Privacy policy
PRIVACY POLICY
Last updated: August 26, 2026
LUMIYUE LTD, trading as Lumiyue (“Lumiyue”, “we”, “us” or “our”), operates this store and website. LUMIYUE LTD is the data controller responsible for the personal information described in this Privacy Policy.
Lumiyue is powered by Shopify, which enables us to provide our website, checkout and related services.
This Privacy Policy explains how we collect, use, disclose, retain and otherwise process personal information when you visit or use our website, place an order, submit personalization details, contact us or otherwise interact with our services (collectively, the “Services”).
If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy will control in relation to the collection, use, processing, retention and disclosure of personal information.
Please read this Privacy Policy carefully. By accessing or using our Services, you acknowledge that you have read and understood the practices described in this Privacy Policy.
PERSONAL INFORMATION WE COLLECT OR PROCESS
When we use the term “personal information”, we mean information that identifies you or can reasonably be linked to you or another individual.
Personal information does not include information that has been anonymized or de-identified so that it can no longer reasonably identify or be linked to an individual.
The personal information we collect depends on how you interact with our website and Services.
Contact Information
We may collect your name, billing address, shipping address, email address and telephone number.
Order and Transaction Information
We may collect information about products you view, place in your cart or purchase, together with order details, transaction records, payment status, refunds, replacements, cancellations and previous communications concerning an order.
Personalization Information
We may collect photographs, names, text, design preferences, customization instructions and other content submitted in connection with a personalized order.
A submitted photograph may contain personal information if an identifiable person appears in the image or if the image can otherwise be linked to an individual.
Please only submit photographs and information that you are authorized to provide. Do not submit more personal information than is reasonably necessary for your personalized order.
Payment Information
Payment and transaction information may include the payment method, payment status and transaction confirmation.
Complete payment card information is processed securely by Shopify and our payment providers. Lumiyue does not ordinarily receive or store complete payment card numbers.
Account Information
If customer accounts are available and you choose to create an account, we may process your login details, account preferences, saved addresses, order history and account settings.
Communications
We may collect information that you provide when submitting a customer service inquiry, privacy request, complaint, review or other communication.
Device and Usage Information
We may collect information about your device, browser, network connection, IP address, cookie identifiers and how and when you access, use or navigate our website.
Preferences and Inferences
Where permitted by applicable law, we may process preferences and limited inferences based on how you interact with our website, products, advertisements and communications.
PERSONAL INFORMATION SOURCES
Directly From You
We collect information directly from you when you visit our website, place an order, create an account, submit a photograph or other personalization information, contact us, submit a form or otherwise provide information to us.
Automatically Through Our Website
We may collect information automatically from your device through cookies, pixels, local storage and similar technologies when you access or use our website.
From Service Providers
We may receive information from Shopify, payment providers, production and fulfilment partners, shipping carriers, analytics providers, fraud prevention providers, customer support providers and other companies that support our business operations.
From Business and Advertising Partners
Where permitted by applicable law and where we use such services, we may receive information from advertising platforms, analytics providers and other business partners.
INFORMATION REQUIRED TO PROVIDE OUR SERVICES
Certain personal information is necessary for us to enter into or perform a contract with you.
For example, we may need your name, contact details, delivery address, payment confirmation and relevant order information to process and deliver an order.
If you do not provide required information, we may be unable to process an order, provide a requested service or respond effectively to an order-related request.
HOW WE USE PERSONAL INFORMATION
Providing and Improving the Services
We may use personal information to provide, operate, maintain and improve our website and Services.
This includes processing and confirming payments, reviewing personalization information, producing personalized products, fulfilling and shipping orders, providing tracking information, managing customer accounts and responding to customer support requests.
We may also use personal information to process cancellations, replacements, remakes, reshipments, refunds and other order-related resolutions.
Personalized Orders
We use customer-submitted photographs, names, text, design preferences and other customization details to review, produce, fulfil and support personalized orders.
Customer-submitted photographs and personalization content will not be used in public advertising, social media posts or other promotional materials without the customer’s permission.
Order Communications
We may use your contact information to send order confirmations, production updates, shipping notifications, tracking information, delivery updates, customer service messages and other communications necessary to manage your order.
