Customers and staff at the Three Pots shop in Burbage were terrified by the latest raid, when two shotgun-wielding raiders burst in, took the shop’s till and forced customers to hand over cash at gunpoint.
The men - wearing full-face motorcycle crash helmets - then made off with their haul on a waiting motorbike.
Villagers are now rallying round shopowners Deepak and Babita Joshi, after this latest raid.
Local man Stephen Williams said: “We should stand shoulder to shoulder with Mr and Mrs Joshi, and give them every bit of moral support. Their helpfulness, humour and warmth have put them at the heart of our community.”
The store has been robbed three times, burgled twice and ram-raided once. Babita said she felt “traumatised and upset” by the latest raid.