Privacy policy

Last updated: February 22, 2026

Darling & Divine operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). Darling & Divine is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Personal Information We Collect or Process

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified, so that it cannot identify or be reasonably linked to you. We may collect or process the following categories of personal information, including inferences drawn from this personal information, depending on how you interact with the Services, where you live, and as permitted or required by applicable law:

Contact details including your name, address, billing address, shipping address, phone number, and email address.
Financial information including credit card, debit card, and financial account numbers, payment card information, financial account information, transaction details, form of payment, payment confirmation and other payment details.
Account information including your username, password, security questions, preferences and settings.
Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel and your past transactions.
Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry.
Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services.

Personal Information Sources

We may collect personal information from the following sources:

Directly from you including when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information;
Automatically through the Services including from your device when you use our products or services or visit our websites, and through the use of cookies and similar technologies;
From our service providers including when we engage them to enable certain technology and when they collect or process your personal information on our behalf;
From our partners or other third parties.

How We Use Your Personal Information

Depending on how you interact with us or which of the Services you use, we may use personal information for the following purposes:

Provide, Tailor, and Improve the Services. We use your personal information to provide you with the Services, including to perform our contract with you, to process your payments, to fulfill your orders, to remember your preferences and items you are interested in, to send notifications to you related to your account, to process purchases, returns, exchanges or other transactions, to create, maintain and otherwise manage your account, to arrange for shipping, to facilitate any returns and exchanges, to enable you to post reviews, and to create a customized shopping experience for you, such as recommending products related to your purchases. This may include using your personal information to better tailor and improve the Services.
Marketing and Advertising. We use your personal information for marketing and promotional purposes, such as to send marketing, advertising and promotional communications by email, text message or postal mail, and to show you online advertisements for products or services on the Services or other websites, including based on items you previously have purchased or added to your cart and other activity on the Services.
Analytics and Business Intelligence. We use your personal information, including through AI-powered analytics tools, to analyze business performance, understand customer preferences and shopping patterns, improve our product offerings, optimize pricing, forecast inventory needs, and enhance the overall shopping experience. This processing is based on our legitimate interest in operating and improving our business.
Security and Fraud Prevention. We use your personal information to authenticate your account, to provide a secure payment and shopping experience, detect, investigate or take action regarding possible fraudulent, illegal, unsafe, or malicious activity, protect public safety, and to secure our services. If you choose to use the Services and register an account, you are responsible for keeping your account credentials safe. We highly recommend that you do not share your username, password or other access details with anyone else.
Communicating with You. We use your personal information to provide you with customer support, to be responsive to you, to provide effective services to you and to maintain our business relationship with you.
Legal Reasons. We use your personal information to comply with applicable law or respond to valid legal process, including requests from law enforcement or government agencies, to investigate or participate in civil discovery, potential or actual litigation, or other adversarial legal proceedings, and to enforce or investigate potential violations of our terms or policies.

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes subject to this Privacy Policy. Such circumstances may include:

With Shopify, AI service providers (Anthropic PBC), analytics providers (Google LLC, Microsoft Corporation), vendors and other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, website analytics, session recording, AI-powered business intelligence, customer support, cloud storage, fulfillment and shipping).
With business and marketing partners to provide marketing services and advertise to you. For example, we use Shopify to support personalized advertising with third-party services based on your online activity with different merchants and websites. Our business and marketing partners will use your information in accordance with their own privacy notices. Depending on where you reside, you may have a right to direct us not to share information about you to show you targeted advertisements and marketing based on your online activity with different merchants and websites. You can exercise your rights to opt-out of those uses here.
When you direct, request us or otherwise consent to our disclosure of certain information to third parties, such as to ship you products or through your use of social media widgets or login integrations.
With our affiliates or otherwise within our corporate group.
In connection with a business transaction such as a merger or bankruptcy, to comply with any applicable legal obligations (including to respond to subpoenas, search warrants and similar requests), to enforce any applicable terms of service or policies, and to protect or defend the Services, our rights, and the rights of our users or others.

Artificial Intelligence and Automated Processing

To provide you with better products, services, and customer experience, we use artificial intelligence (AI) technology in two ways: (1) customer-facing AI for customer service, and (2) backend AI analytics to improve our business operations and offerings.

