About Us

In 1905, Sotirio Bulgari, founder of the namesake jewelry house, opened what may have been the world’s first concept store, the Old Curiosity Shop, selling ancient artifacts, clothing, perfume bottles, buckles and buttons—and, of course, gems. The century that followed would cast Bulgari as one of the premier jewelry maisons, but the label never forgot its roots in bric-a-brac, with signature collections today incorporating Roman coins and other charms. In 2018 the brand launched the New Curiosity Shop, modeled on Renaissance-era cabinets of curiosities, where collections are divided into man-made and natural objects. The store is split in half, with two street entrances lending the feeling of a cuckoo clock with two doors and a line along the floor separating day and night, light and dark. Exclusive pieces have been created for the boutique, including Parentesi bracelets in pink gold and a limited-edition Serpenti Incantati watch.