The public are being asked to identify a man accused of stealing a ring worth $18,000 from the Bethlehem Jewellers shop on Thursday morning.

'We've got some pretty amazing CCTV cameras,” says Helen Redding, who owns the business with her husband Adrian.

'It's a tough thing for us, we have got three young children and we're a small family business so this sort of thing for us is massive. There are devastating repercussions across the board from one selfish act.”

The high proportion of the ring's value is in the ruby, says Helen.

'It's a 2.08 carat natural ruby, really high value, just amazing colour and clarity that you just don't see any more. We will struggle to replace that, in fact I don't think we will. It's a beautiful stone.

The distinctive ring that was stolen.

'The two diamonds either side were half carat each so it's a very sizeable ring. But it's the quality of the stones – and also it's been completely hand fabricated in store so it's quite an identifiable piece.”

There was no weapon involved in the robbery, say Helen.

'We are just happy to get the guy's face out there. We've just celebrated ten years in business, a nice little birthday present for us.”

She thinks he's been in the shop before, and from Facebook comments she thinks he may have been seen across in the town centre before the robbery.

Anyone with any information, or who recognises the man, is asked to contact Tauranga police on 577 4300 or call Crimestoppers 0800 555 111.