STAFF at a Cash Converters store were left shaken after being threatened by a robber brandishing a hammer.
Handfuls of rings and necklaces, worth about £4,000, were stolen from the shop in Hessle Road on Saturday.
Two men entered the store at about 11am and one robber, with a black scarf over his face, threatened staff before smashing the glass display cabinets with a hammer.
He removed six pads containing various pieces of jewellery as the other man stood nearby.
They both left the store and headed off along Hessle Road in the direction of Rawlings Way.
Police are now hunting the pair and are appealing for help from shoppers who may have been in the area at the time.
Donna Finn, chairman of the Hessle Road Traders' Association, described the hammer attack as "shocking" and "disappointing".
Ms Finn, who runs hair salon Female Ego, opposite Cash Converters, said: "I didn't see any police activity on Saturday but this is very shocking news for Hessle Road.
"It sounds like it was a planned robbery and I just hope these men are caught.
"I don't think they've targeted the area. There are Cash Converters stores all over Hull and I think it's more the shop.
"My girls were working near the window on Saturday and didn't see or hear anything.
"It's a pity we didn't know about it sooner and I don't think the store has a radio."
Ms Finn said the staff could have alerted other traders who may have seen the men go past after they the stole jewellery.
Although Cash Converters were unable to comment on the crime, they confirmed they do not have a radio in store.
She said: "All of the traders work together to try to make it a safer and nicer place for people to work and visit.
"This seems like a rare crime for Hessle Road and it's very sad because we don't want this kind of publicity for the street and we don't want to put people off."
Ms Finn said the traders had fought for a better CCTV system in recent years and she hopes police have images of the suspects.
"We have good CCTV coverage in the area and we will work with the police and other traders if they need help to stop this happening again," she said.
The first suspect is described as white, mid to late 20s, of a skinny build and about 5ft 8in.
He was wearing a cream or beige jacket, possibly with blue stripes, grey tracksuit bottoms and a black beanie hat with a white motif.
The second man was also white and was possibly wearing a red jacket with white under the arms, grey tracksuit bottoms and a white hat.
It is thought he may have been acting as a lookout at the store entrance and may have been riding a mountain bike.
A spokesman for Humberside Police said: "Inquiries are ongoing into the incident and detectives are keen to speak to anyone who saw anything suspicious in the area at the time or has information about those responsible."
Anyone who can assist should call Humberside Police on non-emergency number 101, quoting log 265 of June 15.
