Privacy policy
Privacy Policy
Last updated: 22 October 2026
This policy explains what Mae Bridal collects about you, why, who we share it with, and the choices you have. It covers maebridal.com, our Santa Monica showroom at 145 Bay St, Unit 9, virtual fittings, Try at Home, trunk shows and pop-up events, our chat, our email and text messages, our social media accounts, and orders you place with us through other apps and AI assistants.
Mae Bridal LLC is the business responsible for the information described here. We are the seller of record for every order placed on maebridal.com, including orders that a designer ships to you directly.
We have written this in plain language on purpose. If anything is unclear, email team@maebridal.com and we will explain it.
The short version
- We collect what we need to sell you a dress, fit it, ship it, and stay in touch if you want us to.
- We use analytics, advertising and affiliate tools on our site, including tools from Google, Meta, TikTok, Pinterest and others named below. Under California and other state laws, letting advertising companies use your visit to target ads is sharing or targeted advertising. You can turn it off at any time using Your Privacy Choices.
- We honor the Global Privacy Control. If your browser sends it, we treat it as an opt-out without you having to ask.
- We do not sell your personal information for money, and we never sell or rent your phone number or email address.
- We use AI, including an AI assistant in our chat. Where you are talking to AI rather than a person, we tell you, and you can ask for a person at any time.
- We never use your measurements, your wedding details or your photographs for advertising without asking you first.
Information we collect
Information you give us
- Contact and account details. Name, email address, phone number, shipping and billing address, and any account you create on the site.
- Order information. What you bought, sizes and colors chosen, order history, gift messages, and correspondence about an order.
- Payment information. Card payments are processed by Shopify Payments and Shop Pay online, and by Square or PayPal in the showroom. Those processors handle your card details. We receive confirmation of payment, the last four digits, the card brand and the billing address. We do not store full card numbers. If you choose Shop Pay Installments, the lender handles your application under its own privacy policy.
- Appointment and fitting information. Your appointment date and time, who is coming with you, what you are looking for, your wedding date and venue, your budget if you share it, how you heard about us, and stylist notes from your visit.
- Body measurements. Bust, waist, hip, height and fit notes, taken at an appointment or supplied by you for a made-to-order piece. We treat these as private. They are used to order and fit your garment and nothing else.
- Photographs and video. Photos or video taken at an appointment, a fitting, a virtual fitting, a trunk show or an event. See Photographs and video below, because these have their own rules.
- Try at Home details. The items sent to you, the authorization hold placed on your card, and the condition of items when they come back.
- Messages. Emails, text messages, direct messages on social media, contact form submissions, and anything you type into the chat on our site.
- Sign-ups and pop-ups. Your email address or phone number, and any preferences you choose (such as your wedding date or style), when you sign up through a pop-up, a form, a back-in-stock alert or an event list.
- Reviews and content. Reviews, photos, videos and testimonials you choose to send us or tag us in.
- Creators and affiliates. If you join our creator or affiliate program, your name, social handles, contact details, content, and the payout details needed to pay commission.
Information collected automatically
- Device and connection information. IP address, browser and device type, operating system, language, and the general location that your IP address suggests. We do not collect precise geolocation.
- Usage information. Pages and products viewed, search terms typed into our site search, items added to cart, checkout steps, how you arrived at our site (including the ad, post, creator or link you clicked), and how long you stayed.
- Session recordings and heatmaps. Our analytics tool can record how visitors move through the site, including mouse movement, scrolling, clicks and how forms are used, so we can see where the site is confusing. We configure it to mask what you type into form fields, including payment fields.
- Email and text engagement. Whether you opened an email or clicked a link in an email or text.
- Cookies, pixels and similar technologies. Cookies, pixels, tags, software development kits, local storage and server-to-server connections, placed or used by us and by the partners named below.
Information we receive from others
- Shopify, which powers our store, and the apps we have installed on it.
- Designers and Shopify Collective partners, who send us tracking numbers and delivery updates for the items they ship to you.
- Shipping carriers, for delivery status and address verification.
