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Shocking video footage has emerged of up to five armed men storming a South Auckland jewellery store and attacking the owner about the head with a hammer as the bloodied man’s terrified family watches him being beaten to the ground.

As the ordeal unfolded, a customer and three terrified children fled to the back of the store and hid behind the counter while the owner attempted to wrestle the three masked robbers back through the security door.

One of three then swung a hammer and struck the owner in the head while another sliced at him with a knife, knocking him to the ground while two others grabbed trays of jewellery in the immediate entrance.

Another staff member came to the owner’s defence and challenged the robbers with a large sword as they retreated from the stores, grabbing boxes of jewellery as they fled.

The bloodied owner then collapsed clutching his head in front of a shocked staff member.

He was transported to Middlemore Hospital and is receiving medical treatment tonight.

The offenders fled the scene and police are hunting for those responsible.

The incident happened at Pooja Jewellers on Kolmar Rd, Papatoetoe about 5.45pm.

Dairy & Business Owners crime prevention group chairman Sunny Kaushal said he knew the victim closely.

Kaushal understood about five armed offenders forced entry into the store as one customer was leaving about 5.45pm.

”They assaulted the shop owner, a family member and a worker. So three people were injured,” he said.

”The shop owner had serious injuries. Apparently, he was attacked with a hammer on his head three times and an attack with a knife on his forehead.”

“He was hospitalised and was stitched on the forehead. He is currently waiting for a scan, but is out of danger.”

Kaushal planned to visit the family tomorrow morning.

”This family is a very community-orientated family,” he said.

”They have made such a contribution to the community and to the society.”

He said the family has been in the community for a long time and is well-known and well-respected.”It is a stark reminder about how serious it is getting in New Zealand, that crime is out of control and needs to be stopped.

”Doing business in New Zealand is getting very hard for shop owners.

“Our retailers and all hardworking Kiwis deserve to work in a safe environment, and it is the government’s responsibility to make this a reality.”

A St John ambulance spokesman told the Herald they responded to a call about an incident in Papatoetoe and attended with one road manager and two ambulances.

“We transported one patient to Middlemore Hospital in serious condition.”

A police spokesperson said the Eagle helicopter responded to the area, however the offenders left in a vehicle prior to arrival and were not located.

Inspector Keki Wilson said police were working to piece together exactly what occurred.

“We are speaking with a number of witnesses and will conduct a scene examination.

“Violent incidents like these rightly cause concern and police is committed to holding offenders to account.”

Wilson said enquiries remain ongoing to locate the offenders and their vehicle.

If you have any information that may assist in locating those involved please contact Police on 105 and reference event number: P059142364.

The incident comes just hours after the Government announced new measures to crack down on crime, including new designations for hardcore and repeat youth offenders, a pilot military-style boot camp programme and extra police to man CBDs around the country.

Prime Minister Christopher Luxon said Kiwis were sick of rising crime rates and many did not feel safe in the homes.

“Nobody should have to fear walking down Queen St here in Auckland, nobody should have to fear going to work, worrying whether their store is going to be robbed or ram-raided.”

“I’m sick of it, Kiwis are sick of it and it’s unacceptable.”