The author has chosen as his research field the Tati shops of the Barbès neighborhood in the eighteenth arrondissement of Paris. She presents its founders and shows the role of the medias in the diffusion of the “family legend.” Studying the two specialized Tati shops, Tati-Marriage and Tati-Gold, she describes how goods are staged in both of them: the former, created in 1995, offers standardized goods with respect to prices, display, with little personalized relations between customers and salesmen. The latter, created in 1994, launched an evolution in the manner of displaying goods in 2002. Jewels (religious signs of identification) that were first placed in separate windows are no longer classified by the criterion of identitary reference but by material (gold, silver, ruby, diamond, etc.). In both cases the duration of the transaction brings about a relative and sporadic disappearance of individual differences and a homogenization of consumption practices. Lastly, the author notices a relation of identification between the Tati shops and the quarter of Barbès where some of their social trade logics might have spread.