The robbery and attack happened just after 6:30 p.m. December 23 at the Gold Factory at 5075 Morganton Road.
According to detectives, a man wearing what appeared to be a clown mask entered the store through the front door and confronted the owner as he was taking out the trash.
The man immediately shot the owner and then hit him with his handgun.
The robber then forced the owner's wife to open the cash register. He also fired another shot inside the store and shattered glass cases containing jewelry.
Detectives say the man got away with an undetermined amount of cash and jewelry.
The victim said there were two other suspects outside the store and possibly another driving the getaway car.
The men left in a 4-door Mercedes SUV. There was visible damage to the driver's side of the vehicle.
The business owner was taken to Cape Fear Valley Medical Center.
Anyone with information that might help investigators crack the case is asked to call Detective Walker at (910) 433-1851 or Crimestoppers at 910-483-TIPS.