RAPAPORT... Like many retailers, Tapper’s origins were humble. In 1977, Howard and Susan Tapper sold their car to raise the necessary capital to buy a 1,000-square-foot store in front of the health club on a highway in Southfield, Michigan. Six months later, Howard’s brother, Steven, joined the business as general manager of sales and design. Over the years, the original shop went through four remodels, increasing in size each time until it moved in 1995 to its current, 16,000-square-foot suburban Orchard Mall location in West Bloomfield. The newest Tapper’s branch, which opened less than a year ago, is situated in the recently renovated Twelve Oaks Mall, in Novi. Steven Tapper says it is revolutionary in design: The store has a stunning, glass-fronted exterior with lots of light and floating crystals suspended from the ceiling. The brothers traveled to many places to view different forms of lighting before deciding what was best for their store.
In addition to its brick-and-mortar stores, Tapper’s maintains two websites: Tappers.com, a traditional site that reflects the store’s personality, and biggermoment.com, a newly completed secondary website that aims at a young customer buying an engagement ring for the first time. The latter includes practical tips such as “How to Buy a Better Diamond,” as well as whimsical subjects like “Dating Timer,” “Proposal Generator” and “Proposal Dont's.”
Brothers Howard and Steven Tapper are partners in the business, aided and supported by other family members and an impressive 90-person staff that includes two master jewelers and two experts who design and repair jewelry and watches. Steven radiates enthusiasm. In fact, he uses the word “cool” frequently in his conversation in referring to his stores, his customers, Tapper’s trademarked “Mark the Moment” slogan and philosophy and its selection of luxury watches and jewelry.
A CATEGORY OF ITS OWN
This retailer is determined to be top in the minds of its customers, in a category above other jewelry stores. One of its core values is delighting customers, says Steven. The mission statement promises to provide “a luxury shopping experience with unparalleled customer service.”
Every workday starts with a rally meeting, which covers subjects such as teamwork, respect, passion for excellence and striving for improvement. Customer service is paramount and, on this subject, there are some ironclad rules. “When I enter a store, I want to be greeted,” says Steven, who insists that all customers be welcomed into the store. One of the most effective ways to accomplish this is through the refreshment bar that offers coffee, soda, a customized Tapper’s brand of water and individually packaged snacks, including special cookies and candy for Passover and other holidays.
Tapper’s schedule is filled to capacity, with in-store events and happenings on a regular basis. “We work at keeping the store active and interesting to bring in new people all the time,” says Steven. During one recent month, in fact, there was a personal appearance by Judith Ripka, followed by Charles Krypell and, finally, a Mikimoto trunk show.
“Our front door is an ongoing movie screen,” Steven says, referring to the constant parade of customers and visitors who walk through the door. He notes that many customers come back on a monthly basis just to say hello and see what’s new. Oftentimes, the principals share their findings from buying trips with customers. “People don’t have that many positive contacts, and they are excited that we want to spend time talking with them. It’s not just about buying, but about the whole experience. The purchase is a souvenir of that experience,” says Steven.
NOT A COMMODITY
Diamonds are an important source of revenue for Tapper’s, contributing an estimated 60 percent to total sales. The retailer offers a narrow but deep selection of loose and mounted diamonds and diamond jewelry. Top brands include Hearts on Fire, Peter Storm, Martin Flyer, as well as the Tapper’s Moments Collection, an assortment of contemporary diamond jewelry that reflects current fashion trends.
According to Steven, the majority of diamonds fall into the G to H color range and SI clarity, with average sizes from 1 to 2 carats. Most engagement rings retail between $5,000 and $10,000 and the most popular shapes are round, princess, cushion and radiant; pears and marquises aren’t much in demand. Fashion diamond jewelry is available at all price points, beginning as low as $100 and going up to six figures. Many of the larger diamonds are set in one-of-a-kind mountings. “When you sell a 5-carat diamond, it shouldn’t be set in something standard,” says Steven. “We avoid selling diamonds as a commodity.”
GIVING BACKInvolvement with the community and support of worthy causes are other important elements in the Tapper philosophy. “We’re in business to make our community a better place,” says Steven. As an example, one of the retailer’s most far-reaching initiatives was its “Precious Lives, Precious Metals” (PLPM) campaign.
When the store owners learned of the devastating toll of AIDS on South Africa’s platinum miners, who supply most of the world’s platinum, they wanted to do something to help. “Twelve percent of platinum miners die each year from AIDS,” says Steven. To celebrate the opening of its Novi store and their company’s thirtieth anniversary, the brothers launched the PLPM program, which benefits local AIDS victims in Michigan through the Midwest AIDS Prevention Project (MAPP) and South African AIDS victims through YouthAIDS, an initiative operating under the umbrella of Population Services International (PSI).
During the opening party and month-long giveaway, customers were invited to take part in the “Give $30/Get $30” promotion, in which a $30 tax-deductible donation to PLPM was matched with a $30 store gift certificate. Tapper’s donated an additional $30 to the cause for every purchase of platinum bridal jewelry. The final phase of the fund-raising was an in-store gala held to coincide with World AIDS Day, on December 1, 2007. In addition to its own donations and those of its clients, Tapper’s received financial support and prizes from many of its suppliers and local organizations. To date, the retailer has raised $170,000 for the charity.
“I feel passionate when I come to work,” Steven says. “We maintain a high level of relationships with both our internal and external customers. People are happy to come to work here and our customers buy jewelry to celebrate happy occasions.”
Article from the Rapaport Magazine - June 2008. To subscribe click here.