Sotirios Voulgaris started his career as a jeweler in Kalarites, and that store is still there today. In 1881 Voulgaris moved to Rome and in 1884 he began his company and opened his second shop in Sistina. The flagship store in dei Condotti opened its doors in 1905. Bulgari had the help of his two sons, Constantino and Giorgio to run it when the store quickly became a landmark for the rich and famous to come to for the unique and excellent jewelry designs that combined Greek and Roman art. Bulgari jewelry is so distinctive and stylish that it is often imitated and unfortunately counterfeited. Through the 1970s, many of the more highly priced Bulgari pieces began to be instantly distinct, bold, nearly harsh designs that included large and heavy gold links with black-surfaced steel. Genuine Bulgari items have a unique serial number that is registered with the company for extra quality assurance.