Michael Hill Jeweller is deploying security guards to all 34 of its North Island stores after a wave of daylight smash-and-grabs.
Recent incidents include two hammer-wielding men who smashed glass cabinets in New Plymouth and a raid by a group of robbers armed with knives and hammers in Hamilton.
Just over the weekend four people were arrested following a daylight robbery at a Wellington Michael Hill store.
"With the recent, alarming offending across the Waikato, Wellington, and New Plymouth, we have identified the need to bolster our security presence outside of Auckland, which has previously held the highest footprint of security guards across our stores," Michael Hill CEO Daniel Bracken said in a statement on Monday.
"The key priority for us is the protection of our team members and customers. Every New Zealander should be able to go to work or visit a store and feel safe."
The heightened security presence comes after a previous rollout of fog cannons, alarm screamers and personal alarms for staff, additional security cameras and the use of DNA spray technology.
Bracken said the company is continuing to review security measures whilst working closely with Police on surveillance and security measures.
He praised police for being quick to respond to the latest incidents, which have seen a number of arrests.
Of those apprehended to date, most are teenagers, he added.
