Like shadow, I spent years in the jewelry business. He's right, the less people know, the better.
This doesn't really apply to gun safes, but the safest place to put a business safe, is right square in the front window, with spotlights on it. Who's going to try to crack a safe while every passerby can see them? Hide it, and they can work on it at leasure.
The best way to secure guns and safe, is to put it in a basement corner. Run BIG bolts through the inside of the safe into the walls, and floor. Nobody can wheel it away. Almost as good is in any wall, with bolts into studs and floor joists.
Had a distant relative in Texas with a MONSTER gun and jewelery safe. Big mouth liked to brag to everybody in ear shot about his gun collection.
One weekend, somebody came in with a truck, a Ruger floor lift, rugs, and 1 inch dowel rods for rollers. No more gun collection.
Keep your mouth SHUT. Your friends may not be a problem, but who might they tell?
Have a buddy who put his in a room with no windows, and the only door at the end of a long hall.
Half way down the carpeted hall, was a pressure plate under the carpet, and an old 6 volt truck horn inside the ear-level air duct on the wall.
Step on the plate, and the horn would go off RIGHT in your ear.
He got broken into one day, while he was at work. Nothing stolen, but the police commented about the foul smell of feces in the hall!!!!!