Darn Good Yarn, Inc. (“Darn Good Yarn,” “we,” “us,” or “our”) operates darngoodyarn.com and wholesale.darngoodyarn.com (together, the “Services”). This Privacy Policy explains how we collect, use, disclose, retain, and protect personal information when you visit or use our Services, make a purchase, sign up for marketing, participate in loyalty/subscriptions, or otherwise communicate with us.

If you purchase from us through third-party marketplaces (such as Etsy or Faire), those platforms’ privacy policies govern their collection and use of your information. We may receive information from those platforms as needed to fulfill orders and provide support.

1) Notice at Collection

A. Categories of Personal Information We Collect

Depending on how you interact with the Services, we may collect:

• Identifiers
  • Name, email address, phone number, shipping/billing address
  • Account identifiers (your username is typically your email address; passwords are not stored by us and can be reset)
  • IP address and similar online identifiers (cookie IDs), device identifiers
• Commercial Information
  • Products viewed, cart contents, purchases, subscriptions, returns/exchanges, order history
  • Reviews and content you submit (including photos/videos via Judge.me)
• Internet / Network Activity
  • Device and browser information, site interactions, page views
  • Marketing/attribution data (for example, ad click IDs) collected via cookies and server-side tracking
• Communications & Customer Support Data
  • Emails, chats, texts, and other communications (for example, via Gorgias and Attentive)
  • Customer support call recordings/voicemails via Aircall (where enabled)
• Financial / Transaction Data (Limited)
  • Payment confirmation details and transaction metadata
  • We do not store full payment card numbers on our servers. Payment processing is handled by payment processors.
• Inferences
  • Preferences and predictions (for example, likely interests and segmentation) generated from your activity and purchase history to personalize the experience and marketing

B. Categories of Sources

We collect personal information from:

• You (checkout, account, forms, pop-ups, customer support, surveys, reviews)
• Your devices (cookies and similar technologies when you browse)
• Service providers that support our operations (shipping, returns, subscriptions, customer support, backups, fraud/security)
• Advertising and measurement partners (when you interact with ads or marketing)
• Marketplaces (e.g., Etsy/Faire) in connection with orders or support

C. Why We Collect It (Purposes)

We use personal information to:

• Provide and operate the Services (orders, payments, shipping, subscriptions, returns/exchanges)
• Communicate with you and provide customer support
• Personalize content, products, and recommendations
• Send marketing messages where permitted (email/SMS)
• Perform analytics, attribution, and improve the Services
• Prevent fraud, enhance security, and comply with legal obligations

2) Cookies, Targeted Advertising, and Your Choices

A. Cookie Preferences

We use the Shopify cookie consent banner and preference center. You can manage optional categories such as Marketing and Analytics through the cookie preferences panel. Required cookies remain enabled so the Services can function.

B. Targeted Advertising (“Sharing”)

We may share certain personal information with advertising partners to show you more relevant ads and measure marketing performance (sometimes called “cross-context behavioral advertising” or “targeted advertising”). This sharing may involve:

• Online identifiers (cookie IDs, device identifiers)
• Hashed identifiers (explained below)
• Internet/network activity and interaction data
• Inferences related to your interests

C. Global Privacy Control (GPC)

Where required by law, we treat recognized opt-out preference signals—such as Global Privacy Control (GPC)—as a request to opt out of “sale/sharing” for targeted advertising.

D. Do Not Sell or Share My Personal Information

You can opt out of “sale/sharing” for targeted advertising by using our page: https://www.darngoodyarn.com/blogs/darn-good-blog/do-not-sell-or-share-my-personal-information

You can also manage cookie categories using the Shopify cookie preference center and/or email us at mike@darngoodyarn.com.

3) Hashed Identifiers & Server-Side Tracking

We may use pseudonymized hashing (for example, SHA-256) to convert certain identifiers (like email addresses) into a hashed value before sharing with select partners for attribution and audience matching. Hashing is intended to reduce direct identifiability while enabling measurement and marketing functions.

We also use server-side tracking and attribution tools (for example, via Elevar and Attentive) to help us understand conversions and marketing performance and to reduce reliance on browser cookies, subject to your applicable cookie and opt-out choices.

4) How We Use Personal Information

We use personal information for the following business and commercial purposes:

• Service Delivery & Account Management: Process orders, payments, shipping, confirmations; manage subscriptions (Recharge), returns/exchanges (Redo), and fulfillment (including ShipHero, Printful, and carriers); maintain customer accounts and portal access.
• Customer Support & Communications: Respond to inquiries via email, chat, phone, and SMS (e.g., Gorgias, Aircall, Attentive); maintain support history and service communications.
• Personalization & Loyalty: Provide personalized recommendations and upsells (e.g., Rebuy) and loyalty/rewards functionality (e.g., Rivo).
• Marketing & Promotions: Send marketing emails (e.g., Klaviyo and Shopify email tools) and marketing SMS (Attentive); run affiliate and influencer programs and track attribution (e.g., AWIN, Shopify Collabs, GRIN).
• Analytics & Improvement: Understand how users interact with the Services, measure performance, and improve features and merchandising (e.g., Google Analytics).
• Security, Fraud Prevention & Legal Compliance: Detect/prevent/investigate fraud (Shopify fraud tools); maintain security (e.g., Cloudflare); comply with legal and tax requirements and respond to lawful requests.

