Editor’s Note
This expansion of Bulgari’s Valenza facility into the world’s largest single-brand jewelry production hub highlights a strategic push for greater supply chain control and sustainability commitments.
The luxury jewelry conglomerate Bulgari has completed the expansion of its manufacturing facility in Valenza, positioning the site as the world’s largest single-brand jewelry production hub. This strategic move underscores the brand’s goal of increasing production, gaining more precise control over the supply chain, and strengthening its credibility regarding sustainability.
Bulgari stated that the expanded structure, now spanning 33,000 square meters, is expected to double the Roman house’s production capacity in the coming years. The group has committed to hiring more than 500 new artisans by 2029. This appears to be both a response to rising global demand and an attempt to secure the long-term transmission of skills in the high-end jewelry sector.
While the official announcement highlighted elements of craftsmanship and innovation, analysts view the expansion as exemplary of Bulgari’s broader vertical integration strategy, as it is owned by LVMH. Centralizing production in Valenza not only strengthens quality control but also allows the brand to respond more agilely to demand fluctuations – a crucial advantage in an increasingly volatile luxury market.
The site also serves as a platform for workforce training. With the establishment of the Scuola Bulgari, a publicly accessible training center focused exclusively on jewelry craftsmanship, the brand is deepening its investment in artisanal education. The 1,000-square-meter school, founded in collaboration with the Tarì Design School, complements the internal Bulgari Jewelry Academy. Together, they offer training in both traditional and advanced techniques, aiming to create a talent pool as the industry faces an aging base of craftspeople.
Environmental sustainability is another key aspect of the expansion. The structure meets half of its energy needs through on-site renewable sources, including a geothermal system and over 4,000 photovoltaic modules, while the remaining energy is sourced from 100% renewable providers. The site retains its LEED Gold certification and continues Bulgari’s commitment to sourcing only RJC CoC-certified gold, aligning with industry-wide pressure for greater traceability and ethical oversight.
However, the challenge for Bulgari, as for many historic luxury brands, will be to ensure that rapid expansion does not dilute the artisanal identity that forms the foundation of brand equity. The integration of technology and sustainability is increasingly expected by consumers and investors, but operational expansion on this scale risks straining the very attributes on which luxury is based: exclusivity and meticulous craftsmanship.
Bulgari’s Chief Executive Officer (CEO), Jean-Christophe Babin, described the expansion as both strategic and symbolic.