The decor of the jewellery and the optical shop has more and more a communicative function than a pure practical aspect. Now the winning shop has to be interpreted like an effective sales tool, capable of performing 80% of the persuasion work towards the customer. The marketing of the displayed products depends more and more on the frame in which they are placed. Negozisrl has a productive structure that goes from the wood, glass and metal processing, to the design offices, in which the project of the point of sale is conceived according to to customer requirements. Our team studies the best combination of aesthetics and functionality for the furniture in jewellery and optical shops: from the shop windows, the counters, to the displays for jewels or glasses. Further, the best solutions for the lighting, the exposition and the storage are proposed. The atmosphere of the store is the real driving force to enhance brands and increase revenue.