Privacy policy
Emmafy - Privacy Policy
Last Updated: 2 August 2026
Welcome to Emmafy's Privacy Policy. This policy outlines how your personal information is collected, used, and shared when you visit or make a purchase from www.emmafy.com.
1. Personal Information Collection
When you visit the Site, certain information about your device is automatically collected, including web browser details, IP address, time zone, and cookies. As you navigate the Site, we gather information about the web pages or products viewed, referral sources, and interactions with the Site. This automatically-collected information is termed "Device Information."
Technologies used for collecting Device Information include:
- Cookies: Data files placed on your device with unique identifiers. Learn more about cookies and how to disable them at http://www.allaboutcookies.org.
- Log files: Records of actions on the Site, capturing data such as IP address, browser type, service provider, and date/time stamps.
- Web beacons, tags, and pixels: Electronic files noting information about your Site browsing.
Additionally, when you make a purchase or attempt to do so, we collect specific information, including your name, billing and shipping addresses, email address, phone number, and payment information. Payment details such as card numbers are processed directly and securely by our payment providers — Emmafy does not store your full card number. This information is termed "Order Information." In this Privacy Policy, "Personal Information" encompasses both Device Information and Order Information.
2. Use of Personal Information
We use the Order Information to fulfill orders (process payments, arrange shipping, and provide invoices/order confirmations), communicate with you, screen orders for potential risks or fraud, and send information or advertising aligned with your preferences.
Device Information aids in screening for potential risks and fraud, contributing to Site improvement and optimization by generating analytics about customer browsing behavior and interaction with the Site.
3. Sharing Personal Information
We share your Personal Information with third-party service providers to help us operate our business and deliver the services described above. These partners fall into the following categories:
- E-commerce platform: Shopify, which powers our online store (privacy policy).
- Analytics and site performance: Google Analytics (privacy policy), Microsoft Clarity, and Triple Whale.
- Advertising and retargeting: Meta (Facebook and Instagram), Google Ads, Pinterest, Snapchat, Taboola, Criteo, AppLovin, NewsBreak, and Trackify X.
- Email and SMS marketing: Klaviyo and Postscript.
- Customer support and reviews: Help Scout, Judge.me, and Zigpoll.
- Shipping and order tracking: our fulfilment partners, carriers, and ParcelPanel.
- Site testing and personalisation: Intelligems, Visually.io, Alia, and Kiwi Sizing.
- Affiliate and referral programs: Social Snowball.
Your Personal Information may also be shared to comply with laws, respond to legal requests, or protect our rights.
4. Cookies and Tracking Technologies
We and our partners use cookies, pixels, tags, and similar technologies to operate the Site, remember your cart, measure performance, and deliver relevant advertising. These technologies may collect information such as the pages you view, the products you browse, your device and browser type, and your interactions with our Site.
Session recording: We use Microsoft Clarity to better understand how visitors use our Site. This tool may record your interactions with our pages — such as mouse movements, clicks, scrolling, and pages visited — in order to help us improve the browsing and shopping experience. This information is used for analytics purposes only.
You can control or disable cookies through your browser settings. Please note that disabling cookies may affect certain features of the Site, such as your shopping cart.
5. Behavioral Advertising
We use Personal Information to provide targeted advertisements or marketing communications we believe may interest you. Details on how targeted advertising works can be found at http://www.networkadvertising.org/understanding-online-advertising/how-does-it-work. Opt-out options are available for Facebook (https://www.facebook.com/settings/?tab=ads) and Google (https://www.google.com/settings/ads/anonymous), along with the Digital Advertising Alliance's portal at http://optout.aboutads.info/.
6. Do Not Track
Our Site's data collection and use practices remain unchanged in response to Do Not Track signals from your browser. If you wish to opt out of the sharing of your personal information for advertising purposes, please see the sections below or contact us at support@emmafy.com.
7. Your Rights (European Residents)
If you are a European resident, you have the right to access, correct, update, or request deletion of personal information. To exercise these rights, contact us through the information provided below.
Please note that we process your information to fulfill contracts and pursue legitimate business interests, and your information may be transferred outside of Europe.
8. Your California Privacy Rights (CCPA/CPRA)
If you are a California resident, you have the following rights regarding your personal information:
- Right to know: request details of the categories and specific pieces of personal information we have collected about you, the sources, the purposes, and the third parties with whom we share it.
- Right to delete: request deletion of the personal information we have collected from you, subject to certain legal exceptions.
- Right to correct: request correction of inaccurate personal information.
- Right to opt out of the sale or sharing of personal information: we share personal information such as identifiers and browsing activity with advertising partners for cross-context behavioural advertising. Under California law this is considered "sharing," even where no money is exchanged. You may opt out at any time.
- Right to non-discrimination: we will not deny you goods or services, charge you different prices, or provide a different level of service because you exercised any of these rights.
How to exercise these rights: email us at support@emmafy.com with the subject line "California Privacy Request" and tell us which right you would like to exercise. We will verify your identity using the information associated with your order or account, and respond within the timeframe required by law. You may also designate an authorised agent to submit a request on your behalf.
We do not knowingly sell or share the personal information of consumers under 16 years of age.
9. Other U.S. State Privacy Rights
Depending on where you live, you may have additional rights under your state's privacy laws, including in Virginia, Colorado, Connecticut, Utah, Texas, Oregon, Montana, and other states. These rights generally include the right to access, correct, delete, and obtain a copy of your personal information, and the right to opt out of targeted advertising.
Emmafy extends these rights to all United States residents. To exercise them, email us at support@emmafy.com with the subject line "U.S. Privacy Request." If we decline your request, you may appeal our decision by replying to our response.
10. Children's Privacy
Our Site is not directed to children, and we do not knowingly collect personal information from children under the age of 13 (or the minimum age required in your jurisdiction). If you believe a child has provided us with personal information, please contact us at support@emmafy.com and we will delete it.
11. Data Security
We take reasonable technical and organisational measures to protect your personal information against loss, misuse, and unauthorised access. Our store operates on Shopify's secure, PCI-compliant infrastructure, and payment details are handled directly by our payment providers. Please note that no method of transmission over the Internet is completely secure, and we cannot guarantee absolute security.
12. International Data Transfers
We ship worldwide and work with service providers located in different countries. Your personal information may therefore be transferred to, stored in, and processed in countries outside your country of residence, including the United States, where data protection laws may differ. Where required, we rely on appropriate safeguards for such transfers.
13. Data Retention
We retain your Order Information for as long as necessary to fulfil your order, provide customer support, and comply with our legal, accounting, and tax obligations — typically up to seven years. Device Information used for analytics and advertising is retained for shorter periods, in line with the retention settings of the tools listed in this policy. You may request deletion of your information at any time by contacting us.
14. Changes
This privacy policy may be updated periodically to reflect changes in our practices or for operational, legal, or regulatory reasons.
15. Contact Information
For more information, questions, or complaints regarding our privacy practices, contact us via email at support@emmafy.com.
We value your privacy and the information you consent to share in relation to our SMS marketing service. We use this information to send you text notifications (for your order, including abandoned checkout reminders), text marketing offers, and transactional texts, including requests for reviews from us. Opt-in data and consent for text messaging will not be shared with any third parties except for messaging partners, for the purpose of enabling and operating our text messaging program.
Our website uses cookies to keep track of items you put into your shopping cart, including when you have abandoned your checkout. This information is used to determine when to send cart reminder messages via SMS.
In addition, you agree to our Messaging Terms and Messaging Privacy Policy.