8 Safety Tips From JSA To Secure Your Store This Holiday Season

By Karen Dybis | October 26, 2026

In holiday jewelry security, little things like extra sales training go a long way in showing you care for the safety of your clients and employees, says Jewelers’ Security Alliance (JSA) executive vice president Scott Guginsky.

The nonprofit trade association dedicated to battling jewelry crime also recommends that retailers review their personal security measures at home during the all-important months of November and December.

“Residential burglaries also tend to increase during the holiday season, so be cautious at home as well. Have an alarm. Lock your doors. Be aware of your surroundings,” says Guginsky, a decorated former NYPD detective sergeant. “Be proactive, not reactive.”

Here are Guginsky’s top tips for how jewelers should think defensively when preparing for the holiday sales season, putting themselves, their employees, and their clients in the best possible position to enjoy their gifts and time with family and friends.

Establish a vigilant hiring process.

Some retailers may hire tens to hundreds of seasonal workers to cover the holidays, and these short-term employees need to be vetted as much or more as year-round workers, he says. Check their references. Keep a copy of a color identification card on file. Train them on every aspect of your security plan.

Properly educate seasonal hires on crime.

These temporary hires need just as much training as your regular employees, Guginsky says. They need to know in the case of a robbery that they should never resist or fight back. “Don’t try to hold onto the goods. Don’t communicate with the robbers. Let insurance pay the claim. The only people who get hurt, shot, or killed are the people who fight back,” he says.

Hold a daily team meeting.

Yes, Guginsky says, you need to run through your most important safety protocols every single day. This could be under five minutes from start to finish, but it is important that everyone is on the same page when it comes to safety. “This is the plan for every day your door opens and closes,” he says. Don’t let things slip because the store is busier than usual.

Review crime alerts, especially those from the JSA.

These alerts let employees know the trends and latest crimes, and they need that information, Guginsky says. He also recommends that store management and owners require employees to sign a log that shows they fully read the alerts.

Hire additional guards.

Buzzers on the door are great as a deterrent, but having a uniformed guard at the door also reminds criminal actors that the store is protected and they should move on to something else, Guginsky says.

Keep an eye on your inventory.

Many jewelry stores increase their stock by 15% or more during the holiday rush, Guginsky says. Up your insurance coverage if your company doesn’t already do that, and take stock more often. This is key as well if a store brings in temporary seasonal workers.

Think about your customers’ safety.

If you offer a fun seasonal gift bag, put it inside a nondescript bag for clients who are walking around with it for hours after their purchase. This helps them avoid unwanted attention from people casing the store or casing your parking lot. Also, offer a buy-and-hold service that lets a client come back to pick up their item when they are done shopping.

Notify local law enforcement.

If you are hosting a trunk show or a special shopping event, let your local police know. They can add coverage to your store or be aware of heavier traffic in your area on that day.

“It can be tempting to not follow all of the rules, like only showing one piece at a time or locking cases. But this is the time to pay attention,” Guginsky says. “Ask for identification before showing something of value—tell the client that your insurance policy demands it. Little things like that make a difference.”

(Logo courtesy of Jewelers’ Security Alliance)