Gold is considered as a sacred and precious metal, more precious than landed property or hard currency. Studies conducted on various industries across the world have proved beyond doubt that gold business is the safest and most profitable among all other business. A decrease in sales in other segments can cause accumulation of dead stock resulting in discounted or even profitless sales. Most of the products that are out dated cannot be converted to suit the latest market trends and this directly affects the business. However, gold no matter how old it may be, can be melted and redesigned to suit the changing trends and tastes of individual customer without any loss to the seller. Gold investments serve the twin purpose of hedging against inflation and fall in the value of other investments. According to the WGC, an ounce of gold would consistently purchase the same amount of goods and services it did 400 years ago. Since gold prices usually move opposite to the prices of shares, oil and the US dollar, the gains through gold can cover the loss incurred from other investments.