Thieves steal Premier League referee's framed FA Cup Final shirt from his Leeds record store
They struck when Mr Moss's wife Julie had her back turned to change a record in the store on Otley Road.
Mr Moss, a big fan of indie music, opened The Vinyl Whistle in summer of this year.
Originally from Sunderland, the 49-year-old lives in Horsforth and went to university in Leeds.
Mr Moss said it had been a busy afternoon in the shop. Another staff member left shortly after 4.30pm and his wife was left alone in the store.
A man and a woman in their late forties to early fifties lifted the frame off the wall, while the other held the door.
It contained the shirt he wore for the 2015 FA Cup Final between Arsenal and Aston Villa, as well as the match programme and a commemorative coin.
"My wife is extremely upset," he said.
"When you start a small business in Leeds, obviously we have a lot of Leeds fans in and it was a good talking point.
"It was a conversation piece on the wall - it wasn't like 'look at me, I refereed the FA Cup Final'.
"It's not worth that much money, but has a lot of sentimental value to me."
Mr Moss said the frame was quite heavy and distinctive, so thinks it will be hard to sell and is hoping it can be returned.
The ref said the shop had exceeded his expectations, but that petty crime had been an issue just months into opening.
"We wanted to put a shop in a community we care about and everybody has been great," he said.
"But it does reflect how difficult it can be for small businesses."
The shop was one of several on the street which had a window put through and records are kept behind the counter due to thefts, which is not uncommon in record shops.
"It does sort of make you question whether it's worth the hassle," he said. "The high street should be thriving but stuff like this makes it difficult.
"But I want this to be about the community coming together to try to find it," he added.