Privacy Policy

Last updated: 22 September 2026

Pretty Little Charm respects your privacy and is committed to handling personal information responsibly.

This Privacy Policy explains what information we collect, why we collect it, how it may be used or disclosed and the choices available to you when you visit prettylittlecharm.com, create an account, place an order, contact us or subscribe to our emails.

Information We Collect

Depending on how you interact with Pretty Little Charm, we may collect the following information.

Contact Information

This may include your:

• Name

• Email address

• Telephone number

• Billing address

• Delivery address

Order and Account Information

This may include:

• Products purchased or viewed

• Order history

• Account details

• Product preferences

• Loyalty program activity and rewards

• Returns, refunds, replacements and warranty claims

• Customer service communications

Payment and Transaction Information

When you make a purchase, payment information is collected and processed by Shopify and the payment provider you select.

Payment providers may include PayPal, Afterpay and Zip.

Pretty Little Charm does not ordinarily receive or store your complete payment card number. We may receive limited transaction information, such as the payment method, payment status, billing details and transaction reference.

Device and Website Usage Information

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

• Your IP address

• Browser and device type

• Operating system

• Device identifiers

• Pages viewed

• Products viewed or added to your cart

• Referring website or advertisement

• Approximate location based on your IP address

• Website interactions

• Cookie and similar technology information

Information You Provide Voluntarily

We may collect information you voluntarily provide through:

• Product reviews

• Surveys

• Promotions or giveaways

• Email subscriptions

• Customer support requests

• Social media interactions

• Other communications with Pretty Little Charm

How We Use Your Information

We may use personal information to:

• Process payments and complete purchases

• Pack, fulfil, dispatch and deliver orders

• Provide order confirmations, tracking information and delivery updates

• Manage customer accounts and loyalty benefits

• Process cancellations, returns, refunds, replacements and warranty claims

• Respond to enquiries and provide customer support

• Verify claims involving missing, damaged, incorrect or undelivered items

• Operate, maintain, secure and improve our website

• Personalise product recommendations and your shopping experience

• Understand how customers use our website

• Measure website, advertising and campaign performance

• Detect and prevent fraud, misuse, security incidents and unauthorised transactions

• Comply with legal, tax, accounting, record keeping and regulatory obligations

• Establish, exercise or defend legal claims

• Send promotional emails where you have subscribed or where otherwise permitted by law

Why We Process Personal Information

Where applicable privacy law requires a legal basis, we process personal information because:

• It is necessary to complete or manage a purchase or provide a service you requested

• You have provided consent

• We have a legitimate business interest, such as improving our store, preventing fraud or providing customer support

• We need to comply with a legal obligation

• It is necessary to protect our rights or the rights and safety of others

Where processing relies on consent, you may withdraw that consent at any time. Withdrawing consent does not affect processing that occurred before the withdrawal.

Cookies and Similar Technologies

Pretty Little Charm and our service providers use cookies, pixels and similar technologies to:

• Keep the website functioning

• Remember your preferences

• Maintain your shopping cart

• Understand how visitors use the website

• Measure store and advertising performance

• Prevent fraud and improve security

• Provide and measure relevant advertising

Some cookies are necessary for the website to function. Other cookies, including analytics and advertising cookies, may be optional depending on your location.

Where required, you can manage non-essential cookies through the privacy or cookie controls displayed on our website. You may also adjust your browser settings, although blocking certain cookies may prevent parts of the website from working correctly.

Analytics and Advertising

We use services that may collect or receive information about your use of our website.

These services may include:

• Meta Pixel

• Google Analytics

• Google Ads

These providers may use cookies, pixels, device identifiers and similar technologies to measure activity, understand advertising performance and provide more relevant advertising.

The information collected by these providers is also handled according to their respective privacy policies.

We do not exchange customer contact information for money. However, some privacy laws may define the use of certain advertising technologies as selling or sharing personal information. Where required by applicable law, customers can use the available privacy controls to opt out of this activity.

Email Marketing

Pretty Little Charm uses email marketing only. We do not currently use SMS marketing.

When you subscribe to our email list, we may send you information about:

• New products

• Special offers and promotions

• Loyalty rewards

• Seasonal collections

• Store news and updates

You can unsubscribe at any time by selecting the unsubscribe link at the bottom of any promotional email.

After unsubscribing, you may still receive non-promotional messages that are necessary for an order, account, refund, replacement, security issue or customer service request.

