SAN MARCOS, Calif. -- Authorities Friday are searching for three men who robbed a family-owned jewelry store in San Marcos.

The first robber entered Jewelry & Repair Center at 311 Pleasant Way around 3:10 p.m. Thursday and asked about a pair of earrings, San Diego County sheriff's Sgt. Robert Jennings said.

He then suddenly moved around the counter and pulled out a gun as his two accomplices entered the store, according to Jennings.

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

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, Jennings said.

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

They got away with gold, diamonds, other items of jewelry, a cell phone, personal checks and an undetermined amount of cash, Jennings said. The monetary loss was not immediately certain.

Authorities described all three suspects as Hispanics 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 is asked to contact sheriff's detectives at (760) 510-5200.