SAN MARCOS, Calif. -- The San Diego County Sheriff's Department Thursday released surveillance video of three people who made off with $100,000 in jewelry and cash in a takeover-style robbery at a family-run shop in San Marcos.

The first robber entered Jewelry & Repair Center at 311 Pleasant Way around 2:45 p.m. Aug. 27 and asked about a pair of earrings, then suddenly moved around the counter and pulled out a gun as his two accomplices entered the store.

A woman, her 2-year-old daughter and 13-year-old son and the children's grandmother were in the store at the time of the robbery, according to the Sheriff's Department.

The first robber forced the children's mother onto the floor while his accomplices began taking jewelry from display cases and putting the loot in black plastic garbage bags.

The robbers spoke in Spanish about a vehicle, but none of witnesses interviewed saw them leave -- on foot or in a vehicle.

They got away with gold, diamonds, other items of jewelry, a cell phone, personal checks and an undetermined amount of cash, according to sheriff's Sgt. Robert Jennings.

Authorities described all three suspects as Hispanic men with medium dark complexions, possibly in their late 20s or early 30s, of average height and weight.

The gunman wore a black hat, gray shirt, black shorts, white shoes and may have a mustache or goatee, Jennings said. The second suspect wore a gray hat, black shirt and blue jeans, while the third wore a multi-colored hat, long sleeve blue shirt, black jeans, white shoes and white gloves.

Anyone with information about their identities or whereabouts was asked to contact San Diego Crime Stoppers' toll-free tip line at 888-580-8477, or online at sdcrimestoppers.com.

A $1,000 reward has been posted for information that leads to an arrest.