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Independent retailers shake
of ~ winter's chill; greet new
season with optimism.
ED NAKFO OR
Special to the Jewish News
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if the challenges facing an independent mer-
chant last year weren't enough: encroaching
"big boxes" and hungry chain stores at every
turn, uncooperative weather, ho-hum fash-
ions, fickle consumers, a once buoyant economy taking
on water fast, early markdowns, and the constant search
for good help. Indeed, heading into the all-important
fourth quarter, a bit of good news would have been most
_
welcome.
But the horrors of Sept. 11 and the subsequent fallout
sent even merchants on a steady course most of the year
sliding off track. For others, an already grim situation was
made that much gloomier.
As shocked Americans huddled to witness these colos-
sal events, shopping districts lost some of their usual
buzz. Parking spots were a little easier to come by, as were
dinner reservations.
Yet, rather than engage in hand-wringing, Detroit's
merchants are doing what they do best when faced with
some pretty tough odds. "We're working harder to be
better than we've ever been. We're making lemonade out
of lemons," says jeweler Steven Tapper.
Tapper is quite frank when he admits that his retail
world — Tapper's Diamonds and Fine Jewelry in West
Bloomfield — has been challenging to say the least. But,
he's also quick to point out that he's "examining every
way we can to be competitive, including pricing,
enhanced service and selection."
The store, which celebrates a quarter-century in busi-
ness this spring, is embarking on some new initiatives to
step up customer count. These include a corporate client
division, merchandise exclusives, an increase in the sup-
port of charitable endeavors, and a host of customer serv-
ice enhancements such as personal shoppers and upcom-
ing e-commerce capabilities.
"We need to create excitement [for the customer],"
Tapper says, "as well as establish strong relationships with
them built on confidence. Consumers in this area are
sophisticated. We can't afford to be complacent."
Farmington Hills-based retail consultant Frederick
Marx says Tapper's attitude is the right one. Marx says
merchants need "to be willing to change, and as undesir-
able as change is, in many cases [an owner] doesn't have a
choice."
Tapper says he's "realistically optimistic" and while he
feels "things will never quite be the same," he believes
there will always be a place for luxury goods. Already this
year, he sees an increase in. engagement ring sales, which
he attributes to the post-9/11 desire of many single folks
to finally settle down.
WHAT'S IN STORE?
on page 14
IN
4/12
2002
13