The Pure Gold Company

Spear’s Review

The Pure Gold Company sells gold and silver bars and coins to private investors, and will either deliver the metal or store it under insurance. It also guarantees to buy back whatever it sells, so a holding can be turned back into cash without the client having to find a buyer.

Josh Saul founded the firm in London in 2012, having begun his career as an analyst at FTI Consulting, where the firm’s work on the Lehman Brothers and General Motors bankruptcies showed him what counterparty risk looks like in practice. Much of the interest from clients is tax-driven, according to Saul, who explains that purchases of investment-grade gold carry no VAT in the UK, and legal tender coins are exempt from capital gains tax for UK residents.

The firm is an approved Royal Mint distributor and a member of the London Bullion Market Association, whose standards govern which bars the London market will accept. Saul, however, does not describe the business as a dealership. ‘We’re an investment company,’ he tells Spear’s. ‘We have a breadth of experience so we can comment on a variety of investment classes.’

Company Profile

We help you buy the right bullion, at the right time, for the right price. And we make the whole process as easy as possible.

At The Pure Gold Company, we believe a no-pressure, consultative approach which enables you to make an informed decision and supports your wealth protection needs is the best way to buy gold. It’s this ethos which has created a thriving business, earned us an ‘Excellent’ rating on Trustpilot and ‘Top Rated’ on Bullion Directory, and won us ‘The UK Best Gold Broker’ in a prestigious industry review.

While we can’t give financial advice, our bullion specialists will help you determine which coins and bars are best suited to your needs, whether you’re buying as an individual, business or through your pension. We’ll explain the relevant tax breaks and talk you through the practicalities of storing your bullion at home or in a secure storage facility.

‘I was so impressed with their staff. They explained fully about buying gold, no pressure, but lots of information. […] I would definitely recommend them. They talked me through every step of the way. Definitely a company to trust.’ (July 2026 Trustpilot review)

With over 15 years’ experience in precious metals investment, we’re an established, award-winning UK gold dealer. All consultations are free of charge, and our minimum purchase amount of £5,000 enables us to maintain highly competitive prices for physical gold and silver.

Part of the appeal of owning gold is its liquidity. When you buy bullion from The Pure Gold Company, you’ll also benefit from our buyback guarantee, meaning we’ll buy your bullion back at a fair price, without delay.

We understand that purchasing bullion is rarely a snap decision. If you’ve got a pressing question or just want to get a feel for what we’re like, book your free consultation today by calling 0207 060 6902 or visit our website.