Gemstone in shop, alluring (4)
I believe the answer is:
opal
'gemstone' is the definition.
(opal is a kind of gemstone)
'in shop alluring' is the wordplay.
'in' indicates the answer is hidden within the clue.
'OPAL' can be found hidden inside 'shop alluring'.
(Other definitions for opal that I've seen before include "Translucent gemstone" , "Opaque gem" , "Quartz-like gemstone" , "Opaque mineral used a gemstone" , "Many-coloured gem" .)