Can you become Italian? We like this idea a lot. Sotirios Voulgaris – a Greek jeweller who fled from Epirus because of the war with the Turks, decided to seek his fortune in Italy and became an icon of Made in Italy – indeed became Italian. First, he chose Naples, then Rome, where he started his production of silverware and jewellery in 1884. At the same time, he changed his name to Sotirio and his surname to Bvlgari, with the letter ‘v’ indicating both U and V in the ancient Roman alphabet.
An Old Curiosity Shop in the heart of Rome
The first shop of a brand that was destined to become synonymous with exclusivity and luxury was located at Via Sistina 85, while the boutique at Via dei Condotti 28 opened in 1895, followed in 1905 by the one at Via dei Condotti 10, the brand’s historic headquarters. Its sign read ‘The Old Curiosity Shop’ – as the Dickens novel – to attract wealthy English and American tourists. Between 1895 and 1897, Bulgari opened shops in some of the most fashionable tourist resorts at the time, such as St. Moritz, Bellagio, San Remo and Sorrento.
Jewellery beloved by film stars
Soon, production expanded, and other precious metals, such as gold and platinum, as well as stones, were added to the silver work. Thus, Greek-inspired creations were conceived that became true works of art with an exclusive and immediately recognisable style. In the Fifties and Sixties, Bulgari’s collections brought Made in Italy to the world, thanks to jewels that were objects of desire for many show-business divas, including Liz Taylor, Sofia Loren, Gina Lollobrigida, Anita Ekberg, and nobility throughout Europe, first and foremost the style icon Grace Kelly.
Iconic collections
It was Giorgio, Sotirios’ brother, who brought the brand into the world of high jewellery, taking care of the stonework, while his son Costantino focused on looking for antique jewellery to inspire the new collections. Collections that draw their inspiration first and foremost from Rome. Among the most famous are Serpenti, Parentesi, Monete and Tubogas. The latter, which has become iconic, refers to a particular working of gold turned into a seamless tubular band. The working is borrowed from how gas tubes were made in the 1920s.
From jewellery to luxury hotels
Today, Bulgari, with Paolo Bulgari as chairman, is a listed company, part of the LVMH group, with a turnover of billions of euros. It produces jewellery and watches and has expanded its business into the luxury hotel services sector with the Bulgari Hotels & Resorts chain.
After Milan, London, Dubai, and Shanghai, a Bulgari Hotel will also open in Rome, in Piazza Augusto Imperatore. It is a modern design hotel, where, of course, the brand’s prestigious boutique will be located.
Congratulations to those who open new valuable businesses, create jobs and bring Made in Italy to the world!
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