Privacy Policy

Last updated: August 26, 2026

Almora Brands LLC, trading as The Rule ("The Rule," "we," "us," or "our"), respects your privacy and is committed to protecting your personal information.

This Privacy Policy describes how we collect, use, disclose, retain, and protect your personal information when you visit shoptherule.com (the "Site"), purchase our products, communicate with us, or otherwise use our services (collectively, the "Services").

By using the Services, you acknowledge that you have read this Privacy Policy. Where consent is required by applicable law, we will request your consent before collecting or using your personal information for the relevant purpose.

1. Personal Information We Collect

The personal information we collect depends on how you interact with our Services. We may collect the following categories of information:

Information You Provide Directly

• Contact information: Your name, email address, telephone number, billing address, shipping address, and country or region.
• Order information: Products purchased, order number, transaction amount, discounts, shipping method, delivery status, returns, refunds, and order history.
• Account information: Username, password, account preferences, saved addresses, and account activity if you create an account.
• Customer-service information: Messages, photographs, product reviews, survey responses, return requests, complaints, and other information you provide when communicating with us.
• Marketing preferences: Your choices concerning promotional emails, text messages, cookies, and personalized advertising.

Payment Information

Payments are processed by Shopify and other authorized payment providers. We generally do not directly store complete credit-card or debit-card numbers. Payment providers may collect payment-card details, billing information, authentication information, and transaction data according to their own privacy policies.

Information Collected Automatically

When you use the Site, we and our service providers may automatically collect:

• IP address and approximate location
• Device type, operating system, and browser type
• Device identifiers and advertising identifiers
• Pages viewed, links clicked, and time spent on the Site
• Referring website, search terms, and traffic source
• Shopping-cart activity and checkout interactions
• Cookie identifiers and similar tracking information
• Information about how you interact with our advertisements and emails
• Technical logs, error reports, and security information

Information From Other Sources

We may receive personal information from:

• Shopify and Shopify applications used to operate our store
• Payment processors and fraud-prevention providers
• Shipping carriers, warehouses, and fulfillment partners
• Advertising and analytics providers, including Meta and Google
• Customer-support, email, and marketing platforms
• Social-media platforms when you interact with our pages or advertisements
• Publicly available sources where permitted by law

2. How We Use Personal Information

We may use personal information to:

• Process, fulfill, deliver, and manage orders
• Process payments, refunds, returns, and replacements
• Provide order confirmations, shipping updates, and transactional communications
• Create and manage customer accounts
• Respond to questions, complaints, and customer-service requests
• Verify transactions and prevent fraud, abuse, chargebacks, and security incidents
• Operate, maintain, troubleshoot, and improve the Site and Services
• Understand how visitors use our Site and measure business performance
• Personalize content, product recommendations, and advertisements
• Send promotional emails or messages where permitted by law
• Measure the effectiveness of our advertising campaigns
• Enforce our policies and protect our legal rights
• Comply with tax, accounting, regulatory, and legal obligations
• Establish, exercise, or defend legal claims

3. Legal Bases for Processing

Where the United Kingdom General Data Protection Regulation, European-style privacy requirements, or similar laws apply, we process personal information using one or more of the following legal bases:

• Contract: Processing necessary to accept payment, fulfill an order, deliver products, process returns, or provide requested customer support.
• Consent: Processing based on permission you have provided, such as certain marketing communications or non-essential cookies. You may withdraw your consent at any time.
• Legitimate interests: Processing necessary to operate and improve our business, prevent fraud, secure our Site, understand performance, and market our products, provided those interests are not overridden by your rights.
• Legal obligation: Processing necessary to comply with tax, accounting, consumer-protection, regulatory, and other legal requirements.

4. Cookies and Tracking Technologies

We use cookies, pixels, tags, software development kits, local storage, and similar technologies to operate the Site, remember preferences, understand Site activity, prevent fraud, and support advertising.

These technologies may include:

• Essential cookies: Required for security, checkout, shopping-cart functionality, payments, and other core Site features.
• Functional cookies: Used to remember preferences and improve Site functionality.
• Analytics cookies: Used to understand traffic, visitor activity, and Site performance.
• Advertising cookies and pixels: Used to measure advertisements, build audiences, limit repetition, and show advertisements that may be relevant to you.

Where required by law, non-essential cookies and advertising technologies will only be used after you provide consent. You can manage your choices through our cookie banner, privacy settings, browser settings, or by contacting us.

Blocking certain cookies may affect the availability or functionality of parts of the Site.

5. Analytics and Personalized Advertising

We may use analytics and advertising services provided by companies such as Shopify, Meta, Google, and other advertising partners.

These providers may collect or receive information about your device, browser, IP address, Site activity, shopping activity, advertisement interactions, and purchases. This information may be used to measure advertising performance and, where permitted, show personalized advertisements on other websites and platforms.

We do not sell personal information for money. However, certain disclosures involving advertising cookies or pixels may be considered a "sale," "sharing," or use for targeted advertising under some US state privacy laws.

Where applicable, you may opt out of this activity through our cookie or privacy settings, by enabling a legally recognized browser-based opt-out preference signal such as Global Privacy Control, or by emailing support@shoptherule.com.

6. Email and Marketing Communications

With your consent or where otherwise permitted by law, we may send promotional emails concerning products, offers, and updates.

You can unsubscribe at any time by selecting the unsubscribe link in a marketing email or contacting us at support@shoptherule.com.

Even if you unsubscribe from marketing, we may continue sending non-promotional messages concerning orders, returns, security, policy changes, or customer-service requests.

