Fashions come and go, tastes change, but the luster of gold never fades -- and Thais know it.

Through the centuries, ownership of gold has spelled power, prestige and wealth. Thais are especially enamored of this metal if we judge by the number of the gold ornaments worn by many men, women and children throughout the country.

Thais were said to buy some 52 million gold items each year, which are estimated to cost some 236.21 billion baht. That's about 10 percent of the value of all goods and services produced in this country. But even without the figures you can readily see how gold is loved by the Thai people when you see the proliferation of red and gold painted shops -- where hundreds of bracelets, necklaces and rings are displayed -- in virtually every neighborhood.

In Thailand a "24 karat" gold piece is actually about 96.5 percent pure, putting it in the 22k to 23k range. The price of gold depends on its weight. It is sold in ounces or troy ounces which is equal to 31.1035 grams. However, in Thailand, gold is measured by "baht" and "saleung." Four saleung is equal to one baht and one baht is equal to 15.16 grams.

When in Bangkok, a walk down Yaowarat Road in Bangkok’s Chinatown can answer several questions which visitors may have about buying gold in Thailand. The place is considered the gold buying center of Bangkok and the daily price listed in the shop windows are virtually the same.

This consistency is due to the control exerted to the Bangkok market by the country's major dealers. The price consistency carries over to the price you will receive if you sell your Thai gold to any gold or pawn shop in Thailand.

Now mark these words of wisdom: When traveling in Thailand, gold is often the best store of emergency cash available. It is convertible anywhere. What's more, because of the rigid price control in Bangkok, Thai-crafted gold is often undersold in world market terms.

That means it is easy to make a small profit selling your Bangkok necklace in say, Sydney, or other places in the world. So if you are looking for better investment buys in Thailand, try buying gold. It will make your shopping sparkle.