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    Is the silver the new

    gold?

    For many years consumers and investors have

    favoured gold, but persistently high prices mean thetime has come for silver to reassert its credentials as a

    jewellery material and a store of value.

    Signs that the economic downturn may at last bereaching a floor are also expected to help silver to pick

    up the momentum it needs to outperform gold.

    The debate about the relative merits of gold and silverhas been triggered by news the world's largestconsumer,

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    India, for the second month running in March did not

    import any gold, and may even have become an

    exporter.

    "In

    India you have people who can only afford silverand people who will only buy gold, but there are a

    large number of people in the middle who will rotate

    from gold to silver," said Ashok Shah, chief investmentofficer at London & Capital. That phenomenon is likely

    to be repeated in other countries as unemployment,

    salary cuts and potential tax rises take their toll onconsumer spending, analysts said.

    Gold used as a hedge against financial uncertainty, flewthrough $1,000 an ounce to an 11-month high on

    February 20 at the height of the banking crisis.

    Prices have tumbled about 13pc to around $875 an

    ounce since then, while silver has fallen 16pc to about$12.20 an ounce from a six-month $14.60 peak in

    February.

    "Silver over the last 30 years has been the poor cousin.In the first half of the last century gold and silver was

    on a similar footing in terms of monetary value andtheir roles as safe havens," said Eugene Weinberg, an

    analyst at Commerzbank.

    A measure of value is the ratio of gold to silver prices,

    which in the last century fell as low as 14 andcompares with levels around 70 now suggesting gold

    is overvalued.

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    He added: "The ratio could drop to between 40 and 50

    in the medium term," Weinberg said. "People who

    cannot afford to buy gold for jewellery will buy silver."

    Since the early 1980s the ratio has averaged about 65and mostly ranged between 30 and 100.

    Figures around 100 were last seen in early 1991 afterIraq's invasion of Kuwait fuelled security concerns anda surge in oil prices raised the spectre of rampant

    inflation, boosting gold's allure as a hedge againstfinancial uncertainty.

    Worries about price pressures in the pipeline becauseof the large amounts of money being pumped into the

    economy by central banks and governments are

    expected to support prices of both metals over the nextfew years.

    But in the short term silver and gold prices could slip as

    investors switch back to riskier assets such as equities

    on expectations of stronger growth and industrial

    output.

    If a real uptick in growth does materialize, silver willremain relatively unscathed as it is used in industries

    such as electronics, aerospace and defence.

    "Gold will suffer ... Silver will too, but this impact may

    be relatively muted by the recovery in industrial

    demand," said David Thurtell, an analyst at

    Citigroup."We would suggest that the gold/silver ratio

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    will push down towards the 50-55 level by the end of

    third quarter."

    Industrial demand for silver, including from the

    photography industry, is reckoned to be about 65 percent of total global supplies estimated at 895 tonnes.

    For gold industrial and dental demand the figure is

    about 11 per cent of supplies estimated at around3,880 tonnes, according to consultants GFMS.

    Part of the boost for silver will come from investmentdemand. With gold prices still near $900 an ounceholdings of exchange traded silver funds are expected

    to rise.

    The I Shares Silver Trust, the largest silver-backed

    exchange traded fund listed in New York, holds arecord 8,413 tonnes, a gain of more than 20 per cent

    since early January.

    That compares with a more than 40 per cent rise in the

    SPDR Gold Trust, the world's largest gold-backed

    exchange traded fund, with holdings near record highsof 1,127 tonnes.

    "Some people may be slightly more positive on silver to

    outperform gold on strong investment demands," saidAdrian Koh, an analyst at Phillip Futures.

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    Gold prices against silver:

    [1995-2010]

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    So Why is Silver the New Gold?

    There is less silver in the world for investors today than gold. In the

    western world we take silver for granted, we are befuddled to believe

    that silver is common and easy to obtain. In many regions of theglobe, finding investment grade silver can be next to impossible.

    Many of our Asian-Pacific customers have expressed to us that they

    have no trouble buying gold bullion in their countries, but finding

    investment grade silver is next to impossible.

    Silver cannot be substituted; it has too many unique properties.

    Nothing conducts electricity or heat as well as silver. No metal is a

    better reflector of light. Silver is integral in the photographic process

    and has important health benefits. The white metal is an absolute

    necessity in high tech as every server, cell phone, monitor, computer,

    and electric switch. It's in your TV, washing machine, refrigerator,

    batteries, DVD's, iPod, wall switches, and mirrors. Without silver our

    modern way of life is impossible!