MEMPHIS, Tenn. -- Known to many patrons and friends as Tony, there are few people who didn't know Rashed Awwad, the man behind the counter at Boost Mobile.
"He was just a normal man trying to feed his family."
A family that had just grown by one a week ago when he and his fiancee welcomed a baby girl into the world.
"Them kids will never see they father again. That`s how I look at it," said one of Awwad's friends, Eric.
An employee at a nearby shop said he heard the shots that claimed Awwad's life shortly after 6 p.m. Monday.
Police said three men came by and started shooting after trying to steal a cell phone.
"He was holding his chest, telling me to call the police."
Shot three times in the chest and stomach, Awwad died in his friend's arms.
"He repented in his native language, you know, he spoke in Arabic for a second, then eyes rolled to the back of his head. That was pretty much... that was the end."
Awwad's fiancee told WREG he would carry a gun when he went to work at the Boost Mobile because he was concerned about the crime in the area.
Concerns that are now intensified after his untimely death.
"I don`t even feel safe in this neighborhood. That man got shot over a cell phone -- Something you can go to Walmart and buy, anywhere and buy."
The three suspects who killed Awwad have not been captured.
If you can help police in this case, call Crime Stoppers at (901) 528-CASH.