Every capital city has its famous jeweler, and Bulgari is to Rome what Tiffany is to New York and Cartier is to Paris. The jewelry giant has developed a reputation for meticulous craftsmanship melded with noble metals and precious gems. In the middle of the 19th century, the great-grandfather of the current Bulgari brothers began working as a silver jeweler in his native Greece and is said to have moved to Rome with less than 1,000 lire in his pocket. Today the megabrand emphasizes colorful and playful jewelry as the principal cornerstone of its aesthetic. Popular collections include Parentesi, Bulgari-Bulgari and B.zero1.