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G O L D A N D S I L V E RI N V E S T O R G U I D E

T H E P U R E G O L D C O M PA N Y — C O N T E N T S

Whether you’re ready to invest or would like to explore your options, we’d love to hear from you. Call for a no-obligation consultation today on: 0207 060 6902

Email us: [email protected] | Write to us: 1 Royal Exchange, London, EC3V 3DG | Visit us online: thepuregoldcompany.co.uk | Company Number 07953325

1 W H Y I N V E S T I N G O L D A N D S I LV E R

2 A B O U T T H E P U R E G O L D C O M PA N Y

3 G O L D I N V E S T M E N T I N M O R E D E TA I L

5 S I LV E R I N V E S T M E N T I N M O R E D E TA I L

7 P H Y S I C A L V S PA P E R ( E L E C T R O N I C ) M E TA L

8 G O L D A N D S I LV E R A S A LT E R N AT I V E S T O

T R A D I T I O N A L S AV I N G S

9 D I F F E R E N T T Y P E S O F G O L D P R O S A N D C O N S

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F I N A N C I A L S E C U R I T Y Gold and silver represent a safe-haven asset, especially in

times of economic, social and political insecurity. Today, we

are witnessing more of these global uncertainties than we’ve

seen in decades. Physical gold and silver offer “the ultimate insurance policy – an essential part of your portfolio”(Money Week).

Four years of Brexit turmoil and the possibility of the UK

leaving without an EU trade deal would cause substantial

uncertainty. The political leadership in the US has repeatedly

sparked friction in trade and geopolitics, and the coronavirus

has sent global growth spiralling downwards, prompting many

countries to secure their wealth with physical gold and silver.

A U N I V E R S A L C U R R E N C Y Physical gold and silver are currencies recognised throughout the world. They have an intrinsic value and unlike shares

or funds, their value can never drop to zero. They can be

liquidated quickly, come with no counterparty risk and don’t

attract management charges.

F R E E F R O M VAT & C A P I TA L G A I N S TA XPhysical gold and silver provide several tax advantages.

Our clients are able to make private investments free from

VAT and Capital Gains Tax. The UK Government allows pension

holders to purchase physical gold bars through their pension

scheme, whilst earning up to 45% cash back from HMRC.

Call one of our consultants to find out how this could work

for you – 0207 060 6902.

F L E X I B L E I N V E S T M E N T S , TA I L O R E D T O Y O UGold or silver can be purchased as a one-off investment or as

part of a regular savings plan or sophisticated portfolio. It’s suitable for both experienced investors and those with little or no investment experience.

This Investor Guide will explore how gold and silver can

benefit you and the various tax efficient ways to get started.

WHYINVESTIN GOLDAND SILVER?

Physical gold and silver offer the ultimate insurance policy in uncertain times. A tax efficient investment and a stable global currency – financial experts recommend that part of your wealth be invested in this safe-haven asset, now more than ever. Find out why…

T H E P U R E G O L D C O M PA N Y — W H Y I N V E S T I N G O L D & S I LV E R ? 1/13



Our London offices are located at No 1 Royal Exchange,

appropriately positioned beside the Bank of England.

ABOUT THE PURE GOLD COMPANY

Founded in 2012, The Pure Gold Company has quickly

established itself as a trusted market leader. We are

proud members of the Royal Numismatic Society, British

Numismatic Society, British Chamber of Commerce and the

Information Commissioner. We have 5* published reviews

from clients and we are featured in the press as a thought

leader. We are featured by the FT, Daily Mail, Reuters, WSJ, Money Week, Observer, Guardian, Your Money and others.

We offer a uniquely consultative approach to buying

and selling physical gold and silver, guiding clients who

range from experienced investors to those who are just

getting started.

Our in-house specialists hold qualifications in Law,

Accountancy, Investment Banking and Property and use

their broad and extensive knowledge to deliver practical

and tax efficient solutions for our clients.

W H Y C H O O S E T H E P U R E G O L D C O M PA N Y ?

