The long-standing manager of the Bulgari boutique in Prague's Pařížská Street, Silvia Patrová, loves her job. And also the brand's products, which bring joy to lovers of beautiful jewelry and luxury cosmetics the world over.
How long have you been managing the Bulgari boutique? Is there even any opportunity to move up in the brand's hierarchy?
I have been with the Bulgari brand for 12 years now, it is incredible just how quickly time flies. When I started working for the brand, we were a franchisee. After a couple of years, the headquarters decided that they want to own the boutique directly, which meant that the team and I were transferred under the wing of Bulgari and the whole LVMH group. And there is, of course, opportunity for career growth within the group. It would mean transferring to a different European city, which is an option I am currently leaving open.
You formerly worked at a bank. What led to you working with such a significant luxury brand?
I was approached by a headhunter who was looking to fill the position of director for the owner of a Bulgari franchise in Prague at the time. Thanks to my previous experience in a trading company and later the banking sector, we decided to start working together following several interviews. And later, when the ownership structure changed and the boutique was transferred under direct ownership, my cooperation with the brand continued and still does.
When we last spoke, while looking back on 2021, you stated that Bulgari hadn't faced too many difficulties with switching its focus to online clients after the initial lockdown. Is the brand continuing this trend or have things returned back to how they were?
There was no other way to sell our products than online during the lockdown period. But we were planning to get into the world of e-commerce either way, as it is another useful tool that allows us to get closer to our clients. The pandemic essentially only sped up the whole process. Here in Czechia, people still prefer to meet in person rather than to shop online. And especially after two years of lockdowns and a lack of socialization, our clients enjoy coming in person. Jewelry and watches are usually purchased in conjunction with an emotional event; everyone is sure to enjoy the comfort of being in a beautiful boutique and having a glass of champagne. The option of shopping online is still available to our clients, though.
And how do you feel about last year?
This past year has been a very successful one for us, which makes me very happy, as the first quarter was not looking that good, initially. The old saying about the luxury sector doing the best during a crisis has once again proven to be true. Our clients have also realized, however, that if they want to get that little sliver of happiness, the best time is now, and why not do so if the option is there. Another aspect that helps us is inflation, funnily enough. Our clients prefer to invest their money in jewelry and watches rather than have it gradually lose its value. It presents a sort of opportunity to diversify one's investment portfolio, and I also like to bring our clients' attention to the next generation. Who wouldn't want to inherit a beautiful piece of jewelry or a Bulgari watch? [laughs]
What items do Czech women and men spend the most money on nowadays?
The absolute must-have right now is the Serpenti collection. It was essentially sold out before Christmas. Our handbags are also in high demand seeing as they are one, a jewel, and two, crafted in limited editions compared to other brands, so there is no way that five ladies will be seen sporting the same piece at a party. As for the gentlemen, we've seen an increased interest in various limited editions as well as the Octo Finissimo ultra-thin collection, which, by the way, holds several world records.
Elizabeth Taylor is inextricably linked with your brand. Which living celebrities are the ambassadors of the brand abroad and in Czechia today?
Elizabeth Taylor will always be rightfully linked with Bulgari. I recently saw a documentary about her life, and it reminded me just how many wonderful jewels this lady owned and what made her such an exceptional woman. The present-day ambassadors are all successful, inspiring women. To start outside of our borders, I'll mention Zendaya, the just 26-year-old American actress, who was listed as one of the 100 most influential people in the world, received a Golden Globe, and has around 165 million followers on social media. Another exceptional ambassador of ours is the American actress, Anne Hathaway, who has won an Oscar as well as a Golden Globe, is one of the highest-paid actresses in the world, and has appeared on the Forbes Celebrity 100 list. Other famous ladies representing our brand are Priyanka Chopra and Lalisa. Locally, we've also been collaborating with highly successful women, such as Jitka Schneiderová, Daniela Peštová, Eva Doležalová, and Michaela Kocianová. They are all exceptional at what they do.
Has your marketing strategy changed? Has the focus shifted to the younger generation a little bit, perhaps?
Bulgari is a wonderful, daring, timeless, and modern brand, one that knows how to employ and match together colored gems like nobody else in the business. We are the so-called "jeweler of time", exceptional in design and manufacture alike; each and every one of our pieces can trace its story and inspiration all the way back to the Eternal City of Rome. The strategy of our brand has not changed in this regard, we remain true to our tradition and history. I recommend watching the Inside the Dream documentary about the creation of the High Jewelry collection. Everybody who's seen it so far has been truly touched and has fully understood exactly what the brand is about. At the same time, however, we do focus on the younger generations, even our choice of ambassadors shows that we care about this subset of society. I am sure you understand that I cannot just divulge our entire marketing strategy for this year. Let me just say, "Stay tuned." [laughs]
What new items is Bulgari coming out with in early 2023? And when is your new campaign set to launch?
The Serpenti collection, which has been accenting female beauty, grace, and charm for 75 years, is absolutely iconic and entirely essential to our brand. Serpenti is permeated by beautiful symbolism, it feels mystical and alluring, almost electrifying, at the same time. New items are coming out in the collection this year, so that's something to look forward to, and I definitely have my favorite piece picked out already. In late February, we are planning to launch a new collection of handbags and accessories, we have already introduced a few new items at the LVMH Watch Week in January, and there are plans to introduce more during the Geneva Watch Days in March. There are a lot of interesting things lined up.
How have you managed to balance your high-level management job and personal life? Do you have time for your family and hobbies?
My work and my personal life often blend together; some of my clients have become great friends, so I sometimes don't even see it as such, I love my work. The end of last year was a very dynamic and difficult time, so I will admit that I haven't had a whole lot of time for myself or my family. I would like to rectify that this year and find a better balance between my work and personal life.
What do you like to do in your free time?
I have become engulfed in the Total Barre workout routine; If I could, I would be working out every day. Other than that, I spend my free time with my family and friends, traveling, and enjoying gourmet foods.
CV
Silvia Patrová (born in 1981 in Bratislava) is the manager of a Bulgari boutique.
She graduated from the University of Economics in Bratislava, majoring in Banking.
She went on to work as an assistant at Olympus, later as assistant to the CEO at HSBC Bank Bratislava, then at LBBW (private banking department), and has been with Bulgari for the past twelve years.
She is single, her favorite hobbies are travelling and sports.
With Bart de Boever, Bulgari Northern Europe Managing Director
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