‘Bulgari Honors Style’ event begins awards-show season
The Rome-based Bulgari jewelry house brought a taste of “La Dolce Vita” to Los Angeles on Thursday night, in an effort to court red carpet stylists and image-makers in the run up to awards-show season.
The “Bulgari Honors Style” event, held in Penthouse 64 at the Chateau Marmont, drew Decades co-owner and author Cameron Silver and several of the town’s top stylists, many of whom are famous in their own right, including Karla Welch, Maryam Malakpour, Brad Goreski, Johnny Wujek, Cristina Ehrlich and Jen Rade, who is a judge on “Under the Gunn,” Lifetime’s new fashion competition series with Tim Gunn premiering in January.
While dining, guests gazed at photographs of famous Bulgari clients, including Elizabeth Taylor and Richard Burton, while a magician went from table to table performing tricks.
While the magician was making all manner of things disappear, Stephane Gerschel, international communications director for the brand, assured the crowd that Bulgari has not disappeared from the entertainment industry.
“You can see our history on the walls, from the time when Elizabeth Taylor walked into a small Roman jeweler while she was filming ‘Cleopatra’ and said she wanted to buy a few pieces,” Gerschel said. “We want to show you that we are cherishing that history.”
Indeed, Bulgari did host an exhibition of eight of Taylor’s prized jewels at its Rodeo Drive boutique during Oscar week in February.
The fruit of Bulgari’s efforts will be seen in the coming weeks, when and if the house is able to challenge Chopard, Harry Winston and other jewelers vying for exposure on the red carpet.
Bulgari also used the event to preview its new B.zero1 Roma ring, which will be launched in 2014 to commemorate the 130th anniversary of the first Bulgari flagship in Rome.
With four bands of bronze ceramic encased in soft pink gold, the ring references one of Bulgari’s traditional industrial design motifs, the Tubogas, which translates to “gas pipe” but is infinitely more glamorous-looking than it sounds.
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