A Newcastle vintage store owner has taken to social media to publicly call out alleged thieves, saying the small business was left with “no other option”.

Sourced Vintage posted CCTV footage online following a recent incident at the premises on Tuesday 26 May during the midday trade period.

Owners Ellie Smith and Robbie Maynard said the decision was driven by a need to deter further crimes… and warn other local retailers.

They said theft had become a recurring issue for the business, particularly in its early years, and while incidents have reduced, the impact remains significant.

“We shame as often as we can… and it has definitely lowered the numbers,” Mr Maynard said.

Ms Smith added the post was intended to raise awareness of how frequently small businesses were affected.

“People think running a business is easy, but it’s not,” she said.

Mr Maynard explained CCTV footage was often the only practical tool available to them.

“Most of it is deterrent,” he said.

“We have cameras and, sometimes, people still look straight into them and take things anyway.”

The owners said they continue to report incidents to police, but feel outcomes are often limited.

“We’ve had so many thefts,” Mr Maynard said.

“We do the reports, but it doesn’t always go anywhere.”

He referenced a previous incident where staff waited several hours for a police response after reporting an alleged theft, saying it highlighted broader frustrations with enforcement processes.

Despite this, the pair acknowledged the complexity of police workloads and said they do not expect immediate intervention in every case.

The emotional impact of theft, they said, often outweighs the financial loss.

“It’s more the principle of it,” Ms Smith told the Newcastle Weekly.

“It feels like someone has come into your space and taken from you.”

The owners indicated the most recent incident was particularly disappointing, as the person allegedly involved had previously been a customer.

“It makes it harder when you recognise someone,” Ms Smith said.

The post has sparked widespread engagement online, with many users supporting the business and others questioning the decision to share footage publicly.

Mr Maynard said the store was careful about how it presented such incidents online and did not publish names.

“The goal is to get items back,” he stated.

“We don’t want to unnecessarily escalate things.”

He said in some cases, merchandise is returned or payment is made after individuals are identified by the public, at which point footage is removed.

The owners explained misconceptions about vintage retail also contributed to misunderstanding around theft, with stock often carefully sourced and imported at significant cost.

“We travel overseas and handpick everything,” Ms Smith said.

“Shipping alone is expensive.”

Mr Maynard said the expectation that small retailers can absorb losses was unrealistic.

“We’re not a charity,” he summed up.

“We’re a small business trying to operate.”

While they said there was no simple solution to retail theft, they believed social media had become a modern tool for deterrence and awareness among business owners.

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