Marketing and Advertising
Where permitted by applicable law, we may use personal information to send promotional emails, recommend products, display advertisements and measure the effectiveness of our marketing.
Where consent is required, we will request consent before sending marketing communications or using personal information for personalized advertising.
You may unsubscribe from promotional emails at any time by using the unsubscribe link included in those emails.
Even if you unsubscribe from promotional communications, we may continue to send non-promotional messages relating to your account, orders, payments, production, shipping, customer support, security, legal notices or changes to our policies.
Security and Fraud Prevention
We may use personal information to authenticate accounts, provide a secure shopping and payment experience, prevent fraud, investigate suspicious activity, protect our website and systems and enforce our Terms of Service and other policies.
Communicating With You
We may use personal information to respond to questions, requests, complaints and customer service inquiries.
We may also use personal information to respond to privacy rights requests and notify you about material changes to our Services, policies or business practices.
Legal and Regulatory Purposes
We may use personal information to comply with applicable laws, tax obligations, accounting requirements, consumer protection rules and other legal duties.
We may also use personal information to respond to valid legal requests, resolve disputes, enforce agreements and establish, exercise or defend legal claims.
LEGAL BASES FOR PROCESSING
Where United Kingdom or European data protection law applies, we process personal information under one or more of the following legal bases.
Contract
We process personal information where necessary to accept, produce, fulfil, deliver and support an order, manage a customer account or provide a service requested by the customer.
Legal Obligation
We process personal information where necessary to comply with applicable tax, accounting, consumer protection, regulatory and other legal obligations.
Legitimate Interests
We may process personal information where necessary for our legitimate interests in operating and improving our business, providing customer support, preventing fraud, securing our website, maintaining appropriate business records and establishing, exercising or defending legal claims.
Before relying on legitimate interests, we consider whether our interests are overridden by the rights and interests of the affected individual.
Consent
We rely on consent where required for promotional communications, non-essential cookies, personalized advertising or another activity for which consent is legally required.
You may withdraw your consent at any time. Withdrawing consent will not affect the lawfulness of processing that occurred before consent was withdrawn.
HOW WE DISCLOSE PERSONAL INFORMATION
We may disclose personal information to third parties where reasonably necessary for contractual, operational, legal or other legitimate business purposes.
Shopify
We disclose information to Shopify, which hosts and supports our website, checkout and related Services.
Payment Providers
We disclose transaction and payment information to payment processors, banks and other financial service providers where necessary to process payments, refunds and related transactions.
Production and Fulfilment Partners
We may disclose customer-submitted photographs, names, personalization details, order information and delivery details to production and fulfilment partners in China where necessary to review, produce, fulfil and support personalized orders.
Shipping and Logistics Providers
We may disclose names, addresses, telephone numbers, order information and other necessary delivery details to shipping carriers, logistics providers, customs authorities and related service providers.
Technology and Business Service Providers
We may disclose information to website hosting providers, cloud storage providers, information technology providers, fraud prevention providers, customer support providers, analytics providers and other vendors that perform services on our behalf.
Marketing and Advertising Providers
Where we use these services and applicable law permits, we may disclose limited information to advertising, analytics and marketing providers to measure campaigns or display relevant advertising.
Customer-Directed Disclosures
We may disclose information when you request, direct, authorize or consent to the disclosure.
Business Transactions
We may disclose information in connection with a proposed or completed merger, acquisition, restructuring, financing, asset transfer, sale or similar business transaction.
Legal and Safety Purposes
We may disclose information where reasonably necessary to comply with applicable law, respond to valid legal process, enforce our agreements, prevent fraud, protect our rights or protect the rights and safety of customers, service providers or others.
We do not sell personal information for money.
Certain advertising, analytics or personalization activities may be treated as a “sale”, “sharing” or “targeted advertising” under some privacy laws even where no money is exchanged. Where applicable, you may exercise the opt-out rights described below.
RELATIONSHIP WITH SHOPIFY
Our website and Services are hosted by Shopify.
Shopify collects and processes personal information relating to your access to and use of our website in order to provide, support, secure and improve Shopify services and the shopping experience.
