b'THE STATE OF RETAIL DIAMONDSJEWELRYCOLORED DESIGN STONESa way thats safe for me, and that is usually slower. do, its not necessarily always comprehensive, she says. So, having If the disabled individual has someone with them, be sure toyour web developer do a thorough review of this is a really good idea. speak to them directly and not to their companion. If theyre usingW3 also offers training resources regarding accessibility through an interpreter, focus on the customer and not the interpreter, saysits website.the ADA. While avoiding a lawsuit is reason enough to comply, Yood also If the person is deaf or hard-of-hearing, make sure to speak clearlyhighlighted the importance of inclusivity in the jewelry industry.while facing the person and dont cover your mouth. Though the Trump administration is eliminating diversity, equity, If the customer is blind or has low vision, identify yourself andand inclusion programs, a measure that impacts those with disabilities, anyone else who will be assisting. Use your words to respond ratherYood thinks the ADA is likely here to stay.than a nod or a point of the finger. Offer to read printed materialIt is broadly popular because there are so many people in this aloud. If you step away from the showcase, let them know yourecountry who, at some point, will need some kind of accessibility walking away for a moment. help, she says. I dont expect that the law itself will be overturned If the customer is short in stature or seated in a wheelchair oranytime soon.scooter, consider sitting down to have a conversation at eye level. However, I am not sure whether the DOJ in its current existence is going to spend a lot of resources enforcing this law, in which case it will WEBSITE COMPLIANCE come down to individual citizens who are affected to do the enforcement.As many jewelers discovered after finding themselves in the middleThe JCK Industry Fund financed the creation of JVCs ADA of costly litigation, ADA compliance applies to online stores as well. guide, and Yood says she appreciates that the guide was seen as a Under the ADA, websites that sell goods to the public must also bevaluable tool for the jewelry industry.accessible to people with auditory, motor, and cognitive impairments. Continued on page 18The World Wide Web Consortium (W3) is the internationalorganization that sets standards for the internet. It creates Web Content Accessibility Guidelines (WCAG), which are used to determine if a website is ADA compliant.A recent rise in lawsuits filed againstjewelers for having noncompliant websites was one of the issues that prompted JVCto publish an ADA compliance guide, the first time the organi-zation had done so, said JVC President, CEO, and General[INCLUSIVITY] Counsel Sara Yood.There are these trolling lawIS JUST firms that widely look at theSOMETHING internet and file ADA complianceTHAT I HAVE lawsuits, she says. BAKED INTO Though the lawsuits are valid,THE ETHOS OF she says filing them is more aboutOUR BRAND. these nuisance law firms making money than it is about advocating ASHLEY MCGINTY, for those with disabilities. CO-FOUNDER OF JVC said it recommends aCHOUETTE DESIGNSrisk-averse approach to WCAG compliance, both to protect businesses from liability and to create goodwill.The U.S. Department of Justice enforces the ADA, Yood notes, so noncompliant retailers run the risk of being sued by the government, as well as by a customer or one of the aforementioned law firms. Penalties for violating ADA guidelines can start at $75,000 for the first violation and reach up to $150,000 per subsequent offense. Yood recommends retailers consult with their web developer toChouette Designs shared this ensure their site is fully ADA compliant. image of a green amethyst and blue zircon toi et moi ring on its A lot of folks have been relying on some of the accessibility plug- Instagram account.ins that you can install on your website and while its a great thing to 16 STATE OF THE MAJORS 2025'