- Social media and advertising platforms, which tell us how our ads and posts performed, and may pass us the details you enter in a lead form or message on their platform.
- Creators and affiliate networks, which tell us a visit or purchase came from a creator's link or code.
- AI assistants and shopping apps, such as ChatGPT, Perplexity, Google, Microsoft Copilot or the Shop app, if you find or buy one of our products through them. They pass us the order and delivery details we need to fulfil it.
- Payment processors and fraud prevention services, which tell us whether a payment looks genuine.
- Friends or family who book an appointment or buy a gift for you and give us your name and contact details.
Why we use it
- To take, process, fulfil and deliver your order, and to handle returns.
- To book, prepare for and follow up on appointments, virtual fittings, Try at Home and events.
- To order made-to-order pieces in the right size and advise you on fit.
- To answer your questions by email, text, chat, social media or phone.
- To send you marketing email and text messages, and offers through pop-ups, where you have asked for them.
- To measure and improve how the site, our ads and the showroom work.
- To advertise, including showing you Mae Bridal pieces on other sites and apps (retargeting), and finding new people similar to our customers (lookalike or similar audiences).
- To attribute sales to the creators and affiliates who referred them and pay their commission.
- To prevent fraud, bots and abuse, protect our accounts, and keep records we are legally required to keep.
Cookies, tracking, advertising and retargeting
Our site uses cookies and similar technologies in four groups.
- Strictly necessary. These keep your cart working, keep you logged in, secure checkout, filter out bots, and remember your privacy choices. They cannot be turned off.
- Preferences. These remember settings such as accessibility options and items you asked to be alerted about.
- Analytics and performance. These tell us which pages and products get attention. They include Shopify Analytics, Google Analytics and Google Tag Manager, PostHog (including session recording), and Triple Whale.
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Marketing and advertising. These let advertising platforms recognise your visit, measure our ads, and show you ads elsewhere. They include:
- Meta (Facebook and Instagram) Pixel and Conversions API
- Google Ads, Google Merchant Center and YouTube
- TikTok Pixel and Events API
- Pinterest Tag and Conversions API
- AppLovin
- Klaviyo onsite tracking, for email and text personalization
- affiliate and creator tracking from Shopify Collabs, UpPromote, impact.com, Social Snowball and Trybe
Server-side connections. Some platforms (including Meta, Google, TikTok, Pinterest, Klaviyo and Triple Whale) receive events such as page views, add to carts and purchases directly from our store's servers, not just from your browser. We configure these connections to follow the same privacy choices you make on the site.
Matched identifiers. To measure ads and reach the right people, we and these platforms may send them your email address or phone number in a scrambled (hashed) form, along with your IP address and browser details. The platform uses this to match your visit or purchase to an account on its service.
Customer lists. We may upload hashed lists of customers, subscribers and appointment contacts to Meta Custom Audiences, Google Customer Match, TikTok, Pinterest and Klaviyo audience syncs. We do this to show ads to existing customers, to stop showing ads for things you already bought, or to find similar new customers. If you opt out of sharing or targeted advertising, we leave you out of these uploads from then on.
Retargeting. If you visit our site, you may later see Mae Bridal ads on Instagram, Facebook, TikTok, Pinterest, YouTube, Google and other sites and apps. That happens because of the marketing tools above. Opting out stops us sharing your information for this purpose. You may still see ads from us that are not based on your activity, such as ads shown to everyone in Los Angeles.
Location-based advertising. We may target ads by city, zip code or radius around our showroom. This uses the platforms' general location data. We do not collect or use your precise geolocation.
YouTube and embedded content. Some pages include embedded YouTube videos and social media posts. Those services may set their own cookies when the content loads.
Your choices about tracking
- Privacy banner. We show a privacy banner when you first visit. You can accept, decline or adjust each group. If you are in California, analytics and marketing tools stay off until you choose to accept them. Elsewhere, they may run from your first visit until you decline or opt out.
- Your Privacy Choices. Use the Your Privacy Choices link in the footer of every page to opt out of sale, sharing and targeted advertising, or to change your choices later. This works for the browser you are using. If you also want us to apply it to your email or phone number (for example, to leave you out of customer list uploads), email team@maebridal.com.
