Bulgari: A Legacy of Roman Glamour and Collectability

Founded in 1884 by Greek silversmith Sotirios Voulgaris, Bulgari began as a small shop on Rome's Via Sistina, catering to tourists seeking a keepsake of the Eternal City. Voulgaris adapted his family name to "Bulgari" with a Latinised "v," evoking the grandeur of Rome’s ancient heritage. Over time, Bulgari evolved from crafting silver trinkets to becoming one of the world’s most prestigious luxury jewellery brands, blending Greek, Roman, and Italian influences into its distinctive designs.

Post-War Renaissance and La Dolce Vita

The post-war Dolce Vita era catapulted Bulgari to global fame, as Hollywood stars flocked to its flagship store on Via Condotti. The brand became synonymous with Italian glamour, blending vibrant gemstones and daring, innovative designs that captured the exuberance of the era. Icons such as Elizabeth Taylor and Audrey Hepburn embraced Bulgari as a symbol of sophistication, with Taylor famously acquiring numerous pieces during her time filming Cleopatra in Rome. By the 1950s, Bulgari’s audacious use of colour and unconventional shapes set it apart from the more traditional designs of Parisian jewellers, establishing its reputation as a pioneer in haute jewellery.

Innovation and Artistic Recognition

Bulgari’s artistry has often been likened to contemporary art, with Andy Warhol describing the brand as “the most important museum of contemporary art” in Rome. Its use of bold cabochon-cut gemstones, unexpected colour combinations, and architectural forms in the 1950s and 1960s mirrored the vibrant experimentation of the pop art movement. Bulgari's iconic Serpenti collection, introduced during this era, exemplifies the brand’s technical ingenuity, with its flexible Tubogas construction inspired by industrial gas pipes. Each piece is a masterpiece of engineering and design, celebrating the fluid elegance of the serpent motif.

Iconic Designs

Bulgari’s most coveted styles embody its distinctive approach to luxury. The Monete collection incorporates ancient Roman coins into necklaces and bracelets, connecting modern wearers to Italy’s classical past. The Serpenti line, with its coiled tubogas, snake-like bracelets and watches, represents both sensuality and expert craftsmanship. The Trombino ring, introduced in the 1930s, features a bold central gemstone framed by pavé diamonds, epitomising Bulgari’s flair for dramatic proportions. Meanwhile, the Parentesi collection draws inspiration from Roman architecture, with modular, interlocking designs that are both contemporary and enduring.

A Star-Studded Legacy

Bulgari’s allure has always been intertwined with the world of cinema and celebrity. Elizabeth Taylor’s love affair with the brand is legendary, with her collection including standout emerald and diamond pieces. Today, Bulgari has captured the attention of a new generation through partnerships with global ambassadors such as Zendaya, Priyanka Chopra, Lisa from Blackpink, and Anne Hathaway. These collaborations have reinvigorated the brand’s appeal, resonating with diverse audiences worldwide. Central to Bulgari’s continued success is Creative Director Lucia Silvestri, whose expertise in sourcing and pairing exceptional gemstones has driven the Maison’s bold vision, blending heritage with modernity and securing its place at the forefront of luxury jewellery design.

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