1. Customer Service AI

To provide you with faster and more efficient customer service, we use AI technology to assist in responding to your inquiries about orders and other customer service matters.

What Information is Processed by Customer Service AI:

When you contact us about your order via email or through our customer service channels, our AI-powered system may access limited information to help answer your question, including:

Your email address (to identify and retrieve your order)
Your order number
Order status and tracking information
Product details from your order
Shipping and delivery information

What Information is NOT Shared with Customer Service AI:

Your credit card, debit card, or other payment information
Your complete street address (only city and state may be referenced)
Your phone number (unless you specifically include it in your message to us)
Any personal information not directly related to answering your customer service inquiry

2. Backend AI Analytics

We use AI-powered analytics agents to analyze business data and improve our products, pricing, website experience, and marketing. These AI systems operate behind the scenes and do not interact with you directly.

What Information is Processed by Analytics AI:

Our analytics AI agents may process the following categories of information to improve our business operations:

Sales and transaction data: Order history, purchase amounts, product performance, revenue trends, refund and return rates
Customer behavior analytics: Aggregate shopping patterns, product preferences, cart abandonment data, conversion rates, session duration and navigation patterns on our website
Product performance data: Product sales trends, inventory turnover, seasonal demand patterns, pricing effectiveness
Marketing effectiveness: Campaign performance, traffic source analysis, customer acquisition metrics
Website analytics: Page views, click patterns, search queries on our site, device and browser information

How We Use Analytics AI:

We use AI analytics for the following business purposes:

Product strategy: Identifying which products to stock, discontinue, or promote
Pricing optimization: Analyzing price performance and making data-driven pricing decisions
Website improvement: Identifying and fixing issues with cart abandonment, checkout flow, and user experience
Inventory management: Forecasting demand and optimizing inventory levels
Marketing optimization: Understanding which marketing channels and campaigns are most effective
Content strategy: Creating relevant blog posts, social media content, and educational materials aligned with customer interests

What Analytics AI Does NOT Do:

Make automated decisions about individual customers
Use AI for credit decisions or loan approvals
Profile individuals for discriminatory purposes
Share your personal information with third-party advertisers beyond what is disclosed in our "Marketing and Advertising" section above

Our AI Service Provider

We use Claude AI, provided by Anthropic PBC, to power both our customer service responses and backend analytics. Anthropic is a trusted AI company that adheres to strict privacy and security standards:

Anthropic does NOT use your data to train their AI models
Data processed through Anthropic's API is retained for up to 90 days solely for security and abuse prevention purposes, after which it is automatically deleted
Anthropic is SOC 2 Type 2 certified and compliant with GDPR and other privacy regulations
All data is encrypted during transmission and storage using enterprise-grade security
Anthropic's privacy policy is available at: https://www.anthropic.com/legal/privacy

Data Processed Through Shopify's Analytics Infrastructure

Some of our AI analytics access data through Shopify's analytics platform using authorized integrations. This data remains subject to Shopify's data processing terms and privacy controls. For more information about how Shopify processes your data, please see the "Relationship with Shopify" section below.

Website Analytics and Session Recording Tools

We use third-party analytics and session recording tools to understand how visitors interact with our website and to improve your shopping experience.

Google Analytics 4 (GA4)

We use Google Analytics 4, provided by Google LLC, to collect and analyze information about how visitors use our website. GA4 collects information such as:

Pages visited, time spent on pages, and navigation paths
Traffic sources (how you arrived at our website)
Device and browser information
General geographic location (city/region level, not precise location)
Ecommerce interactions such as product views, items added to cart, and purchases

GA4 uses cookies and similar technologies to collect this information. The data collected is used in aggregate to help us understand website traffic patterns, measure the effectiveness of our marketing efforts, and improve our website and product offerings. Google may also use this data in accordance with its own privacy policy. You can learn more about how Google uses your data at https://policies.google.com/privacy. You can opt out of Google Analytics by installing the Google Analytics Opt-out Browser Add-on.

