There's been 10 smash and grab jewellery store robberies in Melbourne in the past eight months - with some stores hit multiples times.

In the latest robbery, five men burst into the H&H jewellery store in Elsternwick as customers shopped yesterday afternoon - the second attack on the shop in three months.

The men used metal poles and hammers to smash counters and display cabinets before stuffing jewellery into bags and running out.

Five men are on the run after a jewellery store robbery in Elsternwick. (9NEWS)

They then jumped into a white Jeep and sped away.

Four staff and two customers were in the store but no injuries were reported.

A man from a nearby toy store was seen on CCTV trying to stop the men as they fled but he was pushed to the ground.

Witness Marcelle Lhuillier said people were shoved out of the way as they stormed the store.

"They ran out and sort of pushed me out of the way but the guy from Toy World copped it more than me, Ms Lhuillier told 9NEWS.

"They were just on a mission, just getting in and getting out very quickly."

It's the second attack on the store this year. It was targeted in January 4 by three men armed with a gun and a machete.

In that robbery, staff were threatened and the men stole jewellery before leaving the scene in a car without registration plates.

There have been many jewellery store robberies across Melbourne in past 10 months, with shops targeted in Toorak, Elsternwick, Reservoir, Coburg, South Yarra, Cantebury and Lalor.