Brutal thieves, one reportedly armed, broke into the cabinets of Michael Hill Jewelers in Mount Maunganui as the public watched.
A video posted to social media shows three people wearing hoodies and masks smashing jewelery cabinets at Bayfair Shopping Center and stuffing the jewelery into bags.
The sound of breaking glass can be heard and glass can be seen on the floor, in addition to the sound of an alarm going off and people shouting.
A thief can be seen standing on the display case and breaking it with his foot before jumping over and grabbing more items.
The other two can be seen running from one side of the store to the other side of the store filling bags.
There was no staff in the store.
The three people can then run out of Michael Hill to the exit of the mall.
A police spokeswoman said police were called to Girven Rd in Mt Maunganui at around 5.40pm on Sunday following a report of a robbery at a commercial property.
Three people entered the store and took some items before fleeing. She said one of the people was reportedly armed, but not with a firearm.
There were no injuries in the incident.
The police are investigating.