The jewel seduces Fabio Antonuzzi. In the 90s the power of images and a more targeted and sophisticated advertising radically changed society and lifestyles. We are in the cult of personality years and Fabio Antonuzzi perceives the importance of developing a precise stylistic identity for jewelry shops. This is how the search for the perfect display space came about, a space that is sophisticated and unique and able to bring the jewel to occupy a leading role at center stage of people’s desires. Fabio Antonuzzi starts, with his brother, a creative journey into the world of jewelers and watchmakers. Over the years, he acquires direct experience related to the specificity of exhibition and technological demands of the environments that are home to jewelry and watches. He listens and interprets the ideas of those who live in these spaces on a daily basis, and he gradually offers a reinterpretation of the design style, contributing to a significant evolution of the emotional logic related to experiencing jewelry.