I know some JW Business people who find religious requests to be a challenge. If the person is an employee, they don't do the religious requests i.e. birthdays, holidays, etc. They usually are respected. If the person is an owner, they just tell the customers that they don't offer that service. They are well liked in the community and they don't seem to have any problems.
I remember years ago when a brother owned a Video rental store and pressure came down on him regarding the rental of R rated content. He never had any privilleges in the cong because of that