, throughout history the precious metal has “driven men to endure intense hardship in the hope of finding instant wealth and annihilating uncertainty.”

Gold’s value is derived by much more than its central place in world history and commerce. The existing supply is limited, and finding more takes extraordinary effort.

Bernstein (an author and financial historian) notes that in the mines of South Africa, producing one ounce of gold “requires 38 man-hours, 1,400 gallons of water, electricity to run a large house for 10 days, 282 to 565 cubic feet of air under straining pressure, and quantities of chemicals including cyanide, acids, lead, borax, and lime.”

In 2018, gold had a market cap exceeding $7.5 trillion but that was before a long cascade of world crises. From COVID-19 and social strife to war in Europe and the Middle East, by early 2023, the worldwide market capitalization of gold had reached a staggering $12 trillion.

In the United States, a new gold rush has sent average investors streaming online to explore the diversification opportunities presented by scores of precious metals retailers. Many have learned that, as with gold itself, it is important to look for value, reputation and a record of success in a gold and silver provider.

Los Angeles-based Fisher Capital Group is one choice. Named by Forbes as one of “America’s Fastest Growing Precious Metals Companies”, Fisher Capital Group offers a spectrum of precious metals options, including gold-based retirement accounts and limited-mintage bullion coins. Fisher Capital Group advertises security, tangibility and privacy through the proven value of gold and silver.

Customers of retailers such as Fisher Capital Group seek security at a time when government-backed currencies are less trusted and even less sustainable given soaring national debts. Gold is kryptonite to the forces of inflation, currency devaluation, economic implosion, collapsing financial institutions, tariff wars, social unrest and worldwide military conflict.

While some investors have turned to cryptocurrencies to fill the role of a safe harbor, the complexity of these new digital currencies undercuts their credibility. At times it seems there are only a handful of people in the financial industry who truly understand how value is conjured from the billions of equations that create a single Bitcoin. The dramatic falls from grace of once-lauded crypto pioneers such as Sam Bankman-Fried haven’t helped to erase the doubts.

Gold, the glittering and timeless standard of value, still outshines the alchemy of algorithms. It will always maintain its value and be a cornerstone of stable currency.

As American financier J.P. Morgan once observed, “Gold is money. Everything else is credit.”