Privacy policy

Last Updated: May 16, 2026

1. About This Policy

Ava Lane Boutique ("ALB," "we," "us," or "our") is operated by Laura DeGrendel, LLC, a Michigan limited liability company located at 2661 Superior Court, Auburn Hills, Michigan 48326. This Privacy Policy describes how we collect, use, disclose, and protect Personal Information when you visit avalaneboutique.com (the "Site"), use our mobile-optimized experience, interact with our social media presence, subscribe to our text message programs, or otherwise interact with Ava Lane Boutique (collectively, the "Services").

By accessing or using the Services, you acknowledge that you have read and understood this Privacy Policy. This Privacy Policy works together with our Terms of Service and our Cookie Policy, each of which is incorporated by reference. If you do not agree with this Privacy Policy, please do not use the Services.

2. Scope and Eligibility

The Services are operated from and directed to users located in the United States. We do not target or knowingly market the Services to residents of the European Economic Area, the United Kingdom, Switzerland, or other jurisdictions subject to the General Data Protection Regulation. If you access the Services from outside the United States, you understand that your Personal Information may be transferred to, processed in, and stored in the United States and/or Canada.

The Services are not directed to children under thirteen (13) years of age, and we do not knowingly collect Personal Information from anyone under 13. Users between the ages of 13 and 18 should only use the Services with the involvement of a parent or guardian.

3. Categories of Personal Information We Collect

"Personal Information" means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household.

In the past twelve (12) months, we have collected the following categories of Personal Information, as those categories are defined under the California Consumer Privacy Act, as amended by the California Privacy Rights Act (collectively, the "CCPA"):

Identifiers. Name, email address, postal address, telephone number, IP address, device identifier, online identifier, account login credentials, and order number.

Personal information under Cal. Civ. Code § 1798.80(e). Name, signature, address, telephone number, payment and billing information necessary to process transactions, which may be handled by our payment processors

Protected classifications. Age (limited to age verification where required); gender (where voluntarily provided to support product fit guidance).

Commercial information. Records of products purchased, obtained, or considered; product preferences; cart contents; wishlists; return and exchange history; loyalty or rewards activity.

Internet or other electronic network activity. Browsing and search history on our Services; clickstream data; pages viewed; products viewed; interactions with our website, emails, push notifications, text messages, and advertisements; device, browser, and connection information.

Geolocation data. Approximate geographic location derived from IP address or device settings (we do not collect precise geolocation).

Audio, electronic, visual, or similar information. Customer service email correspondence; website interaction data, such as pages viewed, scrolling activity, clicks, navigation paths, and other interaction events used to help us diagnose user-experience issues and improve the Site. These tools are configured not to intentionally collect payment card numbers, passwords, or other sensitive form-field contents.

Professional or employment-related information. If you apply for employment with us through the Services.

Inferences drawn from any of the above. Inferences reflecting product interests, shopping preferences, browsing patterns, likely customer preferences, and other insights used to personalize shopping experiences, marketing, product recommendations, and customer communications.

We do not knowingly collect or process Sensitive Personal Information as defined under the CCPA except as necessary to process transactions, detect security incidents, prevent fraud, comply with law, or as otherwise permitted by applicable law.

4. How We Collect Personal Information

We collect Personal Information from the following sources:

Directly from you. When you create an account, place an order, use guest checkout, contact customer service, subscribe to email or text message programs, complete a quiz, survey, or fit-finder, post a product review, return or exchange merchandise, apply for employment, or otherwise interact with us.

Automatically from your device. When you visit the Services, through cookies, pixels, software development kits (SDKs), web beacons, session-replay technologies, and similar tracking technologies described in our Cookie Policy.

From service providers and partners. Including Shopify (our e-commerce and checkout platform), payment processors, shipping carriers, customer service tools, email and SMS service providers, review platforms, returns management providers, fraud prevention vendors, attribution and analytics providers, and advertising networks.

