Thieves wiped out all of the electric guitars at a music store on Torbay Road in St. John's.
Debbie Parsons, whose family owns The Music Collection, said 26 electric guitars were stolen, including two electric basses, ranging in price from $200 to $1,200 each.
Parsons said the robbery took place sometime between Tuesday night and early Wednesday morning.
Her brother Chris discovered the store had been robbed on Wednesday morning when he noticed the lock had been popped.
"Everything was pretty clean, actually. It was just the racks were empty... and 26 guitars [were] gone," she said.
"They took all of the electrics that were on the floor, and then they took the cash that we had — a small amount of cash."
While the store has an alarm system, it didn't alert the family of the robbery. That situation is currently under investigation.
The police were also contacted. While there is no video surveillance at the store, some fingerprints were taken at the scene.
Parsons said the family's main goal is to find out who did it, for the security of their staff.
She said the last time the store was robbed was about 20 years ago.
"Besides that break in, and of course regular shoplifting, this is probably the biggest one we've had to take on ourselves," she said.
With such a large amount of stolen instruments, Parsons said she doesn't know how the thieves will manage to sell them.
"I'm not sure how they're going to offload a full 26 guitars — that's a lot of product to offload in a small city," she said.
"The serial numbers and the description of the guitars have all been released right across the island, and part of Canada now, and working on the other parts of Canada."
The business still has acoustics for sale at the Torbay Road store, and stock is available at its second location and its warehouse, so Parsons said the store is open for business as usual. But she said the hit happened at a bad time.
"The unfortunate part of the timing is we're going into probably the slowest month of the music business, so it's a hit before the slowest month of the year," she said.