Crime

Jewelry Store Distraction Thefts ‘Rampant,’ JSA Says

CrimeFeb 28, 2017

Jewelry Store Distraction Thefts ‘Rampant,’ JSA Says

The Jewelers’ Security Alliance has issued another bulletin warning retailers of small bands of distraction thieves who are hitting jewelry stores around the country.

New York--The Jewelers’ Security Alliance has issued another bulletin warning retailers of small bands of distraction thieves who are hitting jewelry stores around the country, a problem JSA President John J. Kennedy said is “rampant” in the industry right now.

A continuation of the trend first noted by the JSA in October, the three latest incidences involved jewelry stores in Ohio, Maryland and Texas.

The most recent distraction theft relayed by the JSA happened Feb. 23 in St. Clairsville, Ohio, which is located near Wheeling, West Virginia.

These two women wanted in the theft of a gold chain from an Ohio jewelry store were described as being in their 30s and “heavy set.” The two white females allegedly involved approached the assistant manager of the store and asked to see several pieces of merchandise.

While viewing the pieces, they were able to distract the associate and take one gold chain.

On Feb. 21 in Hanover, Maryland, the JSA said that the man pictured below at the far right distracted store employees while the other two men stole a “high-end” watch.

Anyone with information about this particular crime is asked to call Corporal William Seekford of the Anne Arundel (Maryland) Police Department at 410-222-2400.



Prior to that, a husband-and-wife team are suspected in the theft of a high-end gold watch from a jewelry store in Dallas on Nov. 9.

They allegedly asked to see several watches and while there were three or four on the counter, the man put his hand over one of them, distracted the employee and slipped the watch into his jacket pocket.

His wife added to the distraction by trying on a watch and holding her arm up in the air at the same time.


The suspects, who are pictured at right, reportedly left the scene in a black minivan. Anyone with information in this case is asked to call Corporal C.D. Mayfield of the Allen (Texas) Police Department at 214-509-4255.

According to the JSA, other tactics used in this string of distraction thefts including reaching into showcases, using wrapping paper or boxes as a method of distraction or concealment, or covering up items with a large purse while counting out a cash payment.

While the uptick in distraction thefts is recent, there is nothing new about certain types of jewelry crime surging, Kennedy said.

In 2014, the industry witnessed what JSA described as an “explosion” in the number of smash-and-grab robberies,

crimes where the perpetrators were entering jewelry stores with hammers and smashing up display cases.

But the numbers fell in 2015 after police arrested about 70 people in Detroit, Oakland, California, and Texas who were members of two fairly large, separate gangs perpetrating the attacks.

The recent spate of distraction thefts is thought to be the work of numerous small groups of individuals, Kennedy said.

The JSA advises that store owners and their employees show only one item at a time and keep showcases locked except when they are removing or returning merchandise.

In addition, the JSA provided a list of characteristics common among these recent distractions thefts.

They include: suspects ask to see a large number of items--typically heavy gold chains and watches-- that they have placed or spread out on the showcase; they enter in groups of two, three, four or more, often with babies in their arms or children in strollers to project a sense of innocence; they find a reason to suddenly leave at the point of sale but promise to return; and they speak in a foreign language that was described by one sales associate as “an unknown European language.”
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Anza Gems gemstones
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in Tucson

The new addition will feature finished jewelry created using “consciously sourced” gemstones.

National Jeweler columnist and jewelry sales expert Peter Smith
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for Success

In his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.

Hand holding shopping bags
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in January

The index fell to its lowest level since May 2014 amid concerns about the present and the future.

MJSA Apprenticeship Guide
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench Jewelers

Launched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.

Foundrae Aspen Store
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store Opening

The new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.

Weekly QuizJan 22, 2026
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Bulgari Gioco di Forme e Colori watch and brooch
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales Slip

The brands’ high jewelry collections performed especially well last year despite a challenging environment.

GemFair x DBL Toi et Moi Ring
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal Diamonds

The collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.

JamAlert 1872x1052.png
Brought to you by
How Jewelers Can Fight Back Against Cell Jammers

Criminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.

Montana sapphire
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana Sapphires

The initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.

Clientbook
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking Tool

The new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.

Columbia Gem House celestial shapes
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes

Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.

Diamond center in Saurimo, Angola
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit

Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.

Francesca’s boutique
MajorsJan 26, 2026
Francesca’s To Close All Stores

The retailer operates more than 450 boutiques across 45 states, according to its website.

Thomas Davis, Monalisa DePina, Jamie Batiste, Namwezi Nicole Batumike, Lavina Hunt-Lewis
MajorsJan 26, 2026
BIJC Names 5 New Board Members

The new members’ skills span communications, business development, advocacy, and industry leadership.

Tiffany & Co. Celebrating Love Stories Since 1837 Campaign
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love Stories

The jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.

DCA colored gemstone course
GradingJan 26, 2026
DCA Updates Colored Gemstone Course

The new features include interactive flashcards and scenario-based roleplay with AI tools.

Deutsch & Deutsch jewelers team
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in Texas

Family-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.

Baume & Mercier Riviera 10812 pink watch
WatchesJan 23, 2026
Damiani Group to Acquire Baume & Mercier

The Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.

Martin Katz snowflake earrings
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather

Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.

Ella Blum
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand Strategy

Ella Blum was appointed to the newly created role.

National-Jeweler_1872x1502_B copy.png
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone Market

Sponsored by RapNet

Lugano Diamonds Greenwich Connecticut store
MajorsJan 22, 2026
Lugano Diamonds Finds a Buyer

Investment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.

A Diamond Is Forever book
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ Book

It explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.

Sindhu Culas
MajorsJan 22, 2026
Swarovski Appoints New North America President

Retail veteran Sindhu Culas has stepped into the role.

Taylor Burgess
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales Officer

Taylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.

My Next Question podcast with Sherry Smith and Edahn Golan
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s Next

Was 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.

Jules Kim of Bijules, Sophie Howard of By Pariah, Jade Ruzzo, Joy Haugaard of Lionheart, Vanessa Fernández of Vanessa Fernández Studio, Hiba Husayni of Zahn-Z
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026

Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.

×

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