Today Bulgari (or, preferably, Bvlgari, a Roman-style spelling) is a world-recognized producer of luxury items, including first and foremost jewelry, as well as handbags, perfumes, wristwatches and even the line of hotels. Can you imagine, that this unbelievable success started in a small village Paramythia in Greece, and was started by only one man?!
The name of this man was Sotirios Voulgaris, or, in Italian pronunciation, Sotirio Bulgari. Having started his designer jewelry business in his home village, Voulgaris soon changes his place of residence and moves to Italy, where his gift is of greater demand.1884 is the year of the company’s foundation. In 1905 Sotirio Bulgari and his two sons open the first shop in Rome, in via dei Condotti, and this shop becomes a Mecca for celebrities of that time.
World War II showed the Bulgari family to the world from the unusual side. While many of designers used to collaborate with Nazis (and Coco Chanel is even said to have a love affair with a Nazi big shot), Costantino Bulgari (the son of the company founder) hid three Jewish women, that escaped from the Roman ghetto, in his own house, and after the war got many appraisals and awards for this.
After the war the company decides to change its policy. Before that it specialized in designer jewelry made in Greek and ancient Roman style. 230 outlets all over the world were selling Bvlgari jewelry items all over the world. Bvlgari jewelry is characterized by heavy, massive forms, as well as by the unique numbers, that are given to every item produced by the company. In 1990 the new heads of the company decided on launching the first perfume line, that became an immediate success. In 1980 Bulgari Time S.A., a subsidiary company producing watches, was founded. Nowadays about 30% of the company’s turnover is earned by selling designer wristwatches.
In 2001 Bulgari together with Marriott International started a quite not-typical luxury line – a chain of hotels, named Bulgari Hotels & Resorts. This one more time illustrates a very important basis of success – if you want to be a success, you have to be flexible. The example of Bulgari teaches us, that every time period has its own demands, and the company, that will be able to satisfy them (as Bulgari has been doing since 1884), will rule the market.
