Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history.

1960s: La Dolce Vita and Monete

In the 1960s, Bvlgari's narrative took a glamorous turn as the third generation of the Bvlgari family — Gianni, Paolo, and Nicola — took the reigns. Epitomizing elegance, refinement, charm, and allure, they steered the brand into a new era of international acclaim.

During the vibrant years of the Dolce Vita, Bvlgari's Via Condotti store in Rome became a magnet for international film stars. Celebrities like Sophia Loren, Ingrid Bergman, Elizabeth Taylor, Monica Vitti, and Anita Ekberg were drawn to its exquisite collections, propelling the store to unprecedented levels of fame and success and making it a symbol of the Dolce Vita itself.

Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history.

Elizabeth Taylor's brooch and necklace, 1958-1962. Photo by Barrella - Studio Orizzonte Gallery

Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history.

Elizabeth Taylor's brooch and necklace, 1958-1962. Photo by Barrella - Studio Orizzonte Gallery

Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history.

Anita Ekberg wears Bvlgari at the Boccaccio 70 press conference, Rome, May 29, 1961. Archivio Riccardi

Anita Ekberg wears Bvlgari at the Boccaccio 70 press conference, Rome, May 29, 1961. Archivio Riccardi

Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history.

Monica Vitti wears emeralds and diamonds parure, 1963. Ph. Karen Radkai

Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history. Image from the year 1960 of the Bulgari history.

Monica Vitti wears emeralds and diamonds parure, 1963. Ph. Karen Radkai

The 1960s also witnessed the innovative integration of ancient coins into contemporary jewelry designs, laying the groundwork for the renowned "Monete" collection. Nicola Bvlgari, an enthusiastic coin collector, championed this creative fusion, drawing on a long-standing tradition of coin jewelry dating back to Ancient Rome.

The mounts were designed to follow the contours of the coins while maintaining their integrity and emphasizing the play between metallic contrasts that is the hallmark of these creations.

Image from the year 1960 of the Bvlgari history. Image from the year 1960 of the Bvlgari history. Image from the year 1960 of the Bvlgari history.

Advertising campaign Vedute di Roma, 1960-1965. Diamond necklace, 1960s. Photo by Robert Emmett Bright

Image from the year 1960 of the Bvlgari history. Image from the year 1960 of the Bvlgari history. Image from the year 1960 of the Bvlgari history.

Advertising campaign Vedute di Roma, 1960-1965. Diamond necklace, 1960s. Photo by Robert Emmett Bright

Image from the year 1960 of the Bvlgari history. Image from the year 1960 of the Bvlgari history. Image from the year 1960 of the Bvlgari history.

Advertising campaign, 1970-1980. Monete collection 1970s. Photo by Gaio Bacci - Roma

Image from the year 1960 of the Bvlgari history. Image from the year 1960 of the Bvlgari history. Image from the year 1960 of the Bvlgari history.

Advertising campaign, 1970-1980. Monete collection 1970s. Photo by Gaio Bacci - Roma

The first coin jewelry creations, made in 1966, mounted Greek and Roman exemplars; in the decades that followed, the selection expanded to coins from diverse a range of epochs and countries. This approach to design, uniquely combining the past with the present, further cemented Bvlgari's status as a trailblazer in the world of high-end jewelry.

1960

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