Information submitted through our website may be transmitted to and processed by Shopify and other service providers that support the operation of our store. These parties may be located in countries other than the country in which you live.
In some circumstances, Shopify acts as our service provider and processes information according to our instructions. In other circumstances, Shopify may independently determine how and why it processes personal information for its own purposes.
Where Shopify Network Intelligence or related Enhanced Services are enabled, Shopify may use information concerning your interactions with our store, other merchants and Shopify to help provide more personalized shopping experiences, improve services, measure performance, prevent fraud and display more relevant advertising.
Information may be shared with Shopify and relevant third parties, including parties located in other countries, where necessary to provide these services.
For more information, please review the Shopify Consumer Privacy Policy:
https://www.shopify.com/legal/privacy/consumers
You may also review or manage certain Shopify privacy preferences through Shopify’s Privacy Controls:
https://privacy.shopify.com/en
COOKIES AND SIMILAR TECHNOLOGIES
We and our service providers may use cookies, pixels, local storage and similar technologies to operate and secure our website, remember preferences, keep products in the shopping cart, support checkout, understand website use, measure performance, prevent fraud and provide advertising where permitted.
Some cookies are necessary for the website and checkout to function. Other cookies, including certain analytics, advertising and personalization cookies, are non-essential.
Where required by applicable law, non-essential cookies will not be activated until you provide consent.
You can accept, reject or change your cookie preferences through the cookie preference tool available on our website.
You may also manage cookies through your browser settings. Disabling certain cookies may affect the availability or functionality of parts of our website.
Withdrawing consent will not affect the lawfulness of processing that occurred before consent was withdrawn.
THIRD-PARTY WEBSITES AND LINKS
Our website may contain links to websites, applications or online platforms operated by third parties.
If you follow a link to a third-party service that is not owned or controlled by us, you should review that third party’s privacy policy, security practices and terms.
We are not responsible for the privacy, security, accuracy, availability or reliability of third-party websites, applications, products or services.
The inclusion of a third-party link does not necessarily mean that Lumiyue endorses the third party or its products and services.
CHILDREN’S DATA
Our website and Services are not directed to children under 16 years of age, and we do not knowingly collect personal information directly from children under 16.
If you are a parent or legal guardian and believe that a child has provided personal information to us, please contact us at hello@lumiyue.com to request review and deletion of that information.
We do not knowingly sell or share, as those terms may be defined under applicable law, personal information belonging to children under 16 years of age.
SECURITY OF PERSONAL INFORMATION
We use reasonable administrative, technical and organizational safeguards designed to protect personal information against unauthorized access, disclosure, alteration, loss, misuse or destruction.
However, no security system, transmission method or storage system is completely secure. We cannot guarantee absolute or perfect security.
Information transmitted through the internet or by email may not be fully secure while in transit. Please do not send complete payment card numbers, account passwords or other highly sensitive information through unsecured email or communication channels.
RETENTION OF PERSONAL INFORMATION
We retain personal information only for as long as reasonably necessary to fulfil the purposes described in this Privacy Policy or as required by applicable law.
The applicable retention period depends on the type of information, the reason it was collected and whether it is needed to maintain an account, produce or support an order, comply with tax or accounting obligations, prevent fraud, resolve disputes or establish, exercise or defend legal claims.
Order and transaction records may be retained for the period required by applicable tax, accounting, consumer protection and legal obligations.
Customer-submitted photographs and personalization information are retained only for as long as reasonably necessary to produce, fulfil and support the applicable order, resolve order-related issues and comply with legal obligations.
Where information is stored in system backups, it may remain in those backups until the backup is securely overwritten or deleted in accordance with the applicable retention cycle.
When personal information is no longer required, we may delete, anonymize, aggregate or securely dispose of it, subject to applicable law.
YOUR RIGHTS AND CHOICES
Depending on where you live and subject to applicable law, you may have some or all of the rights described below.
These rights are not absolute and may be subject to legal exceptions. We may decline or limit a request where permitted or required by applicable law.
Right to Access
You may have the right to request confirmation of whether we process your personal information and receive a copy of the personal information we hold about you.
