How to safely show at a jewelry or precious materials trade show

Courtesy of Jewelers Mutual Insurance Co.

When you attend a jewelry trade show, you want to showcase your best jewelry to attract show buyers. But in the course of coming and going from any jewelry trade show, you will also attract the unwelcome attention of criminals.

With hundreds of jewelers gathering in one place, jewelry trade shows remain an active target for thieves. “Every show season, we hear from jewelers who are justifiably concerned about the potential theft and robbery threats they face while attending jewelry industry trade shows,” said David Sexton, CPCU, vice president of loss prevention consulting at Jewelers Mutual Insurance Co. “These events are highly publicized and promoted nationwide, so they create a compelling draw for criminals. It’s incredibly important for everyone attending to be aware of this very real threat and take reasonable precautions both during the trade show and during your travel to and from the trade show.”

Before You Go

One of the most important steps you can take before traveling to a show is to review your insurance policy, to confirm your applicable limits of coverage and/or exclusions. Your Jewelers Block policy limits may not be sufficient to cover you in transit to, from, or while at the show. Confer with your agent/broker or insurance carrier to assure you are appropriately and adequately covered. It is not unusual for jewelers to request temporary endorsements to their policies to assure they have the coverage they need to travel to and from a show and while at these events.

Next, make sure you have a detailed inventory of the merchandise you plan to ship to the trade show. In the event of a covered loss, you will be able to quickly and efficiently determine the value of the loss, substantiate your claim, and facilitate a swift insurance settlement.

The safest way to transport your merchandise to and from the show is by hiring a reputable armored car service. Ask your insurance agent/broker or carrier for recommendations. Once your merchandise arrives at the show and you take possession, deliver your merchandise to the show vault area or security room. Do not keep jewelry merchandise in your hotel room or in the hotel vault. Your merchandise should remain securely stored onsite whenever the show is closed to business and for the duration of the show.

On the Road

Despite the perception of heightened security at airports, jewelers must still take extra precautions to avoid attracting the attention of criminals. Maintain a low public profile when traveling through an airport and do not disclose you are traveling to a jewelry trade show. In fact, this advice should apply throughout your trip, whether you’re chatting at the hotel bar or sharing a quick exchange when you grab your morning cup of coffee. You never know who is listening.

Think your two-hour layover is a good time to catch up on industry news? You may want to reconsider so that you can avoid providing any visual associations between yourself and the business you are in.

If you plan to take your personal jewelry with you, don’t wear anything that could attract unwelcome attention while in transit. Pack it securely in a jewelry roll, place it in your carry-on, and keep your carry-on securely with you at all times. Your Jewelers Block policy may not cover your personal jewelry, so consider purchasing personal jewelry insurance. Make an itemized list of the personal jewelry you are traveling with and store the list safely at home in case you lose an item or fall victim to a covered crime while traveling.

At the Show

Careful attention should be given to how you will conduct yourself each day while at the trade show. Remember to pack lightly to avoid carrying a briefcase (or anything that could be perceived as containing jewelry merchandise) to and from the show. Whenever possible, rely on prearranged, properly identified transportation rather than catching a cab outside the hotel. Criminals will set themselves up, often in plain view, to observe the comings and goings from hotels known to house jewelry show attendees.

Protect yourself and the integrity of show security by removing your show badge just before you leave the safety of the show confines each and every time you leave the trade show floor. Store your show badge safely whenever you are outside the show and either surrender your badge to show management or destroy it when you leave the show for the final time. A lost badge is an invitation for a thief to steal your identity and your access to the show floor.

Arrange and conduct all merchandise-showing appointments within the security of the trade show for your own personal safety. Don’t be tempted to host informal jewelry sales outside the safety of the show, such as at a nearby hotel room. This recommendation is for your safety and the safety of your prospective customer.

Remember to brief your show staff on selling with security, especially if your sales associates at the show may not normally work in a retail environment. First, make sure your booth is appropriately staffed to accommodate potential customers. Greet customers by asking their names, shaking their hands, and making direct eye contact. Jewelry merchandise display cases should be unlocked and relocked with each showing; remove showcase keys from showcase locks when not in use. Jewelry trade shows can be highly charged selling environments, so remind your associates to avoid the inevitable distractions at all costs. Despite tight security, theft remains a real and constant threat for every exhibitor.

For more information about trade show security tips, visit Jewelers Mutual’s website at JewelersMutual.com.

MJSA exclusively endorses Jewelers Mutual Insurance Company’s commercial and personal jewelry insurance products. To learn more about Jewelers Mutual’s coverages and to find an experienced insurance agent in your area, contact Jewelers Mutual at 1-800-558-6411.