“It Will Never be Seized”: in Maine-et-Loire, more Customers are Investing in Gold

The result of strong demand boosted by international crises, the price of gold continues to break records. In Cholet (Maine-et-Loire) resellers are seeing an increase in activity as a result.

Autumn 2025 is marked, in France, by the seal of political instability. In Cholet (Maine-et-Loire) this is reflected in front of the counters of gold sellers while the price of the precious metal has once again broken records. Friday, October 17, 2025, one ounce trades for 3,655€, or more than 117€ per gram.

We always have peaks linked to strong moments of instability, recognizes Tom Thomas, behind the armored glass which protects the counter of the Au Louis d’or jewelry buyback shop. But it’s not easy to say that people sell their gold for this reason. Sometimes they just have a necklace that they decided to sell a long time ago and take advantage of the price rise to get rid of it at that time.

The right time to buy and sell?

An explosion in prices linked to an increase in demand, a direct consequence of international crises. Russia is investing massively in the precious metal to circumvent Western sanctions –linked to the war in Ukraine – followed by several Asian countries: China, India and Indonesia.

We don’t do much more redemption than before. On the other hand, we really have more clients who come for investment , confirms Jordan Perrin, head of the GoldUnion agency. More than a metal, gold is also a store of value, which competes with so-called traditional investments.

Gold, a safe haven

Compared to life insurance, gold is becoming an interesting safe haven. The people of Cholet can turn to this because they know that their gold will never be seized by the State. It’s security for them … and a profitable investment. On average, its value increases by 5% to 7% per year. And even up to 35% in 2024 alone! certifies Jordan Perrin.

Because France has gold. A lot. The fourth largest reserve in the world, with more than 2,500 tonnes, and almost as much for individuals, is divided, essentially, between jewelry and teeth.