Armed robbery at Auckland jewellers

An armed offender forced a female shop assistant to lie on the floor in a brazen robbery of jewellery shop inside a busy Auckland mall.

Gold Merchants managing director Pravin Kumar is appealing for the public's help following the robbery of Lotus Gold Jewellery shop inside West Auckland's Lynn Mall about 10.30am on Tuesday.

"The offender threatened the shop assistant and ordered her to lie down on the shop floor.

He then broke into the display cabinet, taking a substantial amount of high value gold jewellery."

The man fled and no one was injured.

Mr Kumar sent media video footage of the incident and asked for the public's help.

"We seek your assistance in helping identity the offender and get him arrested as soon as possible before he targets anyone else."

Gold buyers should also contact police if they are approached by anyone suspicious trying to sell 22 karat Indian gold jewellery, similar to what is shown in the video footage, Mr Kumar said.

Waitakere Police CIB can be contacted on (09) 837 9511.

Tips can also be made anonymously by calling Crime Stoppers on 0800 555 111.