The incident happened just before 2 p.m. on January 19th at the Liz-El Jewelry store on the 100 block of East Butler Street.
Police say the male suspect was in the store for 20 minutes.
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He took his coat off and laid it across the glass case, preventing the clerk from seeing him allegedly remove a tray of eight diamond rings.
The rings are worth more than $10,000.
Police say the clerk was on the phone inquiring about a necklace he suspect wanted to purchase when he allegedly reached over the case and grabbed the tray of rings.
He is described as a black male, 40 to 50 years old with a scruffy salt and pepper goatee, 6'3" tall with a thin build. He was wearing a black hooded sweatshirt with black outer winter coat. He was also wearing grey sweatpants with black shoes.
Police say the suspect got out of the front passenger seat of a gold minivan. The suspect vehicle is a gold 1999-2004 Honda Odyessey minivan with rear bumper damage.
Anyone with information on the identity of the suspect is asked to contact the Ambler Borough Police Department at 215-643-6444.