You know what they say about the Golden Rule: Those who have the gold, make the rules.
Gold has been a cornerstone of wealth preservation for centuries, serving as a hedge against inflation, economic downturns, and geopolitical instability. Whether you’re a seasoned investor or a newcomer looking to diversify your portfolio, understanding how to buy gold is crucial for making informed financial decisions.
When inflation rises and global stability falters, savvy investors turn to one thing: gold. Whether it’s political chaos, banking instability, or runaway interest rates, gold consistently performs when other assets wobble. But how do you actually buy it — and more importantly, how do you buy it safely?
We spoke with Louise Street, Senior Market Analyst at the World Gold Council, and gathered the latest data to explain exactly how, when, and why to invest in gold — plus the safest ways to do it in 2025.
Why gold — and why now?
“Gold has long been considered a reliable hedge against inflation, and the data supports this,” says Street. “Since the U.S. left the gold standard in 1971, gold has outpaced both U.S. and global consumer price indices (CPI), consistently preserving purchasing power over the long term.”
In 2022 alone, amid rising inflation, gold climbed nearly 10%, a typical performance during times of moderate inflation between 2%–5%, where “gold prices have increased by an average of 8% per year,” according to Street. “That figure rises significantly in years of elevated inflation.”
Even the Wall Street Journal recently noted that “gold has exceeded $3,000, with plenty of room to climb further” as investors seek alternatives to equities and real estate.
The historical case for gold
Gold’s performance isn’t just theoretical; it’s historical. “Gold prices tend to rise during times of financial and geopolitical uncertainty,” said Street.
Take 2008, for instance. “During the 2008 Global Financial Crisis, gold surged to US $1,000 per ounce for the first time, cementing its role as a hedge and store of value in volatile economic environments,” she explained.
Flash forward to 2020: “A decade later, amid the global uncertainty of the COVID-19 pandemic, gold climbed further, reaching $2,000 an ounce. Over the last year or so, the combined effects of heightened geopolitical tension, trade disruptions, and broader economic instability have pushed gold to surpass $3,000 per ounce.”
Need more evidence? According to MarketWatch, gold has already topped $3,000 in early 2025 and could go “another 16% higher.”
Step-by-step: How to buy gold safely
1. Understand What You’re Buying
There are multiple ways to invest in gold:
- Physical gold: Coins and bars you can hold.
- ETFs and mutual funds: Paper assets that track the price of gold.
- Mining stocks: Shares in companies that produce gold.
But if you’re looking for long-term stability and true ownership, physical gold remains king.
2. Choose a reputable dealer
Street recommended the following best practices: “To help ensure transparency and build trust in the gold market, the World Gold Council has established the Retail Gold Investment Principles (RGIPs), a set of voluntary global best practices designed for gold retailers.”
For investors: “The World Gold Council also offers the Investor Guidance, a five-step checklist to help navigate the gold buying process. This includes tips on selecting reputable sellers, understanding pricing, and verifying authenticity.”
Both Investor Guidance and RGIPs are essential reading before you buy.
Looking for trusted names? Consider American Hartford Gold and GoldCo, two companies known for their secure transactions, IRA rollover support, and full compliance with industry standards.
American Hartford Gold is a top-rated precious metals dealer specializing in gold and silver for physical delivery or within retirement accounts. Known for its transparency, white-glove customer service, and easy-to-navigate onboarding process, the company helps investors hedge against inflation and economic volatility. Whether you’re new to gold or rolling over a 401(k) into a Gold IRA, AHG provides tailored solutions, real-time market tracking, and secure storage options — all with no hidden fees and a price match guarantee.
GoldCo is a leading provider of gold and silver IRAs, helping investors protect and grow their retirement savings with precious metals. With a strong reputation for client satisfaction and financial education, GoldCo makes it simple to diversify your portfolio with physical gold, offering personalized consultations, secure vaulting, and tax-advantaged strategies. Their team of experts guides clients through the entire rollover process, offering transparency, competitive pricing, and long-term support.
Want to speak with someone directly? Request a free investor guide from American Hartford Gold or GoldCo to learn about coins, storage options, and tax-advantaged strategies.
3. Verify authenticity
Street emphasizes, “These [RGIP] principles were developed in collaboration with 52 industry stakeholders across 16 countries to promote responsible business conduct and high standards across the gold retail sector.”
Look for gold that comes with:
- Certification or assay cards
- Tamper-proof packaging
- Recognizable hallmarks (e.g., LBMA-approved)
Both GoldCo and American Hartford Gold provide detailed product info and security measures to ensure authenticity.
4. Know the costs
Gold isn’t free, nor should it be. Expect premiums over spot prices, shipping, and storage fees. Some dealers include secure vaulting with your purchase, while others offer IRA-compatible accounts.
For example, GoldCo offers gold and silver IRAs, with rollovers from 401(k) or traditional IRAs, which provide potential tax advantages.
5. Store it smartly
Options for storing gold include:
- Professional vaults
- Bank safe deposit boxes
- Home safes (with insurance)
If you’re going for physical delivery, make sure to insure your gold or choose a provider that includes it. American Hartford Gold, for instance, offers storage options through trusted depositories.
The verdict
Don’t wait for a crisis. Gold isn’t just a last resort — it’s a strategic first step. “Gold’s ability to perform during inflationary periods underscores its enduring role as a store of value in today’s uncertain economic climate,” says Street.
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