Privacy policy

Last updated: September 14, 2026

This Privacy Policy describes how AETERNUM TRADING LTD, trading as Valor & Faith Co. (“Valor & Faith Co.”, “we”, “us”, or “our”) collects, uses, stores, shares, and otherwise processes personal information when you visit our website, use our services, make a purchase, communicate with us, interact with our marketing, or otherwise engage with our online store and related services (collectively, the “Services”).

Our ecommerce store is powered by Shopify, which provides the technology that enables us to operate the Services.

Please read this Privacy Policy carefully. By using the Services, you acknowledge that you have read and understood how we process personal information as described in this Privacy Policy.

Nothing in this Privacy Policy limits any rights that you may have under applicable privacy or data protection law.

1. Who We Are and Data Controller

Valor & Faith Co. is a trading name operated by:

AETERNUM TRADING LTD
Company number: 16904049
Registered in England and Wales

Registered office:
First Floor Office, 3 Hornton Place
London, W8 4LZ
United Kingdom

Email: support@valorandfaithco.com

Where we determine the purposes and means of processing personal information, AETERNUM TRADING LTD is the data controller.

Shopify and certain other service providers may also act as processors, service providers, or independent controllers depending on the specific processing activity.

2. Scope of This Privacy Policy

This Privacy Policy applies to personal information processed in connection with:

• visits to our website;
• purchases and attempted purchases;
• checkout activity;
• customer accounts;
• order fulfilment and delivery;
• returns and refunds;
• customer service communications;
• email marketing;
• online advertising;
• analytics;
• fraud prevention and security;
• affiliate or promotional interactions where applicable; and
• other interactions with Valor & Faith Co.

This Privacy Policy does not necessarily apply to third-party websites or services that operate independently from us.

3. Personal Information We Collect

The personal information we collect depends on how you interact with us, which Services you use, where you are located, and what information is reasonably necessary for the relevant purpose.

We may collect or process the following categories of information:

Contact Information

This may include:

• full name;
• billing address;
• shipping address;
• email address;
• telephone number; and
• other contact information you provide.

Order and Transaction Information

This may include:

• products viewed;
• products added to cart;
• checkout activity;
• products purchased;
• order value;
• discount information;
• order history;
• shipping method;
• returns;
• refunds;
• cancellations; and
• related transaction information.

Payment Information

Payment transactions are processed through third-party payment providers.

We may receive information concerning:

• payment status;
• payment method;
• transaction identifiers;
• payment confirmation;
• billing information;
• fraud or risk indicators; and
• other payment-related information necessary to process or administer an order.

Full payment-card details may be collected and processed directly by the applicable payment provider rather than stored by us.

Account Information

Where customer accounts are available, we may process information including:

• account identifiers;
• login information;
• account preferences;
• saved addresses; and
• account settings.

Communications

We may collect information you provide when communicating with us, including through:

• email;
• customer support enquiries;
• return or refund requests;
• complaints;
• reviews;
• forms; and
• other communications.

Device and Technical Information

We may collect information including:

• IP address;
• browser type;
• device type;
• operating system;
• network information;
• cookie identifiers;
• online identifiers; and
• other technical information relating to your interaction with the Services.

Website and Usage Information

We may collect information concerning how you interact with our website, including:

• pages viewed;
• products viewed;
• clicks;
• navigation activity;
• referring pages;
• session information;
• cart activity;
• checkout activity; and
• interactions with website features.

Marketing and Advertising Information

Where permitted by applicable law, we may process information concerning:

• marketing preferences;
• email engagement;
• advertising interactions;
• products or pages viewed;
• cart or checkout activity;
• advertising attribution; and
• inferred interests used to improve advertising relevance.

4. Information We Do Not Intentionally Request

We do not intentionally request sensitive or special-category personal information such as information concerning health, racial or ethnic origin, political opinions, religious beliefs, sexual orientation, or similar categories unless there is a lawful and necessary reason to do so.

Please do not send sensitive personal information to us unless it is necessary for a specific request and you have been asked to provide it.

5. Sources of Personal Information

We may obtain personal information:

Directly From You

For example, when you:

• place an order;
• enter checkout information;
• create an account;
• contact customer support;
• subscribe to marketing;
• submit a return request;
• provide a review; or
• otherwise provide information directly to us.

Automatically

We may collect information automatically through:

• cookies;
• pixels;
• similar technologies;
• browser information;
• device information;
• Shopify technology; and
• website analytics.

From Service Providers

We may receive information from service providers involved in:

• ecommerce technology;
• payment processing;
• shipping;
• fulfilment;
• analytics;
• marketing;
• fraud prevention;
• security; and
• customer communications.

