Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
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From Registration to Return: 10 Tips to Protect You Before, During and After a Tradeshow
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
Brought To You By Jewelers Mutual Group
Attending a trade show is an exciting opportunity to showcase your merchandise, expand your network, and engage with potential customers in a dynamic atmosphere. But they also come with significant risks that pose serious security challenges. Here are ten essential tips to help you plan and execute a safe, successful trade show experience.
1. Cover Your Bases
While Jewelers Block policies safeguard goods on-premises, coverage for trade shows isn't automatic. It is important to check with your insurance company and review your coverage limits ideally at least one month in advance, to ensure you have proper protection to, from and during the show.
2. Primed and Prepped
Before hitting the road, equip your booth staff with thorough security training. Encourage vigilance, maintain eye contact with customers, and never leave valuables unattended.
Consider a training program with a travel training module like Jeweler Safety and Security Academy from Jewelers Mutual and supported by Jewelers’ Security Alliance (JSA) and UL Solutions.
3. Planes, Trains and Automobiles
Secure transportation is essential for you, your staff and your merchandise. Ship your goods to and from the show by an armored courier service. Verify end-of-show shipping arrangements several days before the show closes. Account for all received shipped boxes and never leave them unattended.
Keep your travel plans confidential. Only share travel itinerary, flight, hotel and car rental details with a close circle of known associates.
4. The Right Track(er)
Invest in GPS trackers. They are great for keeping track of things like personal luggage, bags and containers stored in exhibit booths. In the event of a loss, you’ll be able to track your property using your phone or tablet. These devices are often inexpensive and can be easily purchased at local electronic retailers.
5. Team Effort
Trade shows can be hectic. Be sure you have enough staff to properly manage your booth. Not having enough staff coverage opens you up to greater risks.
Don’t go it alone!
6. In the Booth
Booth awareness is key to protecting your merchandise during show hours. Never leave your booth unattended during show hours, as this could void your insurance coverage. Provide personalized attention to each customer and exhibit only one item at a time.
Securely display merchandise behind lockable cases when not being showcased. Be wary of "switch" thefts – carefully check each piece returned by a customer. Perform a thorough inventory three times daily – morning, afternoon, and closing. Ensure all items are inventoried, secured in protective packaging, and stored appropriately overnight.
7. Cashing Out
Minimize the amount of cash kept at your booth. Be sure to have credit and debit payment options through secure payment processing systems. Encourage buyers to use these methods for payment. Utilize secure overnight deposit services to keep your cash takings safe.
8. Handling Merch
Maintain a detailed record of all exhibited jewelry, including grading information, serial numbers, and high-quality photos, especially for unique pieces. This information is crucial for law enforcement and insurance companies in case of loss.
Upon arrival at the trade show site, immediately secure your valuables in a designated vault. Never leave merchandise or valuables unattended before, during, or after show hours. Avoid storing valuables in your hotel room. Be especially vigilant during booth setup and breakdown as these are particularly vulnerable times.
9. Keep a Low Profile
Blend in. Try not to draw attention to yourself. Avoid broadcasting your exact location, room number, or anything that could compromise your safety, especially on social media.
Never conduct business outside the designated exhibit area or in hotel rooms. Remove your badge or anything else that may identify you as a jeweler, and don’t tell strangers why you are in Las Vegas.
10. Post-Show Highlights
Congratulations on a successful show! Now is a perfect time to review and analyze your experience – what worked well? What can be improved? Refine your security plan based on lessons learned and feedback received from your staff and attendees.
A prosperous tradeshow experience hinges on detailed planning, vigilant execution, and proper training like Jewelers Mutual’s Jeweler Safety and Security Academy. By following these ten tips, you can maximize opportunities while minimizing risks, allowing you to showcase your brilliance. Have a safe and enjoyable trade show season.
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