Editor’s Note
This article explores how Bulgari’s Deputy General Manager is steering the iconic brand toward new audiences while strengthening its core identity. As luxury markets evolve, such strategic leadership is key to balancing heritage with innovation.
The Deputy General Manager of Bulgari opens the brand’s story to new consumers.
@Alessandro Penso
Sandra Arbat
27/03/2025 06:30
A visionary redefining contemporary luxury. With an impeccable career spanning beauty, watchmaking, and jewelry, Laura Burdese assumes the role of Deputy General Manager of Bulgari with the mission of consolidating and elevating the brand’s identity across all its categories. This appointment coincides with the launch of Serpenti Infinito, the latest metamorphosis of the most emblematic icon of the Roman house.
With a business vision that balances tradition and modernity, Burdese is shaping a new chapter for Bulgari, where artisanal excellence, sustainability, and emotional connection with the customer define the brand’s future.
Having spent half of my career in luxury beauty and the other half in watchmaking and jewelry, I see many similarities. Both industries focus on offering a refined and elevated experience to customers. Whether for an exclusive fragrance or a high-end watch, it’s not just about the product, but about the experience, the values, and the emotion that a brand can convey to its customers.
Matteo Carassale
In 2023 we launched the Serpenti Factory to celebrate the 75th anniversary of our icon. It was an artistic initiative that explored the serpent as an inexhaustible source of creativity, drawing inspiration from the brand’s symbols and archives. This led us to work on the concept of infinity linked to the symbol, which paved the way for Serpenti Infinito, the latest metamorphosis of our icon.
This evolution came to life through a new advertising campaign, the introduction of new pieces that enrich the Serpenti collection, and the inauguration of the Serpenti Infinito exhibition in Shanghai on January 8th, an emblematic date, as the number eight represents the symbol of infinity.
This is undoubtedly a pivotal occasion for the brand to continue engaging in the ever-evolving intercultural dialogue between East and West, past and present, art and jewelry, history and innovation. Therefore, especially this year, we celebrate not only the iconic design of Serpenti but also its cultural significance. The serpent represents unity between cultures and, with its infinite metamorphoses that transcend time and space, has become a powerful emblem of connection.
Bulgari
Before joining the company, I already owned a Viper bracelet from the Serpenti collection, which enchanted me with its elegant and symbolic design.
I believe they are becoming an increasingly influential consumer group, with a strong focus on authenticity, sustainability, and social responsibility. They prioritize brands that align with their values and offer more meaningful experiences. At Bulgari, we focus on creating timeless artisanal pieces that have lasting significance, rather than following ephemeral trends. This commitment extends to our core values of sustainability and social engagement, ensuring we align with the ideals that matter most to Generation Z.
One key trend is the increasing foray of fashion brands into the realm of high jewelry, which creates a more competitive landscape and offers consumers more choices. Another is the growing perception of high jewelry as an investment asset. In times of economic uncertainty, many people turn to high-end creations not only for their aesthetic value but also as a tangible asset that retains its value over time. This has made the sector attractive to new types of clients, such as collectors, who see these pieces both as an investment and a form of art.