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Best of the Best: Find a Passionate Cause

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[h3]Trapper’s Diamonds[/h3]

Best of the Best: Find a Passionate Cause[dropcap cap=A]s Tapper’s Diamonds and Fine Jewelry prepared for its 30th anniversary last year, the Tappers wanted to balance celebration with philanthropy. Upon finding out that 12 percent of platinum-mine workers in South Africa die of AIDS each year, they decided to take on AIDS awareness and prevention. “How can we not feel a responsibility to the community that works to provide the raw materials used in the jewelry we sell to our customers?” Steven Tapper asks. — EILEEN MCCLELLAND[/dropcap]

[componentheading]THE IDEA[/componentheading]

[contentheading]Localizing a Global Issue[/contentheading]

Best of the Best: Find a Passionate Cause

Tapper’s launched Precious Lives, Precious Metals, a charitable campaign based on a global issue that also addresses local concerns. Owners Steven and Howard Tapper tied the fund-raising campaign to the business’s 30th anniversary and the opening of their second retail location in the Detroit metropolitan area.

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[componentheading]THE EXECUTION[/componentheading]

[contentheading]Match Donations with Gift Certificates[/contentheading]

The Tappers chose two nonprofit organizations as the beneficiaries of their fund-raising efforts, the Midwest AIDS Prevention Project, which provides HIV/AIDS education programs in Michigan; and YouthAIDS, an education and prevention initiative operating under the umbrella of Population Services International. Patrons spent between $130 and $2,000 for tax-deductible tickets to the Precious Lives, Precious Metals Gala on World AIDS Day (Dec. 1, 2007) at Tapper’s West Bloomfield mall location. Highlights included entertainment, food booths and an auction, for which Roberto Coin donated a trip to Italy. After the gala, the effort continued with the company’s “Give $30, Get $30” program. Customers who donated at least $30 to the charity received a $30 gift certificate in return. The Tappers received the support of jewelry designers, vendors, and local companies as sponsors. Some of the high-profile sponsors included David Yurman, DiModolo, EGT Group, Emerald City Designs, John Hardy, Hearts on Fire, Judith Ripka, Kwiat, Mikimoto, Penny Preville, Raymond Weil, Roberto Coin, Scott Kay and Tag Heuer.

[componentheading]THE REWARD[/componentheading]

[contentheading]$175,000 in donations[/contentheading]

Tapper’s raised more than $175,000, which was disbursed in June 2008. “I’m really proud to work for a company where one of our core values is community involvement,” communications manager Karynne Naftolin says. Tapper’s gala received follow-up coverage in newspapers, online, on local radio and TV stations and in Crain’s Detroit Business. “We have received some very kind media attention from this,” Naftolin says, “but the greatest benefit is we raised money that is going to go directly to save people’s lives.” Howard Tapper says his reward has been the opportunity to draw attention to AIDS prevention locally and in South Africa. “As for our own business,” Tapper says, “our major core value is giving back to society. That definitely has its financial rewards, but to be honest I try not to use that as a focus.”

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[componentheading]TRY IT YOURSELF[/componentheading]

Start with a great idea: Make sure the charitable organization you choose to work with is legitimate and that a high percentage of the money it receives goes directly to the cause.  

Think locally: Don’t attempt to raise money for an international cause if you haven’t yet raised money for a local one. “I think you should start locally and go one step at a time,” Howard Tapper says.  

Choose a worthy prize: Launch the effort with a party. Ask neighboring businesses and vendors for donations to an auction.  

Alert the media.

[span class=note]This story is from the October 2008 edition of INSTORE[/span]

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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Best of The Best

Best of the Best: Find a Passionate Cause

Published

on

[h3]Trapper’s Diamonds[/h3]

Best of the Best: Find a Passionate Cause[dropcap cap=A]s Tapper’s Diamonds and Fine Jewelry prepared for its 30th anniversary last year, the Tappers wanted to balance celebration with philanthropy. Upon finding out that 12 percent of platinum-mine workers in South Africa die of AIDS each year, they decided to take on AIDS awareness and prevention. “How can we not feel a responsibility to the community that works to provide the raw materials used in the jewelry we sell to our customers?” Steven Tapper asks. — EILEEN MCCLELLAND[/dropcap]

[componentheading]THE IDEA[/componentheading]

[contentheading]Localizing a Global Issue[/contentheading]

Best of the Best: Find a Passionate Cause

Advertisement

Tapper’s launched Precious Lives, Precious Metals, a charitable campaign based on a global issue that also addresses local concerns. Owners Steven and Howard Tapper tied the fund-raising campaign to the business’s 30th anniversary and the opening of their second retail location in the Detroit metropolitan area.

[componentheading]THE EXECUTION[/componentheading]

[contentheading]Match Donations with Gift Certificates[/contentheading]

The Tappers chose two nonprofit organizations as the beneficiaries of their fund-raising efforts, the Midwest AIDS Prevention Project, which provides HIV/AIDS education programs in Michigan; and YouthAIDS, an education and prevention initiative operating under the umbrella of Population Services International. Patrons spent between $130 and $2,000 for tax-deductible tickets to the Precious Lives, Precious Metals Gala on World AIDS Day (Dec. 1, 2007) at Tapper’s West Bloomfield mall location. Highlights included entertainment, food booths and an auction, for which Roberto Coin donated a trip to Italy. After the gala, the effort continued with the company’s “Give $30, Get $30” program. Customers who donated at least $30 to the charity received a $30 gift certificate in return. The Tappers received the support of jewelry designers, vendors, and local companies as sponsors. Some of the high-profile sponsors included David Yurman, DiModolo, EGT Group, Emerald City Designs, John Hardy, Hearts on Fire, Judith Ripka, Kwiat, Mikimoto, Penny Preville, Raymond Weil, Roberto Coin, Scott Kay and Tag Heuer.

[componentheading]THE REWARD[/componentheading]

[contentheading]$175,000 in donations[/contentheading]

Advertisement

Tapper’s raised more than $175,000, which was disbursed in June 2008. “I’m really proud to work for a company where one of our core values is community involvement,” communications manager Karynne Naftolin says. Tapper’s gala received follow-up coverage in newspapers, online, on local radio and TV stations and in Crain’s Detroit Business. “We have received some very kind media attention from this,” Naftolin says, “but the greatest benefit is we raised money that is going to go directly to save people’s lives.” Howard Tapper says his reward has been the opportunity to draw attention to AIDS prevention locally and in South Africa. “As for our own business,” Tapper says, “our major core value is giving back to society. That definitely has its financial rewards, but to be honest I try not to use that as a focus.”

[componentheading]TRY IT YOURSELF[/componentheading]

Start with a great idea: Make sure the charitable organization you choose to work with is legitimate and that a high percentage of the money it receives goes directly to the cause.  

Think locally: Don’t attempt to raise money for an international cause if you haven’t yet raised money for a local one. “I think you should start locally and go one step at a time,” Howard Tapper says.  

Choose a worthy prize: Launch the effort with a party. Ask neighboring businesses and vendors for donations to an auction.  

Alert the media.

Advertisement

[span class=note]This story is from the October 2008 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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