From publicly available sources. Including social media platforms when you interact with our brand publicly.

5. How We Use Personal Information

We use Personal Information for the following business and commercial purposes:

Order processing and fulfillment. Fulfilling purchases; processing payments; arranging shipping or local pickup from our distribution facility; managing returns, exchanges, and refunds; providing customer service; sending transactional notifications by email and text message.

Account management. Creating and maintaining customer accounts; authenticating users; securing accounts against unauthorized access.

Marketing and advertising. Sending marketing emails and text messages (with consent where required by law); serving advertisements on third-party platforms (including Meta, TikTok, Pinterest, Google, and YouTube); measuring advertising effectiveness; retargeting visitors; building and refining audiences (including lookalike audiences); operating loyalty, referral, and engagement programs.

Personalization. Recommending products; personalizing site content, search results, and product sort order; tailoring email and SMS content based on browsing, purchase, and engagement history.

Analytics and improvement. Analyzing site usage; measuring marketing performance; identifying website issues and optimization opportunities; A/B testing; conducting session-replay analysis to diagnose user-experience problems; aggregating data into reports and dashboards.

Fraud prevention and security. Detecting, preventing, and investigating fraudulent transactions, account takeovers, abuse, and security incidents; protecting our systems and the rights of our customers and our company.

Legal compliance. Complying with applicable federal, state, and local laws and regulations; responding to subpoenas, court orders, and lawful government requests; enforcing our Terms of Service and other agreements; protecting our legal rights and the rights of others.

6. Cookies, Pixels, and Tracking Technologies

We and our service providers and advertising partners use cookies, pixels, SDKs, web beacons, session-replay technologies, server-to-server data transmission, and similar tracking technologies on the Services. Some of these technologies operate client-side (in your browser) and some operate server-side (from our servers or our vendors' servers).

Our Cookie Policy provides more detail about the categories of Tracking Technologies we use, examples of service providers, and the choices available to you.

These technologies may include advertising and conversion tools, analytics and attribution tools, session-replay and experience analytics tools, email and SMS engagement tools, fraud prevention tools, and technologies that support customer reviews, returns, exchanges, video content, and site functionality.

Server-Side Tracking

Some advertising, analytics, transaction-related, or engagement signals may be transmitted from our systems or our service providers’ systems to third-party platforms rather than directly from your browser. These transmissions may be used for purposes such as purchase attribution, fraud prevention, analytics, advertising measurement, customer support, and email or SMS functionality. Where required by law, these transmissions are subject to applicable privacy choices, consent settings, and opt-out rights.

Cookie Consent and Preferences

When you visit the Services, you are presented with a cookie consent banner that allows you to accept or reject non-essential cookies and similar technologies. You may change your preferences at any time by clicking the cookie preferences link in our Site footer. Strictly necessary cookies (those required to operate the Site, process transactions, prevent fraud, and provide core functionality) cannot be disabled.

Global Privacy Control

Our Services recognize the Global Privacy Control ("GPC") browser signal as a valid opt-out request for the sale and sharing of Personal Information for cross-context behavioral advertising, as required by the CCPA and certain other state privacy laws.

7. How We Disclose Personal Information

We disclose Personal Information to the following categories of recipients:

Service providers and processors acting on our behalf, including:

  • E-commerce platform and hosting providers (including Shopify)
  • Payment processors
  • Shipping and fulfillment partners
  • Customer service platforms and email infrastructure
  • Email and SMS marketing providers (including Klaviyo)
  • Review and ratings platforms
  • Returns and exchanges management providers
  • Analytics, attribution, and session-replay platforms (including Microsoft Clarity)
  • Engagement and urgency marketing platforms
  • Video and media content platforms
  • Fraud prevention and security services
  • Tax, accounting, legal, and other professional service providers
  • IT, hosting, and security vendors

Advertising partners for cross-context behavioral advertising and conversion measurement, including Meta (Facebook and Instagram), TikTok, Google, YouTube, and Pinterest.

