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Bulgari’s new San Francisco boutique.

SAN FRANCISCO — Bulgari just got a lot bigger here.

This story first appeared in the December 7, 2009 issue of WWD.  Subscribe Today.

The Italian luxury jeweler moved into a 13,000-square-foot store last month — the largest among Bulgari’s 15 U.S. locations. The unit is around the block from a 2,900-square-foot space on Post Street, where Bulgari opened in 1992 and neighbors included Cartier, Boucheron, De Beers and Shreve & Co.

The new store occupies a high-profile corner on Union Square at Stockton and Geary Streets, across from Neiman Marcus and Louis Vuitton, and next door to Chanel.

“With this new magnificent store, we will seize the opportunity to increase our visibility and market share in such a strategic city,” said Francesco Trapani, Bulgari Group’s chief executive officer.

Among the store’s striking features are its glass staircase and a grand, rectangular Murano glass chandelier similar to one in Bulgari’s store at Avenue George V in Paris, which opened last year.

The expanded merchandise offerings include a special Golden Gate Bridge-inspired line of cabochon stone cocktail rings, $21,000 to $38,000, and a coral and turquoise double-pendant necklace, $68,000, with matching earrings, $27,000, designed with the local social set in mind.

“San Francisco is a city where high society still reigns supreme and glamorous charitable events are held almost every night,” the company said.

With a glass elevator affording views of the store and downtown, the boutique takes over the spot occupied by Gucci, which last year moved down the block to Stockton and Maiden Lane. The second-largest Bulgari unit in the U.S. is the 12,600-square-foot flagship on New York’s Fifth Avenue and the third largest is Beverly Hills, at 8,640 square feet.