Authorities are searching for three men who robbed Gwyneth Paltrow’s Goop pop-up shop in New York City of more than $173,000 worth of jewellery and watches.
The crime took place on Saturday afternoon while the shop was packed with customers.
Police said one of the suspects used some kind of object to open a cabinet containing the merchandise while employees were distracted.
Among the items stolen from the cabinet was a vintage Bulgari bracelet valued at $US106,000, according to reports.
A statement from Goop says its customers and staff are safe, and the store remains open for business “with proper security precautions in place.”
Goop is an online store and lifestyle website set up by Paltrow in 2008.
The pop-up shop in Manhattan’s Time Warner Center allows customers to “be transported into the real-life representation of goop’s digital world” according to a press release.
Paltrow appeared at the store’s opening last week.