5) How We Disclose Personal Information

A. Service Providers (Processors)

We disclose personal information to vendors that help us operate the Services, such as providers for:

• Ecommerce platform and infrastructure (Shopify)
• Fulfillment, shipping, and logistics (ShipHero, Printful, shipping carriers, bespoke shipping tools)
• Returns/exchanges (Redo)
• Subscriptions and recurring billing (Recharge)
• Customer support and communications (Gorgias, Aircall, Attentive)
• Marketing and service communications (Klaviyo, Shopify email tools, Recharge/Redo/Rivo service emails)
• Reviews and user-generated content (Judge.me)
• Backups and data recovery (Rewind)
• Personalization, merchandising, and conversion tools (Rebuy)
• Digital products/classes (Tevello)
• Auctions/events tools (Auction Today)

These vendors are permitted to use personal information only as needed to provide services to us, consistent with our agreements and applicable law.

B. Advertising, Analytics, Affiliate, and Social Partners (Third Parties)

We may share personal information with partners for targeted advertising, analytics, and attribution, including:

• Advertising platforms (Meta, Google/YouTube, Pinterest, TikTok, Snapchat, Microsoft Ads)
• Affiliate networks (AWIN)
• Influencer/creator and attribution partners (GRIN, Shopify Collabs)
• Measurement and attribution partners (Elevar and advertising platform reporting tools)

You can opt out as described in Section 2.

C. Legal, Safety, and Business Transfers

We may disclose information to comply with law, respond to lawful requests, protect rights and safety, enforce policies, or in connection with a merger, acquisition, financing, or sale of assets.

6) “Sale” / “Sharing” (California and Similar State Laws)

We do not sell personal information for money. However, we may share personal information for targeted advertising and measurement.

In the past 12 months, we may have shared:

• Identifiers (including hashed email/phone)
• Internet/network activity information
• Commercial information (such as purchase-related signals for attribution)
• Inferences (interest-based segments)

Opt out: Use the “Do Not Sell or Share My Personal Information” page listed above, manage cookie preferences, enable GPC where available, and/or email mike@darngoodyarn.com.

7) Your Privacy Rights and How to Exercise Them

Depending on where you live (including California and other U.S. states with privacy laws), you may have rights such as:

• Right to Know/Access: request the categories and specific pieces of personal information we collected about you
• Right to Delete: request deletion, subject to legal exceptions
• Right to Correct: request correction of inaccurate personal information
• Right to Opt Out of targeted advertising / “sale” / “sharing”
• Right to Data Portability (where applicable)
• Right to Non-Discrimination: we will not discriminate against you for exercising your rights

How to Submit a Request

• Email: mike@darngoodyarn.com
• Mail: Darn Good Yarn, Inc., 404 The Hill, Portsmouth, NH 03801

Please include the email and/or phone number you used with us and (if available) an order number so we can locate your records.

Verification

To protect your information, we may verify requests by asking you to sign into your account and/or by matching information (e.g., order number, email/phone, shipping ZIP), depending on the request type and risk.

Authorized Agents (California)

You may designate an authorized agent to submit a request on your behalf. We may require proof of authorization and may also require you to verify your identity directly with us.

Appeals (Certain States)

If we deny your request, you may appeal by replying to our decision email or emailing mike@darngoodyarn.com with the subject line “Privacy Request Appeal.”

8) Financial Incentives (Discounts for Email/SMS Signups)

We may offer discounts or promotions for signing up for email and/or SMS marketing. Participation is optional, and you can opt out at any time (unsubscribe links in email; reply STOP to SMS).

We reasonably estimate the value of personal information used in connection with these offers based on factors such as the costs of providing the program and the expected revenue from those communications. If you opt out, you will stop receiving marketing messages and may no longer be eligible for certain offers tied to ongoing participation.

9) Sensitive Information

We do not intentionally collect “sensitive” personal information (such as precise geolocation, government IDs, biometric information, or health information). Please do not submit sensitive information through free-text fields (for example, support messages or surveys).

10) Children’s Privacy

Our Services are not intended for children under 13, and we do not knowingly collect personal information from children under 13. If we learn we have collected such information, we will delete it.

We do not knowingly sell or share personal information of minors under 16.

11) Data Retention

We retain personal information as needed for the purposes described above, including legal, tax, accounting, dispute resolution, and security purposes. Typical retention periods include:

• Order, account, and commerce records: up to 10 years
• Customer support records (tickets/chats/emails): up to 10 years
• Call recordings/voicemails: up to 5 years
• Analytics/attribution records: up to 10 years (or longer if aggregated/de-identified)
• Marketing profiles: retained until you unsubscribe, after which we may keep a minimal suppression record (e.g., email/phone) to ensure we honor your opt-out and comply with applicable law

We may retain information longer if required or permitted by law or if necessary to protect our rights.

12) Security

We use reasonable administrative, technical, and physical safeguards designed to protect personal information, including access controls and multi-factor authentication for employees and active contractors. However, no security measure is perfect, and we cannot guarantee absolute security.

13) International Users (GDPR/UK and Similar Laws)

If you are located in the EEA, UK, or Switzerland, we process personal data under the following lawful bases (as applicable):

• Contract: to process purchases, subscriptions, shipping, returns, and support
• Legitimate interests: to improve the Services, maintain security, prevent fraud, and perform limited analytics
• Consent: where required for non-essential cookies and certain marketing activities
• Legal obligation: to comply with legal and tax requirements

International Transfers

We are based in the United States, and your information may be transferred to and processed in the U.S. and other countries where our service providers operate. Where required, we rely on appropriate safeguards such as Standard Contractual Clauses or other lawful mechanisms.

14) Third-Party Links and Embedded Content

Our Services may include links to third-party sites and embedded content (for example, video players or social widgets). Those third parties may collect information through cookies or similar technologies. Their privacy practices are governed by their own policies.

15) Changes to This Policy

We may update this Privacy Policy from time to time. We will update the “Last Updated” date at the top when we do.

16) Contact Us

Darn Good Yarn, Inc.
404 The Hill
Portsmouth, NH 03801
United States

Email: mike@darngoodyarn.com