- Global Privacy Control. If your browser or a browser extension sends a Global Privacy Control signal, we treat it as a valid request to opt out of sale, sharing and targeted advertising for that browser. Where we can tie the browser to a known customer, we apply it to that customer too. The Your Privacy Choices page shows your current opt-out status, including when it was set by the signal.
- Do Not Track. Browsers' older "Do Not Track" setting has no agreed standard, so we do not respond to it. We do honor Global Privacy Control, which is the signal recognised under California and other state laws.
- Platform settings. You can also control ads in your Meta, Google, TikTok and Pinterest account settings, and through industry tools such as the Digital Advertising Alliance (optout.aboutads.info) and the Network Advertising Initiative (optout.networkadvertising.org).
What "sharing" means here. We do not sell your personal information for money. But when an advertising tool passes information about your visit to a platform so it can target ads to you based on your activity across different sites and apps, California law calls that sharing for cross-context behavioral advertising, and some laws treat it as a sale or as targeted advertising. In the last 12 months we have shared identifiers, internet activity, commercial information and inferences in this way with the advertising partners listed above. You have the right to stop it.
Chat, AI and artificial intelligence
We use AI in several places, and we would rather tell you than have you find out.
Our chat
- The chat on our site is run with Shopify Inbox. Some replies are written by an AI assistant, and some by our team. The chat tells you at the start when you are talking to AI.
- You can ask for a person at any time, and a member of our team will reply, usually within our working hours.
- Chat conversations are recorded and stored by Shopify on our behalf, so we can answer you and follow up. By starting a chat you agree to that. Please do not put card numbers, passwords or anything you would not want stored into the chat.
- AI answers are suggestions, not promises. If an AI answer conflicts with our policies, prices or the product page, the policy, price or product page applies.
AI shopping assistants
Our products may appear in AI assistants and AI search, such as ChatGPT, Perplexity, Google AI Mode and Gemini, Microsoft Copilot, and the Shop app. If you browse or buy through one of them, that company also collects information under its own privacy policy. We receive the order details needed to fulfil your purchase and treat them under this policy.
AI that helps us run the business
We use AI tools to help write product descriptions, marketing, emails and replies to customers, to analyse sales and site performance, and to edit images. These include Shopify Magic and Sidekick, Klaviyo's AI features, Triple Whale's AI, Canva, Claude by Anthropic, and ChatGPT by OpenAI. Some of these tools connect to our store and can see customer and order details when we ask them to help with a task. We use business settings that do not allow the provider to train its models on our customers' information, wherever the tool offers that. A person on our team reviews anything that reaches you.
Our commitments
- No significant automated decisions. We do not use AI or other automated tools to make decisions about you with a legal or similarly significant effect, such as refusing you service, approving credit, or setting a different price for you than for anyone else. Fraud screening by our payment processors flags orders for a person on our team to review.
- Your fitting information stays out of AI training. We do not put your body measurements, your photographs or your private appointment notes into any AI tool that would use them to train its models.
- No AI likenesses of real brides. We do not use AI to create images or video of you, or to alter photographs of you, without your permission.
Pop-ups, promotions and sign-up offers
We sometimes offer something in return for signing up, such as a discount on your first order, early access to a sample sale, entry into a giveaway, or a gift with purchase. The terms of each offer are shown where you sign up.
Notice of financial incentive. When you sign up for one of these offers, you give us your email address, phone number or both, and sometimes preferences such as your wedding date. We use them to send you marketing and to personalize it. We consider the value of this information to be reasonably related to the value of the offer, based on what we expect to earn from marketing to subscribers, less the cost of the offer and of sending it. Signing up is always optional. You can withdraw at any time by clicking unsubscribe, replying STOP to a text, or emailing team@maebridal.com. Once you have used the offer, withdrawing does not affect it.
Giveaways and sweepstakes have their own official rules, which we post with each one.
Email and text messages
We send email and text messages through Klaviyo and Shopify Messaging.
We send marketing email only to people who signed up for it. Every email has an unsubscribe link.
