By  on September 27, 2005

MILAN — Bulgari is ready to show off its glitter.

On Wednesday, the Rome-based jeweler will kick off a four-day diamond jewelry exhibition that Bulgari chief executive officer Francesco Trapani described as one of the most "unique ever staged."

Showcases will be aglow with 80 pieces, including intricate chokers, earrings, brooches, rings and bracelets. The pieces will retail for as much as $7.2 million.

Aside from the new wares, there will be six vintage styles from the Bulgari archives, including two Art Deco bracelets and baguette-cut diamond earrings donned by Charlize Theron at the 2005 Academy Awards.

The project is the evolution of the jeweler's joint venture with Lev Leviev, the world's largest producer of cut diamonds. The venture was formed last year.

"Traditionally, Bulgari has a 100-year history in colored stones, specifically sapphires," said Trapani. "Now, we're concentrating on diamonds to reinforce the ultraprecious segment of our product range."

It's clearly working, as sales indicate. Trapani added that on Friday a client walked out of the company's store in London with a $1.4 million choker.

But the new focus on diamonds doesn't limit the selection to white ones. Trapani stressed the stones will run the gamut from amber to red, pink to blue.

He declined to disclose sales forecasts, but said this type of jewelry "offers a great business opportunity as well as an important return of image." He added that during the past 10 years, a small portion of the population has become richer and is splurging on luxurious jewelry, cars and planes. "We want to take advantage of this situation," he said.

And there's an upside for the consumer, he added: "A pure and big diamond can always turn into an investment."

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