The Biggest Security Mistakes Jewelers Are Making Right Now
Ahead of the holidays, JSA’s John Kennedy outlines five common jewelry crimes and what to do, and not to do, if they happen in your store.

Retailers are nervous as they prepare for what typically are some of the busiest days of the year in their stores.
While it’s too late for many to make long-term investments or wholesale changes in security equipment or procedures, there are small adjustments jewelers can make immediately that might help.
Below, Kennedy outlines the five types of jewelry crimes JSA sees happening most frequently right now and shares tips for preventing, or mitigating the effects of, these crimes.
1. Distraction Thefts
Biggest mistake: Showing too much product at once and/or leaving the showcase unlocked during presentations
Kennedy said the number of skilled distractions thefts is on the rise after declining in 2020 and 2021, when COVID restrictions limited travel.
Often, these thefts involve a group of people—three to five, or even more—coming in together, flashing cash or bragging about how much they are going to spend, and then asking to see multiple pieces of jewelry.
“Their goal,” Kennedy said, “is to get as much product out [of the showcases] as possible and confuse you as much as possible.”
The suspect will then either palm the jewelry and/or reach in an open showcase to grab it.
One member of the group also might distract the store’s salespeople while another heads to the safe to see if it’s unlocked. If it is, they clean it out, Kennedy said.
He said jewelers also need to keep showcases locked, show only one item at a time, and keep track of the product as it’s being shown.
He also noted that retailers should be wary of people entering the store in groups of three or more.
2. Safe Burglaries
Biggest mistake: Not responding to any and all communications from the alarm company
More sophisticated gang of burglars are also circulating again as COVID travel restrictions are lifted, with suspects cutting wires or otherwise disabling a store’s electrical box in order to take out the alarm system and security cameras.
They then enter the store through the roof, or via an adjoining store that is unoccupied, unalarmed, or otherwise easily can be entered.
Once inside, “These people go after your safe. They have the tools or equipment to saw into [it],” Kennedy said, and this means big losses.
In these types of burglaries, jewelers receive messages along the lines of “communication error” or “power interruption” from their alarm company, but they don’t respond in the same way they do when they get an alarm alert.
That is a mistake, Kennedy said.
“You must respond to any type of anomaly you get from your alarm company. You have to go to the store, or have somebody go to the store, with the police.”
He added that retailers need to have a robust call list for the alarm company so someone is always available to respond, regardless of how many people are on vacation, out sick or otherwise unavailable.
Jewelers who have done so have seen burglars fleeing the scene, scared off by the arrival of police.
3. Smash-and-grab robberies
Biggest mistake: Trying to stop the suspects or otherwise interfering
In some smash-and-grab robberies, the suspects are armed with guns or knives in addition to the sledgehammers or whatever implement they are using to destroy showcases.
Jewelers can mitigate losses in the short term by not putting all high-value merchandise in the same showcase or keeping some items in the safe.
Longer-term, they can invest in laminated showcases that are smash-resistant.
The most important thing, though, is for retailers to just stay out of the way when a smash and grab is happening, Kennedy said.
Don’t try to stop the robbers by throwing things at them—like a chair or, as Kennedy saw in one instance, a stapler—or otherwise getting involved. It’s dangerous and can lead to injuries, as happened recently at a Macy’s store in the Atlanta suburbs, or even death.
4. Grab-and-run thefts
Biggest mistake: Showing multiple items at a time and/or putting a tray full of jewelry on the counter
Kennedy said grab and runs are the most common type of jewelry crime. It’s simple and exactly what it sounds like; a salesperson brings out a couple of necklaces or watches, and the suspect snatches them and runs out the door.
While he admits it’s tricky to tell salespeople not to show product to customers, showing one item at a time reduces the risk of major losses, as does not leaving trays of jewelry out on the counter.
This is especially true when dealing with new customers, or when someone comes in and asks to see the “most expensive” watches, necklaces, etc., the store has.
5. Three-minute burglaries
Biggest mistake: Leaving product out and visible when the store is closed
Three-minute burglaries refer to incidences in which the suspects smash in a window or door and take whatever is there to grab. They don’t take very long and, unlike rooftop safe burglaries, aren’t normally committed by professional criminals with a lot of know-how, tools, or organization.
Kennedy said retailers can mitigate losses from three-minute burglaries simply by putting product in the safe at night. If there isn’t room in the safe, then at least store it out of sight.
Also, do not cover showcases with cloth when the store is closed.
“They assume there is something there. Even if there is no product there, it increases the risk,” he said.
The Latest

Gomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.

Diamond industry banking veteran Paul De Wachter will take on the role in January 2026.

Taylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”

Its “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.


“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.

The month’s birthstones, tourmaline and opal, complement the palette of autumn.

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

Smith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.

Associate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.

Respondents were concerned about job availability and rising prices.

Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.

Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.

The “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.

The brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.

She was remembered as a creative and generous woman of faith, who also had a sweet tooth.

Move over neck mess, the ear story is the way to make a layering statement today.

The New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.

The “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.

Holiday sales growth is expected to slow as consumers grapple with inflation and tariff-related uncertainty.

Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.

The red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.

A trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.

Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.

The manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.

The jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.

The Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.