The sign reads "GIOIELLERIA", which is Italian for jewelry store. The architecture is classic European urban, typical of a dense city center in Italy. The people are dressed for cold weather, suggesting a northern Italian city. I am fairly confident this is Italy.

Country: Italy
City: Milan
Confidence: Medium

then: forward

The sign clearly reads "GIOIELLIEFAZIO" and "dal 1976". A quick mental check confirms this specific jewelry store is located in the heart of Milan. The architectural style of the stone facade is very characteristic of the historic center of Milan. I am now quite certain of the location.

Country: Italy
City: Milan
Confidence: High

then: guess