Hidden Markets: Unlocking Underserved Customers

As digital transformation redefines consumer interactions in retail and luxury sectors, the jewelry industry stands at a crucial intersection of opportunity and responsibility. Digital channels are now essential for customer experience, yet accessibility remains a formidable challenge, excluding millions of underserved individuals–particularly those with disabilities. Addressing these barriers isn’t just a matter of compliance; it’s an avenue to unlock untapped market potential, boost loyalty, and demonstrate a commitment to social values.

The Accessibility Gap: Who is Affected?

Digital accessibility challenges extend across a diverse audience. With approximately 20% of the world’s population–around 1.3 billion people–living with disabilities, barriers in online experiences exclude a substantial market. In fact, research by WebAIM reveals that 82% of websites fail to meet the Web Content Accessibility Guidelines (WCAG 2.1 AA), creating a significant hurdle for users with disabilities.

For instance, a visually impaired customer may rely on screen readers to navigate a jewelry website, which requires detailed and clear alternative text (alt text) on images to convey essential product features such as color, style, and material. Without these descriptions, the product’s unique details are lost, making it challenging for these customers to make informed choices.

For neurodiverse users, clear and straightforward language throughout product pages and simplified, well-labeled forms are essential. Inaccessible dropdowns, fields without labels, or lengthy, complex product descriptions can overwhelm and frustrate neurodiverse customers, who benefit from consistent, structured navigation and content. Addressing these aspects ensures that customers can smoothly complete actions such as selecting products and checkout without unnecessary hurdles, providing a seamless and inclusive shopping experience.

Overlays: The “Quick Fix” That Falls Short

Some brands attempt to meet accessibility needs by adding ‘overlays’--third-party plug-ins that claim to provide quick solutions. However, overlays often adjust only the visual elements without addressing core accessibility issues such as missing alt text or mislabeled forms. Overlays are usually incompatible with screen readers, so rather than being an effective solution, overlays often fall short of accessibility compliance standards, leaving sites vulnerable to lawsuits while frustrating users.

The Legal Landscape: ADA and EAA Compliance

Accessibility is increasingly central to regulations, with standards such as the Americans with Disabilities Act (ADA) in the United States and the European Accessibility Act (EAA) in Europe mandating digital accessibility. But this is much more than a checkbox—it’s an opportunity to align with broader consumer and market demands for social responsibility.

The Untapped Market: “Purple Dollar” and “Purple Pound”

For jewelry brands, accessibility is not merely a legal requirement but a gateway to a significant, underserved market. The economic impact of people with disabilities, known as the “Purple Dollar” in the US and the “Purple Pound” in the UK, is immense. In the US alone, people with disabilities control around $490 billion in disposable income, while in the UK, the figure is £274 billion. Neglecting this audience is a lost opportunity for revenue, brand loyalty, and market relevance.

In research carried out among people with disabilities, 86% of participants with access needs said they would spend more if websites were more accessible, while 90% of screen reader users said they are held back from spending online by lack of website accessibility.

Unlocking the Power of Accessible Digital Channels

Effective digital accessibility enhances both the customer experience and brand appeal. Simple adjustments enable a broader audience to engage with offerings in a meaningful way. Mobile accessibility is also crucial, as more consumers prefer to shop on mobile devices. Ensuring that apps are accessible and user-friendly will strengthen customer engagement and loyalty. Accessible websites and mobile apps benefit all users, not just those with disabilities. Overall this creates a more intuitive experience, increasing user satisfaction and conversion rates, and likely delivering a significant competitive advantage. 

Harnessing the Benefits: Employee Loyalty and ESG

Beyond financial potential, accessible digital experiences reflect positively on brand values. A commitment to inclusivity appeals to customers and stakeholders who prioritize ethical practices, enhancing brand loyalty and reputation in an increasingly values-driven market.

A commitment to accessibility signals a brand’s dedication to inclusivity and can have a positive impact internally as well. Employees–especially those with disabilities and/or those who support social responsibility–are likely to feel a sense of pride and loyalty when their company values inclusivity. This can be a powerful differentiator in attracting top talent, particularly among younger workers who value corporate responsibility.

Accessibility also aligns with Environmental, Social, and Governance (ESG) strategies, strengthening a brand’s reputation with consumers, investors, and regulatory bodies. Far from an optional add-on, accessibility is an integral part of a responsible corporate identity.

Making Accessibility Actionable: A Call to Action

For jewelry brands, addressing digital accessibility is a strategic pathway to revenue growth and inclusivity, and is simply “the right thing to do.” At Hill & Co., we believe that true accessibility goes beyond compliance; it reflects your values that resonate with customers and employees alike. Our expertise allows jewelry brands to achieve genuine accessibility, enhancing the customer experience without compromising luxury.

Although achieving accessibility may seem challenging, incremental steps can yield significant benefits. What is required is a strategy that ensures digital channels are made accessible, compliant, and optimized to enable the underserved–the excluded 20% of the total addressable market–to independently make the choices they are currently denied.

That’s called a “win-win.” 

If you’d like help navigating digital accessibility, email us at inquiry@hillandco.co to learn more and potentially be selected for a complimentary audit of your site’s digital accessibility.

About the Author

The author, David Agar

David Agar is a digital accessibility advocate and market strategist, actively involved in promoting accessible and inclusive digital experiences across multiple industries. As the co-founder of Digital Ability, David focuses on making digital services accessible to underserved communities. His work emphasizes the intersection of technology, accessibility, and market growth, helping brands unlock the potential of reaching untapped customer segments.