A wave of fear washed over the staff at Jovonna London, a chic boutique in Marylebone, as a brazen theft unfolded before their eyes. It wasn’t a smash-and-grab, but a calculated operation, leaving the owner, Jojo, feeling deeply violated.
On October 29th, a group entered the store with a chilling purpose. They didn’t browse; they targeted specific items, moving with a disturbing familiarity through the carefully curated collections. Two luxurious fur coats, each valued at £700, immediately caught their attention.
Staff members, sensing something was wrong, attempted to intervene, to secure the door. But they were met with an intimidating presence, a silent threat that forced them to retreat. Fear paralyzed them, leaving the thieves free to operate.
The thieves worked with unsettling efficiency, calmly selecting sizes and focusing on the most expensive pieces. They weren’t rushed, taking their time to amass a haul worth a staggering £1,775, including the coveted coats and a £100 handbag.
This wasn’t an isolated incident. Jojo revealed that thefts have plagued her stores, occurring roughly every six weeks, totaling an estimated £10,000 in losses. But this particular robbery felt different – personal, almost predatory.
Driven by a need to raise awareness and address the fear gripping her team, Jojo shared the security footage. She now instructs her staff to prioritize their safety above all else, forbidding them from confronting shoplifters, no matter the cost of the merchandise.
A previous incident saw an employee chase and apprehend a thief for two blocks, a courageous act Jojo now vehemently discourages. “People’s safety and welfare is the most important,” she stated, a stark reminder of the risks involved.
Adding to her distress is a perceived lack of support from local police. Jojo feels shoplifting isn’t taken seriously enough, leaving small businesses vulnerable and without recourse. She longs for reassurance that something is being done to address the growing problem.
As a result, Jojo has made the difficult decision to remove high-value items from the Marylebone store, hoping to deter future thefts. She fears thieves aren’t interested in “tops for £16 and coats for £100,” but the loss is still significant.
Employing security is financially impossible, leaving Jojo feeling trapped and frustrated. Despite reporting the October theft to the Metropolitan Police, she reports no one has yet visited the store to investigate, leaving her feeling unheard and unprotected.
