One of gold's important properties is psychological. Most people readily associate gold's distinctive colour with wealth, and many even consider the colour beautiful - possibly because it is so closely associated with money. This gives it an immeasurable advantage over other tangible and portable stores of wealth.

The gold jewellery trade is a permanent and global marketing initiative for bullion, and has for thousands of years gone hand in hand with un-worked metal in promoting gold as a store of material value. It creates a significant barrier to entry for any rival material and contributes to the security of gold, in bullion form, as a form of money.

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