Right to Correction
You may have the right to request correction of inaccurate or incomplete personal information.
Right to Deletion
You may have the right to request deletion of personal information, subject to applicable legal exceptions and retention requirements.
Right to Restriction
You may have the right to request that we restrict certain processing of your personal information.
Right to Data Portability
You may have the right to receive certain personal information in a structured, commonly used and machine-readable format and, where applicable, request that it be transferred to another organization.
Right to Object
You may have the right to object to certain processing based on legitimate interests.
You have the right to object to the use of your personal information for direct marketing at any time.
Right to Withdraw Consent
Where processing is based on consent, you may withdraw that consent at any time.
Withdrawing consent will not affect the lawfulness of processing that occurred before consent was withdrawn.
Right to Opt Out of Sale, Sharing or Targeted Advertising
Depending on where you live, you may have the right to opt out of the sale or sharing of personal information or processing for targeted advertising.
Where available, you may exercise these rights through the Your Privacy Choices page, privacy preference tools, opt-out tools or cookie tools provided through our website or Shopify.
Global Privacy Control
If you visit our website with a Global Privacy Control preference signal enabled, we may treat that signal as an opt-out request for the browser and device that transmitted the signal where required by applicable law.
Other than Global Privacy Control signals where legally required, we do not necessarily recognize other “Do Not Track” signals sent by browsers or devices.
MANAGING COMMUNICATION PREFERENCES
You may unsubscribe from promotional emails at any time by using the unsubscribe link included in those emails.
Even after opting out of marketing communications, we may continue to send non-promotional messages concerning your account, orders, payments, production, shipping, tracking, customer service, security, legal notices or changes to our Services and policies.
EXERCISING YOUR RIGHTS
You may exercise applicable privacy rights by contacting us at hello@lumiyue.com.
Please describe the right you wish to exercise and provide sufficient information for us to identify the relevant records.
We may need to verify your identity before processing a request, as permitted or required by law.
Where applicable, you may authorize another person to submit a request on your behalf. We may require proof that the person is authorized to act for you and may also ask you to verify your identity directly with us.
We will not discriminate against you for exercising an applicable privacy right.
We will respond to verified requests within the time required by applicable law.
Requests concerning information independently controlled by Shopify may need to be submitted through Shopify’s Privacy Controls:
https://privacy.shopify.com/en
COMPLAINTS
If you have concerns or complaints about how we process personal information, please contact us at hello@lumiyue.com.
We encourage you to contact us first so that we have an opportunity to review and address your concern.
Depending on where you live, you may also have the right to appeal a decision concerning a privacy request or submit a complaint to your local data protection, privacy or regulatory authority.
If you are located in the United Kingdom, you have the right to lodge a complaint with the Information Commissioner’s Office:
https://ico.org.uk/make-a-complaint/
INTERNATIONAL TRANSFERS
We may transfer, store and process personal information outside the country in which you live.
For example, personal information may be processed by Shopify, our production and fulfilment partners in China, payment providers, technology providers, analytics providers, shipping carriers and other service providers located in different countries.
These countries may have data protection laws that differ from those in your country.
Where required by applicable law, we take steps designed to protect personal information transferred internationally.
These measures may include an adequacy regulation or decision, the United Kingdom International Data Transfer Agreement, the United Kingdom International Data Transfer Addendum, the European Commission’s Standard Contractual Clauses or another legally recognized transfer mechanism.
You may contact us at hello@lumiyue.com if you would like additional information about the safeguards applicable to a particular transfer, subject to legal and confidentiality restrictions.
CHANGES TO THIS PRIVACY POLICY
We may update this Privacy Policy from time to time to reflect changes to our business practices, Services, technology, legal requirements or operational needs.
When we update this Privacy Policy, we will publish the revised version on our website and update the “Last updated” date.
Where required by applicable law, we will provide additional notice of material changes.
CONTACT US
The data controller responsible for this Privacy Policy is LUMIYUE LTD, trading as Lumiyue.
Email: hello@lumiyue.com
Postal correspondence address:
128 City Road
London
EC1V 2NX
United Kingdom
This address is provided for business, legal and privacy-related correspondence only. It is not our production, fulfilment, shipping or return address.