A family-run wedding dress shop has been swindled out of its most expensive bridal gown.

Three women carried out the daylight theft, snatching the Ring O Roses' most popular dress, priced at £1,400.

Ring O Roses has been in Blackfen Road in Sidcup for 26 years.

Shop owner Patricia Bizzell said it was taken from right under her and her assistant's noses on November 28.

She said: "It's an awful thing to have happened. Three women, two around 50 to 60 and another much younger came in asking for a dress. They had European accents.

"The younger one went to try on a dress with my assistant. They told us they had no budget, but they wanted a dress that day.

"I watched the older ladies hovering around the big ball gowns. The younger woman returned saying she wanted the dress she tried on, and they would be back in a couple of hours with the money.

"We never saw them again."

It wasn't until a few days later that Ms Bizzell realised the store's most expensive dress had mysteriously disappeared.

She said: "Christmas is a very quiet time of year for us. We had no one else in that day, or the day after.

"We had someone come in to look at the dress, and then we realised it was gone, hanger and all."

The dress in question is a large ball gown style dress, Ronald Joyce 69206 in ivory, size 12.

Ms Bizzell thinks the dress was rolled up and smuggled out under one of the women's coats.

Ms Bizzell said: "We know all our customers who have ordered this dress and none of the weddings have taken place yet. So much for saying vows in a stolen dress."

The Met Police said no arrests have been made, and the investigation continues.