Featured in the Press: FT, Daily Mail, Reuters, WSJ, Money

Week, Observer, Guardian, Your Money and others…

Transparent & Trustworthy – we’re proud of the

independent testimonials we’ve received from respected

UK business leaders.

Investment Guidance on products, markets and timing,

with no obligation to purchase.

Simple Yet Innovative Solutions designed to safeguard

your wealth and minimise tax exposure.

Suitable for Beginners and Experienced Investors.

Personal Gold Consultant and a service tailored to you.

Fully Accredited by the British Chamber of Commerce,

Royal Numismatic Society and the British Numismatic

Society.

Fully Certified Metals with supporting documentation.

Free Insured Delivery or vaulted storage options.

Buy Back Guarantee enables you to liquidate your gold

and silver at any time.

Private & Confidential – your personal details and

transaction history are kept strictly confidential.

The Pure Gold Company have excellent market positioning and a very flexible buy back facility”Jimmy Nicou

“

T H E P U R E G O L D C O M PA N Y — A B O U T T H E P U R E G O L D C O M PA N Y 2/13



A H I S T O R I C G L O B A L C U R R E N C YGold has been traded as a form of currency for thousands

of years. In fact, it was goldsmiths during the 17th century

who created the banking industry, as we know it today.

Gold’s rarity and adaptability ensure it’s a tradable currency

throughout the world, and the ultimate store of wealth.

Central banks and countries are duty-bound to hold a

certain percentage of their wealth in gold, in order to

protect themselves from financial risk.

GOLDINVESTMENTIN MORE DETAIL

T H E P U R E G O L D C O M PA N Y — G O L D I N V E S T M E N T I N M O R E D E TA I L 3/13

W H Y B U Y G O L D N O W ?

Economic Instability Financial, social and political uncertainty

leads to economic instability, such as these ongoing threats:

Coronavirus causing global growth slump Stock market declines and other asset contagion

The possibility of a no-deal Brexit

Political uncertainty in a US presidential election year

Bank insecurities and counterparty risk

Private Investment – Unlike shares or banking, there is no

requirement to register ownership of gold. Physical gold is

one of the only forms of private investment left today.

Inheritance & Legacy – Physical Gold can be tax efficient

when leaving your wealth to loved ones.

Insurance Against Inflation – In times of inflation, gold’s value

tends to increase in line with other products and commodities.

To Diversify Your Portfolio – Experts recommend investing

in gold as part of a diverse portfolio because gold tends to

increase in value, when other commonly held assets fall.

Capital Growth & Returns – Gold remains the best performing

UK asset of the 21st century, rising 330% since 1999, against

the FTSE of 173% and a housing market rise of 231%.

Tax Advantages – Certain types of physical gold are free from

any tax on growth.

Sits Outside the Banking System – When you convert your

savings or pension into physical gold, you are essentially

removing it from the banking system and any counterparty

risks associated with it.

Universal Currency, Easy to Liquidate – Physical Gold is

recognised and sought after all over the world and as such

can be exchanged for global currency, goods or services and

is easily liquidated.

Rarity – Unlike currency, gold cannot simply be created, its

finite supply ensures its enduring value. There is only enough

gold in the world to fill two Olympic-size swimming pools.

I N V E S T M E N T B E N E F I T SDuring uncertain times people are reluctant to invest in the

stock market or leave money in the bank. However physical

gold has always been used as a safe store of wealth, its value

growing with demand, much like it did in 2008. Find out how

you could benefit…




A P O W E R F U L A S S E T F O R T H E F U T U R E Experts regard gold as a safe-haven asset with a promising

future. Investment bank Goldman Sachs, raised its forecast for

gold in 2020 from $1600 to $1800 per ounce in late February,

and believe if the coronavirus outbreak worsens the yellow

metal could reach that price within three months.

“Extensive analysis suggests that adding between 2.5% and 12.5% of gold to a pound sterling-based portfolio will make a tangible improvement to performance and boost risk-adjusted returns on a sustainable, long-term basis,”

according to the World Gold Council.

