How to Buy


Investing in gold and silver can be a minefield so we try to keep our investment advice simple. 

This page helps you understand the buying process, packed with information on how to invest in gold, why buy gold, what to buy - gold coins or bars, where to buy gold, and so much more

If you need more information you can view our investing in gold guide by clicking here.

How to Buy From Chards 1964

Step 1 - Register for a free account by clicking here. Sign up to receive the benefits of viewing your order history, finding out about offers and deals first and mailing list settings. 

Step 2 - Browse our product pages by clicking here and view coins and bullion items from around the world

Step 3 - Add your products to the basket and checkout in seconds. We only offer special delivery tracked and signed for Royal Mail deliveries on any order over £60 and the option of second class for orders less than £60. Special delivery is fully insured delivery. 

Step 4 -Select your payment method. We offer the following payment methods - Debit card, bank transfer, cheque or cash. Individual transactions are limited to £100,000 and if you wish to spend over this amount we ask you call us on 01253 343081

Step 5 - The price is fixed when you progress to payment. Our prices may re-calculate at this point if the market value has changed. 

Step 6 - You will receive an order confirmation email with our bank details and instructions if you opted for a payment other than debit card. You will be re-directed to Sagepay if you chose a card method. 

Step 7 - Take receipt of your order the following day (if we have your item in stock)

All orders are fully insured and become your responsibility at point of signature. All orders are in discreet packaging without our company name for privacy reasons. 

How to Invest in Gold?

Whether you are an amateur investor or have already built up a portfolio, there are essential questions that you should ask:

  1. Is it a good investment?
  2. What should I buy?
  3. When should I buy?

Do you want a good investment or a great investment? We know which we would want - the great investment! The easiest way to a great investment is to buy gold at the lowest premium above spot. But, you should also look at the Buy-Back premium. This is your Buying-Selling spread and will be an important factor when you want to liquidate your investment. We are happy to answer your questions to help you understand your purchase so that you make the best investment at the time.

We are often asked 'What should I buy? Coins or bars?'. Some people prefer bars to coins, but these days we sell far more coins than we sell bars. It is often down to personal choice, you can find great deals and low premiums on both gold coins and bars. If you want to buy our cheapest gold take a look at our Best Value gold. 

You can buy one kilo gold bars at a 1.5% premium above gold spot which is a cheap way to buy a large quantity of gold. However, if you need to raise some cash and need to sell it, you will have to sell the whole 1kg gold bar. 

One ounce gold coins and sovereigns are our most popular gold bullion products. Investors in gold like the flexibility that these coins offer. As with most of our products, the more you buy, the better the price that you pay as the premiums reduce with the number of coins that you buy.

Our Best Value One Ounce Gold Coin is our choice of mint and date, this enables us to supply you with gold coins minted by recognised LBMA approved refiners at the lowest prices. Many investors like to stick to one type of coin - for example Britannias or Krugerrands, Maples or Eagles. However, you may find that you would like to extend your gold portfolio with other coins. There are so many coins from mints all over the world to choose from that you will be spoiled for choice. 

Subscribe to our mailing list/newsletter and be invited to special offers and secret deals. When we reach a surplus amount of stock we often reduce our premiums that will only be seen by our subscribers.

Can You Advise Me When to Buy or Sell?

Every day, we are asked 'When should I buy gold?', 'Is gold going to go down?' or 'What will happen to the price of gold?' We cannot predict with any certainty what gold or any other commodity or currency will do over short, medium or long periods of time. There are many analysts who dedicate huge amounts of time trying to work out what will happen, there are very few who get it right consistently, time after time. Because of this we tend to avoid giving any definite advice or strong opinion. There are some areas where we have considerable experience and feel we can safely give advice. We are not financial advisers but we can help to equip you to make an informed decision before you buy. 

Our live metal prices page is crammed full of information. Here you will find the live prices for gold, silver, platinum and palladium. These prices can be viewed in British £s, United States $s or Euro €s, in troy ounces or grams. In the UK, we tend to use troy ounces and the Sterling Gold price which is linked to the British pound. You can use the charts and graphs to follow the live gold prices or to see historic data (currently back to the early 1800s). Take a look at the Gold Silver Ratio which shows how many ounces of silver you could buy as one ounce of gold. Sign up for price alerts so that you can make an informed decision when to buy.

