The conventional way to display optical glasses frames is to line them up and hang them on metal supports along the wall. While this method saves a lot of space it does show correctly individual frames. More and more optical store retailers are starting to display their better collections in free standing glass display towers. In fact round display cases are very effective. Since most of them have fully adjustable glass shelves one can add up multiple shelves to increase the number of items to be showcased without decreasing the visibility of each. The main advantage of glass display towers is that they can be moved around at will. Walking traffic can also move around them at will and they potentially can create centers of attention within the retail store. They will make any optical frame highly visible and easily reachable for the salespersons. Specific collections may be grouped together on individual shelves for better brand identification. Installing a free standing glass tower by the front window of a retail store is a sure way to attract traffic within the showroom area.