A friend recommended The Pure Gold Company, as they have a reputation of assisting beginners, they were fantastic. They explained in detail howit all works and what optionswould best suit our circum-stances. They guided us on timing and saved us 6% by waiting a couple of weeks.” Racheline Natalie Michaels, Director,

Hexagon of Highgate Ltd

“



AV E R A G E Y E A R LY G R O W T H O V E R 1 0 Y E A R S

20

16

12

8

4

1Housing Cash Inflation Bonds Shares Gold

% G

RO

WT

H

C U R R E N T P R I C E

G O L D P R I C E S J A N ‘ 0 7 TO M A R ‘ 2 0

1300

1200

1100

1000

900

800

700

600

500

400

325

£/

OZ

‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15 ‘16 ‘17 ‘18 ‘19 ‘20

Y E A R

SILVERINVESTMENTIN MORE DETAIL

T H E C O L O U R O F M O N E YIn over 90 different languages the word silver means ‘money’.

Unsurprising, as the precious metal has been widely traded as

a form of currency for thousands of years.

The difference between silver and other precious metals is

its growing demand as an industrial metal. Each year, more

and more uses are discovered for silver’s unique chemical

properties, ranging from biotech to electronics and there is

a growing concern that in less than 15 years, there will be

no silver left. There’s simply not enough silver to meet this

growing demand, which makes physical silver an attractive

and undervalued investment.

T H E P U R E G O L D C O M PA N Y — S I LV E R I N V E S T M E N T I N M O R E D E TA I L 5/13

W H Y B U Y S I LV E R N O W ?

Silver is a physical, tangible asset in limited supply and many

of the benefits of gold investment also apply to silver. Find out

how you could benefit.

Private Investment – Unlike shares or banking, there is no

requirement to register ownership of silver. Physical silver

is one of the only forms of private investment left today.

Inheritance & Legacy – Physical silver can be tax efficient

when leaving your wealth to loved ones.

Insurance Against Inflation – In times of inflation, silver’s

value tends to increase in line with other products and

commodities.

To Diversify Your Portfolio – Silver tends to increase when

other commonly held assets fall in value, which is why

experts recommend investing in precious metals as part of

a diverse portfolio.

Capital Growth & Returns – Silver remains one of the best

performing UK assets of the 21st century, rising 300% since

1999, against the FTSE of 173% and a housing market rise

of 231%.

Tax Advantages – Individuals who purchase physical silver

within the EU are required to pay VAT. However The Pure

Gold Company is able to supply physical silver free from

VAT and Capital Gains Tax.

Sits Outside the Banking System – When you convert your

savings into physical silver you are essentially removing it

from the banking system and any counterparty risks

associated with it.

Universal Currency, Easy to Liquidate – Physical silver is

recognised and sought after all over the world and as such

can be exchanged for global currency, goods or services

and is easily liquidated.

Rarity – As demand increases, the global supply of silver is

rapidly running out, pushing up its price.



T H E P U R E G O L D C O M PA N Y — S I LV E R I N V E S T M E N T I N M O R E D E TA I L

S I LV E R ’ S S H I N Y F U T U R E Silver investment has many of the same benefits as gold

investment but any growth in gold is often magnified in silver.

The relationship between gold and silver is an important

one. For hundreds of years before the twentieth century, 12

ounces of silver could buy you

1 ounce of gold, at a ratio of 12:1. This rose to an average of

47:1 in the 1900s. The current ratio is 95:1, substantially higher

than its historical level and many analysts believe the silver

price is massively undervalued.

Silver has many more uses than gold and owes around half

of global demand to its use in industrial contexts. The Silver

Institute believes that macroeconomic and geopolitical

conditions will remain broadly supportive for precious metals,

encouraging investors to stay net buyers of silver overall, a

development that should lift silver prices higher this year.

Additionally, they see continued growth in physical silver

investment, and forecast silver’s use as an industrial metal will

rise in 2020.

