MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
OtherNov 10, 2014
Jewelers warned of utility scam targeting small shops
One California jeweler recently received a call asking her to cough up $1,100 because she, allegedly, was behind on her electricity bill. She knew better than to pay it.
Santa Monica, Calif.--One recent afternoon around 2 p.m., Evelyn Guerboian, who owns Readers Fine Jewelers with her husband Eddie, received a call from a panicked employee.
Southern California Edison called, the employee said, and they are going to shut the lights off by 5 p.m. tonight if the store doesn’t pay its overdue electricity bill.
A business owner for nearly 40 years, Guerboian was almost certain she was up to date on the store’s utilities but returned the call anyway, thinking that perhaps one bill had slipped through the cracks.
She said when she called back the number left by alleged utility company employee, she was told her store owed $1,100. That is when she knew it was a scam. She might have missed one payment, but Guerboian was certain she wasn’t that far behind on the store’s bills.
The Santa Monica jeweler is one of thousands of small business owners in southern California currently being targeted by scam artists who call pretending to be the utility company and demanding immediate payment via the purchase of prepaid debit cards.
Now, Southern California Edison, or SCE, is asking Guerboian to help spread the word to jewelers nationwide, as the culprits are likely to try their scam in other states. Bank of the West recently posted a blog giving business owners four tips for avoiding these types of scams, stating that “similar scams have been noted around the country.”
According to an alert distributed by the SCE, the scam artists have targeted more than 8,000 of its customers since December 2012 and cheated them out of more than $250,000. About 90 percent of their targets are small businesses--markets, hair salons, car washes, family-owned jewelry stores, etc.--and the vast majority of those are owned by Hispanic, Asian and Middle Easterners for whom English might be a second language.
Lately, those perpetrating the scams have been “double-“ and even “triple-dipping.” They are calling back those sucked into the scam and telling them the payment didn’t go through and to resend the money a second, or even a third, time.
The utility company said that while it is working closely with local and federal law enforcement agencies, the scam is difficult to stop because the majority of the calls come from outside the United States.
In the meantime, they offer the following tips for small business owners, including jewelers, in southern California.
--Pay
attention to the number. The scam artists often use “off” phone numbers such as 888 or other combinations. Anytime the SCE contacts customers, the call will come from an 800 number. Also, the scammers will give an extension number when leaving their callback digits; SCE does not use extension numbers.
--Listen to the content of the call. SCE said it does not threaten customers with service shut-off for two weeks. The company would not, as the caller did in the Readers Jewelers case, call at 2 p.m. to say the electricity would be shut off in three hours. Also, SCE does not accept Green Dot or Vanilla reloadable debit cards.
--Note the timing of the call. SCE said it does not call its customers on weekends or holidays.
--Don’t give out any vital information over the phone. “These imposters are great fishers of information,” said Arthur Chico, who works for SCE Corporate Security. “You never know who they are, and imposters will use that information against you.”
At Readers, Guerboian, who has owned the shop with her husband for 38 years, said after getting off the phone with the scammers, she immediately checked her bill online, which confirmed her suspicion that it was a trick. Her account was current.
Other business owners have not been as wise, though. The jeweler said she knows of a nearby coffee shop and bakery that were taken in by the call.
Guerboian said she told SCE she had received one of these calls and now is spreading the word to other jewelers through industry organizations such as Jewelers of America.
In southern California, business owners who receive a suspicious call should contact the SCE’s call center at 800-655-4555. It is staffed 24 hours a day, seven days a week.
More on Other
The Latest
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
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.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
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.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