We often say 'Buy Low, Sell High' but it can often be difficult to know exactly the right time to jump in and buy. There isn't really an ideal time and if you watch the live metal prices all the time you could end up making yourself anxious as gold goes up and down. If you believe that the time is right to buy, then don't wait and try to buy it at the absolute bottom, you are very unlikely to get it precisely right. Investing in gold should be viewed as a long-term investment and it will not make much difference in the future if you buy when gold goes up or down £50.

We have heard it said many times that if you can buy within 10% of the bottom and sell within 10% of the top, you would be a very successful and happy investor indeed.

Some of our advice may appear obvious, but it is surprising how often we find ourselves repeating it.

Read our blog Investing In Gold

Why Invest in Physical gold?

In times of economic uncertainty, gold is seen as the traditional safe haven. This asset is a good insurance against inflation and is a protection against economic collapse. Gold is a commodity that will always have a value and as banks and governments push us towards a cashless society, it is a good idea to have an asset which is not linked to the banks.

In 2008, four British banks nearly triggered a complete banking collapse. There was a run on Northern Rock bank and many investors saw their savings wiped out. Similarly, the subprime mortgage scandal in America led to the closure and collapse of banks and investment firms. The real victims were the investors who had relied on these banks to protect their savings. With Brexit, the Eurozone, government debts spiralling, currencies plummeting and increased levels of terrorism and uncertainty around the world, gold and silver are seen as a way to protect your wealth. 

Although gold can be volatile, investing in physical gold gives you control of a physical commodity that lets you hedge against financial stress. We can help you to create your own wealth portfolio and manage your investment.

What is Bullion?

Bullion is a term used to describe precious metals such as gold and silver which are bought and sold at or close to the value of its metal content (intrinsic value). Bullion can be bought and sold as both coins and bars. Investing in bullion, as opposed to buying coins for their numismatic interest or its collectable value is the safest and cheapest way to invest in gold. 

Read our blog 50 Years of Bullion

Compare Percentages Not Prices!

When you are looking at buying gold, compare the percentage over the gold price for each option. We call this the percentage premium, or just premium. The actual prices fluctuate constantly along with the underlying gold price, so simply look at the price as a percentage of, or above the actual gold content of the coin or the bar.

What is a Premium?

A premium is the percentage over the intrinsic metal value of the gold that is charged by the dealer.

  • Example:  
    The gold price is £1000 per troy ounce. 
    A one ounce coin is currently selling at £1025. 

This means the premium over gold is 2.5% (1025/1000=1.025). 

We try to make our prices easy for you, as all our final prices include the premium. You can see our premiums on our product pages. Why? So, you can compare easily and quickly.

We would always advise you to shop around prior to purchasing. As stated previously, the price of gold can be volatile. The easiest way to compare prices is to compare premiums - not the final price of a particular coin - because by the time you get a price from another bullion dealer, gold will more than likely have fluctuated, thus not giving you a true representation of what the cheaper option is, as we would always say buy the cheapest gold coin!

Look at the quantity breaks on products - the more you buy, the cheaper the coin!

Capital Gains Tax on Bullion

If you are a UK resident, you may want to consider investment gold that is exempt from Capital Gains Tax. CGT free gold includes Sovereigns, Britannias, British Lunar coins, Queen's Beast coins, British legal tender coins and much more. When you come to sell this gold, there will be no tax implications that you may occur when you sell other gold bullion such as Krugerrands, Eagles or bars. 

Read our blog Capital Gains Tax on Bullion – Do I pay this?

Tax Free Gold - Investment Gold

There is no value added tax payable on investment gold. On 1 January 2000 VAT Notice 201/21A was introduced so that investment grade gold became tax free.

Read our blog Investing in Gold

So How Do I Buy Investment Gold?

Now you understand what bullion is, how to compare bullion using premiums and deciding when is the right time to buy, the next step is to purchase.

Buying gold - and silver - at Chard is quick, easy and secure. All our prices are based on the live price of gold, so when you see price that is right you can place an order online or phone us to fix the price.

