Staff Intimidated During Daylight Robbery
In a brazen afternoon theft that highlights growing concerns about retail crime, thieves stole approximately £1,775 worth of clothing from a London boutique while staff members watched helplessly, too intimidated to intervene.
The incident occurred at around 3:30pm in October at the Jovonna London store, one of four fashion boutiques owned by entrepreneur Jojo across the capital. CCTV footage captured the entire audacious robbery as it unfolded.
Organised Gang Targets High-Value Items
According to the shop owner, two women wearing caps entered the store carrying several large shopping bags, immediately raising suspicions among the two female staff members present. When staff attempted to close the door to prevent the theft, a man stepped in front of the entrance and allegedly threatened them with the words: 'Don't you dare'.
The thieves then systematically filled their bags with merchandise, specifically targeting the most expensive items in the store. In a particularly bold move, they removed two coats valued at £750 each from shop mannequins, demonstrating what the owner described as prior knowledge of the store's layout and premium stock.
"They got intimidated and very scared so they literally went back to the till to let them do their robbery," Jojo told the Daily Mail. "They took their time to select the size of clothes, pick up the most expensive pieces on the top floor, take them off and then they quickly exited the shop."
Pattern of Thefts Prompts Policy Changes
This incident represents the most extreme in a series of shoplifting occurrences affecting Jojo's stores, which include locations in Marylebone and Notting Hill. The business owner estimates that approximately £10,000 worth of clothing and accessories has been stolen across all four locations, with thefts occurring roughly once every six weeks.
In response to the growing problem and concerns for staff safety, Jojo has implemented new policies instructing employees not to confront thieves. This decision follows a previous incident where a staff member chased a shoplifter for two blocks and successfully apprehended them.
"I told them to never ever do that again and to just let them take the stock," Jojo stated. "People's safety and welfare is the most important."
The shop owner has also decided to stop stocking high-value merchandise in the Marylebone store, instead focusing on more affordable items like "tops for £16 and coats for £100" to deter thieves.
Police Response Leaves Business Owner Frustrated
Perhaps most concerning for small business owners across London is Jojo's account of the police response to the crime. Despite reporting the theft to the Metropolitan Police in October and being told officers would visit to speak with staff, no one has attended the premises to date.
Jojo expressed disappointment in what she perceives as a lack of support from local police, suggesting that shoplifting isn't taken seriously enough and that those targeting small businesses face no meaningful consequences.
While acknowledging that police resources are limited and they cannot attend every low-level crime, the business owner emphasised her desire to see concrete action being taken to address the shoplifting epidemic affecting retailers.
The theft has been shared on social media to highlight both the targeted nature of the robbery and the threatening atmosphere staff endured during the incident.
