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A jeweller used a broom to fight off a knife-wielding attacker who held the blade to his female assistant's throat.
The shopkeeper dodged slashes and landed several blows on the attacker, who eventually fled Harrolds Discount Jewellers in Dagenham.
Police have released CCTV footage from the incident which happened on October 21 at 11.15am.
The video shows a man fumbling in his jacket in the doorway of the shop.
Whipping a knife out from under his jacket, he uses his left arm to grab the assistant and his right to hold the blade to her throat.
The shopkeeper runs around his desk and attempts to grab the knife from the man, allowing the assistant to escape.
The attacker then turns on the shopkeeper, slashing at his face and chasing him back through the shop.
Retreating behind his desk, the jeweller grabs a broom from his assistant and uses it to beat the attacker out of the shop.
Police are searching for the knifeman, who they describe as white, of stocky build with a shaved head.
Detective Chief Inspector Ian Corner, who is leading the investigation, said: "This was a violent attack which left the shop workers extremely shaken.
"They acted with great courage to fight off the suspect and were lucky to have avoided being seriously injured. We need help from the public to trace this individual before he attempts to target someone else."