Business & Professional
Expanding West
Tapper's to open second store in Novi.
Robin Schwartz
Special to the Jewish News
I
n the midst of Michigan's struggling
economy, Tapper's Diamonds & Fine
Jewelry is moving forward. The West
Bloomfield-based, family owned busi-
ness, which specializes in luxury jewelry
and timepieces, is expanding. Tapper's has
announced it will open a new store at Twelve
Oaks Mall in Novi. It also plans to add a
dozen people to its 60-employee staff
"There's no question everyone in our state
is affected by the economy in some way, but
you have to build your opportunity when
the time is right',' said Steven Tapper, the
store's vice president and co-owner with
brother Howard."We've grown, based on our
quality of service and satisfaction guaran-
tee; our goal is to delight every customer:'
The new store will open in September
in conjunction with a 300,000-square-foot
expansion at Twelve Oaks Mall at 1-96 and
Novi Road. An upscale Nordstrom depart-
ment store and 30 new retailers will be
added to the Twelve Oaks complex.
The expansion also falls during Tapper's
30th anniversary year. The store first opened
in May 1977 on 12 Mile and Northwestern
Highway in Southfield. In 1995, Tapper's
moved to its current, 11,000-square-foot
location at Orchard Mall at Maple and
Orchard Lake roads in West Bloomfield.
That store will continue to be a flagship,
carrying brands like Rolex, Cartier, David
Yurman, Scott Kay and Mikimoto. The
Twelve Oaks store, on the upper level of the
Lord & Taylor court adjacent to the new
wing, will offer a boutique level of service
while carrying similar merchandise.
"We feel the change in direction Twelve
Oaks is taking is an incredible new oppor-
Tapper's executives Steven Tapper, Howard Tapper and Jeffrey Garden at their
Orchard Mall store.
tunity for us',' Steven Tapper said. "Tapper's
just fits in as a natural, and we'll have a
whole new audience:'
"There's a lot of growth in the communi-
ties to the west and south:' Howard Tapper
added."There have been a lot of consolida-
tions, some smaller jewelry stores have gone
out, and some older jewelers have decided
to retire. With the exclusive merchandise we
carry, we'll be the only store in the mall car-
rying those items:'
While the company would not reveal
sales figures, chief operating officer Jeffrey
Garden said Tapper's has seen a more than
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10-percent sales increase since 2005.
Tapper's was named to the Top 50
Designer Jewelry Retailer's list in 2006 by
JCK, a prestigious jewelry trade organiza-
tion. In addition, the company regularly par-
ticipates in charitable endeavors, including
an annual winter coat drive.
Steven Tapper said the company's goal
now is to provide consistent, dependable
service while dazzling new customers and
building the Tapper's brand.
"When a customer buys something at
Tapper's, they know we'll stand behind if,' he
said. LJ
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