Bulgari's trademark is usually written "BVLGARI" in ancient Roman style, and is derived from the surname of the company's Greek founder, Sotirios Voulgaris. The current flagship store in Via dei Condotti was opened in 1905 by Bulgari with the help of his two sons, Constantino and Giorgio. The store quickly became a place where the world's rich and famous came for the unique, high quality jewelry designs. For over a century, Bulgari has been setting the pace for Italian style in jewelery and luxury fashion goods.