HISTORICAL REVIEW

The origins of the Bulgari family are found from the small Greek village that is situated in the Pindus mountain range in Epirus. Ancient poets such as Homer and Thucydides have written about this region due to its rich history and mythical traditions. The family’s early history dates back to the early part of the 19th century – where they were then known as the Boulgaris in the village of Kallarrytes. The Kallarrytes economy was based mostly on stock farming with inhabitants of skilled metalworkers. The silversmiths of Kallarrytes produced artefacts such as belts, buckles, buttons, earrings, sword sheaths and cartridge belts in silver.

The Bulgari ancestors were amongst the silversmiths of Kallarrytes. A boy named, Sotirios, was born to the silversmith, Georgis Boulgari, on March 18th of 1857. Sotirios ended up being the only child out of eleven to survive and became the official founder of the Bulgari firm.

In 1873, Epirus was taken under the Ottoman rule – during this time the Turks and Christians agreed to burn down Paramythia in order to rebuild it. During this blaze, the Boulgari’s shop was destroyed. Georgis and his son, Sotirios, then left the village to work for Albanian beys who were local rulers of the vicinity, Argyrokastro. Throughout time, Georgis and Sotirios moved around month to month due to the collapse of the silver trade and unsafe areas of the Turkish land. Robberies as well as war and outbreaks between the Turks and Balkans devastated Sotirios and his father and then they decided to leave the country in 1877 for Corfu.

Corfu is where Sotirios opened a small workshop in the San Rocco quarter. Due to an overly comfortable life in Corfu, Sotirios left due to feeling restricted. Sotirios was accompanied by an acquaintance named, Demetrios Kremos, who was also a silversmith. The two headed off to Naples, Italy during the autumn of 1880. It was here that the two opened their own shop in Piazza de Martiri where they sold their silver and plate. However, one evening the shop was broken into which prompted the two to leave for Rome – where they arrived in February of 1881. During the beginning in Rome, Boulgaris and Kremos sold their silver from a stall in front of the French Academy on the Pincio. Caught without a license to trade, the two sold for three days. However, during this time they were able to make quite a profit and a Greek merchant offered to let the two partners display their ware in the window of his shop. This particular outlet was located at the beginning of Via Sistina – which is the present location of the Hassler Hotel. Their buckles and buttons sold really well and the two were able to start their own shop. The business flourished and their goods were highly sought after.

In 1884, Sotirios parted with Demetrios and started his own shop at 85 Via Sistina. During the slower summer months, Sotirios sought to capitalize on trade at summer resorts. He settled for St. Moritz, a fashionable mountain resort. Sotirios worked very hard in his workshop to keep up with the demands of his business. In time, he summoned his countrymen and relatives to join him with his increased workload. In 1894, Sotirios opened his second shop in Rome at 28 Via dei Condotti. This shop was inscribed, “S. Bulgari – Argenteria Artistica, Antiquités, Curiosités, Bijoux”. This indicates that Sotirios Italianized his surname Boulgaris to Bulgari. At the time, Sotirios sold a variety of goods from silver, antiques, bric-abrac, and jewels. Other subsidiaries were opened, including San Remo (1895), Naples (1897), Bellagio (1897) and Sorrento.

Building wealth off the British and American aristocratic tourists – Sotirios started to widen his stock to include a selection of jewels used for personal adornment. Sotirios started to maximize on the concentration of antique silver and jewelry and started to close down his shops while handing some shops over to his relatives in effort to succeed and excel. During the first decade of the 20th century, Sotirios’ sons were taught the secrets of the trade. The First World War brought the business to a standstill, however from 1918 and beyond – the Bulgari jewelers were flourishing and became famous for fine silver and gems.

On November 24th, 1932 – Sotirios died and the business was left in the hands of his two sons, Constantino and Giorgio. The two boys decided to expand the business by revamping the store through the help of architects. Some of the new details included lavish marble work, fine cabinets, and gilding. The new shop was unveiled on April 9th, 1934.

Constantino and Giorgio split responsibilities of the business. Constantino was seen as an expert on antique silver as he devoted himself to the study of Italian goldsmiths, silversmiths and gem engravers. Due to Constantino’s passion for research and little time devoted to the family business – Giorgio took full-responsibility for running the business. Constantino soon became the forefront of connoisseurs with a book published in five volumes between 1958 and 1974 on the directory of Italian silver hallmarks from all periods. Giorgio, on the other hand, was the businessman and

creative. Giorgio became the expert on stones, jewelry design, and manufacture – traveling to Paris to learn all the latest trends in jewelry. The third generation of Bulgari began with Constantino’s daughters and Girogio’s sons to carry on the family tradition. As Gianni, Paolo, Nicola, Anna and Mariana took ownership of the family firm. The company was acquired by LVMH in 2011. Paolo and Nicola Bulgari remain the Chairman and Vice President of Bulgari S.p.A. Board of Directors. The family is entitled to appoint the Board of Directors and CEO of LVMH.

In 2004, the first unveiling of the Bulgari Hotel was opened in Milan as a joint venture with Marriott International. This was later followed by the launch of the Bulgari Hotel London, Dubai, Bali, Beijing, and Shanghai.