Privacy Policy

Effective date: 11 November 2025

1) Who we are

This website is operated by DCI Brands LLC (“Etherna”, “we”, “us”, or “our”).
Registered address: 312 W 2nd St, Casper, WY, 82601, USA
Contact: support@ethernastore.com

For GDPR purposes, DCI Brands LLC is the data controller for visitors and customers in the EEA/UK. For California consumers, we are a business under the CPRA.

Age restriction: Our site and products are intended for adults 21+ only. We do not knowingly collect data from minors.

2) What this policy covers

This Policy explains how we collect, use, share, and safeguard your personal information when you:

browse ethernastore.com,
create an account or place an order,
contact support, or
interact with our emails/ads and embedded tools (analytics, pixels, chat, payments).

This Policy works alongside our Terms of Service, Cookie Policy, Shipping & Returns, and Warranty.

3) The data we collect

3.1 Data you provide

Identity & Contact: name, email, phone, shipping/billing address.
Account: username, password (hashed by our platform).
Order & Support: order details, warranty registrations, messages to support.
Marketing prefs: your newsletter/SMS choices and unsubscribes.

3.2 Data collected automatically

Technical/Usage: IP address, device/browser info, pages viewed, clicks, session time, referring URLs.
Cookies & similar tech: see our Cookie Policy / Cookie Preferences.

3.3 From third parties

Payments/anti-fraud: payment processors (e.g., Wix Payments/Stripe/Authorize.net), risk-screening.
Shipping: carriers (labels, tracking).
Analytics/ads: Google Analytics, Meta/TikTok Pixels (where permitted).
We do not collect sensitive personal data and we do not knowingly collect data from minors.

4) Why we use your data (legal bases)

Under GDPR, we rely on:

Contract: to process orders, payments, delivery, returns, warranty, and support.
Legitimate interests: site security, fraud prevention, improving our services, internal analytics (where proportionate).
Legal obligation: tax, accounting, compliance, age restrictions.
Consent: email/SMS marketing, cookies/advertising IDs where required.

Examples

Fulfilling orders & warranty ⇒ Contract
Account & support communications ⇒ Contract/Legitimate interests
Site security & fraud prevention ⇒ Legitimate interests/Legal obligation
Marketing emails/SMS & ad personalization ⇒ Consent (opt-in; withdraw anytime)

You can withdraw consent at any time via our emails/SMS or support@ethernastore.com.

5) Marketing & cookies

We send email/SMS marketing only with your consent or as permitted by law. Opt-out anytime from the message footer or by contacting us.
We use cookies/pixels for performance, analytics, and (where permitted) ads. Control them via Cookie Preferences on our site. For EU/UK visitors, non-essential cookies load only after opt-in.

6) Sharing your data

We share personal data with trusted service providers that act under our instructions:

Website & hosting: Wix.com Ltd. (and affiliated infrastructure)
Payments & anti-fraud: [Wix Payments/Stripe/Authorize.net]
Fulfillment: shipping, logistics, returns processing
Analytics & ads (where permitted): Google, Meta, TikTok, etc.
Professional services: legal, tax, audit, insurance
Compliance/Authorities: where required by law
Business changes: if we merge/sell assets, your data may transfer under the same protections

We don’t sell customers’ personal information in the common sense. For California, ad-related sharing may be considered “sharing” or “selling” under CPRA; see Your Privacy Choices (CA) below.

7) International transfers

If data is transferred outside your country (e.g., to the U.S. or Israel for Wix/other processors), we use lawful safeguards such as EU Standard Contractual Clauses or adequacy decisions. Details available on request.

8) Retention

We keep personal data only as long as needed for the purposes above:

Orders, tax & accounting: typically 7–10 years (local law may vary)
Accounts & support records: for the life of your account and a reasonable period after closure
Marketing data: until you withdraw consent or after a defined inactivity period
We may store aggregated/anonymized data without limit.

9) Security

We use technical and organizational measures to protect your data (encryption in transit, access controls, least-privilege practices). No system is 100% secure; please keep your account password confidential and contact us if you suspect misuse.

10) Your rights

EU/UK (GDPR)

You can request:

access, correction, deletion,
restriction or objection to processing (incl. profiling for direct marketing),
portability of data you provided.

California (CPRA)

You can request:

to know/access categories & specific pieces of personal information,
deletion (subject to exceptions),
correction of inaccurate info,
to opt-out of sale/sharing and limit use of sensitive info (we don’t use sensitive info for additional purposes).

Exercising rights: email support@ethernastore.com. We may verify your identity and respond within the time required by law. You won’t be discriminated against for exercising your rights.

11) Do Not Sell or Share My Personal Information (CA)

If you are a California resident, you may opt-out of sale/sharing of personal information used for cross-context behavioral advertising. Use the Your Privacy Choices (CA) link in our footer or email support@ethernastore.com.

12) Children

Our site is for 21+ only. If you believe a minor provided data, contact us and we will delete it.

13) Third-party links

Our site may link to external sites we don’t control. Their privacy policies apply to their services.

14) Changes to this Policy

We may update this Policy from time to time. The Effective date shows the latest version. Material changes will be highlighted on the site.

15) Contact

Controller: DCI Brands LLC
Email: support@ethernastore.com
Postal address: 312 W 2nd Street, #1086, Casper, WY, 82601, USA.

Supervisory authority (EU/UK): You may lodge a complaint with your local data protection authority; we ask that you contact us first so we can try to resolve your concern.