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03/26/2021

Jeweler re-invents, expands customer experience

Marianne Wilson
Editor-in-Chief
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Tapper’s Jewelry keeps evolving to keep up with market changes.

The family-owned jeweler, founded in 1977, recently expanded and renovated its flagship (and headquarters) at Old Orchard Mall, West Bloomfield, Mich. The redone store offers a more engaging and customer-centric brand experience, along with a view into Tapper’s jewelry workshop.  

“We were able to bring our guests a more personalized and engaging shopping experience with a heavy emphasis on Michigan craftsmanship,” said Mark Tapper, CEO, Tapper’s. “Our new showroom includes a glimpse into our custom design process and also allows you to see our watchmakers and jewelers at work.”

The all-new 7,000-sq.-ft. space needed to accommodate dedicated spaces for both Rolex and Yurman — two very distinctly different brands. The challenge was in creating a store environment that would complement and showcase these two brands, while staying true to the Tapper’s brand. 

Designed by Southfield, Michigan-based JGA the new space has a welcoming ambiance with its open airiness. The design reflects Tapper’s clientele and the way people would feel comfortable shopping for jewelry. Cases are positioned side by side to encourage more fluid browsing and establish the store as a social gathering space where the retailer could hold events (when allowed). The hospitality is extended in an area called “Mark’s Bar,” where complimentary beverages are available. An expansive salon space has been added for private selling.

The featured materials exude luxury. Subtle variations in how and where materials are used give customers a sense of distinct area as they move from one collection to another. At the same time, the renovated space still retains some of the legacy of Tapper’s roots. The original jeweler’s benches were repurposed in work areas and large glass windows provide an inside look into the workshop. 

JGA also introduced bold, illuminated graphic elements and increased the use of digital elements to educate and entertain the customer, with the content and messages easily updated. Five digital screens of various sizes are located throughout the store. The screens can be programmed to cycle throughout the day and can even be switched to TV mode.

JGA also designed Tapper’s new corporate headquarters. The jeweler, whose corporate model is about attracting and retaining creative talent, had outgrown their dated, segmented space. JGA introduced a bright, colorful office space full of collaboration areas. 

“We’ve been working with JGA for many years and what stands out is the creativity that they continually bring to the table,” said Tapper. “They were integral in bringing our vision for the new West Bloomfield store and corporate headquarters to life.”