Bulgari Blends Rome and Sunny California in San Diego Boutique

By Karen Dybis | July 31, 2026

Bulgari has brought a bit of Rome to Southern California with this week’s opening of its boutique at the open-air luxury shopping center Westfield UTC in San Diego.

Inside the 3,500-square-foot, one-story space, customers can shop for fine jewelry from iconic Bulgari collections such as Serpenti, Tubogas, and Octo. The store also offers a variety of other Bulgari goods, including watches and handbags.

As it does in its other boutiques, Bulgari brings its Roman heritage forward in the San Diego store, with travertine columns and fluted walls inspired by Roman colonnades and sculpture. Decorative stone on the store’s exterior showcases the Bulgari logo in Roman capitals.

The maison evokes San Diego’s seaside location through extensive use of sodalite blue marble. A Pictalab panel, depicting maps of San Diego and Rome, with a Serpenti shape connecting the cities, is an interior design highlight.

Bulgari San Diego lights — *California cool meets Roman style in the elegant new Bulgari store.*

The Pictalab artwork includes classic images of San Diego, including Balboa Park—the city’s cultural heart, according to Bulgari—and palm trees. These symbolize the sunny climate and relaxed atmosphere of the San Diego area, the brand said.

“The opening of our first Bulgari boutique in San Diego represents an important milestone in the maison’s strategic expansion in the United States,” said Hervé Perrot, Bulgari’s North America president, in a statement. “As one of Southern California’s premier luxury destinations, San Diego offers an exceptional environment to share Bulgari’s Roman legacy, iconic design, and uncompromising craftsmanship while strengthening our connection with clients in this dynamic market.”

Bulgari has opened multiple stores in North America, particularly on the West Coast, over the past couple of years. It added locations in San Francisco and Beverly Hills in 2025 and this spring opened a boutique in Vancouver.

Top: Outside Bulgari’s new boutique in San Diego (photos courtesy of Bulgari)