Privacy policy

In addition, you agree to our Messaging Terms and Messaging Privacy Policy.

Welcome to Diyona. This Privacy Policy outlines how we collect, use, disclose, and protect your personal information when you visit our website, engage with our services, and purchase our lab-grown diamonds and diamond jewelry. We are committed to safeguarding your privacy and ensuring that your personal information is handled responsibly.

Last Updated: September 22, 2026

1. Scope

This Privacy Policy applies to all personal information collected through our website at diyona.com, our customer service channels, and any other interaction you have with Diyona. By using our website or services, you acknowledge that you have read and understood this Privacy Policy.

2. Information We Collect

We may collect various types of information from you, including but not limited to:

- Contact Information: Name, email address, phone number, and mailing address.
- Payment Information: Credit card details and billing address (processed securely via our payment processor; we do not store full card numbers).
- Order History: Details of your purchases, including product information and transaction history.
- Communication Preferences: Information about your communication preferences and subscription to marketing materials.
- Website Usage: Information collected through cookies and similar technologies, such as your IP address, browser type, device information, and browsing activity, including interactions like clicks and scrolling collected through session-replay tools (see Section 3).
- Chat Conversations: Messages exchanged through our on-site chat feature (provided by Shopify Inbox) for customer support purposes.
- Account Information: If you create an account, your login credentials and saved preferences.

3. Cookies and Tracking Technologies

We and our partners use cookies, pixels, and similar technologies on our website. Some are set by us and some are set by third parties. We currently use:

- Essential and platform cookies: Set by us and by Shopify (our e-commerce platform) for site functionality, cart persistence, checkout, security, and remembering your privacy choices. Essential cookies remain active when you reject optional tracking; they are needed to use the store. Optional analytics are controlled separately.
- Meta (Facebook) Pixel: Used for advertising delivery, measurement, and retargeting on Meta platforms such as Facebook and Instagram. It collects information about your visit, including pages viewed and actions taken. You can learn more in Meta's Privacy Policy and manage ad preferences in your Meta account settings.
- Reddit Pixel: Used for advertising measurement and retargeting on Reddit. If you are logged in to a Diyona customer account, we also provide your email address and customer ID to Reddit to improve ad-measurement matching. You can learn more in Reddit's Privacy Policy.
- Microsoft Clarity: Provides session replay and interaction analytics (such as clicks, scrolls, and page interactions) that help us understand how visitors use the site and improve usability. Sensitive on-page content such as typed numbers is masked in recordings. You can learn more in Microsoft's Privacy Statement.
- Google tools: We use Google Tag Manager to manage measurement tags and Google Analytics to measure store usage, subject to applicable privacy choices.
- Diyona analytics and attribution: We use first-party tools to understand store usage and measure advertising performance. When the applicable advertising permission is present, our collector can send browsing and purchase advertising events to Meta, including browser and ad identifiers, page information, and transaction identifiers and totals. Essential order processing and transaction records continue when optional tracking is rejected.

Cookie and tracking choices. Our cookie controls use a regional approach: visitors in the United States can opt out of optional tracking, where permitted by law, and visitors identified outside the United States are asked for permission first. If your location cannot be determined, our storefront consent controls default to asking for permission. You can accept all, reject optional tracking, or save separate choices for analytics, personalization, and advertising. Use the Privacy Choices / Do Not Sell or Share My Personal Information link in our website footer to change your choices at any time. Turning off Advertising opts out of sale or sharing for advertising; Reject Optional turns off all optional categories. Essential cookies for shopping, cart, checkout, security, and remembering your choice remain active. We remember choices in your browser for up to 12 months, unless you delete or block the relevant cookies. You may also contact care@diyona.com.

Global Privacy Control (GPC). We honor GPC signals. If your browser sends a GPC signal, we treat it as a valid request to opt out of targeted advertising and automatically decline non-essential tracking for that browser, with no further action needed from you. Because there is no uniform industry standard for "Do Not Track" browser signals, we do not respond to DNT signals; we do, however, honor Global Privacy Control as described here.

You can also opt out of interest-based advertising through the Digital Advertising Alliance (optout.aboutads.info), through your browser or device settings, or in your ad-preference settings within your Meta and Reddit accounts.

4. How We Use Your Information

We use the information collected for the following purposes:

- Fulfilling Orders: Processing and delivering your orders, providing customer support, and managing returns and exchanges.
- Internal Operations: Enhancing our website, improving our products and services, and conducting market research.
- Advertising: Delivering and measuring interest-based advertising, including retargeting, through the advertising partners described in Section 3.
- Marketing: With your consent, sending you promotional materials, special offers, and updates about our products and services.
- Fraud Prevention: Detecting and preventing fraudulent transactions and unauthorized access.
- Legal Obligations: Complying with legal requirements and responding to law enforcement requests.

5. Data Retention

We retain your personal information only for as long as necessary to fulfill the purposes described in this policy:

- Order and transaction data: 7 years (for tax and legal compliance).
- Account information: Until you request deletion or 3 years after last activity.
- Marketing preferences: Until you unsubscribe.
- Chat conversations: 1 year.
- Contact information and customer-service correspondence: duration of our relationship plus up to 3 years, unless a longer period is required by law.
- Website analytics and session-replay data: up to 26 months.

When personal data is no longer needed, we securely delete or anonymize it.

6. How We Protect Your Information

We employ a range of security measures to safeguard your personal information from unauthorized access, disclosure, or alteration. These measures include:

- SSL/TLS encryption on all pages and transactions.
- PCI-DSS compliant payment processing (we never store full card numbers).
- Restricted access to personal data on a need-to-know basis within our organization.
- Regular security reviews of our systems and third-party partners.

