Full Circle: Tapper’s

Tapper’s, Michigan’s largest direct diamond importer, is a multi-generation family-owned business, selling many leading luxury brands. Their collection continually grows as the Tapper family travels the world to create a curated collection of jewelry that simultaneously includes the classics as well as new trends. We connected with Eve Cholagh, Fine Jewelery Buyer of Tapper’s for an inside look into their purchasing decisions.

What is your background in the jewelry industry and how did you get your start?
I started in the business when I was 19. I quickly became a top sales person and came to the realization that this was the industry I wanted to be in. Everything about this industry appealed to me, from the manufacturing process, to the sometimes-volatile gold market, and of course the styling!

How would you describe your store using only three words?
Integrity, quality, special.

Can you give us a glimpse into your process when purchasing pieces to include in your store collection and your decision-making strategies?
Equal parts analytics and instinct.

Are there any particular stones, hues, or styles you are partial to and prefer to carry more of in the store?
Personally, emerald turquoise stones have my heart. I also love a good mismatched pair of earrings. What sells is still mostly diamonds and white gold by a mile.

What are the trends you’ve noticed have been selling particularly well?
PEARL EVERYTHING! Curated earrings are very hot right now too.


What were some of your favorite trends you saw at Luxury 2019?
Bold gold for sure, nice to see more substantial pieces.

What do you do to make customers’ visits memorable?
Deliver unparalleled customer service and offer special pieces to mark special moments in their lives.

What is the biggest lesson you’ve learned from your business?
That if you fall in love with a piece, buy it – you may not have the opportunity again.

What is one piece of advice you would give someone who is just starting out in the industry?
Buy jewelry! You will have those pieces forever, invest in quality pieces that you can pass down. Pay attention, spend as much time on the sales floor as possible, read and study all the product knowledge you can get your hands on. The more you know, the more of an asset you become to your company. The more you understand your clients and what it’s like to be a sales associate – the stronger that instinct gets when you are buying.

We’re so happy you joined us for 20 Years of Luxury this year! What was your favorite part about Luxury 2019?
Being able to share information with likeminded people in our industry.

What types of pieces/collections stood out to you at this year’s show, and what types were you looking for when you got to the show?
We were looking to round out our offering of classic merchandise, but ended up finding a great deal of color – a pleasant surprise.

What are you most looking forward to for Luxury 2020?
What all the new trends will be, of course!

Did you do anything fun in Vegas off the show floor?
Always a great time catching up with old industry friends!

To learn more about Tapper’s, visit tappers.com.

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