Microsoft Clarity

We use Microsoft Clarity, provided by Microsoft Corporation, to capture how visitors use and interact with our website through behavioral metrics, session recordings, and heatmaps. Clarity collects information such as:

Mouse movements, clicks, and scroll behavior
Pages visited and navigation patterns
Device and browser information
Session recordings that replay how visitors interact with our website
Heatmaps showing where visitors click and how far they scroll

Website usage data captured by Clarity is processed by Microsoft and may be used by Microsoft to improve its products and services. Clarity does not capture sensitive input fields such as passwords or payment information. Session recordings are anonymized and used solely to identify usability issues and improve the shopping experience on our website. You can learn more about how Microsoft handles your data at https://privacy.microsoft.com/privacystatement. For more information about Clarity, visit https://clarity.microsoft.com.

Both Google Analytics and Microsoft Clarity data may be integrated with our backend AI analytics (described above) to provide a more comprehensive understanding of website performance and customer experience.

Your Rights Regarding AI Processing

You have the following rights with respect to AI processing of your personal information:

Right to opt out of analytics AI: You may request that we exclude your personal information from backend analytics processing. Please note that opting out may limit our ability to improve our products and services for you. Contact us at Hello@DarlingandDivine.co to exercise this right.
Right to opt out of customer service AI: You may request to speak with a human customer service representative instead of receiving AI-generated responses. Simply indicate in your message that you prefer human assistance, or contact us at Hello@DarlingandDivine.co
Right to deletion: You may request deletion of your AI conversation history and analytics data, subject to our legal retention obligations
Right to access: You may request information about what data was processed through our AI systems
Right to human review: If you believe an AI system has made an error about your account, order, or information, you may request human review by contacting us at Hello@DarlingandDivine.co

Purpose and Lawful Basis for AI Processing

We process your personal information through AI for the following purposes, based on the legal grounds identified:

Customer Service AI:

Purpose: Answering questions about order status, shipping, returns, and customer service inquiries
Legal Basis: Performance of our contract with you to fulfill your order and respond to your inquiries; our legitimate interest in providing efficient customer service

Analytics AI:

Purpose: Business analytics, product strategy, pricing optimization, website improvement, inventory forecasting, and marketing effectiveness measurement
Legal Basis: Our legitimate interest in operating and improving our business, provided such processing does not override your fundamental rights and freedoms

We do not use AI processing for marketing, profiling, or any purpose unrelated to the above without your explicit consent or another lawful basis under applicable law.

Data Minimization and Privacy by Design

We follow data minimization principles in our AI processing:

We only process personal information necessary for the specific purpose
We aggregate and anonymize data whenever possible for analytics
We configure AI systems to exclude sensitive personal information (payment details, full addresses)
We regularly review and delete data that is no longer needed

Data Security

All communications with and data processed by our AI systems are:

Encrypted during transmission using industry-standard TLS protocols
Processed only for the specific purposes disclosed in this policy
Not used for marketing purposes without your explicit consent
Not shared with any third parties except our AI service provider (Anthropic PBC) and platform provider (Shopify) as described in this policy
Subject to our standard data security practices, access controls, and monitoring

AI System Transparency

Our AI systems are designed and monitored by our internal team. We regularly review AI outputs for accuracy and fairness. If you have questions or concerns about our use of AI, please contact us at Hello@DarlingandDivine.co

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. Information you submit to the Services will be transmitted to and shared with Shopify as well as third parties that may be located in countries other than where you reside, in order to provide and improve the Services for you. In addition, to help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data and information obtained from your interactions with our Store, along with other merchants and with Shopify. To provide these enhanced features, Shopify may make use of personal information collected about your interactions with our store, along with other merchants, and with Shopify. In these circumstances, Shopify is responsible for the processing of your personal information, including for responding to your requests to exercise your rights over use of your personal information for these purposes. To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy. Depending on where you live, you may exercise certain rights with respect to your personal information here Shopify Privacy Portal Link.

Third Party Websites and Links

The Services may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated or controlled by us, you should review their privacy and security policies and other terms and conditions. We do not guarantee and are not responsible for the privacy or security of such sites, including the accuracy, completeness, or reliability of information found on these sites. Information you provide on public or semi-public venues, including information you share on third-party social networking platforms may also be viewable by other users of the Services and/or users of those third-party platforms without limitation as to its use by us or by a third party. Our inclusion of such links does not, by itself, imply any endorsement of the content on such platforms or of their owners or operators, except as disclosed on the Services.