From Marketing and Business Partners

Where legally permitted, we may receive information from advertising platforms, affiliate partners, social-media platforms, analytics providers, or other business partners.

6. How We Use Personal Information

We may use personal information for the following purposes.

Providing and Fulfilling Our Services

We may use personal information to:

• process orders;
• process payments;
• arrange fulfilment;
• arrange shipping and delivery;
• provide tracking information;
• process returns;
• issue refunds;
• maintain customer accounts;
• provide order confirmations;
• communicate regarding orders; and
• otherwise perform our contractual obligations.

Customer Support

We may process personal information to:

• respond to questions;
• investigate delivery problems;
• handle complaints;
• resolve payment issues;
• process return or refund requests; and
• maintain customer service records.

Security and Fraud Prevention

We may use personal information to:

• prevent fraudulent transactions;
• assess transaction risk;
• protect customer accounts;
• investigate suspicious activity;
• protect our website;
• enforce our Terms and policies; and
• protect our business, customers, and service providers.

Improving the Services

We may process information to:

• understand website performance;
• identify technical problems;
• improve customer experience;
• improve product presentation;
• understand purchasing behaviour;
• improve checkout performance; and
• develop and improve our Services.

Marketing and Advertising

Where permitted by applicable law, we may use personal information to:

• send promotional emails;
• provide abandoned-cart or abandoned-checkout communications;
• measure marketing performance;
• create or measure advertising audiences;
• display advertising;
• personalise marketing;
• measure advertising attribution; and
• understand customer engagement.

Legal and Regulatory Purposes

We may process personal information to:

• comply with tax requirements;
• maintain accounting records;
• comply with regulatory obligations;
• respond to lawful government or court requests;
• establish, exercise, or defend legal claims;
• comply with applicable laws; and
• enforce applicable agreements.

7. Lawful Bases for Processing

Where the UK GDPR or similar data protection law applies, we process personal information only where we have an appropriate lawful basis.

Depending on the circumstances, our lawful bases may include:

Performance of a Contract

We rely on contractual necessity where processing is required to:

• accept and process an order;
• take payment;
• fulfil an order;
• arrange delivery;
• provide customer service relating to a purchase;
• process returns; or
• provide refunds.

Legal Obligation

We may process information where required to comply with:

• tax law;
• accounting requirements;
• regulatory obligations;
• lawful government requests;
• consumer-protection requirements; and
• other legal obligations.

Legitimate Interests

Where permitted by law, we may rely on our legitimate interests to:

• operate and improve our business;
• protect our website and systems;
• prevent fraud;
• provide effective customer support;
• understand commercial performance;
• maintain appropriate business records;
• protect our legal rights; and
• improve our Services.

When we rely on legitimate interests, we consider whether our interests are outweighed by the rights and freedoms of the individual.

Consent

Where required, we rely on consent for activities such as:

• non-essential cookies;
• advertising pixels;
• certain analytics technologies;
• certain personalised advertising activities; and
• certain marketing communications.

Where processing is based on consent, you may withdraw your consent at any time.

Withdrawal of consent does not affect the lawfulness of processing carried out before consent was withdrawn.

8. Cookies and Similar Technologies

We use cookies, pixels, and similar technologies to operate and improve our website.

These technologies may be used for:

• essential website functionality;
• shopping-cart functionality;
• checkout functionality;
• remembering preferences;
• security;
• fraud prevention;
• analytics;
• advertising;
• conversion measurement; and
• marketing attribution.

Where applicable, technologies may be provided by Shopify and other service providers, including marketing or advertising platforms such as Meta and customer communication platforms such as Klaviyo.

Where applicable law requires consent, non-essential cookies and similar technologies will be used only after the necessary consent has been obtained.

You may manage applicable cookie preferences through the cookie banner or privacy controls available on our website.

Declining optional cookies does not prevent access to essential functions required to browse the website or place an order.

UK rules generally require users to be informed about non-essential cookies and, where required, to consent before they are placed.

9. Marketing Communications

Where permitted by law, we may send promotional or marketing communications concerning Valor & Faith Co.

You may unsubscribe from promotional email communications at any time by using the unsubscribe option contained in the relevant email.

Unsubscribing from marketing communications does not prevent us from sending necessary transactional communications such as:

• order confirmations;
• shipping notifications;
• security notices;
• refund confirmations;
• account communications; and
• customer-service responses.

For UK electronic marketing, we will rely on an appropriate legal basis and comply with applicable direct-marketing and electronic-communications requirements.

10. Your Right to Object to Direct Marketing

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

Where you object to direct marketing, we will stop using your personal information for that purpose.

