The current flagship store in via dei Condotti was opened in 1905 by Bulgari with the help of his two sons, Constantino (1889–1973) and Giorgio (1890–1966). The store quickly became a place where the world's rich and famous came for the unique, high quality jewelry designs combining Greek and Roman art.
During the Second World War, Costantino Bulgari and his wife, Laura Bulgari, hid three Jewish women in their own Roman home. They were strangers to them; the Bulgaris opened their doors out of outrage for the raid of the Roman ghetto in October 1943. For their generous action, on 31 December 2003, they were awarded the title of Righteous among the Nations at Yad Vashem in Jerusalem