Privacy Policy

Last updated: March 31, 2026

Graceful Boutique Miami 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"). Graceful Boutique Miami is a trading name of VELORA TRADING LIMITED, a company registered in England and Wales (Company No. 16700959), with a registered address at 24–26 Arcadia Avenue, London, N3 2JU, United Kingdom. Graceful Boutique Miami 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.

Data Controller

For the purposes of applicable data protection laws, including the UK General Data Protection Regulation (UK GDPR) and the EU General Data Protection Regulation (EU GDPR), the data controller is:

VELORA TRADING LIMITED
24–26 Arcadia Avenue, London, N3 2JU, United Kingdom
Email: support@gracefulboutiquemiami.com

Our company is registered in England and Wales and the owner/operator is based in the European Union (Netherlands). As a result, this Privacy Policy is designed to comply with three applicable frameworks: the California Consumer Privacy Act (CCPA), the UK GDPR, and the EU GDPR. Where these frameworks overlap, the stricter standard applies.

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. Depending on how you interact with the Services, we may collect or process the following categories:

  • 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, 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.
  • Cookie and tracking data including information collected through cookies, pixels, and similar tracking technologies placed by us or third-party advertising partners such as Meta (Facebook/Instagram) and Google.

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, including advertising networks and analytics providers.

Cookies and Tracking Technologies

We use cookies and similar tracking technologies to operate and improve the Services, personalise your experience, and serve you relevant advertising. These include:

  • Essential cookies — required for the website to function (e.g. shopping cart, checkout).
  • Analytics cookies — help us understand how visitors interact with the site (e.g. Google Analytics).
  • Advertising/retargeting cookies — placed by third-party partners such as Meta Pixel and Google Ads to show you relevant ads on other platforms based on your visit to our store.
  • Preference cookies — remember your settings and choices.

You can manage or withdraw your cookie consent at any time using the cookie banner displayed on your first visit to our site, or by adjusting your browser settings. Please note that disabling certain cookies may affect the functionality of the Services.

How We Use Your Personal Information

We process your personal information for the following purposes. Where required by UK GDPR or EU GDPR, the applicable legal basis is noted.

Provide, Tailor, and Improve the Services

We use your personal information to process payments, fulfil orders, manage your account, arrange shipping, facilitate returns and exchanges, and create a customised shopping experience for you.
Legal basis: Performance of a contract; Legitimate interests.

Marketing and Advertising

We use your personal information to send marketing communications by email, text message or postal mail, and to show you online advertisements based on your activity on the Services and other websites, including through Meta and Google advertising platforms.
Legal basis: Consent (where required by law); Legitimate interests. You may opt out at any time.

Security and Fraud Prevention

We use your personal information to authenticate your account, provide a secure payment and shopping experience, and detect, investigate, or take action regarding possible fraudulent, illegal, or malicious activity.
Legal basis: Legitimate interests; Legal obligation.

Communicating with You

We use your personal information to provide customer support, respond to enquiries, and maintain our business relationship with you.
Legal basis: Performance of a contract; Legitimate interests.

Legal Compliance

We use your personal information to comply with applicable law, respond to valid legal process including requests from law enforcement or government agencies, and enforce or investigate potential violations of our terms or policies.
Legal basis: Legal obligation; Legitimate interests.

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, vendors, and other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, customer support, cloud storage, fulfilment and shipping).
  • With business and marketing partners, including Meta and Google, to provide marketing services and advertise to you based on your online activity.
  • When you direct, request, 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, 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.

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.

To learn more about how Shopify uses your personal information and any rights you may have, visit the Shopify Consumer Privacy Policy. You may also exercise certain rights at the Shopify Privacy Portal.

International Transfers

Please note that we may transfer, store, and process your personal information outside the country you live in. Our company is based in the United Kingdom and the data controller is resident in the European Union (Netherlands).

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

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. 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 16. 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

We implement appropriate technical and organisational measures to protect your personal information against unauthorised access, loss, or misuse. Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee absolute security. We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us.

We retain your personal information for as long as necessary to fulfil the purposes set out in this Privacy Policy, including:

  • Order and transaction data: up to 7 years, to comply with tax and accounting obligations.
  • Account data: for the duration your account is active, plus a reasonable period thereafter.
  • Marketing data: until you opt out or withdraw consent.
  • Legal and compliance data: as required by applicable law.

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. These rights are not absolute and may apply only in certain circumstances.

  • 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 "sharing" of your personal information for purposes of targeted advertising. California residents may exercise this right by contacting us at the details below.
  • Right to Object or Restrict Processing. Under UK GDPR and EU GDPR, you may have the right to object to or request restriction of certain processing of your personal information, including processing based on legitimate interests or for direct marketing purposes.
  • Right to Withdraw Consent. Where we process your personal information based on your consent, you have the right to withdraw that consent at any time without affecting the lawfulness of processing carried out prior to withdrawal.
  • Managing Communication Preferences. You may opt out of receiving marketing emails at any time by using the unsubscribe option displayed in our emails. If you opt out, we may still send you non-promotional emails, such as those about your account or orders.

We support the Global Privacy Control (GPC) opt-out preference signal. If you visit our website with GPC enabled, we will treat this as a request to opt out of the sale or sharing of your personal information for the device and browser you use to visit the website.

You may exercise any of these rights by contacting us using the contact details provided below. We will not discriminate against you for exercising any of these rights. We may need to verify your identity before processing your request. You may also designate an authorised agent to make requests on your behalf.

Complaints

If you have complaints about how we process your personal information, please contact us using the contact details provided below.

  • If you are located in the United States (California), you may lodge a complaint with the California Privacy Protection Agency (CPPA).
  • If you are located in the United Kingdom, you may lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.
  • If you are located in the European Economic Area, you may lodge a complaint with your local supervisory authority. As the data controller is based in the Netherlands, the lead supervisory authority is the Autoriteit Persoonsgegevens (AP) at autoriteitpersoonsgegevens.nl.

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 contact us:

Email: support@gracefulboutiquemiami.com
Business: VELORA TRADING LIMITED, 24–26 Arcadia Avenue, London, N3 2JU, United Kingdom