Image of robber from surveillance video

The “King of Bling” has been involved in a robbery. In early March, two masked men stormed in to the Diamond Depot, a Philadelphia area jewelry store, and smashed their way in to a jewelry case. The self-titled store owner, whose real name is Ron Alia, has sold gems to celebrities like Queen Latifah and Jamie Foxx. But it was two unnamed thieves who have made the biggest impression on him. Alia watched helplessly as the men ran in to his store, one brandishing a sledgehammer.

The Diamond Depot, a store located in the Franklin Mills mall, is equipped with surveillance cameras that captured the heist. One robber smashed the glass with the sledgehammer while the other, holding a red, checkered bag, snatched the goods. Among the stolen items, valued at over $90,000, were Brietling watches with 25-carat diamond bezels, gold chains and gem-encrusted dog tags.

The robbery took place at 11a.m. on a Sunday morning. As Alia showed a ring to a customer, the brash robbers made their dash for his jewels.

“It was crazy,” Alia said. “I turned around and all I saw were the two heads, with ski masks on, and they’re banging in to the case with a sledgehammer.”

Alia and one of his employees both hit panic buttons, sounding an alarm. This was not enough to completely deter the robbers, though they fled the scene three minutes after.

Alia has plans to step up security of his stores after a similar robber took place at another branch of the Diamond Depot previously.