Privacy Notice

Updated January 2026

Grace and Lace, Inc. ("Grace & Lace," "we," "us," or "our") respects your privacy and is committed to being transparent about how we collect, use, disclose, and protect your personal information.

This Privacy Policy describes how Grace & Lace collects, uses, shares, and otherwise processes personal information when you visit graceandlace.com, make a purchase, create an account, communicate with us, sign up for email or SMS marketing, participate in promotions, interact with our advertisements, or otherwise use our products and services (collectively, the "Services").

By using our Services, you acknowledge the practices described in this Privacy Policy.

1. Personal Information We Collect

The personal information we collect depends on how you interact with Grace & Lace.

We may collect information you provide directly to us, including:

• Contact information, such as your name, email address, telephone number, billing address, and shipping address.
• Order and transaction information, such as products purchased, order history, returns, exchanges, discounts, gift messages, and shipping preferences.
• Account information, such as login credentials and account preferences.
• Payment information. Payments are processed by our payment service providers. Grace & Lace generally does not directly store complete payment card information.
• Customer service information, including information you provide when contacting Customer Care, requesting a return, submitting feedback, or communicating with us.
• Marketing preferences, including your email and SMS subscription choices.
• Promotion information, including information submitted in connection with contests, sweepstakes, surveys, reviews, rewards programs, or other promotions.
• User-generated content, such as product reviews, photographs, comments, feedback, or other content you choose to submit.

When you visit or interact with our website, we and our service providers may automatically collect information such as:

• IP address
• Browser and device type
• Device identifiers
• Operating system
• Pages viewed
• Products viewed or added to your cart
• Search activity
• Links clicked
• Referring and exit pages
• Date and time of visits
• Approximate location derived from IP address
• Shopping and checkout activity
• Advertising interactions
• Cookie and similar technology identifiers

We may collect this information through cookies, pixels, tags, software development kits, server-side technologies, and similar technologies.

2. How We Use Personal Information

We may use personal information to:

• Process and fulfill orders;
• Process payments, returns, refunds, and exchanges;
• Create and maintain customer accounts;
• Provide customer service;
• Communicate with you regarding orders, accounts, and customer service requests;
• Send transactional messages, including order and shipping confirmations;
• Send marketing emails and SMS messages where permitted;
• Personalize your shopping experience;
• Recommend products and content;
• Maintain shopping carts and identify abandoned carts;
• Operate our rewards, loyalty, referral, or promotional programs;
• Measure and improve our website, products, marketing, and customer experience;
• Conduct analytics and understand how customers use our Services;
• Measure advertising effectiveness;
• Provide and measure advertising;
• Detect, investigate, and prevent fraudulent transactions, security incidents, and other unlawful activity;
• Protect the security and integrity of our Services;
• Comply with applicable laws, regulations, legal proceedings, and governmental requests;
• Enforce our agreements and policies; and
• Carry out other purposes disclosed to you at the time information is collected or with your consent.

3. Cookies and Similar Technologies

Grace & Lace and our service providers use cookies and similar technologies to operate our website, remember preferences, understand website usage, improve performance, measure marketing effectiveness, and provide or measure advertising.

These technologies may include:

Essential technologies necessary for the website, shopping cart, checkout, security, and other core functionality.

Analytics technologies that help us understand how visitors interact with our website and improve its performance.

Functional technologies that remember choices and provide enhanced website functionality.

Advertising technologies that may be used to measure advertising, understand interactions with our marketing, and provide advertisements based on browsing activity.

Where required by applicable law, you may manage non-essential cookies through the privacy or cookie controls available on our website.

You may also adjust cookie settings through your browser. Blocking certain cookies may affect website functionality.

4. Advertising and Analytics

We may work with advertising, social media, and analytics providers to understand use of our Services, measure advertising performance, and deliver or measure advertising.

Depending on the technologies used, these providers may receive information such as device identifiers, IP address, browsing activity, product interactions, purchase activity, and other online activity.

Under certain U.S. state privacy laws, some disclosures involving advertising technologies may be considered a "sale," "sharing," or use of personal information for "targeted advertising," even when no money is exchanged.

Where required by applicable law, you may opt out through the Your Privacy Choices link available on our website or through a recognized opt-out preference signal, such as Global Privacy Control.

5. How We Disclose Personal Information

We may disclose personal information to third parties when reasonably necessary to operate our business and provide our Services.

These recipients may include:

Service providers and contractors. Companies that assist with ecommerce hosting, payment processing, order fulfillment, shipping, inventory management, customer service, communications, email and SMS delivery, analytics, fraud prevention, website functionality, and other business operations.

Advertising and analytics partners. Companies that help us measure website activity, understand marketing performance, or provide advertising.

