Hot and Gold

Building on strong holiday buzz and a successful VicenzaOro fair in January, gold seems poised to maintain or even exceed expectations in 2005. As retailers continue to see strong sales of fashion gold, the World Gold Council is keeping up its end of the bargain by putting itself in the consumer spotlight with an aggressive spring advertising schedule and high-profile initiatives. Is the look of gold merely trendy now, or is this success actually a game of simple economics? According to John Calnon, managing director, World Gold Council of the Americas, this growth at retail may partly be a reaction to difficult economic times. "Historically, gold is rising and rising slowly," Calnon explains. "There has been a great deal written about the high gold prices in the consumer media, and it actually promotes the intrinsic value of gold." WGC's theory is this: The more consumers hear about

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