Crime

JSA Issues Refresher on What To Do During a Robbery

CrimeApr 19, 2021

JSA Issues Refresher on What To Do During a Robbery

The reminder follows a frightening incident at a store in California.

2021_Crime.jpg
The Jewelers Security Alliance advised jewelers to remain calm and cooperate fully in its latest guidance on what to do during a robbery.
New York—The Jewelers Security Alliance has issued guidance on what to do during a robbery following a recent theft in California.
 
The crux of the advice boils down to “do not resist and cooperate fully,” the organization said in an email to its members.
 
“The bottom line is to stay alive, don’t resist, and let your insurance cover the loss,” President John Kennedy said in a statement to National Jeweler.
 
Here are some other tips to keep in mind.
 
Follow directions.
Plain and simple, do as the robber says, advises JSA. 
 
Keep quiet and still, unless told to do otherwise.

 Related stories will be right here … 

Avoid saying or doing anything to anger the robber.
 
For example, staring at their face for too long may make it seem like you are trying to memorize facial features.
 
It’s helpful to rehearse with employees beforehand what they should do during a robbery.
 
“Being prepared may help prevent an employee from panicking and provoking violence,” said JSA.
 
Do not fight back.
Do not attempt to disarm the robber or reach for a weapon, JSA said. 
 
Presume that the robber will shoot without hesitation.
 
Do not chase them or follow them out of the store.
 
It’s best to let them leave. The less time the robbers are in the store, the less risk there is of injury, said JSA.
 
Remain calm.
Though easier said than done, JSA advises victims of a robbery to remain calm.
 
“Expect to be threatened. One of the robber’s weapons is the fear he creates,” said JSA.
 
The robbery may force the jeweler and his staff into a back room, where they could be tied up or handcuffed, or made to get down on the floor.
 
As noted previously, the best course of action is to comply. 
 
Contact the police.
It’s important to know when to call the police and what to do before they arrive.
 
If your store has a holdup alarm, do not press it until the robber has left and the door is locked. This is the time to call the police.
 
If the police arrive while the robber is still in the store, a hostage situation could arise.
 
Do not wipe or clean the cases or any other surfaces before the police arrive. You could destroy fingerprints or other important evidence.
 
Try to memorize the areas where the robbers touched and share that information with the police when they arrive.
 
If you are able, keep witnesses present until the police arrive. If not, write down their names, addresses, and phone numbers.
 
JSA recommends jewelers do not talk to the media or allow them to film around the store.
 
For more information, visit the Jewelers Security Alliance website.

The Latest

Watches on a table next to a coffee cup
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24

The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.

Ophelia Eve Scroll Toggle Pendant
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your Secrets

The “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.

National Jeweler columnist Sherry Smith, partner at The Retail Smiths
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher

Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.

GIA iD100®
Brought to you by
Protect Your Customers and Your Business

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

Tiffany & Co. Nathalie Verdeille
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic Officer

In her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.

Weekly QuizApr 09, 2026
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Jacob & Co. The Godfather II Musical Watch
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch

“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”

Jesse Itzler
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote Speaker

Organizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.

TopImageCrop.jpg
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.

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

Alan Hodgkinson
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New Award

The Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.

Oris CEO Rolf Studer and Oris CFO Claudine Gertiser
WatchesApr 09, 2026
Oris Names New CEO, CFO

The Swiss watchmaker is changing up its executive leadership team as part of a restructuring.

Hearts On Fire What’s Your Signature Campaign Imagery
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a Question

The “What’s Your Signature?” campaign invites women to think about how they see themselves.

41.82-carat Type IIb blue diamond recovered from Cullinan in January 2026
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3

The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.

American Gem Society Confluence Logo
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability Sessions

Rob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.

Dennis Buzz Busby and Randy Welch
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller Employees

The Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.

Isabel Delgado A necklace
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone

With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.

QVC Group logo
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into Question

The retailer failed to file its annual report on time and said it may issue a going concern warning.

Headshot of National Jeweler columnist Peter Smith
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace Culture

Smith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.

Retiring GIA CFO David Tearle and new GIA CFO John Cowley
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June

John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.

Gemology Geek Ignite collection tourmaline ring
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry Collection

Founder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.

Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book

“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.

Fope Golden Now Campaign Imagery
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden

“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.

Former Signet executive Kecia Caffie
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet Jewelers

Signet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.

Author Tanzy Ward and her book Precious Black Jewels The Bijou Material Culture of Black Victorians & Edwardians
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ Jewelry

The antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.

Gemfields emeralds
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025

Both its mines faced challenges last year, from operational issues to disruptions in the market.

Screenshot of Taylor Swift's "Elizabeth Taylor" music video
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and Center

Iconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.

Neiman Marcus store in Fort Worth, Texas
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This Summer

The luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.

NouvelleBox logo
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer Ballroom

The NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy