Owner Resists Robbers, but Fails to Stop Jewelry Heist

The owner of a jewelry shop at 2687 Mission St. who was robbed at gunpoint Monday evening is recovering at home from a hit to the head, said the woman’s daughter.

“My mom has stitches to the head. They slashed her forehead with the end of a firearm,”  Sandy Diaz, the owner’s daughter, said Tuesday morning.

Diaz said she and her mother Elvita, 65, were at Joyeria Elvita between 22nd and 23rd streets Monday evening when two men wearing ski masks entered the shop at about 6:50 p.m., 40 minutes before the store closes at 7:30 p.m.

“They said, ‘Stay quiet and don’t move,’” Diaz said. The robbers asked for jewelery. Diaz said her mother resisted and one of the men hit her in the head with the end of a firearm.

The thieves took  jewelery worth an estimated $100,000 and fled.

Police said two suspects—a male and female—entered the business, but Diaz said the suspects were both men and both wore ski masks.

Diaz said the suspects fled in a car, and that several residents chased the vehicle down Mission Street after the assault occurred.

This is the second time Diaz’s mother has been robbed. The first time occurred 13 years ago, Diaz said.

Diaz said the business had video cameras, and the recordings were given to police.

Workers and business owners on the same block said this is the second time a jewelry store has been robbed on that block in the last three months.

Gloria Zagal, who sells antioxidant coffees near the jewelry store, said she feels safe, although a lack of jobs could be leading people to rob, rather than earn their money.

Ipolito, a nearby bodega employee, said crime is not uncommon in that area.

“Crime is occurring everywhere,” said Ipolito, who did not want to give his last name.

The outside of the shop, which is closed today, advertises 14-carat fine gold.

“Thank God nothing has happened here,” said Maria Luisa, 32, who has been working at a clothing store near the jewelry store for 11 years.