The jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
Distraction Theft Group Hits Another Store in California
They are believed to have committed at least 10 jewelry store thefts since June 2017.
New York--A group of suspects performing distraction thefts at jewelry stores around the country has hit again.
On the evening of March 20, six individuals entered a Paso Robles, California jewelry store shortly before closing, according to the Jewelers Security Alliance. Some of the individuals distracted the sales staff while the others stole jewelry from the back of the store.
The group has been included in JSA crime alert emails and also reported in National Jeweler.
They are believed to have already committed at least 10 jewelry store thefts since June 2017.
They have done so in the following cities:
--Glendale, California on June 14, 2017;
--Lancaster, Pennsylvania on Oct. 14, 2017;
--Alexandria, Virginia on Oct. 20, 2017;
--Falls Church, Virginia on Nov. 3, 2017;
--Norman, Oklahoma on Nov. 24, 2017;
--El Cajon, Calif. on Feb. 28;
--Santa Barbara, Calif. on March 9; and
--Two thefts in Escondido, Calif. on March 19.
In all of the thefts listed above, a subject crawled on the floor to the back of the store and stole merchandise from the safe.
The JSA said the suspects are possibly driving a white 2004 Toyota Sienna, with California license plate No. 7DLJ311.
The association also has posted videos, both of the Falls Church theft and the El Cajon theft, on its website.
Anyone with information is encouraged to contact the JSA at 212-687-0328.
JSA also offered the following recommendation to jewelers in a news alert this week.
1. Beware of groups of three or more people entering the store or people in the store who may appear to be working together to distract employees, even if they didn’t enter together. If such a group shows up, use a code word to have all employees focused on them.
2. Keep showcases and safes locked during the day, except when merchandise is removed or returned.
3. Be especially careful when multiple suspects try to confuse staff by asking to be shown a number of items at once. Don’t leave multiple items on the showcase.
4. Keep any gates or doors closed and locked to prevent anyone from crawling to the safe.
The Latest

From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.

The historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Three-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.


The model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.

Fresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.

Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.

The “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.

“The Basics of Jewelry” has been updated to include modern topics and visuals.

Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.

The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.

The Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.

The organizational change follows Kering’s promise of a transformation after declining sales in 2025.

Natalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.

Béatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.

The store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.

The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.

Our Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.

The 24-piece watch collection is set to debut in spring 2027.

Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.

The reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.

McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.

Nelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.

The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.

The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.

The MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
























