Tapper's seeks made-in-Michigan diamond design as part of contest aimed at millennials
Posted by Sherri Welch on Crain's Detroit:
In hosting its first design competition,Tapper’s Diamonds & Fine Jewelry is supporting creative talent in the state.
But there’s also a business strategy behind the contest.
Tapper’s Rock Her World Design Contest is seeking a marketable new design for the Rock Her World diamond collection (featuring an 81-facet diamond) to be manufactured and sold at all Tapper’s locations during the holiday season.
The winner will also be featured in the fall issue ofTapper’s Accentmagazine and on tappers.com.
Tapper's also stands to win in the competition.
Aside from the positive publicity tied to its contest, Tapper’s will be able to hone in on rising creative talent and get a read on jewelry designs that appeal to the younger demographic, said Tapper’s Director of Marketing Ann Duke.
“We know the trends as dictated to us by our buyers, but to get that kind of feedback on a local level is really valuable,” she said.
“We, like everyone, are trying to figure out what that millennial audience is interested in.”
Launched in 2012, the collection features the 81-facet Rock Her World diamond, which Tapper’s claims is the only one of its kind in the world.
For all you creative types, the rules for the contest are posted onTapper's website. Entries are due by June 30, with winners set to be announced July 15.
Designs in the contest will be judged based on overall design, originality, marketability, practicality and best interpretation of the theme, Tapper’s said. Each piece in the collection is named for a star or constellation.
Submitted designs become the property of Tapper’s, and there will be only one winner named in the contest, Duke said.
“... But if we find there are other designs that have marketability we may sign contracts with more than one designer,” Duke said.
Posted on 6/11/2015