Privacy policy
This Privacy Policy explains how Pure & Co. ("we", "us", "our") collects, uses, stores, and protects your personal information when you visit pureandco.com, make a purchase, or otherwise interact with our services (the "Services"). We operate this store using Shopify as our e-commerce platform and hosting provider. By using our Services, you acknowledge that you have read and understood this Privacy Policy.
- Data Controller / Business Information
ELK Product, Sole Proprietorship, registered under number 86627902 and trading as Pure & Co., is responsible for managing your personal information under the Australian Privacy Act 1988 and the Australian Privacy Principles (APPs). Shopify acts as our data processor and service provider.
- Information We Collect
A. Information you provide directly
- Name
- Billing and shipping address
- Email address
- Phone number
- Payment information (processed securely – we do not store full card numbers)
- Order details (purchases, returns, support inquiries)
- Personalisation details you supply for custom jewellery, such as names, dates, initials, and photos you upload for photo lockets or photo bracelets
B. Information collected automatically
Using cookies, analytics, and tracking technologies, we collect IP address, browser type and device information, pages viewed and time spent on the site, and cart activity (items added/removed, abandoned carts).
C. Information from third parties
We may receive additional information from payment providers, Shopify, and advertising and marketing partners (Meta). We do not buy or sell personal information.
- How We Use Your Information
We use your information for purposes permitted under the Australian Privacy Principles, including:
A. To process your orders – create and manage your customer account, process secure payments, produce personalised items using the names or photos you supply, fulfil and deliver your order, provide tracking and status updates, and handle returns and exchanges.
B. To provide customer support – respond to questions, complaints, and product issues, and assist with delivery problems.
C. To improve and personalise our Services – analyse website performance, improve product offerings and navigation, and display content and recommendations relevant to you.
D. Marketing & advertising (with consent where required) – send newsletters or promotional emails and display personalised or general ads on and off our site. You may unsubscribe at any time using the link in our emails or by contacting us. We may create customer segments or behavioural profiles based on browsing and purchase activity. You may opt out of profiling by contacting info@pureandco.com.
E. Fraud prevention & security – detect and prevent fraudulent transactions and ensure account and payment security.
F. Legal compliance – comply with Australian tax and accounting obligations, consumer protection laws, and law enforcement requests where required.
- Photos & Personalisation Data
Photos and names you upload for personalised jewellery are used solely to produce your order. They are shared only with the production partner that makes your item and are not used for marketing or displayed publicly without your explicit permission. We retain personalisation files for up to 90 days after delivery to handle any remakes or quality issues, after which they are deleted. You may request earlier deletion by contacting us.
- How We Share Your Information
We only share information when necessary to operate our business:
A. Shopify – hosts our store, processes payments, and provides analytics and fraud detection.
B. Service Providers – payment processors, shipping and logistics partners, production partners for personalised items, IT and analytics providers, and email and marketing platforms. These providers may only use your information to perform services for us.
C. Marketing Partners – we may share hashed or pseudonymised identifiers with advertising partners (such as Meta) so they can display relevant ads. Partners use this information under their own privacy policies.
D. Legal Obligations – we may disclose information to government authorities or law enforcement if required by Australian law.
We do not sell or trade personal information.
- Cookies & Tracking Technologies
We use cookies, pixels, and similar technologies to enable essential website features (checkout, preferences, login), analyse site usage and performance, and support advertising, retargeting, and measurement. You can control cookies through your browser settings or through our cookie banner when visiting pureandco.com. Disabling cookies may affect certain website functions.
- Data Storage & Security
We use reasonable technical and organisational measures to protect your personal information. However, no method of transmission or storage is completely secure. Your information may be stored on secure servers in Australia and by Shopify, which may store and process information in Australia, Canada, the United States, or other regions under its Data Processing Addendum and international safeguards. We retain personal information only as long as necessary for the purposes outlined in this Policy or as required by Australian law.
- International Data Transfers
Some service providers (including Shopify, production partners, and advertising partners) may process data outside Australia. Where information is transferred overseas, we rely on contractual safeguards, Shopify's international data transfer protections, and reasonable steps required under the Australian Privacy Principles.
- Your Rights Under the Australian Privacy Act
You have the right to access the personal information we hold about you, request correction of inaccurate or incomplete information, withdraw consent for marketing at any time, and complain if you believe your privacy rights have been breached. To exercise your rights, contact us at info@pureandco.com. We may ask you to verify your identity. If you believe we have not handled your information correctly, you may lodge a complaint with the Office of the Australian Information Commissioner (OAIC).
- Children's Privacy
Our Services are not intended for children under 13. We do not knowingly collect personal information from children. If you believe a child has submitted personal data, contact us so we can delete it.
- Third-Party Links
Our website may contain links to external sites. We are not responsible for their content or privacy practices. Please review their policies before providing information.
- Changes to This Privacy Policy
We may update this Policy from time to time. The "Last Updated" date at the top reflects the most recent version. Where required, we will notify customers of significant changes.
- Contact Information
Customer Service Hours: Monday–Friday: 9:00–17:00 (AEST/AEDT)
Email: info@pureandco.com
Support is provided from the Netherlands, with dedicated English-language customer service for Australian customers. We aim to respond within 24 hours on business days.