Privacy Policy

Last updated: 19 July 2026

This policy explains what we collect, why, who sees it, and what you can make us do about it. We've tried to write it in plain English, because a privacy policy nobody can read isn't a privacy policy.

Two categories of information here are genuinely sensitive: your eyeglass prescription and, if you use virtual try-on, images of your face. We treat both differently from everything else, and those sections are worth reading in full.

1. What we collect

Information you give us

Name, email address, phone number
Shipping and billing addresses
Order history and preferences
Anything you write to us in an email or support message
Account credentials, if you create an account

Prescription information

Sphere, cylinder, axis, add power, prism
Pupillary distance
Prescribing eye care professional and prescription date
Any prescription document or photo you upload

Virtual try-on information

Camera imagery captured while you use the try-on feature, and the facial measurements derived from it to position frames

Information collected automatically

IP address, device type, browser, operating system
Pages viewed, products viewed, time on site, referring site
Cookies and similar technologies

Payment information

Card details are entered directly into Shopify's payment systems. We never see, receive or store your full card number. We only receive confirmation that payment succeeded, plus the last four digits and card type.

2. Your prescription — how we handle it

Your prescription is health-related information about your body, and we treat it that way.

We use it for one thing: making your lenses and providing customer service on that order.
We never use it for advertising or marketing. Not to target you, not to segment you, not to infer anything about you.
We never sell it. Not to data brokers, not to advertisers, not to anyone, in any form.
We share it only with the optical laboratory that cuts your lenses, and only the values needed to make them. The lab is contractually barred from using it for anything else.
Access is restricted to staff who need it to fulfil or support your order.
We verify, we don't diagnose. We are a retailer, not your eye care provider. We can't issue, extend or reinterpret a prescription.

3. Virtual try-on and your camera

Virtual try-on is entirely optional. You'll be asked for camera permission before it starts, and you can decline or revoke it at any time in your browser settings. Declining doesn't limit anything else on the site.

Try-on is powered by a third-party technology provider integrated into our store.
Camera imagery is used solely to render frames on your face in real time.
We do not use try-on imagery to identify you, and we do not match it against any database.
We never sell or share try-on imagery for advertising.
Nothing is saved to your account unless you deliberately capture and save an image.

Depending on where you live, facial imagery and the measurements derived from it may be treated as biometric information with specific legal protections. If you have questions about how try-on data is processed or want it deleted, contact us and we'll act on it.

4. How we use your information

To take payment, make your lenses, and ship your order
To send order confirmations, shipping updates and service messages
To handle returns, remakes and warranty claims
To answer your questions
To detect and prevent fraud
To understand how the site is used and improve it
To send marketing email — only if you opted in, and you can unsubscribe from any email

5. Who we share it with

We share the minimum necessary with:

Shopify — our e-commerce platform, which hosts the store and processes orders
Payment processors — to take payment
Optical laboratories — prescription values needed to make your lenses
Shipping carriers — name, address and contact details to deliver your order
Our virtual try-on provider — as described above
Email and analytics providers — to send messages you asked for and understand site usage
Professional advisers and authorities — where we're legally required to

If our business is ever sold or merged, customer information may transfer as part of it. We'd notify you first.

6. What we never do

Sell your personal information
Sell or share your prescription or try-on imagery, in any form, for any price
Use prescription or facial data for advertising or profiling
Email you marketing you didn't ask for

7. How long we keep it

Order and prescription records — retained while your prescription is valid and for a period afterwards, so we can honour remakes, warranty claims and reorders, and to meet record-keeping obligations.
Try-on imagery — not retained beyond your session unless you save it.
Marketing contacts — until you unsubscribe.
Analytics — retained in aggregated or de-identified form.

You can ask us to delete your data sooner. See section 9.

8. Security

The site runs over encrypted HTTPS. Payment data is handled by PCI-compliant processors and never touches our systems. Access to prescription records is limited to staff who need it, and we review that access. No system is perfectly secure, and we won't pretend otherwise — but if a breach ever affects your information, we'll tell you promptly and plainly.

9. Your rights

Wherever you live, you can ask us to:

Access the personal information we hold about you
Correct anything inaccurate
Delete your information, subject to records we're legally required to keep
Export your information in a portable format
Opt out of marketing at any time
Withdraw consent for try-on processing

Email us to make a request. We'll verify who you are before acting — that protection is for your benefit — and respond within the timeframe the law requires. Exercising these rights costs nothing and we won't treat you differently for it.

Depending on your state, you may have additional rights, including in relation to sensitive personal information and biometric data.

10. Cookies

We use cookies that are strictly necessary to run the store (cart, checkout, login), plus analytics cookies to understand site usage. You can manage cookies in your browser, though disabling the necessary ones will break checkout.

11. Children

Our store isn't directed at children under 13 and we don't knowingly collect their information. Where a parent or guardian orders eyewear for a minor, we treat that prescription with the same protections described above. If you believe a child has given us information, contact us and we'll delete it.

12. Where we operate

We sell and ship within the United States only, and we do not currently ship to California. Our service providers may process information in other locations.

13. Changes

If we change this policy we'll update the date at the top, and for anything significant — particularly involving prescription or biometric data — we'll notify you directly.