Having thoroughly researched thegold investment market I found The Pure Gold Company. Their consultants were knowledgeable, transparent and kept it all very simple. My gold arrived the next day and I’m now discussing options for silver storage. I highly recommend them.”Oliver Shipton, Partner at Lee & Thompson LLP

“

6/13



AV E R A G E Y E A R LY G R O W T H O V E R 1 0 Y E A R S

20

16

12

8

4

1Housing Cash Inflation Bonds Shares Silver

% G

RO

WT

H


S I LV E R P R I C E S J A N ‘ 0 7 TO M A R ‘ 2 0

30

25

20

15

10

53.5

£/

OZ

‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15 ‘16 ‘17 ‘18 ‘19 ‘20

Y E A R

There are various ways of investing in gold/silver and each has its advantagesand drawbacks.

Purchasing shares in a gold or silver exchange-traded fund (ETF), a traditional fund, mining company, spread betting,futures or contracts for difference (CFD) will give youexposure to gold/silver investment but carry additional risks.These forms of investment are better suited to short-termspeculation, rather than long-term stability and will notprotect you from economic crises or insure your portfolio.

As you can see from the Pyramid of Risk, owning and

investing in physical gold/silver bullion presents the least

risk and highest level of control, in a tax-efficient way.

PHYSICAL VSPAPER (ELECTRONIC) METALS

T H E P U R E G O L D C O M PA N Y — P H Y S I C A L V S PA P E R 7/13

P Y R A M I D O F R I S K

Gold/Silver Derivative

Unallocated Gold/Silver ETF

Fully Allocated Gold/Silver ETF

Directly Owned Legal Tender Bullion Coins, out of Banking System

Directly Owned Gold/Silver Bars Held at Bullion Bank

INC

RE

AS

ING

RIS

K



GOLD ANDSILVER AS ALTERNATIVES TO TRADITIONAL SAVINGS Many people invest in gold and silver, as an alternativeto traditional cash savings,to insure against inflation and economic instability and enjoy higher returns. Here’s why…

I N S U R E Y O U R S AV I N G S A G A I N S TI N F L AT I O NIn 1920 a $20 note or a 1oz gold coin would rent you

a two-bedroom flat in London for one week. Today, the

same $20 note wouldn’t be enough to cover a week’s

electricity bill for that flat. However, the 1oz gold coin

would cover two weeks rent. This is a prime example

of how gold has more than maintained its purchasing

power, whereas currency has been slowly disintegrated

by inflation. Is it really worth risking your hard-earned

savings, in exchange for the 1% currently offered by

savings accounts?

T H E P U R E G O L D C O M PA N Y — G O L D A N D S I LV E R A S A LT E R N AT I V E S 8/13

W H Y S AV E G O L D O R S I LV E R I N S T E A D O F C A S H ?

Higher Returns – Gold and silver have beaten inflation

whereas cash has not.

No Minimum Investment – So you can start small and grow

your investment as and when you are able.

Liquid Investment – Gold and silver can be liquidated

easily and sold in any quantity.

Flexible – You can sell gold or silver at any time with

no penalty.

100% Insured & Protected – While bank accounts are only

guaranteed for up to £85k.

Security – Gold and silver are physical, tangible assets and

not exposed to counterparty risk.



It was really easy to do… and with no capital gains tax - it just made so much sense”Andrew Morris

“

DIFFERENT TYPES OF GOLD PROS AND CONS

T H E P U R E G O L D C O M PA N Y — H O W TO G E T S TA R T E D 9/13



Completely Tax Free (If UK Gold Coin)