Children's Data

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of majority in your jurisdiction. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us using the contact details set out below to request that it be deleted. As of the Effective Date of this Privacy Policy, we do not have actual knowledge that we "share" or "sell" (as those terms are defined in applicable law) personal information of individuals under 16 years of age.

Security and Retention of Your Information

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." In addition, any information you send to us may not be secure while in transit. We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us.

How long we retain your personal information depends on different factors, such as whether we need the information to maintain your account, to provide you with Services, comply with legal obligations, resolve disputes or enforce other applicable contracts and policies.

Your Rights and Choices

Depending on where you live, you may have some or all of the rights listed below in relation to your personal information. However, these rights are not absolute, may apply only in certain circumstances and, in certain cases, we may decline your request as permitted by law.

Right to Access / Know. You may have a right to request access to personal information that we hold about you.
Right to Delete. You may have a right to request that we delete personal information we maintain about you.
Right to Correct. You may have a right to request that we correct inaccurate personal information we maintain about you.
Right of Portability. You may have a right to receive a copy of the personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.
Right to Opt out of Sale or Sharing for Targeted Advertising. Depending on where you reside, you may have a right to opt out of the "sale" or "share" of your personal information or to opt out of the processing of your personal information for purposes considered to be "targeted advertising", as defined in applicable privacy laws. You can exercise your rights to opt-out of those uses here. Please note that if you visit our website with the Global Privacy Control opt-out preference signal enabled, depending on where you are, we will automatically treat this as a request to opt-out for the device and browser that you use to visit the website. If we are able to associate the device sending the signal to a Shopify account, we will apply the opt out request to the account as well. To learn more about Global Privacy Control, you can visit https://globalprivacycontrol.org/. Other than the Global Privacy Control, we do not recognize other "Do Not Track" signals that may be sent from your web browser or device.
Managing Communication Preferences. We may send you promotional emails, and you may opt out of receiving these at any time by using the unsubscribe option displayed in our emails to you. If you opt out, we may still send you non-promotional emails, such as those about your account or orders that you have made.

Additional Rights for UK and EEA Residents

If you reside in the UK or European Economic Area, and subject to exceptions and limitations provided by local law, you may exercise the following rights in addition to the rights outlined above:

Objection to Processing and Restriction of Processing: You may have the right to ask us to stop or restrict our processing of personal information for certain purposes.
Withdrawal of Consent: Where we rely on consent to process your personal information, you have the right to withdraw this consent. If you withdraw your consent, this will not affect the lawfulness of any processing based on your consent before its withdrawal.

You may exercise any of these rights where indicated on the Services or by contacting us using the contact details provided below. To learn more about how Shopify uses your personal information and any rights you may have, including rights related to data processed by Shopify, you can visit https://privacy.shopify.com/en.

We will not discriminate against you for exercising any of these rights. We may need to verify your identity before we can process your requests, as permitted or required under applicable law. In accordance with applicable laws, you may designate an authorized agent to make requests on your behalf to exercise your rights. Before accepting such a request from an agent, we will require that the agent provide proof you have authorized them to act on your behalf, and we may need you to verify your identity directly with us. We will respond to your request in a timely manner as required under applicable law.

Complaints

If you have complaints about how we process your personal information, please contact us using the contact details provided below. Depending on where you live, you may have the right to appeal our decision by contacting us using the contact details set out below, or lodge your complaint with your local data protection authority. For the EEA, you can find a list of the responsible data protection supervisory authorities here.

International Transfers

Please note that we may transfer, store and process your personal information outside the country you live in.

If we transfer your personal information out of the European Economic Area or the United Kingdom, we will rely on recognized transfer mechanisms like the European Commission's Standard Contractual Clauses, or any equivalent contracts issued by the relevant competent authority of the UK, as relevant, unless the data transfer is to a country that has been determined to provide an adequate level of protection.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on this website, update the "Last updated" date and provide notice as required by applicable law.

Contact

Should you have any questions about our privacy practices or this Privacy Policy, or if you would like to exercise any of the rights available to you, please call or email us at Hello@DarlingandDivine.co. For the purpose of applicable data protection laws, we are the data controller of your personal information.

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