Payment providers. Companies that securely process payments and related financial transactions.

Shipping and fulfillment providers. Carriers and other companies that help fulfill and deliver orders.

Professional advisors. Lawyers, accountants, auditors, insurers, consultants, and other professional service providers.

Governmental and legal authorities. We may disclose information when we reasonably believe disclosure is required by law, subpoena, court order, legal proceeding, governmental request, or to protect our rights, customers, employees, or others.

Business transaction recipients. If Grace & Lace is involved in a merger, acquisition, financing, reorganization, bankruptcy, sale of assets, or similar transaction, personal information may be transferred as part of that transaction.

We may also disclose information at your direction or with your consent.

6. Our Service Providers and Technology Partners

Grace & Lace uses third-party providers to help operate our business and Services. Depending on our current technology configuration, these may include providers for:

• Ecommerce and website hosting
• Payment processing
• Email and SMS communications
• Analytics
• Advertising
• Order and inventory management
• Shipping and fulfillment
• Customer service
• Fraud prevention
• Buy-now-pay-later services
• Rewards and loyalty programs
• Reviews and customer-generated content

Our service providers maintain their own privacy practices. We encourage you to review their privacy policies when appropriate.

Our service provider list may change as our business and technology evolve.

7. Email Marketing

If you subscribe to Grace & Lace marketing emails, we may use your email address to send product announcements, promotions, offers, news, and other marketing communications.

You can unsubscribe at any time by using the unsubscribe link included in our marketing emails.

Unsubscribing from marketing emails will not prevent us from sending transactional or service-related communications, such as order confirmations, shipping notifications, account notices, or responses to customer service requests.

8. SMS/Text Messaging

If you choose to receive text messages from Grace & Lace, we may use your mobile telephone number and related information to send the messages you requested, including promotional messages where you have provided the required consent.

Our website may use cookies or similar technologies to identify shopping cart activity, including abandoned carts, for purposes of sending cart reminders where permitted.

We do not sell or share your SMS opt-in consent with third parties for their own unrelated marketing purposes.

We may disclose your mobile number and SMS consent status to service providers that help us operate our messaging program, such as messaging platforms and telecommunications providers.

Consent to receive marketing text messages is not a condition of purchase. Message and data rates may apply. Message frequency may vary.

You may opt out of marketing text messages according to the instructions provided in the applicable message or our Mobile Terms.

9. Data Retention

We retain personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy, including to:

• Fulfill orders and provide Services;
• Maintain business and transaction records;
• Meet tax, accounting, and other legal obligations;
• Prevent fraud and maintain security;
• Resolve disputes;
• Enforce agreements; and
• Establish, exercise, or defend legal claims.

Retention periods vary depending on the type of information, why it was collected, applicable legal requirements, and legitimate business needs.

When personal information is no longer reasonably necessary, we may delete, anonymize, or otherwise dispose of it in accordance with applicable law.

10. Security

Grace & Lace uses reasonable administrative, technical, and physical safeguards designed to protect personal information from unauthorized access, disclosure, alteration, misuse, or destruction.

However, no website, electronic transmission, or information-storage system can be guaranteed to be completely secure. You are responsible for maintaining the confidentiality of your account credentials and should contact us if you believe your account or personal information has been compromised.

11. Children's Privacy

Our Services are intended for a general audience and are not directed to children under 13.

We do not knowingly collect personal information directly from children under 13 without appropriate parental consent. If we learn that we have collected personal information from a child under 13 in a manner inconsistent with applicable law, we will take appropriate steps to delete it.

We do not knowingly sell or share the personal information of consumers under 16 without the affirmative authorization required by applicable law.

12. Your Privacy Rights

Depending on where you live, applicable privacy law may provide you with certain rights regarding your personal information.

These rights may include the right to:

• Know or access personal information we maintain about you;
• Obtain information about the categories of personal information we collect, use, disclose, sell, or share;
• Request a copy of certain personal information;
• Request deletion of personal information;
• Request correction of inaccurate personal information;
• Opt out of the sale or sharing of personal information;
• Opt out of targeted advertising where applicable;
• Limit certain uses or disclosures of sensitive personal information where applicable;
• Withdraw consent where processing is based on consent;
• Obtain a portable copy of certain information;
• Appeal certain decisions regarding a privacy request where applicable; and
• Exercise your privacy rights without unlawful discrimination.

Not every right applies in every jurisdiction or circumstance.

To exercise an applicable privacy right, please contact us using one of the methods provided in the Contact Us section below or use the Your Privacy Choices link on our website where available.

We may need to verify your identity before processing certain requests. We will use information provided for verification only as permitted by applicable law.

You may also use an authorized agent to make certain requests on your behalf where permitted by law. We may require documentation demonstrating the agent's authority and may ask you to verify your identity directly with us.

