ER T O MA B C M H U I Bulgari’s worldwide managing director of sales Umberto Macchi on Italian glamour, the power of passion and La Dolce Vita. By Amy Yasmine.
Umberto Macchi, worldwide managing director at Bulgari Why do you think Cinecittà resonates well with Bulgari? Cinecittà equals La Dolce Vita for many – it was where the film was shot, and also the style of the era is a great example of what Italians seek about luxury: a little fun, a little strange but always very luxurious. Cinecittà was also where celebrities such as Elizabeth Taylor got to learn about Bulgari. This is why we love to recall this moment, although that doesn’t mean our creations are from the past. We are very contemporary, and love to do things that are modern but take inspiration from the past. The Bulgari woman in three words? I would say joyful, sparkling, and glamorous. Why do you think Italian style is so appealing? We Italians have a lot of passion, and when you have that, you end up doing beautiful things. Our creativity, passion, and time spent working is why Italians are so successful in creating. Working with Italians is never boring, it’s always exciting. It may be confusing, as we change our ideas every five minutes, but it is then when creativity happens. What drives the creativity at Bulgari? To express Italian style and creativity in our jewellery and timepieces. We believe that the spirit of Italians – though we have many defects – has also some good things: to be very passionate, creative, and dynamic, to love life. It is because of that we are capable of creating things that are unique,
Bulgari’s Lucea watch, with a bracelet
inspired by the jeweller’s iconic Serpenti
collection sparkling, happy, and joyful. The easiest example is our Serpenti line. In the beginning, many people said it was too unique, yet it turned out to be one of our biggest successes to date. Creations you most proud of? Serpenti, because it is challenging. Our recent Lucea watch for ladies is, again, a creative challenge. You don’t want old things that are too different; you also want something for everyday use. Lucea is exactly that, with a bracelet inspired by the Serpenti snake concept. How do you strike a balance between fun and elegance, and creativity and commercialism? When you become creative, the commercial aspect naturally comes with it. You just have to dare to think as a creative person, and it will come. However, striking a balance between fun and elegance is a very thin line. Something fun cannot be elegant, but you can be fun and elegant at the same time. In my opinion, elegance is the base of luxury, and fun is a way to interpret an elegance unique from the rest. Luxury is about the joy of life. So it is very rewarding, and doesn’t have to show wealth. It is all about enjoyment. Necklace in pink gold with Zambian emeralds, spinels, sapphires, and round- cut
Serpenti timepiece in brilliant red and sparkling
An elaborate Bulgari timepiece
decked in prismatic jewels