KEY TAKEAWAYS: Gold and silver prices have surged sharply, driving increased investor demand in New Orleans Economic uncertainty, inflation, and geopolitical tensions are fueling interest in precious metals Local retailers report more first-time buyers and growing daily customer traffic Financ ial institutions increasingly view gold and silver as essential portfolio diversification tools   For a generation raised on DuckTales, Uncle Scrooge diving into his vault of gold coins was a nostalgic cartoon image. Today, with gold and silver prices surging, precious metals are drawing renewed investor interest, and New Orleans retailers are seeing demand rise. “Gold and silver prices have risen exponentially over recent years. When there is uncertainty across the globe – inflation, unstable economy, geopolitical tensions – that leads to investors considering precious metals for protection, and as safe-haven alternative assets to diversify their portfolios,” said David Beahm, president and CEO of Blanchard and Company, a New Orleans rare coin and bullion investment firm founded in 1975. Gold and silver prices are set in global commodities markets, with benchmarks established through major exchanges such as the London Bullion Market and COMEX in New York. Prices fluctuate throughout the day based on supply and demand, interest rates, currency strength and broader economic conditions. Gold is trading at around $4,500 an ounce, up nearly 50% in one year, about 160% over the past five years, and close to 270% over the last 10 years, according to BullionByPost.com. Silver trades at around $68 per ounce, up nearly 105% in one year, about 165% over the last five years, and 337% over the last 10 years. “Silver’s investment story has really evolved,” said Alex Ackel, CEO of New Orleans Silver and Gold, which was founded by Ackel in 2010. “There’s growing demand tied to industrial uses like AI data centers, solar energy, and other technologies, and the government adding silver to its critical minerals list has signaled to the market that it’s more important than many people previously realized.” Traditional equities have also posted strong gains. According to Yahoo Finance, the SP 500 index, currently around 6,500, is up about 15% in one year, 67% over the past five years, and about 220% over the last 10 years. The Dow Jones Industrial Average, now around 45,600, is up about 9% over the past year, nearly 40% over the past five years, and about 159% over the past decade. Those are price-index gains based on daily closes, not total return with dividends. “Gold and silver are not meant to completely replace well-constructed financial portfolios,” Beahm said. “But with the way precious metals have historically performed, they play an important role in complementing your portfolio by providing diversification and balance, especially in volatile times like these.” Gold reached a record high of over $5,500 per ounce in late January 2026, while silver’s highest price came that same month at $121 per ounce. “We have had some market pullback, and that’s due to the natural volatility of the business, but yes, overall, in recent years, we have seen prices surge and thus a peak in curiosity and demand for precious metals,” said Mike Perkins, owner of Causeway Coin Company in Metairie. “Gold protects, preserves, and builds wealth that lasts generations.” Perkins has bought and sold precious metals, diamonds, vintage watches, rare coins, and collections since 1969. He owned Deep South Gold from 1978 to 2005, then opened Causeway Coin, which has been in business for more than 20 years. “We are a small business, and even on a slow day, we see around 30 customers. On a busy day, that number climbs to 40 or 50, many of them new to precious metals and considering them as an investment,” Perkins said. “When people are worried about the economy, they turn to gold and silver, which historically have outperformed traditional savings vehicles like CDs.” From hedge to mainstream holding Central banks hold 20% of all gold ever mined as some institutions diversify their holdings. For the first time, Merrill Lynch has recommended gold and silver as diversification plays, pointing to their role as a hedge against economic and political uncertainty. “For investors looking to diversify their portfolios, our outlook remains positive on these precious metals as many of last year’s same tailwinds persist,” said Ariana Chiu, assistant vice president and investment strategist with Bank of America Merrill Lynch, in a “Market Decode” video. “In 2026, these assets could keep their shine and act as a hedge against economic and political crosscurrents.” Ackel said Merrill Lynch’s recommendation reflects a meaningful shift in how major financial firms and investors regard precious metals. “Merrill Lynch’s recommendation means more analysts are beginning to note that physical precious metals aren’t just an alternative, but an essential part of a well-balanced portfolio and investment strategy,” said Ackel. “Demand rose significantly in 2025 for gold and silver, reaching its highest level in the past five years. Precious metals are becoming a more established part of the financial landscape instead of remaining a niche investment.” That broader acceptance is also changing how buyers view precious metals. Retailers say many investors increasingly see gold and silver not simply as commodities, but as hard assets with enduring value. “There’s a growing realization that gold and silver are real money assets that can’t be printed or manipulated by the federal government,” Ackel said. “That’s what continues to make them attractive during long-term inflation and geopolitical uncertainty.” Perkins said many of his customers approach metals as long-term stores of value rather than quick trades. “If you’re trying to trade gold or silver for short-term gains, you may be in the wrong business because, like anything, it can be volatile and hard to predict,” Perkins said. “But over a five- to 10-year horizon, it’s a strong way to preserve wealth.” How new investors enter the market The rise in prices, combined with more mainstream marketing and visibility around gold and silver, has brought more first-time buyers into the market. For those investors, Beahm said, the process starts with education. Many newcomers know they want exposure to precious metals, but are less certain about what to buy, how much to allocate, and how the transaction works. “We try to make buying and selling gold and silver as seamless as possible,” Beahm said. “We approach it like a financial advisor would – starting with a client’s goals and financial position, then helping them build the right strategy, the perfect buy given their situation and goals, buying on their behalf, and then sending the metals to them.” Beahm added: “We also let clients know that we buy back all the precious metals we sell, which gives especially new investors added peace of mind.” Ackel said newcomers are often best served by starting small and becoming familiar with both sides of the transaction. “The best way to get started is to visit a local shop or attend a coin show and make small purchases,” Ackel said. “I also recommend selling some back early on, so you understand how the process works. It’s always smart to build relationships with multiple, reputable dealers.” In addition to upward price movement and portfolio diversification, local retailers said gold and silver offer something tangible to investors – an asset that buyers can see, touch, and hold. “There’s a real psychological component to owning precious metals because they’re tangible,” Beahm said. “Everyone remembers Uncle Scrooge diving into his pile of gold. That is what our clients kind of feel when they receive their gold coin or bar. They see it, touch it, feel it, and they know that their asset right in front of them is valuable, has liquidity, and is protected.” ...read more read less