We may retain limited suppression information where necessary to ensure that your marketing preference continues to be respected.

Under UK data protection law, the right to object to direct marketing is an absolute right.

11. Relationship With Shopify

Our online store is powered by Shopify.

Shopify provides ecommerce infrastructure that enables us to operate the website and Services.

Information submitted through the Services may be transmitted to and processed by Shopify and its service providers to provide ecommerce functionality.

Shopify may also process certain information for its own purposes where permitted by applicable law.

Certain Shopify features may use information concerning interactions with our store and other Shopify merchants to provide ecommerce, analytics, security, personalisation, or advertising-related functionality.

Shopify's own privacy notices apply to processing for which Shopify acts independently as a controller.

12. Payment Processing

Payments are processed through third-party payment service providers.

Payment providers may process:

• payment card information;
• billing details;
• transaction information;
• fraud indicators;
• device information; and
• other information necessary to authorise and administer payments.

Payment providers process information in accordance with their own legal obligations and privacy practices.

We generally do not need to receive or store complete card details to process an order.

13. Fulfilment and Shipping

To fulfil and deliver customer orders, we may provide necessary personal information to:

• fulfilment providers;
• warehouses;
• shipping carriers;
• logistics companies;
• customs or import-service providers; and
• related operational partners.

Information disclosed for fulfilment may include:

• customer name;
• shipping address;
• telephone number;
• email address;
• order contents;
• order value where required;
• tracking information; and
• customs or shipping information where applicable.

Some fulfilment or shipping providers may be located outside the country where the customer lives.

14. How We Share Personal Information

We may disclose personal information where reasonably necessary to categories of recipients including:

• Shopify and ecommerce service providers;
• payment processors and payment service providers;
• fulfilment and warehouse providers;
• shipping and logistics providers;
• customer communication platforms;
• email marketing providers such as Klaviyo;
• advertising platforms such as Meta;
• analytics providers;
• fraud-prevention and security providers;
• IT and cloud-service providers;
• accountants;
• tax advisers;
• legal advisers;
• professional consultants;
• government authorities;
• regulators;
• courts;
• law-enforcement authorities; and
• parties involved in a potential or actual business sale, merger, restructuring, financing, or acquisition.

We disclose only information reasonably necessary for the relevant purpose, subject to applicable law.

15. Targeted Advertising, Sale, and Sharing Choices

Depending on your location, applicable privacy law may give you rights relating to:

• targeted advertising;
• the sale of personal information;
• the sharing of personal information for cross-context behavioural advertising; or
• similar advertising practices.

Where those rights apply, you may exercise available opt-out choices through our website's privacy controls or Data Sharing Opt-Out page.

Where legally required and technically supported, we may also recognise applicable browser-based opt-out preference signals such as Global Privacy Control.

We do not knowingly sell personal information in exchange for monetary payment.

Certain advertising disclosures may nevertheless be legally classified as a “sale” or “sharing” under particular U.S. state privacy laws even where no money changes hands.

16. Third-Party Websites and Services

Our website may contain links to websites, social-media platforms, or services operated by third parties.

Those third parties operate independently and may have their own:

• privacy policies;
• cookie practices;
• terms; and
• security practices.

We are not responsible for the privacy or security practices of third-party websites or services that we do not control.

A link to a third-party website does not necessarily constitute an endorsement of that third party.

17. International Transfers

Personal information may be transferred to, stored in, or processed in countries outside your country of residence, including countries outside the United Kingdom.

This may occur because Shopify, payment processors, technology providers, fulfilment providers, shipping providers, marketing providers, or other service providers operate internationally.

Where UK data protection law requires safeguards for an international transfer, we will rely on an applicable lawful transfer mechanism where required, which may include:

• UK adequacy regulations;
• the UK International Data Transfer Agreement;
• the UK Addendum to approved Standard Contractual Clauses;
• contractual safeguards;
• another transfer mechanism permitted by applicable law; or
• a lawful exception where applicable.

You may contact us for further information regarding safeguards used for a relevant international transfer.

18. Security

We use reasonable technical, administrative, and organisational safeguards designed to protect personal information against:

• unauthorised access;
• inappropriate use;
• loss;
• destruction;
• alteration; and
• unauthorised disclosure.

However, no method of transmission or storage is completely secure.

We therefore cannot guarantee absolute security.

Customers are responsible for protecting their account credentials and should not share passwords or sensitive login information with others.

Please avoid sending unnecessary sensitive information through unsecured communication channels.

19. Retention of Personal Information

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including where required to meet legal, accounting, regulatory, security, or contractual obligations.