We send marketing text messages only to people who gave express written consent, which you do by ticking a box or entering your number in a sign-up form or at checkout. Messages may be sent using automated technology. Message frequency varies. Message and data rates may apply. Reply STOP to stop receiving them, or tell us any other reasonable way, such as replying "unsubscribe" or "no more", or emailing us, and we will stop. Reply HELP for help. Consenting to marketing texts is never a condition of buying anything. We do not sell, rent or share phone numbers or text opt-in data with anyone for their own marketing.
Transactional messages about an order or appointment you made, such as a shipping confirmation or an appointment reminder, are separate and will still reach you.
Photographs and video
Bridal appointments are personal and often emotional. We treat photos of you accordingly.
- You are welcome to take your own photos in the showroom.
- If we take photos or video of you, we ask first, and we tell you what we intend to use them for.
- We use your image in marketing, on social media, in ads or on our site only with your consent, given separately from this policy.
- If you tag us in a post, we may ask to share it. We only repost with your permission.
- Virtual fittings take place over a video call. We do not record them unless you ask us to.
- You can withdraw consent at any time by emailing team@maebridal.com. We will stop using the image going forward and remove it from our own channels. We cannot always claw back something that has already been reposted by someone else.
- We do not use facial recognition, and we do not collect biometric identifiers.
Who we share information with
We disclose personal information to the following kinds of service providers and contractors, who act on our instructions and may not use it for their own purposes:
- Store platform: Shopify, including Shopify Payments, Shop Pay, Shopify Inbox, Shopify Messaging, Shopify Forms, Shopify Collective, and Search & Discovery.
- Designers and Shopify Collective partners, who receive your name, shipping address and order details only for the items they ship to you.
- Shipping carriers, for delivery.
- Payment processors: Shopify Payments, Square and PayPal.
- Email, text and pop-ups: Klaviyo and Shopify Messaging.
- Analytics: Google Analytics, PostHog and Triple Whale.
- Appointments and customer records: Ovatu and Calendly, which we use to book and manage showroom appointments, virtual fittings and calls.
- Site tools: back-in-stock alerts (SW Back in Stock), accessibility (Avada), and redirects.
- AI service providers: the tools named in the AI section above.
- Business software: accounting (QuickBooks), cloud storage, email, design and productivity tools.
- Professional advisers such as our accountant and lawyers.
We also disclose information to these third parties:
- Advertising and social platforms: Meta, Google (including YouTube), TikTok, Pinterest, AppLovin, and any others added under the marketing group above. This is the "sharing" you can opt out of.
- Affiliate and creator platforms: Shopify Collabs, UpPromote, impact.com, Social Snowball and Trybe, to attribute and pay commissions. Creators see that a sale came from their link or code, not your name or contact details.
- AI assistants and shopping apps you choose to buy through.
- Authorities, where we are legally required to, or to protect our rights or someone's safety.
- A buyer or successor, if the business is ever sold or merged.
Categories of information, and what we do with each
This table covers the last 12 months.
| Category | Examples | Disclosed to service providers? | Shared or sold for advertising? |
|---|---|---|---|
| Identifiers | Name, email, phone, address, IP address, hashed email or phone, device and cookie IDs | Yes | Yes |
| Commercial information | Orders, products viewed, carts, returns | Yes | Yes |
| Internet activity | Pages viewed, session recordings, search terms, email and ad clicks | Yes | Yes |
| Approximate location | City or zip code from IP address or shipping address | Yes | Yes |
| Financial information | Payment confirmation, last four digits of a card | Yes | No |
| Physical characteristics | Body measurements and fit notes | Only to the designer making your garment | No |
| Audio and visual | Photographs and video of you, chat messages | Yes, with consent for photos | No |
| Professional information | For creators: social handles and content | Yes | No |
| Inferences | Style preferences, likely wedding season, interest in a product | Yes | Yes |
Sensitive information. We do not collect precise geolocation, government ID numbers, or information about health, race, religion, sexual orientation or other sensitive characteristics. Account passwords are handled by Shopify. We do not use or disclose sensitive personal information to infer characteristics about you.
