The stability of small Au-m (m = 47) clusters is investigated by analyzing their energetic, geometric, vibrational, magnetic, and electron density properties. Gold clusters can be constructed from stable cyclic 3-center-2-electron (3c-2e) Au-3(+) units (3-rings) with sigma-aromaticity. The stabilization requires a flow of negative charge from internal 3-rings with electron-deficient bonding to peripheral 3-ring units with stronger AuAu bonds. The valence-isoelectronic clusters Au6 and Au5Zn+ have similar electronic properties: Au5Zn+ is a strongly s-aromatic molecule. An understanding of the structure of Aum clusters is obtained by deriving a Clars Rule equivalent for polycyclic gold clusters: The structure with the larger number of rings with dominant 3c-2e character and a smaller degree of 3c-3e character occupies the global minimum of the Aum potential energy surface.