Jewelry thieves are getting more sophisticated, now targeting retailers’ computer systems as well as brick-and-mortar stores. Experts shared these warnings during a recent seminar called “Securing Your Business: Crime Prevention in 2025” at the JCK Jewelry Show in Las Vegas.
Crime tends to come in waves, panelists said. If one store is hit by a certain type of crime, other stores may soon face the same threat. They highlighted five types of crimes jewelers should be especially wary of:
1. Distraction theft
Scott Guginsky, executive vice president of the Jewelers Security Alliance (JSA), said this type of crime happens almost every day and is often committed by gangs from overseas.
“These gangs are well-dressed,” he said. “They often show up near closing time. They try to separate customers in the store and speak different languages. Sometimes they claim to be from Dubai. They act like wealthy people and wave cash to gain trust.”
Their approach often follows a certain pattern. “They’ll ask to dispose of jewelry and watches. They say they want to pack them themselves for religious reasons. Then they say they only have a portion of the money left and ask you to keep it while they get the rest. But they never come back. When you check the box, the jewelry is gone,” Guzinski explained.
Andrew Chipman, vice president of Jewelers’ Block at Berkeley Asset Protection, added: “They’ll bring in a few people to overpower the salesperson. They’re so skilled that if they’re not paying attention, an item will be missing.”
Howard Stone, vice president of global asset protection at Jewelers Mutual, advises jewelers to control the sales process. “Have a way to quietly send out a distress signal. Control how many items are out there. Don’t let the customer dictate the situation,” he said.
2. Technology-based burglary
Stone said thieves are now using advanced tools to break into homes. “They use WiFi cell phone jammers at night to block alarm signals. Monitoring stations lose connection, and sometimes jewelers won’t answer their phones. Then, on Monday morning, everything in the safe is gone.”
Guzinski urged jewelers to respond to alarm failures. “But don’t go into the store alone. After you call the police, wait outside. Don’t park in front of the store – stay nearby and let the police come to pick you up.”
He also recommends that police check all entrances during inspections, including back doors and rooftops.
3. Thieves disguised as construction workers
The JSA has seen an increase in thieves disguised as construction workers. There was one in 2023; there were 20 in 2024.
“This type of crime often happens in malls. Stores sometimes don’t even know that construction is going on,” said Guzinski. He recommends confirming any construction with the owner. Also, pay attention to whether the construction workers are wearing masks – this is a warning sign.
4. Products stolen during transportation
Chipman said that jewelry shipping has become risky. “Packages are often lost. Make sure the person packing the jewelry double-checks the details and doesn’t mark the package as “jewelry included.” Double-check the address and work closely with the shipping company.”
To reduce risk, choose small shipments instead of large ones, he recommends.
5. Cyber theft
Luxury retailers face increasing cyberattacks. Jennifer Mulvihill, chair of the JSA, reports that hacker attacks on the luxury goods industry have increased 29% since 2024.
“Criminals want data, just like diamonds in the digital world,” Mulvihill said.
She urges jewelers to use strong and unique passwords and change them regularly. Even if it feels inconvenient, you should use multi-factor authentication (MFA). “It’s low-cost and easy to set up. MFA ensures that only authorized people can access sensitive data,” she said.
Mulvihill also recommends storing data in encrypted cloud services and being cautious about emails from vendors. “Always verify the sender’s email carefully before clicking on anything.”
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