Notice at collection. The categories above, the purposes in "Why we use it", and the retention periods below apply to information we collect online, in the showroom, at events and through social media. Our forms, pop-ups, booking pages and chat link to this policy where you give us information.
Your rights
Depending on where you live, including California, Colorado, Connecticut, Delaware, Florida, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah and Virginia, you may have the right to:
- Know what personal information we hold about you, where it came from, and how we use and disclose it.
- Access a copy of it, in a portable format.
- Correct anything inaccurate.
- Delete it, subject to records we must keep, such as sales tax records.
- Opt out of the sale or sharing of your personal information, targeted advertising, and profiling that produces significant effects.
- Limit the use of sensitive personal information (we do not use it in ways that trigger this right).
- Get a list of the specific third parties we have disclosed your information to, where your state provides this.
- Not be discriminated against for using any of these rights. We will not charge you more, give you worse service, or refuse to sell to you because you asked. Sign-up offers are explained in the pop-ups section above.
How to use them. Email team@maebridal.com, call us on (310) 987-7606, or use Your Privacy Choices to opt out of sharing directly. We will confirm we received your request within 10 business days and respond within 45 days, and will tell you if we need a further 45 days.
Verifying you. Before we hand over or delete information, we need to be reasonably sure it is you. We will usually do that by matching the email address or phone number you contact us from against what we hold. For a request about a large amount of information we may ask for more. Opt-out requests do not need verification.
Authorized agents. Someone else can make a request on your behalf if they give us written permission signed by you, or a valid power of attorney.
Appeals. If we decline your request, you can appeal by replying to our decision with "Appeal" in the subject line. We will respond within the time your state's law requires, normally 45 or 60 days. If you are not satisfied, you can contact your state Attorney General.
California "Shine the Light". California residents can ask once a year for a list of the personal information we disclosed to third parties for their own direct marketing. We do not disclose personal information for that purpose, but you are welcome to ask.
Nevada. Nevada residents can ask us not to sell covered information. We do not sell it, but you can still email us to record the request.
How long we keep information
- Order and payment records: seven years, for tax and accounting.
- Appointment notes and measurements: three years after your last appointment or order, unless you ask us to delete them sooner.
- Chat conversations: up to three years, so we can follow up and keep a record of what we told you.
- Try at Home records: until the items are back and any charges settled, then with your order records.
- Marketing contacts: until you unsubscribe, then a suppression record so we do not contact you again by mistake.
- Analytics data and session recordings: up to 14 months, or less where the tool's settings allow.
- Advertising cookies and platform data: as long as the cookie lasts in your browser, typically up to 13 months, and as each platform describes in its own policy.
- Creator and affiliate records: for the length of the partnership, then seven years for payment records.
- Photographs: until you withdraw consent.
Security
We use the security built into Shopify, Square and PayPal, restrict who on our team can see customer records, give apps and AI tools only the access they need, and use two-factor authentication on our admin accounts. No system is perfect and we cannot promise absolute security, but we take it seriously and we will tell you promptly, and as the law requires, if something goes wrong in a way that affects you.
Children
Our services are meant for adults. We do not knowingly collect personal information from anyone under 16, and we do not sell or share the personal information of anyone we know is under 16. If you believe a child has given us information, email us and we will delete it.
Where we operate
Mae Bridal is based in California and we sell within the United States. Our service providers are mainly in the United States. If you visit from outside the United States, your information will be handled here.
Other sites and platforms
Our site links to designer sites, social media and other places we do not control. When you interact with us on Instagram, TikTok, Pinterest, Facebook, YouTube or another platform, that platform's own privacy policy also applies. This policy covers only what Mae Bridal does.
Changes
We review this policy at least once a year and update it when our practices change. The date at the top always tells you when it was last revised. If a change is significant, we will say so on the site or by email.
Contact
Mae Bridal LLC
145 Bay St, Unit 9
Santa Monica, CA 90405
team@maebridal.com
(310) 987-7606
If you are unhappy with how we handled a privacy request, you can contact the California Privacy Protection Agency or the California Attorney General's office, or your own state Attorney General.