Industry / Retail

Tapper’s Jewelry Fulfills Family Dream with New Standalone Store


With the opening of its new Metro Detroit standalone store, Tapper’s Jewelry has become Michigan’s largest jewelry store, fulfilling its pledge to serve as the state’s destination for diamonds, jewelry, and fine timepieces.

The jewelry retailer moved from a mall-based location to its first standalone store at 20800 Haggerty Road in Novi. The 10,000-square-foot location with a specialty Diamond Loft for engagement and wedding jewelry hosted its grand opening March 1 and has “something for everyone,” says co-owner Mark Tapper.

“We hope the store can be a flagship for the west side of the city,” Tapper says. “We wanted to create a luxury campus for the area, and we want to be a place for everyone. It’s about creating relationships with our clients and offering a unique experience on the property.”

Tappers exterior
Mark Tapper says the exterior of the company’s new standalone store is designed to resemble two townhouses with one devoted to its namesake brand and the other to Rolex.

Tapper’s has been a Metro Detroit jewelry mainstay since it opened in 1977. The family-owned chain has four locations, including one in West Bloomfield, the Somerset Collection in Troy, and a small store in downtown Birmingham.

The new store is located near a major freeway, making it easier for more of the region to access, Tapper notes. The company had wanted to open its own standalone store for some time, he says, and the result is even better than anticipated.

The exterior is a blend of stone and sizable windows with the entrance in the middle, giving the location depth and stateliness. The wall of windows provides a lot of natural light at the entrance, enhanced by a dramatic lighting display that resembles a cluster of stars.

Tappers interior
A wall of windows makes the interior of the new Tapper’s store in Novi bright and airy, while a celestial lighting display adds drama.

The main level features such major brands as David Yurman and Lagos displayed in wood-and-glass cases that bring warmth and texture to the interior. Tapper’s has long been known for its variety of price points, Tapper notes, and the new location is no exception, offering items from $25 to $250,000 to appeal to a broad customer base.

The Novi store also has the largest Rolex shop in Michigan, at 1,800 square feet. Tapper says this watch area is unique because it offers the full brand experience, much like the one a customer would receive in Geneva, Dubai, or Las Vegas. The store also carries brands including Detroit-based Shinola as well as Omega, Breitling, and TAG Heuer.

A wide stairway leads future brides and grooms to the Diamond Loft, one of the store’s most unique retail experiences. This area features sleek white cases, a private consultation office, and a lounge where couples can meet to decide which rings they want to purchase for their special occasions, Tapper says.

Tappers loft
The new Novi Tapper’s store has several private meeting rooms, including this one for couples in search of the perfect diamond or colored stone engagement ring.

The lounge is a showstopper, with white furnishings against a purple-and-white wall that looks like liquid marble and is both beautiful and functional.

“We wanted to create an atmosphere of intimacy and privacy for the couple that’s getting engaged,” Tapper says. “The [main level with fashion jewelry] is all hustle and bustle, but the Diamond Loft is an oasis where they can shop and dream in a quieter location.”

Top: The Tapper family has opened a new Novi store, the first standalone location for the Metro Detroit jewelry chain. One highlight is its new Diamond Loft, which caters to couples getting engaged, with special spaces and a dreamy white color scheme.

Photos courtesy of Tapper’s Jewelry 

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Karen Dybis

By: Karen Dybis

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