Tapper’s New Store Features a Tap Room That Serves Craft Beer

The customer experience at the new Tapper’s Jewelers store in Troy, Mich., includes a frothy pint of craft beer—for those interested and over the age of 21, of course.

The retailer, which operates two other Detroit-area stores, is at the forefront of a service trend that replaces the now-hackneyed complimentary champagne in luxury retail with an icy-cold local brew.

The shop includes two bars, in fact: a tap room that rotates Michigan-made beers and a U-shaped “bridal bar” featuring a wide selection of engagement rings from brands including A. Jaffe, Carizza, Henri Daussi, and Martin Flyer, according to a company statement.

Tapper’s Tap Room opened with the store on Oct. 21, offering Space Rock Brew from Bellaire, Mich.’s Short’s Brewing Co. The bar also serves Williamsburg, Mich.–based Northwoods Soda & Syrup Co. root beer, soft drinks, and water.

“Over our 40-year history, trends and styles have changed, but one thing has remained the same—our tradition of treating every visitor like family,” Tapper said in the same statement. “With this new location, we’ll be able to provide a more personalized and engaging shopping experience than ever before.”

The 5,600-square-foot store sits next to the town’s only freestanding Rolex store, which is also run by Tapper’s. The location also stocks luxury watches from brands including Panerai, Brietling, and Tudor, in addition to loose diamonds and fine fashion jewelry.

(Top: the new Somerset Collection store, courtesy of Tapper’s)

JCK Magazine Editor