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Coin minted in gold. Bullion coins are minted by governments and are traded mostly on the value of their gold content. Major gold bullion coins include the American Eagle, the Canadian Maple Leaf, the Mexican Peso, the Australian Kangaroo, and the South African Kruggerand. Other gold coins, called Numismatic Coins are minted in limited quantity and trade more on the basis of their aesthetic value and rarity, rather than on their gold content. Numismatic coins are sold at a hefty markup to their gold content, and are therefore not as pure a play on gold prices as bullion coins.

A gold coin is a coin made mostly or entirely of gold. Gold has been used for coins practically since the invention of coinage, originally because of gold’s intrinsic value. In modern times, most gold coins are intended either to be sold to collectors, or to be used as bullion coins, coins whose nominal value is irrelevant and which serve primarily as a method of investing in gold. Gold coins then had a very long period as a primary form of money, only falling into disuse in the early 20^th century. Most of the world stopped making gold coins as currency by 1933, as countries switched from the gold standard due to hoarding during the worldwide economic crisis of the great depression. In the United States, 1933’s Executive order 6102 forbade the hoarding of gold and was followed by a devaluation of the dollar relative to gold, although the United States did not completely uncouple the dollar from the value of gold until 1971.

At the corner of 21^st street and fifth avenue in Manhattan, Paco Underhill peers through the windows of the bank of New York. His jaw tightens as he takes in the drab ATM parlor and the elaborate poster advertising low-interest loans- far too much verbiage, he says, for a message designed to be read on the fly. :for a business that is spending enormous sums of money to be on the side walk, he observes, the bank shows, remarkably little understanding of its street side selling opportunities.

The study of shopping is more than just a livelihood for Paco, as he is known to the clients and employees of his New York based consulting firm, Envirosell. Tall and sot spoken with the vestiges of a once-serious stutter, he takes a keen interest in social barriers and ways of bridging them. Merchants retain his services and pay his bills, but it’s the customers who engage his heart. Shy and sensitive creatures in need of  a little encouragement- that’s the awy Paco sees them. A good retailer is therefore a kind of therapist, loosening the strings of the soul as well as the purse.

And a bad retailer?

At the Bank of New York, Paco finds muct to question, inside as well as out: a woman in a bike helmet, for example, completing her deposit slip in midair as she hurries into the teller line. Why Paco asks, is there no ready surface for her to write on? Why no concierge to move things along? The level of tension in ay line drops when there’s somebody in charge, “he notes. And what exactly is the meaning of a sign that reads “Customer Transactions” or another that reads “Business Transactions? So much of the process here.