A long-standing Winnipeg business is picking up the pieces today after a truck crashed into the middle of the store.

A pick-up truck rammed through the front wall and crashed into the centre display at Independent Jewellers around 9:30 Saturday morning.

The vehicle collided with an ambulance outside the store at the intersection of Isabel Street and Notre Dame Avenue.

“The two of them collided nose to nose, you know like 90 degrees, and one because of the impact, was diverted into the business,” said Doug Martin, Platoon Chief with Winnipeg Fire Paramedic Service.

The store had already opened for the day, and 10 staff members were inside at the time of the crash.  

“There was a very loud noise, glass went flying everywhere and there's a truck sitting here in your store,” said owner, Jonathan Epp.

No staff members were hurt, but six other people were taken to hospital as a precaution. Those included four people in the pick-up truck and two paramedics driving the ambulance.

The ambulance was not transporting any patients or responding to an incident at the time.

Police are still investigating the crash.

Crews are still assessing the damage to the store, which has been on the corner nearly 75 years. Owners expect damages to exceed $100,000 and said the hit comes at a busy time.

“It is an important time of year, there's lots of special things at Valentine's Day,” said store co-owner, Jeremy Epp.

Repairs have already started on the store that is normally closed Sundays and Mondays. Owners say it will be business as usual when the store re-opens on Tuesday.