How We Disclose Personal Information

We may disclose personal information to trusted providers that help us operate our business and deliver requested services.

These providers may include:

• Shopify, which provides our ecommerce platform and related store services

• Payment providers, including PayPal, Afterpay and Zip

• Australian and international warehouses and packing partners

• Delivery carriers, postal services and parcel tracking providers

• Email marketing providers

• Loyalty program and customer account providers

• Website hosting, security and fraud prevention providers

• Analytics and advertising providers, including Meta and Google

• Customer service and communication providers

• Accountants, insurers, professional advisers and legal representatives

• Government authorities, regulators, courts or law enforcement where disclosure is legally required or reasonably necessary

We may also disclose information as part of a business sale, merger, restructuring or transfer, subject to applicable law.

Our providers may only receive the information reasonably required to perform their services.

International Fulfilment and Overseas Processing

Orders delivered within Australia and New Zealand are normally fulfilled through our Australian warehouse.

Orders delivered outside Australia and New Zealand are normally fulfilled through our international warehouse.

To process and deliver an international order, we may provide your name, delivery address, contact details, order contents and tracking information to our international warehouse, delivery carriers and related service providers.

Because we operate online and use international providers, personal information may be processed, stored or accessed outside Australia. The countries involved may vary depending on the delivery destination and the systems used by our providers.

We take reasonable steps appropriate to our business and applicable law when selecting and working with service providers.

Payment Providers

PayPal, Afterpay and Zip may collect personal information directly when you select their payment service.

They may use your information to:

• Process the transaction

• Confirm your identity

• Assess eligibility

• Provide instalment or payment services

• Prevent fraud

• Meet their legal and regulatory obligations

Their handling of personal information is governed by their own privacy policies and terms.

Data Retention

We retain personal information for as long as reasonably necessary to:

• Fulfil the purposes described in this policy

• Complete and document transactions

• Provide customer support

• Manage returns, refunds and warranty claims

• Prevent fraud and misuse

• Resolve disputes

• Maintain business, tax and accounting records

• Meet legal and regulatory obligations

The exact retention period depends on the type of information and why it was collected.

We may retain limited information after an account is closed or a deletion request is received where retention is required or permitted by law.

Information Security

We use reasonable administrative, technical and organisational measures designed to protect personal information from loss, misuse, unauthorised access, alteration and disclosure.

However, no website, internet transmission or electronic storage system can be guaranteed to be completely secure.

Customers are responsible for keeping their account passwords confidential and should contact us if they believe an account has been accessed without permission.

Your Privacy Rights

Depending on your location and applicable law, you may have the right to:

• Request access to personal information we hold about you

• Request correction of inaccurate or incomplete information

• Request deletion of certain information

• Object to or restrict certain processing

• Withdraw consent

• Unsubscribe from marketing emails

• Request a copy of certain information in a portable format

• Opt out of certain advertising activities

• Make a complaint about how your information has been handled

These rights are not absolute and may be subject to legal exceptions.

We may need to verify your identity before completing a privacy request. We will only request information reasonably necessary to verify the request.

European Economic Area and United Kingdom Customers

If you are located in the European Economic Area or United Kingdom, you may have additional rights under applicable data protection law.

These rights may include requesting access, correction, deletion, restriction, objection or portability of personal information.

You may also have the right to complain to the data protection authority in your country.

Where personal information is transferred internationally, our providers may use approved contractual or legal safeguards where required.

Children and Young People

Our products are not restricted goods, but our store is intended for customers aged 18 or over.

A person under 18 should only use the website or place an order with the permission and supervision of a parent or legal guardian.

We do not knowingly collect personal information from a child who is not legally able to provide it. If you believe a child has provided personal information without appropriate permission, please contact us.

Third Party Websites

Our website may contain links to websites and services operated by third parties.

Pretty Little Charm does not control the privacy practices of independent third parties. We encourage you to review their privacy policies before providing personal information.

Changes to This Privacy Policy

We may update this Privacy Policy when our business practices, service providers, website features or legal obligations change.

The date at the top of this policy shows when it was most recently updated.

Material changes may also be communicated through our website or by another appropriate method where required.

Contact Us

To ask a privacy question, exercise an available privacy right or make a complaint, please contact:

Pretty Little Charm

Email: Support@prettylittlecharm.com.au

Postal address: PO Box 88, Macarthur Square NSW 2560, Australia

Support hours: Monday to Friday, 9 am to 6 pm AEDT

We will review privacy complaints and respond within a reasonable period.