Privacy Policy

Last Updated: October 19, 2025

Welcome to Apex & Fable. We’re committed to protecting your privacy and being transparent about how we collect, use, and safeguard your personal information. Your trust is essential as we help you craft the next chapter of your story. This policy outlines our practices regarding your data when you visit our website or purchase our pieces.

1. What Information We Collect

To provide you with our products and a seamless experience, we collect certain types of information:

• Information You Provide Directly:
  • Identity & Contact Data: Your name, email address, billing address, and shipping address when you place an order or create an account.
  • Order Details: Information about the specific pieces you purchase (size, design, quantity).
  • Communications: Any information you share when you contact our support team at support@apexandfable.com or interact with us via social media.
• Information We Collect Automatically:
  • Technical Data: When you browse our site, we may automatically collect information like your IP address, browser type, device information, operating system, and how you navigate our pages (e.g., time spent, pages viewed). This helps us understand site usage and improve performance.
  • Cookies and Similar Technologies: We use cookies and similar technologies to enhance your experience. This includes remembering items in your cart, analyzing site traffic, and potentially personalizing content. (See Section 6 for more details).
• Payment Information:
  • When you make a purchase, your payment details (credit card number, expiration date, security code) are collected and processed directly and securely by our third-party payment processor. We do not store your full payment card details on our servers. We only receive confirmation that the payment was successful, along with basic transaction details needed for order fulfillment.

2. How We Use Your Information

We use the information we collect for specific purposes, always aiming to enhance your experience and fulfill our services:

• To Fulfill Your Order: Processing your payment, preparing your item from our inventory, packing it for shipment from our facility, and sending you order confirmations and shipping updates. This is the primary use of your name, address, and order details.
• To Provide Customer Support: Responding to your inquiries, resolving issues, and assisting with returns or refunds based on our policy.
• To Improve Our Store: Analyzing website usage data helps us understand customer preferences, optimize site navigation, improve product offerings, and enhance overall performance.
• For Marketing and Communications : If you explicitly opt-in (e.g., by subscribing to our newsletter), we may use your email address to send you information about new arrivals, promotions, or brand updates. You can easily unsubscribe at any time.
• For Legal and Security Purposes: Complying with legal obligations, preventing fraud, enforcing our terms, and protecting the rights and safety of our business and customers.

3. How and Why We Share Your Information

We do not sell your personal information. We only share it with essential third-party service providers who help us operate our business and fulfill your order:

• Payment Processor: As mentioned, your payment information is handled directly by our secure payment processor to complete your transaction. They receive the necessary details (name, address, payment info) to verify and process the payment securely.
• Shipping Carriers: We work with various shipping carriers to deliver your order. Your shipping address is shared with these carriers for delivery purposes.
• Website Analytics Providers: We use services like Google Analytics to gather anonymized or aggregated data about website traffic and user behavior to improve our site.
• Marketing Platforms: If you subscribe to our emails, your email address may be managed through a secure third-party email marketing service.
• Legal Compliance: We may disclose your information if required by law, subpoena, or other legal process, or if necessary to protect our rights or prevent harm.

We ensure that these third parties are reputable and have appropriate data protection measures in place.

4. Data Security

We take reasonable technical and organizational measures to protect your personal information from unauthorized access, loss, misuse, or alteration. Our website uses SSL encryption to secure data transmission. However, please remember that no method of transmission over the Internet or electronic storage is 100% secure.

5. Data Retention

We retain your personal information only for as long as necessary to fulfill the purposes outlined in this policy, including processing your orders, providing support, and complying with legal or accounting requirements. Order information is typically kept for our business records unless you ask us to delete it.

6. Cookies and Tracking Technologies

Our website uses cookies for several essential functions:

• Functionality Cookies: Enable basic site features like keeping items in your shopping cart.
• Performance Cookies: Help us understand how visitors interact with our site using tools like Google Analytics. This data is often aggregated and anonymous.
• Advertising Cookies: If we run ads, these cookies might be used by us or third-party advertising partners to show you relevant ads based on your browsing activity.

You can control and manage cookies through your web browser settings. Disabling certain cookies may affect the functionality of our website.

7. Your Privacy Rights & Choices

We respect your privacy rights and provide you with control over your personal information. Depending on your location, you may have specific rights regarding your data:

• For All Users: Access, Correction, Deletion, Marketing Opt-Out.
• If you are in the European Economic Area (EEA) or UK (under GDPR): Legal Basis, Additional Rights, Complaints.
• If you are a California Resident (under CCPA): Right to Know, Right to Delete, Right to Opt-Out (We do not sell your personal information), Non-Discrimination.

How to Exercise Your Rights: To request any of these rights, please contact us using the information provided in the “Contact Us” section below. We will respond to verifiable requests in accordance with applicable laws.

8. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will post the updated policy on this page and indicate the “Last Updated” date.

9. Contact Us

If you have any questions or concerns about this Privacy Policy or how we handle your data, please don’t hesitate to reach out:

Email: support@apexandfable.com

Thank you for trusting Apex & Fable with your story.