Deaf Awareness

DEAFNESS is the third most common disability in the world, but you probably wouldn’t spot a deaf person in a crowd. It’s important to realise is that people aren’t simply either deaf or hearing. There are varying degrees of deafness, from being hard of hearing to being profoundly deaf.


Someone who is hard of hearing may have the TV or radio turned up loud, may ask you to repeat what you’ve said, or may appear to be ignoring what’s being said around them. Depending on the amount of hearing that deaf people have, they may tell you they can’t hear, you might spot a hearing aid, their voice could sound very diff erent to what is considered normal, or they may be communicating with someone else in animated hand gestures (sign language) which you probably can’t understand.


    • Attract the customer’s attention before speaking. The best way is a gentle touch on the shoulder or gently waving your hand.
    • Always ask how you can help. Don’t shout.
    • Make sure you are in a well-lit area where your customer can see your face this can make lip-reading and watching facial expressions easier.
    • Look at and speak directly to your customer.
    • Use your usual voice level, if a deaf person uses a hearing aid it can be very uncomfortable for them and can be seen as though you are shouting.
    • If necessary, ask if another method of communicating would be easier, for example a pen and paper, phone text message.
    • Don’t put your hands in front of your face when speaking.
    • Use visual aids when possible, such as pointing to printed information on a leafl et/brochure.
    • Talk at your normal rate, or slightly slower if you normally speak very fast.
    • Don’t say – ‘It doesn’t matter’ or ‘I don’t understand
    • Use short sentences and simple words with normal lip movements.


Try to learn a bit of fingerspelling or British Sign Language (BSL) which is a great skill to have!


For more information check out or take a look at this sign language guide from Sound Apex

What our customers say about us

  • Visited this store and bought a drop arm sofa. Excellent service. Assistants very friendly and polite and gave me plenty of time to view all models before deciding.

    B M Ruth

  • Excellent service, no pressure to buy. All of my questions were answered to my satisfaction. Quality of goods were of a very high standard. Having shopped around we decided to buy and look forward to receiving our suite. Thank you so very much.

    Mrs. S Scott

  • Perfect service as we have had in the past. Even though my father was in a wheelchair with practically no mobility, the help and patience was marvelous All your assistants are great.

    Mrs. J Penfold & Mr. C Clarke

  • The service I have received from your customer service department has been second to none.

    Wendy Pentling

  • My husband and I visited your store and bought two chairs (£2500). I was served by Garth, a very very pleasant young man. He made our visit very comfortable, we had coffee and good conversation. We wanted for nothing, he explained everything very clearly, I was very impressed, I am sure that he will make a manager!

    Mrs. J Bushell

  • We would not hesitate recommend your company to anyone. Thank you to everyone.

    Carol Hamilton

  • The service that we received was exceptional from the moment that we stepped into the shop and the moment that we left.  I would not hesitate to use your services again and would recommend you to family and friends.

    Mr. Graham Neal

  • Very pleased with the friendly service. The layout of the shop is very impressive. We bought a chair - Swivel Ayr.

    Mrs. G Wilson

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