Masked men armed with lump hammers and wearing boiler suits raided a Wolverhampton jewellers in broad daylight.
Thieves struck at Ashoka Jewellers on Newhampton Road West, in Whitmore Reans.
The gang walked into a shop and smashed the front display cabinet with hammers.
Wearing balaclavas over their faces, the group managed to grab silver jewellery but fled after an alarm and a smokescreen were activated.
West Midlands Police say the gang headed off into the direction of nearby Hordern Road.
Detectives are today investigating the raid, which happened at around 12.45pm yesterday.
Shocked neighbours today said it was not the first time the shop has been targeted claiming it was hit during the 2011 riots in the city.
In October 2010 three axe-wielding robbers took a substantial amount of jewellery from the same business.
On that occasion the owner was shop with his father when the gang burst in and stole jewellery before fleeing in a getaway car. The axe was left at the scene.
Mustafa Aziz, who works at iShake opposite Ashok Jewellers, described the scene soon after the raid.
He said: "I was just opening up and there was a police car outside and it looked like the window had been smashed. There wasn't glass outside just cracks in the window.
"I know during the riots that place was done over by some youths on that day we closed early. This is a busy street and it's surprising that it happened around lunch time."
One neighbour, who didn't wished to be named, said: "I think it's a family run business and I during the riots it was robbed by people in masks too.
"There are always people out in this street even quite late at night so I'd imagine at lunchtime there must have been a few bodies out and about. It's not something you want on your door step."
Anyone with information is asked to call Wolverhampton Police on 101.