Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history.

1920s: Transition into high jewelry

In the 1900s, Bvlgari embarked on a transformative journey, beginning with the opening of a larger store in Rome's Via dei Condotti 10 in 1905. This strategic move - a bold venture named 'Old Curiosity Shop' to better attract British and American tourists - marked a pivotal shift from the boutique's initial focus to embrace the higher end of a vibrant market. 

By the early ‘20s, under the guidance of Sotirio’s sons Giorgio and Costantino and leveraging the family heritage in silversmithing, the shop expanded its range to include exquisite timepieces and sophisticated jewelry creations.

Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history.

Bracelet, ca. 1925. Photo by Barrella - Studio Orizzonte Gallery

Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history.

Bracelet, ca. 1925. Photo by Barrella - Studio Orizzonte Gallery

Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history.

First Bvlgari campaign, 1910. Bvlgari Historical Archives

Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history.

First Bvlgari campaign, 1910. Bvlgari Historical Archives

This period saw Bvlgari foray into the geometric and stylized designs of the Art Déco movement combined with the elegance of platinum, mirroring global design and fashion trends, while the use of singular-color stones incorporated traditional French school elements.

Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history.

Indeed, while still adhering to the then-dominant French codes, the 1920s were unquestionably defining years for Bvlgari’s own style, paving the way for its future as a leader in the world of jewelry and beyond.

Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history.
Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history.

Sotirio and Giorgio Leonida Bulgari, Campello, Italy, August 23, 1921. Bvlgari Historical Archives

Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history. Image from the year 1920 of the Bulgari history.

Sotirio and Giorgio Leonida Bulgari, Campello, Italy, August 23, 1921. Bvlgari Historical Archives

Under Giorgio and Costantino's vision, the Maison skilfully balanced its rich silversmithing legacy with an innovative approach to design, while laying the foundation for an enduring legacy of craftsmanship, innovation, and avant-gardism - a legacy that continues to be enormously influential to this day.

1920

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