Oliver White, 27, was placed in a chokehold by one thief while a second man stole several high-value watches at the 247 Kettles jewellery shop in Richmond, west London, on Saturday afternoon.
The suspects had posed as customers over a three-day period waiting for the "correct time to strike," his firm said.
Mr White was found dead by police the day after the robbery in Shepperton, Surrey, following concerns for his safety.
In a statement, his parents spoke of their pain over the loss of a "beautiful, funny, loyal boy".
They said: "Our son Oliver returned home from his place of work on Saturday traumatised and unable to speak.
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