ColumnistsAug 25, 2026
Proof Before Purchase: The Gen Z Way to BuyIn her first column for National Jeweler, Jennifer Shaheen asks jewelers if they know how to connect with the next generation of consumers.
CrimeOct 21, 2016
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
Editors' Picks
Sponsored by
the Gilroy distraction theft, the JSA said the suspects spoke Spanish, English and also conversed in the “unknown European language.”
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.
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.
More on Crime
The Latest
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farms’ Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
