From Italy with love...

In 1884 Sotirio Bulgari, a jeweller from Greek village, founded a tiny company in Rome, that has become a well-known international brand BVLGARI. 

He opened his first shop in Via Sistina that was then replaced by the current flagship store in via dei Condotti opened in 1905 by Bulgari with the help of his two sons: Costantino and Giorgio. 

Since that time BVLGARI has grown and developed its unique style based on Greco-Roman classicism, the Italian Renaissance, and the 19th century Roman school of goldsmiths. 

By the 1950’s-60’s, BVLGARI had gained popularity in the Hollywood, such movie stars as Elizabeth Taylor made a good advertising for this brand,  wearing its jewelry. That was a turning point for BVLGARI to define themself as an exclusive and luxury brand with unusual Italian design. And international expansion had begun in the 1970’s. BVLGARI opened stores in New York, Geneva, Monte Carlo and Paris.

They had done a great job to become a lovemark. Moreover, they used it to make successful brand extensions. 

In 1977 Bulgari launched the BVLGARI watch.

In 1992 Bulgari created its first fragrance, Eau Parfumée au Thé Vert.

Bulgari presented its first textiles collection in 1996, introducing silk scarves and a range of fashion accessories.

In 1997 they launched a wide range of leather accessories and luxury eyewear collections.

And the final step of its diversification was a joint venture with Luxury Group - the Luxury Division of Marriott International to launch a new luxury hotel brand, Bulgari Hotels & Resorts.

Bvlgari continued its development by vertical ingteration with the acquisition of the high-end watchmaking brands, jewellery and leather-goods brands.

In 2011 French luxury group LVMN bought Bulgari in an all-share deal. The takeover doubled the size of LVMH’s watches and jewellery unit, which at the time of the acquisition included Tag Heuer timepieces and De Beers diamond necklaces. 

Bvlgari belongs to the french company now, but anyway they still support the reputation of Italian luxury and exclusive brand. 

At the end I can't help showing you a wonderful advertising of Bvlgari parfum, where you can see also its beautiful jewelry.

Kristina Voskivarova

Sources:
1. http://en.bulgari.com/about/about_bulgari.jsp?cat=cat00105#editorial_03.jsp?cat=cat00115&mFolder=abvl_co_corporate_history
2. http://en.wikipedia.org/wiki/Bulgari
3. http://www.theluxechronicles.com/the_luxe_chronicles/2010/03/luxury-lessons-in-brand-extension-from-bulgari.html
4. Bvlgari youtube channel http://www.youtube.com/user/Bulgari
5. http://www.thejewelleryeditor.com/2013/02/elizabeth-taylors-bulgari-jewels-in-los-angeles-exhibition/
6. http://www.redvisitor.com/City-Guides/Bali/Hotels/Bulgari-Resort-Bali.html