BEVERLY HILLS (CBSLA.com) — Police on Thursday asked the public for help in identifying three suspects in an armed robbery at a jewelry store in Beverly Hills.

The robbery occurred Jan. 25 at approximately 6:50 p.m. at the Jason of Beverly Hills Jewelry Store located in the 9500 block of Wilshire Boulevard, where a male and female suspect posed as customers, and asked the sales clerk to show them several pieces of jewelry.

As the clerk was showing the couple the jewelry, a third suspect entered the store and produced a handgun. The suspect with the handgun then removed several pieces of jewelry from the display case which had been opened by the store clerk.

The suspects exited the location, and detectives believe all three then got into a 2013 white Kia Optima, and fled from the area.

The suspects were described as African American, 25 to 30 years of age. Detectives believe that the third suspect may have been wearing a fake beard.

A reward of up to $50,000 is being offered for information leading to the arrest, conviction and recovery of any items taken in the robbery.

Anyone with information about the crime or the suspects is urged to call Detective Eric Hyon at (310) 285-2156. Anyone wishing to provide information anonymously can do so by calling “Crime Stoppers” at (800) 222-TIPS (8477), or texting the letters TIPLA plus your tip to CRIMES (274637), or by using the L.A. Crime Stoppers website.