The current highs being reached by gold prices are having a positive effect on the way in which consumers view the yellow metal.
This is according to jewelers speaking to the News-Herald, which has reported that the increase in prices has had little or no detrimental effect on the public's appetite for gold - a trend that may be good news for those interested in buying gold.
"In general, we're surprised to find we're selling more than we ever have. I think the status of gold is becoming recognized again as a valuable commodity," commented Steve Kozlowski, owner of US store Sands Co Jewelers.
It is not just the US that is seeing demand for gold continue unabated - recent figures from the World Gold Council have suggested consumer and investor appetite for gold is on the rise around the world, particularly in China.
And while China's record as a gold producer seems to be strong, recent statistics from GFMS suggesting that global gold mining production dropped by one per cent last year could be further indication of the tightening supply that is helping to push gold prices to new highs.
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