7. How We Disclose Personal Information

We may disclose personal information to:

• Shopify: Our ecommerce platform, which hosts the Site and supports checkout, order processing, and store operations.
• Payment providers: To process payments, refunds, disputes, and fraud screening.
• Fulfillment and delivery providers: Warehouses, suppliers, customs agents, postal services, and shipping carriers involved in delivering orders.
• Technology providers: Hosting, analytics, security, customer support, email, data storage, and website-application providers.
• Advertising partners: To measure campaigns and provide personalized or targeted advertising where permitted.
• Professional advisers: Accountants, lawyers, insurers, auditors, and other advisers where reasonably necessary.
• Authorities and legal recipients: Government bodies, regulators, courts, law enforcement, or other parties when required by law or necessary to protect our rights and users.
• Business transaction recipients: A buyer, investor, lender, or adviser involved in a proposed or completed merger, acquisition, financing, restructuring, or sale of business assets.

We require service providers to use personal information only for authorized purposes and to protect it appropriately, subject to applicable law and contractual arrangements.

8. International Data Transfers

Almora Brands LLC is located in the United States. Our service providers and business partners may operate in the United States, Canada, Australia, the United Kingdom, and other countries.

As a result, your personal information may be processed outside the country where you live. Privacy laws in those countries may differ from those in your country.

Where required, we use appropriate safeguards for international transfers, which may include contractual protections, recognized transfer mechanisms, consent, or another lawful transfer method.

9. Data Retention

We retain personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy, including fulfilling orders, providing customer support, maintaining business and tax records, preventing fraud, resolving disputes, and complying with legal obligations.

Retention periods vary depending on the type of information, our relationship with you, legal requirements, and whether the information is required for an active dispute, investigation, or legal claim.

When personal information is no longer required, we will delete, anonymize, or securely dispose of it where reasonably practicable and required by law.

10. Data Security

We use reasonable administrative, technical, and organizational measures intended to protect personal information against unauthorized access, loss, misuse, alteration, or disclosure.

However, no website, payment system, transmission, or storage method can be guaranteed to be completely secure. You are responsible for protecting your account credentials and notifying us if you suspect unauthorized account activity.

11. Your Privacy Rights

Depending on where you live and subject to applicable exceptions, 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 your personal information
• Request restriction of certain processing
• Object to certain processing, including direct marketing
• Withdraw consent where processing is based on consent
• Request a portable copy of certain information
• Opt out of the sale, sharing, or targeted advertising use of personal information
• Ask how your information has been used or disclosed
• Make a complaint to an appropriate privacy regulator
• Exercise your rights without unlawful discrimination or retaliation

You have the right to object at any time to our use of your personal information for direct marketing.

To submit a privacy request, email support@shoptherule.com with the subject line "Privacy Request."

Please include your name, email address, order number if applicable, country or state of residence, and the right you wish to exercise.

We may need to verify your identity before completing a request. Depending on applicable law, an authorized agent may submit a request on your behalf, but we may require proof of the agent's authority and verification of your identity.

12. California and Other US State Privacy Rights

If an applicable US state privacy law applies to our processing of your information, you may have rights to know, access, correct, delete, or obtain a copy of your personal information and to opt out of certain sales, sharing, profiling, or targeted advertising.

We do not sell personal information for monetary payment. However, our use of advertising and analytics technologies may be considered "sharing," a "sale," or targeted advertising under certain state laws.

To request an opt-out, use the privacy or cookie controls available on our Site or email support@shoptherule.com with the subject line "Do Not Sell or Share My Personal Information."

We do not knowingly sell or share the personal information of consumers under 16 years of age.

We will not unlawfully discriminate against you for exercising an applicable privacy right.

13. United Kingdom Privacy Rights

If you are located in the United Kingdom, you may have rights under UK data-protection law, including access, correction, erasure, restriction, objection, portability, and withdrawal of consent.

You may also submit a complaint to the UK Information Commissioner's Office. We encourage you to contact us first so we have an opportunity to address your concern.

14. Canadian Privacy Rights

If you are located in Canada, you may request access to or correction of your personal information and may withdraw consent, subject to legal or contractual restrictions and reasonable notice.

You may also contact the Office of the Privacy Commissioner of Canada or the applicable provincial privacy regulator if you have an unresolved privacy concern.

15. Australian Privacy Rights

If Australian privacy law applies, you may request access to or correction of personal information we hold about you.

If you have a privacy complaint, contact us using the details below. We will investigate the matter and respond within a reasonable period. You may also contact the Office of the Australian Information Commissioner where applicable.

16. Children's Privacy

The Services are intended for adults and are not directed toward children. We do not knowingly collect personal information from children under 13 or another minimum age established by applicable law.

If you believe a child has provided us with personal information, contact us so we can investigate and delete the information where appropriate.

17. Third-Party Websites

The Site may contain links to third-party websites, applications, or services. We are not responsible for the privacy, security, accuracy, or practices of third parties.

We encourage you to review the privacy policies of any third-party service before providing personal information.

18. Changes to This Privacy Policy

We may update this Privacy Policy periodically to reflect changes in our practices, technology, Services, or legal obligations.

The revised policy will be posted on this page with an updated "Last updated" date. Where required by law, we will provide additional notice or request consent before making a material change.

19. Contact Us

If you have questions, concerns, complaints, or requests regarding this Privacy Policy or our handling of personal information, contact:

Almora Brands LLC
Trading as: The Rule
1621 Central Ave
Cheyenne, Wyoming 82001
United States
Email: support@shoptherule.com