JACKSONVILLE, Fla. -- Two men walked into an Arlington pawnshop on Monday morning and opened fire as store employees and customers dropped to the floor and took cover. Now, Jacksonville police have begun a search for the men they called bold bandits.

The armed robbery took place at about 10 a.m. at the Super Cash Pawn Shop on Acme Street, where two men nonchalantly walk inside and without giving any type of warning or demands opened fire inside the store.

Surveillance video of the incident caught the crime on tape.

"It happened so fast," said the pawnshop manager Earnes Mertinda. "They just came in and start shooting in the air twice and let us know hey we in business."

Witnesses said the first gunman dressed in black fired two shots into the ceiling and then casually walked up to a glass display case and fired another shot, just barely missing the pawn shop manager who was taking cover behind the counter, and grabbed the expensive Rolex watches in the display case.

"They had no masks on -- just didn't care. He had a dead look on his face like, 'Just move out of my way,' and we were trying as you could see but there was nowhere to run," said one witness who was at the store with her 17-year-old daughter.

The mother said her back was against the camera in the surveillance video and she was trapped between the two armed robbers when they walked in the shop.

"Everybody just kind of dived onto the ground and I was just stuck in a space that -- my life kind of flashed in my face," said the witness.

While the second robber is seen on the surveillance tape grabbing what he could, the mother made a clean break as the robbers were distracted by a gun that apparently became jammed during an attempt to shoot a second display case.

What the woman said can't be heard on the video is her desperate plea to the gunmen.

"He was aiming in her direction and that bullet would've hit her head. All I could say was, 'Father please don't shoot my child,'" she said.

Her daughter was seen on the tape ducking behind the counter closest to the front door. The teen was able to runaway as the robbers moved on to the next display case and used the butt of a revolver to shatter the glass and grab some rings.

"We got away from him and went to the back of the store and we broke down," said the witness.

The shop owner said the robbers stole about $25,000-$30,000 in jewelry.

Anyone with information about the identities of the men caught on tape robbing the Super Cash Pawn Shop is asked to contact police or remain anonymous by calling Crimestoppers at 866-845-TIPS.