Legal and government authorities when required by law, subpoena, court order, or other lawful process, or when we believe disclosure is necessary to protect our rights, the rights of our customers, or the security of our Services.

Successors in interest in connection with a merger, acquisition, financing, reorganization, sale of assets, bankruptcy, or similar transaction.

We require service providers and contractors to use Personal Information only for the limited purposes for which it is disclosed and to maintain reasonable safeguards to protect Personal Information.

8. Sale and Sharing of Personal Information

Under the CCPA, "sale" and "sharing" are defined broadly. Although we do not sell Personal Information in exchange for monetary payment:

  • We share Personal Information for cross-context behavioral advertising within the meaning of the CCPA. Specifically, we share identifiers, internet activity, commercial information, and inferences with advertising platforms (including Meta, TikTok, Google, and Pinterest) to deliver advertisements that may be relevant to you based on your interactions with our Services and with other websites.
  • Certain disclosures may also be deemed "sales" under broad interpretations of the CCPA when we permit advertising partners to set cookies, receive Personal Information through pixels, or receive Personal Information through server-side connections on or from the Services.

We do not knowingly sell or share for cross-context behavioral advertising the Personal Information of consumers we know to be under sixteen (16) years of age.

You have the right to opt out of this sale and sharing. See Section 9 below.

9. Your Privacy Rights and Choices

A. California Residents (CCPA / CPRA)

If you are a California resident, you have the following rights, subject to verification:

Right to Know. You may request that we disclose: (i) the categories of Personal Information we have collected about you; (ii) the categories of sources from which the Personal Information was collected; (iii) the business or commercial purposes for collecting, selling, or sharing the Personal Information; (iv) the categories of third parties to whom we disclose Personal Information; and (v) the specific pieces of Personal Information we have collected about you.

Right to Delete. You may request that we delete Personal Information we have collected from you, subject to certain exceptions provided by law.

Right to Correct. You may request that we correct inaccurate Personal Information that we maintain about you.

Right to Opt Out of Sale and Sharing. You may opt out of the sale of your Personal Information and the sharing of your Personal Information for cross-context behavioral advertising. To exercise this right:

Right to Limit Use and Disclosure of Sensitive Personal Information. Where applicable, you may direct us to limit our use of sensitive Personal Information to that which is necessary to perform the services or provide the goods reasonably expected by an average consumer.

Right to Non-Discrimination. We will not discriminate against you for exercising any of these rights.

To exercise rights other than opt-out, contact us at questions@avalaneboutique.com or by mail at the address in Section 16. We will verify your identity before responding and may require you to provide information sufficient to confirm that you are the person about whom we collected Personal Information.

Authorized Agents. You may authorize an agent to make a request on your behalf. The agent must provide written authorization signed by you, and we may require you to verify your identity directly with us and confirm that you provided the agent with permission to submit the request.

Response Timeline. We will confirm receipt of a verifiable consumer request within ten (10) business days and will respond to a request within forty-five (45) days, with a possible additional forty-five (45) day extension as permitted by law.

B. Residents of Other U.S. States

If you are a resident of Virginia, Colorado, Connecticut, Utah, Texas, Oregon, Montana, Delaware, Iowa, Indiana, Tennessee, Minnesota, New Jersey, New Hampshire, Maryland, Kentucky, Rhode Island, or another state that grants consumers comparable rights, you may have the right to:

  • Access the Personal Information we have collected about you;
  • Correct inaccurate Personal Information;
  • Delete Personal Information we have collected from you;
  • Obtain a portable copy of your Personal Information;
  • Opt out of targeted advertising, the sale of Personal Information, and profiling in furtherance of decisions producing legal or similarly significant effects.

To exercise these rights, contact us using the methods in Section 9.A above. We will respond consistent with the law of your state of residence. If we deny your request, you may appeal our decision by replying to our response within a reasonable time, and we will respond to the appeal within the period required by your state's law.