While we take every reasonable precaution, no method of transmission over the internet or electronic storage is completely secure. We cannot guarantee absolute security but are committed to protecting your data to the fullest extent possible.

7. Data Breach Notification

In the unlikely event of a data breach that compromises your personal information, we will notify affected individuals and relevant regulatory authorities as required by applicable law. Notification will be provided without unreasonable delay and will include the nature of the breach, the data involved, and the steps we are taking to address it.

8. Sharing Your Information

We do not sell your personal information for monetary consideration. We share personal information in the following circumstances:

- Service providers: Trusted providers who assist us in delivering our products and services, including Shopify, our e-commerce platform (which hosts our store and sends order and service email), payment processors (for transaction processing), shipping carriers (for order delivery), cloud hosting and database providers (for site features such as customer reviews), and analytics providers (for website performance). If we adopt an email marketing provider, communications you opt into will be sent through it. These partners are contractually obligated to protect your information and use it solely for the purpose for which it was disclosed.
- Advertising partners: Meta and Reddit collect information on our website through the pixels described in Section 3 for cross-context behavioral advertising and measurement. Under certain U.S. state privacy laws, this may be considered "sharing" or "targeted advertising," and you may opt out at any time as described in Sections 3 and 10.
- Legal and safety: Law enforcement, regulators, courts, or other parties when required by law or to protect the rights, property, or safety of our customers or others.
- Business transfers: In connection with a merger, acquisition, reorganization, or sale of assets, in which case this Privacy Policy will continue to apply to your information.

Other than the advertising partners described above, we do not share your personal information with third parties for their own purposes.

9. Your Rights and Choices

- You can accept, reject, or change optional tracking choices at any time using the Privacy Choices link in our website footer (see Section 3).
- You can opt out of receiving marketing communications from us at any time by following the unsubscribe instructions provided in the communication.
- You can update, correct, or delete your personal information by contacting us at care@diyona.com.
- You can choose to disable cookies through your browser settings, but this may affect your experience on our website.
- You may request a copy of the personal data we hold about you by emailing care@diyona.com.

If we offer referral or rewards programs that involve providing personal information, we will explain their material terms when you sign up, and participation is always voluntary.

10. U.S. State Privacy Rights (Including California CCPA/CPRA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA):

- Right to Know: You may request that we disclose the categories and specific pieces of personal information we have collected about you, the categories of sources, the business purposes for collection, and the categories of third parties with whom we share it.
- Right to Delete: You may request that we delete your personal information, subject to certain exceptions.
- Right to Correct: You may request that we correct inaccurate personal information.
- Right to Opt-Out: You may opt out of the sharing of your personal information for cross-context behavioral advertising. We use the Meta and Reddit pixels, which may constitute "sharing" under the CCPA. To opt out, use the Privacy Choices / Do Not Sell or Share My Personal Information link in our website footer and turn off Advertising or choose Reject Optional, use your browser's Global Privacy Control setting, or email care@diyona.com.
- Right to Non-Discrimination: We will not discriminate against you for exercising your CCPA rights.
- Right to Limit Use of Sensitive Personal Information: We do not use sensitive personal information for purposes beyond what is necessary to provide our services.

To exercise any of these rights, email care@diyona.com with "California Privacy Request" in the subject line. We will verify your identity and respond within 45 days. You may also designate an authorized agent to make a request on your behalf.

Residents of other states with comprehensive privacy laws (including Colorado, Connecticut, Texas, Virginia, Oregon, Montana, and others) have similar rights to access, correct, and delete personal information and to opt out of targeted advertising. We honor those rights through the same methods described above. If we decline to act on your request, you may appeal by replying to our response or emailing care@diyona.com with "Privacy Appeal" in the subject line, and we will respond within the timeframe required by your state's law.

We honor Global Privacy Control (GPC) browser signals as valid opt-out requests.

11. International Users (GDPR)

If you are located in the European Economic Area (EEA), United Kingdom, or Switzerland, you have additional rights under the General Data Protection Regulation (GDPR):

- We process your personal data based on: (a) your consent, (b) performance of a contract (order fulfillment), (c) our legitimate business interests, or (d) compliance with legal obligations.
- You have the right to access, rectify, erase, restrict processing, data portability, and object to processing of your personal data.
- Your personal data may be transferred to the United States for processing. We rely on Standard Contractual Clauses approved by the European Commission to ensure appropriate safeguards for international transfers.
- You have the right to withdraw consent at any time where processing is based on consent.
- You have the right to lodge a complaint with your local supervisory authority.

To exercise your GDPR rights, email care@diyona.com with "GDPR Request" in the subject line.

12. Children's Privacy

Our products and services are not directed to individuals under the age of 18. We do not knowingly collect personal information from individuals under 18 years of age. If we learn that we have collected personal information from a child under 13, we will delete it promptly. We do not knowingly "sell" or "share" the personal information of anyone we know to be under 16. If you believe we have inadvertently collected data from a minor, please contact us at care@diyona.com.

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. We will notify you of any significant changes by posting a notice on our website or sending you an email. The "Last Updated" date at the top indicates the most recent revision.

14. Contact Us

If you have any questions, concerns, or requests related to your personal information or this Privacy Policy, please contact us at care@diyona.com.

Thank you for choosing Diyona. Your privacy is important to us, and we are committed to ensuring the security and confidentiality of your personal information.