A machete-weilding robber left staff in a tanning salon shaken after targeting the premises in an armed raid.
The man entered Sun Lounge, on Verne Road in North Shields, armed with a machete.
He demanded cash before making off.
No one was injured during the robbery, which happened at 7.45pm on Friday, January 9, but staff were left shaken.
The offender is described as male, 5ft 10ins tall of slim build. He was wearing a black jacket with blue jeans and white trainers.
Detectives are now piecing together what happened while extra patrols have been in the area over the weekend to reassure residents.
Officers are appealing for witnesses or anyone who was in the area at the time and may have seen or heard anything suspicious.
A police spokesperson said: “Additional uniformed police patrols have been in the area to carry out enquires and to reassure local residents.”
Anyone with information into the armed robbery should contact police on 101, extension 69191, quoting log number 1132 09/01/15 or ring the independent charity Crimestoppers on 0800 555 111.