BVLGARI: THE LEGENDARY LETTER “V” AND THE JOURNEY TO BECOMING THE MOST JEWELRY EMPIRE IN ITALY

Possessing a 138-year history and legendary design heritage that transcends creative boundaries, Bvlgari has always fascinated the fashionistas with its unique and exquisite jewellery wonders.

It can be said that no jeweller can encapsulate the connection between sophisticated jewellery with intricate, evocative designs, quality materials and top-notch craftsmanship more fully than Bvlgari . . Bvlgari’s jewellery can consistently be easily recognized anywhere because of its sheer uniqueness that has been honoured for more than a century by not only style icons, A-list stars but also the Royal Family. Italian authority.

THE STORY OF THE ITALIAN JEWELRY EMPIRE

Founded in Rome in 1884 by the Greek-born jeweller Sotirios Voulgaris, Bvlgari is one of Italy’s oldest jewellers. Leaving his homeland in 1877, Voulgaris moved to Corfu and then Naples, but the turning point in his life was his decision to move to Rome in 1881. This Eternal City that “sow” in Voulgaris the first “idea seeds” about their jewellery brand. Bvlgari was originally named Bulgari after the Italian transliteration of the founder’s name. In 1932, two children of Voulgaris decided to change the brand name to Bvlgari. (the letter “v” is the “u” in Old Latin) as a tribute to their ancient Roman roots. Despite the change of letters, the brand’s name is still pronounced as “Bulgari” (Bool-gah-ree).

At the beginning of its establishment, the Bvlgari brand only produced jewellery and was sold in the sponge shop of a Greek merchant. The company’s first store was opened for business in 1905 on Via de Condotti (which led to the famous “Spanish Steps”). For Voulgaris, the shop at Via Dei Condotti is both his home and an endless source of creative inspiration. Not until 1910 did Voulgaris begin to specialize in jewellery creation and try to promote its Bvlgari brand throughout Italy.

Bvlgari’s first jewellery store in Rome. (Photo: LVMH)

In the beginning, Bvlgari was known as a premier jeweller specializing in high-quality jewellery with gorgeous designs and detailed textures. From sparkling precious gems to exquisite jewellery masterpieces that celebrate the Roman roots – where the brand began – has created a unique colour revolution with the combination of rubies, emeralds and sapphires, etc. Besides respecting Rome’s cultural heritage, the founder of Bvlgari also rewrote the old rules that had existed for centuries in the jewellery “universe” and created new design trends with their lively creations in the spirit of contemporary art. It is not surprising that Bvlgari’s designs are instantly recognizable for their refined “classic yet modern” beauty, bold and sensual style, and reverence for art and history.

Bvlgari’s breakthrough advertisement in the 60s. (Photo: Bvlgari)

SECOND GENERATION AND CHANGES

After Voulgaris died in 1932, Bvlgari was transferred to Costantino and Giorgio – the founder’s two sons. Inheriting their father’s legacy, Constantino and Giorgio ushered in a new era for Bvlgari and established itself as a preeminent supplier of high-quality jewellery. The duo completely remodelled the store’s interior, making the venue more lavish and keeping with the wealthy and cosmopolitan image the brand has always envisioned. In this innovation, Bvlgari also introduced pink and beige Italian marble – a material that would later become the signature of their future retail stores.

Sotirios Voulgaris with his wife and two sons, Costantino and Giorgio. (Photo: Vitagazette)

The arrival of World War II with war restrictions caused Bvlgari to temporarily phase out jewellery designs from precious stones and focus on making yellow gold materials. After the war, Bvlgari returned to her “muse” – coloured stones – and doubled the number of platinum jewellery encrusted with diamonds, emeralds, rubies, etc. The brand is also from It quickly became a familiar shopping destination for the wealthy elite. During this same boom period, the Italian jeweller began to define his jewellery aesthetic and moved from “trendsetters” to true trendsetters.

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During the “La Dolce Vita” years (50 and 60), Bvlgari became a famous jewellery brand among Italian nobility and American society. The jewellery finished by the Italian jeweller is often borrowed by the stylists of the classic Hollywood film crews to adorn the screen beauties in works like Roman Holiday, Cleopatra or King Kong. … The store at Via Dei Condotti has also become a popular shopping destination and has hosted many artists, style icons and even noble royalty.

Visiting Bulgari’s store is like visiting the best contemporary art exhibition.

Andy Warhol

In the 70s, the 3rd generation of Bvlgari decided to expand into foreign markets with the first series of international stores in major cities such as New York, Paris, Geneva and Monte Carlo. The brand’s business vision was also broadened as Bvlgari entered the world of high-end watches. 1975 marked a significant milestone when the first Bvlgari watch was introduced. Not long after, the Bvlgari Time Company was founded in the Swiss capital in 1980, helping to build the Italian jeweller brand into a world-class watch manufacturer.

Actress Elizabeth Taylor with an emerald statement necklace from Bvlgari. (Photo: The New York Times)

Italian actress Gina Lollobrigida dazzled in a necklace, ring and earrings from Italian jeweller Bvlgari. (Photo: The Jewellery Editor)

After the watch, Bvlgari continued to diversify its brands when it decided to “encroach” into the fashion and perfumery fields. 1992 marked the birth of the first fragrance under Bvlgari – Eau Parfumée au Thé Vert . This is also considered a significant turning point in the history of world perfumery. Still keeping its tradition of sophistication and elegance, the scent from Bvlgari became another exquisite piece of jewellery for both women and men at that time.

Bvlgari launched the first perfume for men and women in 1992. (Photo: Bvlgari)

In 1996, the brand launched a sophisticated accessory collection and expanded its horizons to resorts and hotels when it entered a joint venture with Luxury Hotels Group in 2001. The first Bvlgari hotel was opened in Rome. in 2004, followed by Milan, Bali (2006), London (2012), and many more locations are being planned. In 2011, the leading Italian jewellery house became part of LVMH ( Moët Hennessy Louis Vuitton ) for $ 6 billion – the highest purchase figure this luxury group has ever offered.

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ICONIC JEWELS OF BVLGARI

Bvlgari has produced amazingly sophisticated designs for jewellery and watches throughout its heritage journey. They are bold, full of pleasure, with a striking yet elegant look. The Italian jeweller’s house has created legendary jewellery “wonders” that can never be overshadowed in the minds of the grave. For example, the Serpenti watch using the Bvlgari Tubogas technique inspired by the image of snakes winding along the slender arms of women or the B.Zero 1 ring inspired by the Colosseum. Ancient code.

In addition, the iconic Bvlgari Bvlgari collection, Diva’s Dream, with its characteristic feminine and elegant propeller shape, boldly flexible Parentesi and Forever petals inspired by magic and romance. The beauty of the Eternal City of Rome from Bvlgari is also a favourite choice of fashionistas.

In 2021, the Magnifica high-end watch and jewellery collection will be launched with a stunning combination of unique, rare stones, exquisite craftsmanship and “timeless” design. Magnifica is not only seen as the brand’s fashion commitment to the ultimate value of magnificence but also embodies Bvlgari’s profound vision of exceptional fashion creation.

Two of the designs belong to the Bvlgari Magnifica Collection. (Photo: Bvlgari)