Tapper’s Diamonds and Fine Jewelry of West Bloomfield, Mich., is now showcasing its selection of diamond jewelry, pearls, designer jewelry and watches online at www.tappers.com.

“We believe the site will increase awareness about Tapper’s and give consumers the opportunity to view our tremendous selection when it fits their schedule,” said Keith Butkovich, Marketing Director for Tapper’s, which services metro Detroit.

Rootlevel, a web applications company headquartered in Detroit, developed and built a file synchronization tool that allows a Tapper’s administrator to easily upload product information and images, as well as a custom tool that provides metrics on the number of visitors to the site.

“Ninety-five percent of the content on this site is driven by the database,” said Rick Longman, Rootlevel Project Leader. “The administrative area is one of the most custom we have built to date, and it is extremely easy to use.”

In the next year, Tapper’s and Rootlevel will implement e-commerce on the site.

“We want to first establish a web presence and gain an understanding of what people need and want from tappers.com,” said Butkovich. “During this time we will also evaluate staffing and merchandising needs to complement the site.”

Currently, shoppers can view merchandise online and create an online “Jewelry Box” account, which allows Tapper’s customers to maintain a history of items they have an interest in purchasing, request special service, ask questions and update personal account information as needed.

Tapper’s, which services the Detroit metro area, is located in the Orchard Mall in West Bloomfield.

JCK