“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
JSA Warns of Surge in Distraction Thefts
The Jewelers Security Alliance said the increase is due to a gang of “Romanian Gypsies” allegedly targeting retail jewelry stores in the United States.
New York--The Jewelers Security Alliance is warning store owners to be on the lookout for distraction thefts allegedly being perpetrated by members of the nomadic ethnic group Roma, also known as Gypsies.
The most recent distraction theft, described in JSA’s most recent weekly bulletin, happened Tuesday at a jewelry store in Gilroy, Calif.
According to the JSA, two women entered the store, one of which was carrying an infant.
They asked to see multiple gold chains and rings, and selected several that they said they wanted to purchase.
The sales associate brought the items to the register and one of the women asked to cut off the tags and wrap up the items in her own gift wrapping paper. As the sale continued, the suspects asked if the store accepted euros and, upon learning that it did not, they left, purportedly to go the bank to convert their money to dollars.
The incident in Gilroy was one of a number of distraction thefts possibly carried out by a large gang of “Romanian Gypsies” that the JSA said is now operating in the United States and targeting jewelry stores.
Other similar distraction thefts happened in North Olmstead, Ohio on Oct. 16; Salem, N.H. on Oct. 12; Madison Heights, Mich. on Sept. 25; and Grand Junction, Colo. on Sept. 14.
Some shared characteristics of these jewelry store distraction thefts believed to have been perpetrated by the Roma include:
1. Entering stores in groups of two, three, four or more, often with babies or multiple children in strollers;
2. Requesting to see large numbers of items, often gold chains, which they have placed or spread out on the showcase;
3. Seeking to distract the sales associate with wrapping requests, requests to have the items placed in a box to hold for them until they return, or covering the items with a large purse while counting out a cash payment;
4. Finding a reason to leave the store abruptly, such as having only foreign money or not having enough cash, just as the items are being rung up; and
5. Conversing in what has been described as an “unknown European language.”
In
One is described as being 5 foot 10 and 170 pounds with a stocky build and long, dark hair worn in a bun.
The second suspect, the one who was carrying the infant, was about 5 foot 6 and 145 to 150 pounds, also with a stocky build and long black hair.
These two women are believed to have attempted a distraction theft at a jewelry store in Bend, Ore. a month ago but the staff prevented it.
The JSA recommends that stores guard against distraction thefts by showing only one item at a time and keeping showcases locked, except when taking merchandise out or returning it to the showcase.
The Latest

Founded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”

The jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.

How Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.

The singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.


The nonprofit’s new president and CEO, Annie Doresca, also began her role this month.

As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.

Roseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.

The trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.

January’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.

The annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.

The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.

The Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”

Linda Coutu is rejoining the precious metals provider as its director of sales.

The governing board welcomed two new members, Claire Scragg and Susan Eisen.

Sparkle with festive diamond jewelry as we celebrate the beginning of 2026.

The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.

In its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.

Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.

Mohr had just retired in June after more than two decades as Couture’s retailer liaison.

Shekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.

This year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.

Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.

As part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.

It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.

The new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.

Its residency at Yamron Jewelers will run through May 2026.





















