Tiffany & Co., David Yurman, and Pandora have launched holiday campaigns depicting their jewelry as symbols of affection and happiness.
4 Security Precautions to Take This Holiday Season
They include sticking to advertised opening and closing times and being wary when large groups enter the store.
New York—Jewelers Security Alliance President John J. Kennedy doesn’t like to talk about it, but there are certain categories of jewelry crime that drop during the holidays.
Store owners, generally, have additional security and more help on the floor. Stores and malls are more crowded, making it harder for smash-and-grab robbers to flee.
But crowded stores, long hours and general confusion open the door for increased incidences of other crimes, including jewelry theft—particularly distraction thefts—and credit card fraud.
Below, Kennedy gave National Jeweler four thoughts on ways jewelers can protect themselves this holiday season.
1. When taking a credit card, ask for extra ID.
When accepting a credit card, particularly from a new customer, Kennedy advises asking for a second piece of identification in addition to the customer’s driver’s license.
Examine it carefully and ensure all the information matches up and makes sense. If the person processing the transaction still isn’t sure, then don’t hesitate to ask for a third piece of ID.
Kennedy said jewelers should be particularly vigilant when accepting credit cards for high-end watches, as these seem to be the product of choice, so to speak, for those looking to commit credit card fraud.
2. Follow opening and closing protocols; take out merchandise and put it away under secure conditions.
Many retailers extend their hours during the holiday season, often staying open longer in the evenings to accommodate as many shoppers as possible.
There’s no problem with stores varying their hours around the holiday season, but jewelers should not open when they’re not ready to open or close before it’s time, Kennedy cautions.
If the store is posted to stay open until 10 p.m., then employees shouldn’t be opening showcases and pulling out merchandise at 9:30 to “get it done” and get home.
“Stuff is out, showcases are open … it’s just more vulnerable,” Kennedy said.
He also advises against letting customers in after hours, unless they are known to the store owner and/or its employees.
“If you close at 9 and somebody knocks on the door at 9:15, don’t let them in. If they’re a regular customer, that’s OK, but we see incidences of people trying to get in after hours or before hours to rob the store,” trying to hit jewelers when they’re not fully staffed and merchandise is out of the cases, Kennedy said.
3. Be wary of big groups.
Kennedy
One of the most recent incidences of jewelry theft happened at a store in Aurora, Colorado. Nine people entered the store together and eight of them kept one of the owners occupied while the other crouched down, waddled through an open gate to the back of the store and cleaned out the safe, which also was open.
He said jewelers should be on guard if three or more people enter the store together.
In addition, showcases and safes should always be locked, and product should not be left out on the counter.
4. Educate part-time and seasonal help.
Anyone brought on as an extra hand around the holiday season needs the same security rundown that full-time employees receive.
In addition, jewelers need to make sure they have proper insurance coverage for all the merchandise they have in their stores during the holidays.
Meanwhile, in addition to these tips, National Jeweler also asked Kennedy about a press release the National Retail Federation issued in mid-November stating that losses from organized retail theft reached an all-time high last year.
He said that while in the jewelry industry there are gangs who pull off rooftop burglaries, smash-and-grabs and jewelry thefts by groups like the Roma mentioned above, they are not top-down organizations with one leader. They are more often cells of loosely affiliated people.
“In the general retail industry, it (organized retail theft) is massive. In the jewelry industry, it’s more targeted and particular. I just don’t see it as the same thing.”
He also pointed out that crime in the jewelry industry in general has been on the decline in recent years.
The Latest

The National Retail Federation is bullish on the holidays, forecasting retail sales to exceed $1 trillion this year.

Late collector Eddy Elzas assembled “The Rainbow Collection,” which is offered as a single lot and estimated to fetch up to $3 million.

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

At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.


The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.

The retailer also shared an update on the impact of tariffs on watch customers.

From educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.

Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.

All proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.

Courtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.

De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.

Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.

Kindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.

The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”

The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.

Ahead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.

Stuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.

Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.

Citrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.

The family-owned jeweler will open its fourth store in Florida in late 2027.

The trade organization also announced its executive committee and five new directors.

The “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.

The ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.

This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.

Experts share top tips on how to encourage positive reviews and handle negative feedback.

Sponsored by the Gemological Institute of America



