C. Marketing Opt-Outs (All Users)

Regardless of state of residence:

Email marketing. You may unsubscribe from marketing emails at any time by clicking the "unsubscribe" link at the bottom of any marketing email or by emailing us. You will continue to receive transactional messages (order confirmations, shipping updates, customer service replies) as necessary to provide the Services.

Text messages. You may opt out of any of our text message programs at any time by replying STOP to the program from which you wish to opt out. See our Terms of Service for full details on each text program.

Targeted advertising and cross-context behavioral advertising. You may opt out by clicking the "Your Privacy Choices" link in our Site footer, by sending a Global Privacy Control signal, or by adjusting your settings with the relevant advertising platform.

10. Children's Personal Information

The Services are not directed to children under 13 years of age. We do not knowingly collect Personal Information from anyone under 13. If we learn that we have collected Personal Information from a child under 13 without verifiable parental consent, we will delete that information. If you believe a child has provided Personal Information to us, please contact us at questions@avalaneboutique.com.

11. Data Security

We maintain reasonable administrative, technical, and physical safeguards designed to protect Personal Information against unauthorized access, use, alteration, and disclosure. These include encryption of data in transit, secure storage of payment information through PCI-compliant processors, access controls limiting employee access to Personal Information on a need-to-know basis, and routine review of our security practices. However, no method of transmission over the Internet or method of electronic storage is completely secure. We cannot guarantee absolute security of Personal Information.

12. Data Retention

We retain Personal Information for as long as necessary to fulfill the purposes for which it was collected, comply with our legal obligations (including tax, accounting, fraud-prevention, and recordkeeping obligations), resolve disputes, and enforce our agreements. Specific retention periods vary by category of Personal Information and applicable legal requirements.

13. Third-Party Links and Services

The Services contain links to and content from third-party websites, platforms, and services. This Privacy Policy does not apply to those third-party services. We are not responsible for the privacy practices of any third-party service. We encourage you to review the privacy policies of any third-party services you access from or through our Services.

14. Changes to This Policy

We may update this Privacy Policy from time to time. When we do, we will update the "Last Updated" date at the top of this Policy and post the revised Policy on our Site. For material changes that adversely affect your rights, we will provide additional notice as required by applicable law, which may include posting a notice on the Site or sending an email to the address you have provided to us. Your continued use of the Services after the effective date of any changes constitutes your acknowledgment of the revised Privacy Policy.

15. Notice for California Residents — Shine the Light

California Civil Code § 1798.83 entitles California residents to request information regarding the disclosure of certain categories of Personal Information to third parties for those third parties' direct marketing purposes. To make such a request, please email questions@avalaneboutique.com with the subject line "California Shine the Light Request."

16. Notice of Financial Incentive

We may offer discounts, early access, rewards, live show alerts, promotional offers, or other benefits when you join our email or text programs, create an account, participate in promotions, or otherwise provide Personal Information. These offers may be considered a financial incentive or bona fide loyalty benefit under certain privacy laws.

The Personal Information collected in connection with these offers may include your name, email address, phone number, purchase history, browsing activity, engagement with our messages, and related commercial information.

You may opt in by submitting the requested information or otherwise following the instructions presented with the offer. You may opt out at any time by unsubscribing from marketing emails, replying STOP to text messages, or contacting us. If you opt out, you may no longer receive the related discount, reward, or benefit.

The value of these incentives is reasonably related to the value we receive from developing, maintaining, and improving our customer relationships, marketing programs, loyalty programs, and customer experience.

17. Contact Us

If you have questions, concerns, or requests regarding this Privacy Policy or our privacy practices, please contact us at:

Ava Lane Boutique
Laura DeGrendel, LLC
Attn: Privacy
2661 Superior Court
Auburn Hills, MI 48326
Email: questions@avalaneboutique.com

This Privacy Policy supersedes all prior versions.