Privacy Policy

Last updated: June 11, 2025

African Pride operates this website and online store, including all related features, tools, content, and services (the "Services"), to provide you with a curated shopping experience. Our Services are powered by Shopify, which enables us to process transactions, host our storefront, and improve functionality.

This Privacy Policy explains how we collect, use, and disclose your personal information when you visit our site, use our Services, make a purchase, or interact with us. If there is any conflict between this Privacy Policy and our Terms of Service, this Privacy Policy will control with respect to the collection, processing, and disclosure of personal information.

By accessing or using the Services, you acknowledge that you have read and understand this Privacy Policy and agree to the practices described below.

Personal Information We Collect or Process

“Personal information” means data that identifies or can reasonably be linked to you. It does not include anonymous, aggregated, or de-identified information. Depending on how you interact with the Services, the personal information we collect may include:

• Contact details: name, email address, phone number, billing and shipping addresses.
• Financial information: credit/debit card details, payment confirmations, transaction information, and payment method data.
• Account information: username, password, preferences, and account settings.
• Transaction information: items browsed, added to cart or wishlist, purchased, returned, exchanged, or canceled.
• Communications: information you include when contacting customer support or otherwise communicating with us.
• Device information: IP address, browser type, device identifiers, network information.
• Usage information: data about how you browse, use, and interact with our Services.

Personal Information Sources

We collect personal information from the following sources:

• Directly from you when you create an account, place an order, or communicate with us.
• Automatically when you browse or interact with the Services, including via cookies and similar technologies.
• From service providers who support our operations (payment processors, shipping partners, analytics providers, etc.).
• From partners or other third parties when permitted by law.

How We Use Your Personal Information

We may use your personal information for the following purposes:

• Providing, personalizing, and improving the Services. This includes processing payments, fulfilling orders, managing accounts, storing preferences, facilitating returns, recommending products, and enhancing overall user experience.
• Marketing and advertising. We may send promotional emails, texts, or mail, and display personalized advertisements based on your activity.
• Security and fraud prevention. We use personal information to verify accounts, detect suspicious activity, protect users, and secure our Services.
• Customer communication. To provide support, respond to inquiries, and maintain our relationship with you.
• Legal compliance. To meet legal obligations, respond to valid requests, participate in legal proceedings, or enforce our policies.

How We Disclose Personal Information

We may share personal information in the following circumstances:

• With Shopify, vendors, and service providers who support operations such as analytics, payment processing, IT services, fulfillment, and customer support.
• With business or marketing partners to provide personalized advertising. You may opt out of targeted advertising here.
• When you request or consent to sharing information, such as through shipping services or social media log-ins.
• Within our corporate group or affiliates.
• As part of a business transaction (e.g., merger, acquisition, bankruptcy) or where required to comply with legal processes or protect our rights and users.

Relationship with Shopify

Shopify hosts our store and processes personal information to operate and enhance the Services. Information you provide may be transferred to Shopify or third parties in other countries.

Shopify may also process your data to provide enhanced features across merchants. In these cases, Shopify acts as the data controller of this processing.

For more information, visit the Shopify Consumer Privacy Policy or manage your rights through the Shopify Privacy Portal.

Third-Party Websites and Links

Our Services may contain links to third-party websites. We are not responsible for their privacy practices or content. Information shared on social media or other public platforms may be visible to others. Please review the privacy policies of any third-party sites you visit.

Children's Data

Our Services are not intended for children, and we do not knowingly collect information from individuals under the age of majority. If a child has provided personal information, please contact us to request deletion. We do not “sell” or “share” personal information of individuals under 16 as defined by applicable law.

Security and Retention of Your Information

We use reasonable measures to protect your information, but no method is completely secure. Avoid sending sensitive information through unsecure channels.

Retention periods vary based on account status, legal requirements, dispute resolution needs, and business purposes.

Your Rights and Choices

Depending on your location, you may have some or all of the rights listed below. These rights may apply only in certain circumstances.

• Right to Access / Know
• Right to Delete
• Right to Correct
• Right to Data Portability
• Right to Opt Out of Sale/Sharing for Targeted Advertising — you can opt out here.
• Managing communication preferences — unsubscribe links are provided in marketing emails.

Requests may require identity verification. You may designate an authorized agent to act on your behalf in accordance with applicable law.

Complaints

If you have concerns about how we handle your data, please contact us using the details below. Depending on your region, you may also have the right to file a complaint with your local data protection authority. A list of EEA authorities is available here.

International Transfers

We may transfer your personal information internationally. For transfers out of the EEA or UK, we rely on recognized legal mechanisms such as Standard Contractual Clauses unless the destination country provides adequate protections.

Changes to This Privacy Policy

We may update this Privacy Policy to reflect changes in our practices or legal requirements. Updates will be posted with a revised “Last updated” date.

Contact

If you have questions or wish to exercise your privacy rights, contact us at contact@africanpride.co or write to us at: 1942 Broadway, Boulder, Colorado 80302, United States.

We are the data controller of your personal information for purposes of applicable data protection laws.