In its early years, Bulgari primarily sold silver items, drawing inspiration from Byzantine art styles and incorporating floral elements into its designs. During this period, Paris was the center of fashion and art, influencing Sotirio's work. After Sotirio's death, his two children inherited Bulgari, both of whom had a keen interest in gemstones. However, after World War II, a lack of gemstone resources led to jewelry of that time being predominantly metal-based. In 1934, Bulgari established its flagship store on Via Condotti in Rome, and it was during this time that the brand's name was officially stylized: since ancient Roman writing did not have a "U," the letter "V" was used instead, resulting in the now-familiar "BVLGARI."

Entering the 1950s, the post-war jewelry scene saw a resurgence of the combination of precious metals and diamonds. During this period, Bulgari pioneered a new style by pairing metals with various colored gemstones and utilizing symmetrical designs to create vibrant multi-colored jewelry. Overall, Bulgari consistently followed the evolving trends from Edwardian to Art Deco, and then to retro and modern styles, aligning with the fashion of each era in France. Notably, many international celebrities became loyal Bulgari clients, including American Hollywood actress Elizabeth Taylor, Italian stars Anna Magnani and Gina Lollobrigida, and Swedish actress Ingrid Bergman.

In the 1970s, with the third generation of the family joining the company, Bulgari began to expand its scale, opening stores in Paris, New York, Geneva, and Monte Carlo, marking its internationalization. In terms of jewelry style, it moved away from merely following French trends and started to develop its unique aesthetic. By the 1990s, Bulgari began producing fragrances and expanding its product lines, growing significantly worldwide and becoming one of the most famous luxury jewelry brands.