ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
MajorsJul 09, 2020
Major Retailers Call for Mask Mandate
In a letter to U.S. governors, the Retail Industry Leaders Association called for a uniform approach to safety measures amid the coronavirus pandemic.
The Retail Industry Leaders Association, which represents Target, Home Depot and other major retailers, wrote a letter to U.S. governors requesting they issue “concise, statewide” safety protocols, including mandating the wearing of masks in stores. (Photo courtesy of Engin Akyurt)
New York—The Retail Industry Leaders Association, which represents Target, Home Depot and other major retailers, is calling on the governors of all 50 states to require customers to wear masks when shopping or in public spaces.
In a letter to the National Governors Association, RILA stressed the need for a “uniform approach” to safety measures, like wearing masks and social distancing, and said the “patchwork of local mandates” makes it difficult for retailers to implement safety protocols.
“While well-intended at the time, conflicts stemming from local law enforcement agencies applying their own interpretations of conflicting state and local mandates forced retailers to shift valuable time away from store operations,” the organization said.
The letter asked governors to issue “concise, statewide orders” to avoid confusion and reduce conflicts between employees and customers.
Only half of jewelers said they’re requiring customers to wear a mask inside their stores, according to a recent survey by InStore magazine.
Many of the respondents who required masks cited concern for their employees.
“As we have staff in their 70s and 80s, we feel that it would be counterproductive to put them at risk just for a potential sale,” said Rex Solomon of Houston Jewelry in Houston, Texas.
Some have faced pushback from customers, including Solomon, who said some customers had refused to enter the store until employees removed their masks.
Others in the InStore survey in the “yes” category opted to let the customers decide.
“It is highly recommended, but not mandatory. We do offer masks for those who don’t have one, but we don’t force the issue,’ said Kirsten Reynolds of Windsor Gallery in Salisbury, North Carolina.
Several jewelers who said they do not require masks cited giving customers the freedom to choose as a reason, while others feared losing a potential sale.
“Last week, I would have lost a $400 sale if I had mandated masks,” Loann Stokes of Stokes Jewelry in Stillwater, Minnesota told InStore.
Reports of customers refusing to wear masks in a variety of stores across the country have piled up in recent weeks.
In its letter, RILA pointed to “troubling incidents” on social media involving “aggressive customers” refusing to wear masks.
“Despite compliance from the majority of Americans, retailers are alarmed with the instances of hostility and violence front-line employees are experiencing by a vocal minority of customers who are under the misguided impression that wearing a mask is a violation of their civil liberties,” said RILA.
A video surfaced
last month of a man forcing his way into a Walmart store in Florida, pushing an employee after he was denied entry without a mask.
“We strongly recommend store employees not be charged with primary enforcement of mask mandates and that retailers not be fined for a customer’s non-compliance,” the association said.
RILA said keeping retailers open is dependent upon people observing social distancing and other recommended hygiene practices.
While the effectiveness of wearing face coverings was “ambiguous” at the start of the pandemic, said RILA, the impact now is “abundantly clear.”
The organization released a blueprint for safe shopping in May, outlining an approach to reopening that would meet its three criteria: protecting the community, a safe reopening of retail, and the establishment of “clear expectations” for employees and customers.
“We strongly recommend store employees not be charged with primary enforcement of mask mandates and that retailers not be fined for a customer’s non-compliance,” the association said.
RILA said keeping retailers open is dependent upon people observing social distancing and other recommended hygiene practices.
While the effectiveness of wearing face coverings was “ambiguous” at the start of the pandemic, said RILA, the impact now is “abundantly clear.”
The organization released a blueprint for safe shopping in May, outlining an approach to reopening that would meet its three criteria: protecting the community, a safe reopening of retail, and the establishment of “clear expectations” for employees and customers.
More on Majors
The Latest
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
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.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