You can now register for an online account. Setting up your account only takes a minute or two and once you have done it, you can order online 24 hours a day, 365 days a year. Your online account gives you access to your order history, monitor the performance of your investment, track the gold price and set up price alerts and special offers that are only available to our account holders and subscribers. 

Set up an online account here 
Once a price is fixed, payment is payable immediately by bank transfer or debit card. Once your payment has cleared, your items, if in stock, will be dispatched within 48 hours. You can even collect from our showroom - just make sure that you bring ID (call us for details). It's that simple.

How Do I Sell My Investment Gold?

It's just as easy to sell your gold with us as it is to buy. Just phone or visit us and we will quote a buying price. If you are happy you can fix the price and send your items to us the same day. We can make payment by bank transfer or cheque, or cash in the showroom.

‹Read our blog Sell Gold Coins and Bars

Where Should I Keep My Gold?

Unlike stocks and shares, savings in bank accounts or electronic gold, when you buy gold bullion from Chard, you physically possess it and have complete control of it. Now, the next question is 'which is the safest way to store your gold?'. We do hear some funny stories about where people store their gold coins and bars but on a more serious note here are three alternative options. 1 - Invest in a home safe, 2 - Use a safety deposit box or 3 - Allocated storage with Chard.

Why Buy Gold from Chard?

Chard has been established for over fifty years in the coin and bullion business. Voted the UK Bullion Dealer of the Year for the last three years running, we work hard to maintain a hard-earned reputation for trustworthiness, great customer service and probably the widest range of investment gold coins in the UK - at highly competitive prices.  

If you have any questions about investing in gold or silver, contact our friendly and knowledgeable team on 01253 343081.They will be happy to answer your questions and to help you with your purchase. Alternatively, use our Live Chat facility on our website or if you prefer, you can email us at and we will get back to you as soon as possible.

Top 5 Gold Investment Options

Unsure which products to invest in. Here are our best selling products. They are of appeal to new and established investors alike.....

  1. Best Value Gold -  All best value products are our best prices and the ideal choice if you are looking to invest. Our choice items include one ounce gold coins, Krugerrands, Britannia's, gold maples, Philharmonics. We also provide our choice gold bars from a range of refineries at the lowest premiums possible. 
  2. Gold Britannias - These coins are capital gains tax (CGT) exempt and a very flexible choice from a price perspective. The premiums found on Britannias can often be lower than sovereigns making it one of the most attractive options.
  3. Gold Sovereign - the classic British gold sovereign and also CGT exempt. With minting of the modern sovereigns stretching back in history to 1817 you can find both graded and new coins. With a new sovereign released almost every year the coin these coins feature regularly in investment portfolios and coin collections. 
  4. Gold Krugerrand - Gold Krugerrand coins are available from Chards. We stock a variety of weights which are ideal for investment. These products are available as dated coins and also as bullion.
  5. 100g gold bar - This is our most popular gold bar unit. Its small size and packaging make it very easy to store. If CGT is something that your not worried by this is a great choice. Low premiums and price breaks make this an attractive alternative to coins. 

Top 5 Silver Investment Options

  1. Best Value Silver - All best value products are our best prices and the ideal choice if you are looking to invest. Our choice items include one ounce silver coins, lunar series, Britannias etc.  We also provide our choice silver bars from a range of refineries at the lowest premiums possible. 
  2. Silver Britannia - We stock the very popular 1 oz (one ounce) silver Britannia coins which are ideal for investment. The Britannia is a classic amongst the designs of silver coin.
  3. 1kg Pre-owned Silver Bar - As silver is a vatable product we have to charge you VAT by law. On second hand products you pay less VAT as you only pay VAT on the profit we make not the total price meaning you get the same product for less money! Some of our pre-owned bars have slight knocks and some scratches and if this does not bother you it is a great choice for investment. 
  4. Lunar Calendar Coins - the lunar calendar design changes every year. We stock a range of weights for each coin. 
  5. Silver Maple -  Invest in silver with a maple coin. We stock the very popular 1 oz (one ounce) silver maple coins which are ideal for investment. The maple is a popular coin design from Canada.

This guide is for information only and we do not offer any tax or investment advice. The information contained within is there to help you reach your own decisions when investing. If you need more detailed advice we refer you to experts in that field.