The applicable retention period may depend on:

• the duration of our relationship with you;
• whether you maintain a customer account;
• order fulfilment requirements;
• customer support requirements;
• tax and accounting record-keeping obligations;
• fraud-prevention requirements;
• payment or chargeback requirements;
• applicable legal limitation periods;
• unresolved disputes;
• regulatory obligations; and
• the purposes for which the information was originally collected.

When personal information is no longer reasonably required, we may delete, anonymise, or otherwise securely dispose of it in accordance with applicable law.

20. Automated Decision-Making and Profiling

We may use automated technologies or profiling for purposes including:

• fraud prevention;
• payment risk assessment;
• security;
• analytics;
• advertising;
• marketing personalisation; and
• understanding customer behaviour.

We do not intend to make decisions based solely on automated processing that produce legal or similarly significant effects on individuals unless the processing is permitted by applicable law and appropriate safeguards are in place.

Where applicable law provides rights relating to automated decision-making, those rights remain available.

21. Your Privacy Rights

Depending on where you live and applicable law, you may have some or all of the following rights:

• Right of access – to request information about personal information we hold about you.
• Right to rectification – to request correction of inaccurate or incomplete information.
• Right to erasure – to request deletion in circumstances where the law provides that right.
• Right to restriction – to request restriction of certain processing.
• Right to data portability – to receive certain information in a portable format where the right applies.
• Right to object – to object to certain processing, including certain legitimate-interest processing.
• Right to object to direct marketing – to require us to stop processing your personal information for direct marketing.
• Right to withdraw consent – where processing is based on your consent.
• Rights relating to automated decision-making – where applicable.
• Right to complain to a supervisory authority – where applicable.

These rights are not absolute and may be subject to conditions or exceptions under applicable law.

ICO guidance requires individuals to be informed about applicable rights, withdrawal of consent and the right to complain to a supervisory authority.

22. Exercising Your Rights

To exercise an applicable privacy or data-protection right, contact:

support@valorandfaithco.com

Please provide sufficient information for us to identify the request and the relevant personal information.

We may need to verify your identity before fulfilling a request where permitted or required by law.

We will not discriminate against you for exercising a privacy right.

Where permitted by law, an authorised agent may submit a request on your behalf. We may require appropriate evidence that the agent has authority to act for you.

We will respond within the timeframe required by applicable law.

23. United Kingdom Privacy Rights

If you are located in the United Kingdom, you may have rights under applicable UK data protection law, including rights concerning:

• access;
• rectification;
• erasure;
• restriction;
• objection;
• portability;
• withdrawal of consent; and
• certain automated decision-making.

The specific rights available depend on the processing activity and lawful basis.

You may contact us at support@valorandfaithco.com to exercise an applicable right.

24. U.S. State Privacy Rights

Residents of certain U.S. states may have additional rights under applicable state privacy laws.

Depending on the state and circumstances, these may include rights to:

• know or access personal information;
• correct inaccurate personal information;
• request deletion;
• obtain a portable copy;
• opt out of targeted advertising;
• opt out of certain sales or sharing of personal information;
• limit certain uses of sensitive information where applicable; and
• appeal certain decisions concerning privacy requests.

Where applicable, these rights may be exercised through our website privacy controls, Data Sharing Opt-Out page, or by contacting us.

25. Children's Privacy

The Services are not intended for children under the age of 16.

We do not knowingly collect personal information from children under 16 for commercial purposes.

If you are a parent or guardian and believe that a child has provided personal information to us, please contact us so that we can review the circumstances and take appropriate action.

We do not knowingly sell or share personal information belonging to children where prohibited by applicable law.

26. Complaints

If you have concerns about how we process personal information, please contact us first at:

support@valorandfaithco.com

We will make reasonable efforts to review and resolve privacy concerns.

If you are located in the United Kingdom, you also have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK's independent data protection supervisory authority.

Making a complaint to us first does not remove your right to contact the ICO or exercise any other rights available under applicable law.

27. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in:

• our business;
• our website;
• service providers;
• technology;
• processing activities;
• applicable law;
• regulatory guidance; or
• operational requirements.

When we update this Privacy Policy, we will revise the Last updated date at the top of this page.

Where required by law, we may provide additional notice of material changes.

28. Contact and Data Protection Requests

For privacy questions, data protection requests, or questions concerning this Privacy Policy, please contact:

AETERNUM TRADING LTD trading as Valor & Faith Co.
Company number: 16904049
Registered in England and Wales

Registered office:
First Floor Office, 3 Hornton Place
London, W8 4LZ
United Kingdom

Email: support@valorandfaithco.com

For requests concerning access, correction, deletion, restriction, objection, consent withdrawal, portability, marketing preferences, or other applicable privacy rights, please use the email address above.