No Counterparty Risk, Tangible asset

Intrinsic Value

Currency Value

Private Investment

VAT exempt

No Management Charges

Very Liquid and Divisible

High Buy Back Prices

No Counterparty risk, tangible asset,

has intrinsic value, private investment

VAT exempt,

no management charges

Can purchase gold bullion bars within SIPP/

Pension

Relatively cheap, fast & easy to buy and

sell


Pension

Well established, easy to access, relatively

cheap


Pension

Potential for higher gain than the gold price,

dividend potential

Potential for very high gains, tax exempt

Potential for very high gains

Potential for very high gains

A D VA N TA G E S D I S A D VA N TA G E S

Can’t put into a SIPP or Pension

Less demand for non UK Residents

Capital Gains Tax is applicable to any growth

Potentially reportable – less private than

coins

Less demand results in weaker buy back

prices compared to coins

Counterparty risk, may not be fully physically

backed, cannot take physical delivery, gains

and losses can be larger than changes in

gold price, annual management charges,

taxes applicable, no income

Counterparty risk, may not be fully physically

backed, cannot take physical delivery, gains

and losses can be larger than changes in

gold price, annual management charges,

taxes applicable, no income

Counterparty risk, potentially high risk,

apart from gold performance, share price

determined on how company is run and

profitability of gold mine

Speculative, complicated and high risk,

can loose more than initial investment





P h y s i c a l G o l d C o i n s

P h y s i c a l G o l d B a r s

E T F

G o l d F u n d

G o l d M i n i n gC o m p a n y

S p r e a d B e t t i n g

F u t u r e s

C F D

GOLD’S PERFORMANCE COMPARED TO OTHER INVESTMENTS




Inflation

Silver

Cash ISA

10-Year Government Bond

Gold

Savings Account (Total Return)

FTSE 100 (Total Return)

Dometstic Property (Capital Gain)

1 . G O L D V S I N V E S T M E N T S ‘ 1 5 T O ‘ 2 0

£17k

£16k

£15k

£14k

£13k

£12k

£11k

£10k

£9k

£8k

‘15 ‘16 ‘17 ‘18 ‘19 ‘20

Y E A R

Gold has a thousand-year track record for retaining its value while other asset classes have risen and fallen at the whim of economic and political events.The graphs below show how gold has performed relative to other asset classes during

both a 5 and 20 year period.

Over the last five years, gold has outperformed all other asset

classes, while silver has also kept pace just behind the stock

market. Meanwhile domestic property, savings accounts, cash

ISAs and 10-year government bonds have all underperformed

inflation. If you invested £10,000 five years ago:

In a cash ISA, it would be worth £10,478 In residential property, it would be worth £10,853 In ten-year government bonds, it would be worth £10,861 In silver, it would be worth £13,326 In the FTSE 100, it would be worth £14,026

In gold, it would be worth £15,990





H O W D O O T H E R A S S E T C L A S S E S FA R E ?

Stock MarketMost people have some investment in the stock market

but they are notoriously volatile. Since the 2008 financial

crisis, central governments have pumped money into

their economies to stave off recessions and help the

markets avoid a slump, but this has inflated the value of

other assets like stocks, which can make any downturn

steeper and faster.

PropertyThe property market tends to be a more steady growth

investment, although it can also decline. For many

people, it is their most significant investment, but it is

entirely illiquid. Even without the government enforced

shutdown during the Coronavirus outbreak, releasing

funds from a property takes time.

GoldBy contrast gold investments are highly liquid and its

value has during most recessions over the last century.

Citi investment bank expects gold to rise to $2,000 per

ounce in 2020, while Goldman Sachs sees $1,800 by year

end. Most analysts expect the stock markets to slump

further before any hint of a recovery. Many professional

clients are looking to hold gold for the medium-term,

using the gains on gold to invest in cheap and distressed

assets when the market has bottomed out.

I feel their reputation is well deserved. I was kept informed, anything I didn’t understand was explained well. I have no reservations in recommending The Pure Gold Company”Charles Campling, Police Officer, Surrey Police Service

“

2 . G O L D V S I N V E S T M E N T S ‘ 0 0 T O ‘ 2 0

£80k

£75k

£70k

£65k

£60k

£55k

£50k

£45k

£40k

£35k

£30k

£25k

£20k

£15k

£10k

£5k

£0k

‘00 ‘02 ‘04 ‘06 ‘08 ‘10 ‘12 ‘14 ‘16 ‘18 ‘20

Y E A R

Inflation

Silver

Cash ISA

10-Year Government Bond

Gold

Savings Account (Total Return)

FTSE 100 (Total Return)

Dometstic Property (Capital Gain)

Over a 20-year period, both gold and silver have soared.

