San Diego: Italian luxury jeweller Bulgari has opened its first standalone boutique in San Diego. Located at the Westfield UTC shopping centre in La Jolla, the new store brings the renowned Roman brand closer to customers in Southern California.
The opening forms part of a broader expansion strategy by Bulgari’s parent company, LVMH, to strengthen its presence in key coastal markets beyond established luxury shopping destinations such as Beverly Hills and Costa Mesa.
According to Hervé Perrot, President of Bulgari North America, the San Diego boutique represents an important milestone for the company, enabling it to share its Roman heritage with a growing local customer base.
The boutique’s design draws inspiration from ancient Roman architecture. One of its most distinctive features is a gold-leaf wall panel displaying outlines of the maps of Rome and San Diego, connected by a serpent motif—a reference to Bulgari’s iconic Serpenti collection.
The new boutique offers a wide selection of products across Bulgari’s major categories, including high jewellery, watches, leather goods and fragrances. Customers can explore renowned jewellery collections such as Serpenti Viper, Divas’ Dream and Monete. The Monete collection incorporates authentic ancient coins into contemporary gold jewellery designs.
The store also showcases pieces from the Vimini collection, which draws inspiration from an archival Bulgari bracelet originally designed in 1942.
For watch enthusiasts, the boutique offers a range of men’s and women’s timepieces, including the ultra-thin Octo Finissimo 37 and the elegant Serpenti Seduttori.
With the opening of its San Diego boutique, Bulgari continues to expand its presence across Southern California, providing local customers with direct access to the brand’s distinctive combination of Roman heritage, Italian craftsmanship and contemporary luxury.
