The owner was pistol whipped, and an 8-year-old boy was held at gunpoint.
It happened in Hewlett at "Julia's Place Jewelry".
"It's really, really scary that it happened," said Dina, a robbery victim.
They're so frightened by what happened yesterday, Dina and her mother-in-law Sasha asked Eyewitness News not to use their last names.
They've had their family jewelry business for years in the Five Towns Strip Mall, but they've experienced anything like this.
Early Wednesday evening, three gunmen burst in, one of them making a beeline for an 8-year-old boy who was in the wrong place at the wrong time.
"He grabbed him on the back; they say if we move, they'll hurt the boy. It was happening so fast and he started crying and scared," the victim said.
"You're 8-years-old and you've got a subject standing next to you with a gun to your head. I'm sure it's got to be pretty upsetting," said a police officer.
Police say the suspects helped themselves to up to $50,000 worth of merchandise and pistol whipped Sasha's husband for his $9,000 Rolex.
"They took guns and they beat him in the head, and the kidney and the chest," Sasha said.
He went to the hospital, and is expected to be OK.
Now, police are analyzing video surveillance from stores throughout the shopping center.
They say one of the three suspects had stopped by hours earlier with a woman, pretending to look at engagement rings, but actually casing the place.
That woman was reportedly wearing a unique shirt investigators hope may jostle your memory.
"She was wearing a yellow t-shirt that had distinctive writing on the shirt, that writing was in pink letters, and the writing said 'Don't interrupt me while I'm ignoring you,'" the officer said.