13. U.S. State Privacy Rights

Residents of certain U.S. states may have additional rights under their state's privacy laws.

Depending on the applicable law, these rights may include access, correction, deletion, portability, opt-out rights relating to targeted advertising, sale or sharing of personal information, certain profiling activities, and the right to appeal a decision concerning a privacy request.

Grace & Lace will process applicable privacy requests in accordance with the law governing the requesting consumer.

If you are a California resident and the California Consumer Privacy Act, as amended ("CCPA"), applies to Grace & Lace's processing of your personal information, you may have the following rights:

Right to Know/Access. You may request information regarding the personal information we have collected about you, including applicable categories, sources, purposes, and recipients.

Right to Delete. You may request deletion of personal information we collected from you, subject to legal exceptions.

Right to Correct. You may request correction of inaccurate personal information we maintain about you.

Right to Opt Out of Sale or Sharing. You may direct us not to sell or share your personal information as those terms are defined under California law.

Right to Limit Use and Disclosure of Sensitive Personal Information. If we use or disclose sensitive personal information for purposes that trigger this right under California law, you may direct us to limit that use or disclosure.

Right to Non-Discrimination. We will not unlawfully discriminate against you because you exercised a privacy right.

Depending on your interactions with Grace & Lace, we may collect the following categories of personal information:

• Identifiers, such as name, email address, postal address, telephone number, IP address, and account identifiers;
• Customer records information, such as contact, billing, and payment-related information;
• Commercial information, such as purchase history, products viewed, shopping activity, and preferences;
• Internet or other electronic network activity, such as browsing, website interaction, and advertising interaction information;
• Approximate geolocation information, such as location inferred from an IP address;
• Inferences that may be generated from shopping preferences or interactions with our Services; and
• Other information you voluntarily provide to us.

We collect these categories from you directly, automatically through your interaction with our Services, and from service providers and business partners.

We use these categories for the business and commercial purposes described throughout this Privacy Policy.

Grace & Lace does not sell personal information for money.

However, our use of certain advertising and analytics technologies may constitute "selling" or "sharing" personal information under the CCPA or similar activity under other state privacy laws.

Depending on our advertising technologies and your interaction with our Services, categories involved may include identifiers, internet or electronic network activity, commercial information, and related advertising information.

You may exercise applicable opt-out rights through our Your Privacy Choices link.

Where required by applicable law, Grace & Lace recognizes qualifying browser-based opt-out preference signals, including Global Privacy Control ("GPC"), as a request to opt out of the sale or sharing of personal information associated with that browser or device.

If you are logged into an account and applicable law requires us to associate the signal with your account, we will do so as required by law.

14. Sensitive Personal Information

We may process certain information that qualifies as sensitive personal information under applicable law when necessary to provide our Services, process transactions, prevent fraud, maintain security, or comply with legal obligations.

We do not use sensitive personal information to infer characteristics about consumers unless disclosed to you and permitted by applicable law.

If our practices trigger a legal right to limit the use or disclosure of sensitive personal information, we will provide an appropriate method for exercising that right.

15. International Visitors

Grace & Lace is based in the United States. If you access our Services from outside the United States, your personal information may be transferred to, stored in, or processed in the United States or other countries where we or our service providers operate.

These countries may have privacy laws that differ from those in your country.

Where required by applicable law, we use appropriate safeguards for international transfers of personal information.

Residents of the European Economic Area, United Kingdom, or other jurisdictions may have rights regarding access, correction, deletion, restriction, portability, objection, withdrawal of consent, and complaints to an applicable supervisory authority.

16. Social Media and Third-Party Features

Our Services may include links to social media platforms, social sharing features, embedded content, or links to third-party websites.

Your interactions with those services are governed by the privacy policies of the applicable third parties. Grace & Lace is not responsible for the privacy practices of websites or services we do not control.

17. Changes to This Privacy Policy

We may update this Privacy Policy periodically to reflect changes in our business, technology, legal requirements, or privacy practices.

When we make material changes, we will update the Last Updated date at the top of this policy and provide additional notice where required by applicable law.

We encourage you to review this Privacy Policy periodically.

18. Contact Us

If you have questions about this Privacy Policy, our privacy practices, or would like to exercise an applicable privacy right, you may contact us at:

Grace and Lace, Inc.
Attn: Data Controller
2000 Windy Terrace Rd., Suite 11A
Cedar Park, TX 78613
Phone: 888-457-2563
Email:support@graceandlace.com

You may also contact us through the Customer Care contact form available on graceandlace.com.

For choices relating to sale, sharing, or targeted advertising, please use the Your Privacy Choices link available on our website where applicable.

© 2012–2026 Grace and Lace, Inc. All rights reserved.