An armed robber took an undetermined amount of diamond rings and cash from a Pigeon Forge jewelry store on Wednesday, according to Pigeon Forge Police.

The police department said B&R Jewelers was robbed around 6 p.m. Wednesday.

The armed robber was let into the store at closing time by the part time owner, who believed he was a customer, police said. When inside, the robber pulled out a black semi automatic hand gun and demanded the cash and jewelry. He reportedly put them in his gray Jansport backpack before fleeing the store.

Police said the man was wearing a mask, gray sweatpants, a black hoodie and black baseball cap. He was also wearing gray sneakers with teal laces.

If you have any information on the armed robbery, please contact Detective Mark Vance at 865-453-5367.