While most asset classes did outperform inflation, the returns

on gold and silver are exponentially bigger. And any money

invested in a savings account for the last 20 years would be

worth less as inflation eats into the value.

In a cash ISA, it would be worth £17,243 In ten-year government bonds, it would be worth £20,361 In residential property, it would be worth £29,766 In the FTSE 100, it would be worth £23,585 In silver, it would be worth £42,911

In gold, it would be worth £66,802


TA X F R E E G O L DTax Free Gold allows you to invest in and grow your gold

investment without paying tax on your gains. Tax Free Gold,

in the form of UK investment-grade gold coins, is legal tender

and therefore HMRC does not regard any growth as taxable.

Tax Free Gold is also extremely sought after by the investment

market, so liquidation is quick and easy.

TA X F R E E S I LV E RTax Free Silver allows you to invest in and grow your physical

silver portfolio without having to pay any tax on your gains.

Under usual circumstances, people in the UK are required to

pay VAT on the purchase of physical silver. However The Pure

Gold Company is able to supply physical silver, free from VAT

and Capital Gains Tax.

G O L D P E N S I O N P L A NIn 2006 the government made it possible for individuals to

diversify and protect their nest egg by purchasing physical

gold bars, within their pension or SIPP and benefit from up

to 45% tax relief. As leaders in our field, we are ideally placed

to explain how this simple but effective structure could work

for you.

G O L D S AV E ROur Gold Saver allows clients to invest an affordable monthly

sum with complete control and flexibility. From as little as

£200 per month, you can begin receiving regular deliveries

of gold.

All our products are designed to minimise your tax exposure and protect your wealth.

YOURTAX FREEINVESTMENTOPTIONS

T O D I S C U S S

YO U R I N V E S T M E N T

O P T I O N S , C A L L

A C O N S U LTA N T O N

0 2 0 7 0 6 0 6 9 0 2

T H E P U R E G O L D C O M PA N Y — TA X F R E E I N V E S T M E N T O P T I O N S 12/13

I found The Pure Gold Company knowledgeable and trustworthy and wouldn’t hesitate in recommending them.”Sir Geoffrey Leigh, Property Entrepreneur

“



HOWTO GET STARTED

Investing in physical gold and silver involves risk – the value of yourinvestment and the return from it may go down as well as up. Investingin physical gold and silver is not an activity regulated by the FCA. Thatmeans you will not have the protection of the Financial Ombudsman Serviceor the Financial Services Compensation Scheme. If you are unsure aboutinvesting, you should seek independent financial advice.

Whether you’re readyto invest or would like to explore your options, we’d love to hear from you. Call for a no-obligation consultation today on: 0207 060 6902

T H E P U R E G O L D C O M PA N Y — H O W TO G E T S TA R T E D 13/13



C O N S U LTAT I O N One of our dedicated specialists will work with you to

identify which products are available to you and will benefit

you most. The length of the consultation is down to you and

is an opportunity to ask us as many questions as you like.

P U R C H A S E O R D E R When you feel confident that you’ve had all your questions

answered, you will be asked to complete a purchase order,

which is your instruction to purchase metals.

PAY M E N T In order to lock in the price and complete your order, you

must then make a payment, via bank transfer or personal

cheque. For smaller orders we may accept debit or

credit cards.

S T O R A G E O R D E L I V E R Y We can either deliver your gold directly to you, via our

complimentary insured delivery service, or you can choose

to have your gold safely stored, in a London Bullion Market

Association (LBMA) vault, where your physical metals are

allocated in your name.

I was looking above all for somebody I could trust”Andrew Morris

“

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