b'THE STATE OF RETAIL DIAMONDSJEWELRYCOLORED DESIGN STONESnot every blind person uses a screen reader, which is a soft-ware program on devices that reads text aloud. The Jewelers Vigilance Committee debuted She recommends NaviLens, a technology for the visuallyits guide to complying impaired that utilizes an accessible QR code that connectswith the ADA, tailored specifically to jewelers.to an app. The app provides blind and low-vision consumers with auditory information about a product and/or written informa-tion that can be enlarged so its easier to read. Well-known brands that have started incorporating NaviLens into packaging include All detergent and Kel-loggs, which has added NaviLens technology to the boxes of four of its cereals: Kelloggs Corn Flakes, Special K Original, Rice Krispies, and Crispix. When it incorporated the technology a little over two years ago, Kelloggs said it was the first U.S. food company to do so. A lot of blind people dont have access to the information, Rivera says. Being able to use their own device to access the information is what is most accessible. So, if you can make that a part of your retail environment, a part of the flexibility that you can provide customers, you will be better serving them.In its recently released guide to ADA compliance, the Jewelers Vigilance Committee pointed out other accommoda-tions jewelry retailers might consider making.People with mobility, circulatory, or respiratory disabilities may use mobility devices, like manual or power wheelchairs, walkers, canes, crutches, or braces.There needs to be room for customers using these devices to get around the store from showcase to showcase.Installing lower counters and developing alternative means of displaying products are just two ways to make your store equally accessible to custom-ers with disabilities, JVC said. website or consider meeting with an ADA Adjustable lighting is helpful for a customercompliance consultant when building a new who is in a wheelchair and may experience aI THINK THERESstore or renovating an existing one.glare from the case lighting from their angle,A LOT OF PITYThere are also tax breaks available to help or for a customer who needs to be able to see aFOR DISABLEDsmall businesses comply with the ADA. sign language interpreter. PEOPLE. THATSAccording to the IRS, businesses with 30 Jewelers could provide a quiet room foror fewer full-time employees or with total customers who have difficulties with hearing,NOT WHAT WErevenues of $1 million or less in the previ-loud noises, or overstimulation. WANT. WE WANTous tax year may be eligible for a Disabled For safety reasons, jewelers could also installPEOPLE TOAccess Credit.visual fire alarms for customers who are unableBE MOVED TOEligible expenses may include the cost of to hear a traditional alarm. CREATE A MOREbarrier removal or alterations, providing inter-If a retailer was building a store fromACCESSIBLEpreters, and making customer materials avail-scratch, it could take into account theseable in Braille, large print, or audio formats.guidelines and build accordingly, but there areWORLD, TO barriers for retailers and customers alike whenINCLUDE US. EFFECTIVE COMMUNICATIONit comes to existing facilities. Communicating with customers is key, and The ADA strikes a careful balance CATARINA RIVERA,the ADA takes this into account as well.between increasing access for people withDISABILITY ADVOCATE The ADA requires retailers to take steps to disabilities and recognizing the financialcommunicate effectively with customers with constraints many small businesses face.vision, hearing, and speech disabilities.Its flexible requirements allow businessesThe accommodations a customer needs to confronted with limited financial resources to improve accessibilityfill out paperwork is different from what theyd need to buy a sweat-without excessive expense, the ADA website states.er, so the ADA accounts for that.As ADA guidelines can vary by state, retailers can consult the ADAThe ultimate goal is to find a practical way to communicate with a 14 STATE OF THE MAJORS 2025'