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Privacy Policy

The security and protection of our customers' personal information is our top priority.

This privacy policy (the “Policy”) describes how 25karats (“25karats”, “we”, “our”, or “us”) collect, use, and disclose consumers’ personal information, including information collected in our retail locations and through our website (“Website”) (and all other websites, mobile sites, services, applications, platforms and tools where this Policy appears or is linked) (collectively, the “Services”).

To the maximum extent permitted by law, by providing personal information to us (by any means, whether in a store, in correspondence, via our Website, phone or otherwise) you consent to our use of the personal information you provide in accordance with this Policy. If you do not agree with this Policy or our practices, please do not use our Services.

At, we understand that your trust is our most important asset. We take the protection and proper use of your personal information very seriously and are committed to protecting your personal information in our possession.

To better protect your privacy, we provide this notice explaining our online information practices and the choices you can make about the way your information is collected and used on this site,

Personally Identifiable Information

When you visit, we may request that you provide us with personally identifiable information such as your name, shipping and billing addresses, telephone number, e-mail address, credit card number and credit card expiration date. This information will be used to process your order, verify your identity for payment authorization, provide you with an order status, ship your order, and allow you to receive news and special promotional offers.

By submitting your personally identifiable information to, you are consenting to the transfer of this information to your credit card company for the purpose of completing your purchase. Additionally, your information may be transferred to a third-party vendor for the sole purposes of order fulfillment and shipment.

We may use your personally identifiable information to contact you (for example, we may send you marketing or promotional materials, ask you to complete a survey, ask you to refer a friend or respond to your comments or requests for information). In these cases, we will not use your information (or your friend's) for any purpose other than that specifically stated without your consent. will not give or sell your personally identifiable information to any outside organization for the organization's own use without your consent. In some cases, we may share aggregated demographic information with our partners, customers, and advertisers. This aggregate information is not linked to any personal information that can identify any individual person.

We keep personal information as long as reasonably necessary or relevant for the practices described in this Policy. We also keep personal information as otherwise required by law. What this means in practice will vary among different types of information and our ongoing business or legal needs for the information, for example in relation to tax, health and safety, for us to have an accurate record of your dealings with us in the event of any complaints or challenges, and potential or actual disputes, litigation, or investigations.

Third-Party Privacy Policies do not share, sell any of your information to other parties, with the exception of intermediaries involved in the processing of your order. Such intermediaries act as links in the order fulfillment chain and do not store, use, or retain any of the information we give them. Examples include credit card companies, authorization services, and banks.

1. Sources of Information We Collect

When information identifies or is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with you or your household, we refer to it as “personal information” or “personal data.”

There are several ways we may obtain personal information about you, including through (A) information you provide to us directly; (B) information that we automatically collect; and (C) information we receive from third parties. This includes data that identifies you personally whether directly (i.e., your name) or indirectly (i.e., information associated with the device you use online). For further information on the personal information we collect, please refer to the Notice at Collection above.

A. Information You Provide

We collect personal information about you, as described in the Notice at Collection above, via the Services, including online, offline, at our retail locations and by telephone.

B. Information Automatically Collected

Whenever you visit our online Services, we and our third-party advertisers and service providers (see Section 2.B below for more detail), may use a variety of technologies such as cookies and similar technologies to automatically or passively collect certain information about your online activity.

We may link certain data elements we have collected through automated means, such as your browser information, with other information we have obtained about you for the purposes described in the Notice at Collection above, and to let us know, for example, whether you have opened an email we sent to you. While you can change your cookies settings in your browser, without cookies, you may not be able to use all of the features of our Website.

C. Information Collected From Third-Party Sources

We collect information about you from ad networks, data companies, data brokers, and other third-party sources with whom you may not have a direct relationship, and that help us provide ads and services that target your interests. The information collected includes, for example, your demographic information, media consumption, previous purchases, shopping habits, loyalty program information, lifestyle preferences, or information to validate or update the information we collect from or about you.

D. Aggregate or Deidentified Information

We may aggregate or deidentify any personal information we collect. We may share the aggregated or de-identified information with our business partners and service providers, and we may use such information for our own purposes. We will maintain and use de-identified information in de-identified form and will not attempt to re-identify that information.

2. Interest-Based Advertising Choices

We collect information about your use of the Services through cookies, pixels, log files, or other similar technologies (our cookie notice is available here) to review or improve the usage and operations of our Website, to analyze trends and track users’ movement around the Website, to administer the Website and to provide you with advertising about products and services tailored to your individual interests. We also may obtain information for this last purpose from third-party websites on which our ads are served. You may see our ads on third-party websites or apps because we use third-party ad networks to serve our ads.

The networks use this information to show you advertisements that may be tailored to your individual interests. The information our ad networks may collect on our behalf includes data about your visits to websites that serve our advertisements, such as the pages or advertisements you view and the actions you take on the websites (e.g., if you click the ad). This data collection takes place both on our Website and other online Services, and on third-party websites that participate in these ad networks. This process also helps us track the effectiveness of our marketing efforts.

To learn more about interest-based advertising, and to opt out of the use of your information for such advertising by the Digital Advertising Alliance (DAA) participating companies, please visit

To opt out from the use of information about your online activities for interest-based advertising by Network Advertising Initiative (NAI) member companies, please visit

To opt-out from the use of information about your online activities for interest-based advertising by European Interactive Digital Advertising Alliance (EDAA) participating companies, please visit:

To opt-out of the use of your mobile device ID for targeted advertising, please see

The Website uses a tool called “Google Analytics” to collect information about use of the Website. Google Analytics collects information such as how often users visit this Website, what pages they visit when they do so, and what other websites they used prior to coming to this Website. We use the information we get from Google Analytics to maintain and improve the Website and our products. We do not combine the information collected through the use of Google Analytics with personally identifiable information we collect. Google’s ability to use and share information collected by Google Analytics about your visits to this Website is restricted by the Google Analytics Terms of Service, available here, and the Google Privacy Policy, available here. If you wish to prevent your data from being used by Google Analytics, Google has developed the Google Analytics opt-out browser add-on, available at

You can also control how some information is collected through your browser or mobile device. You can adjust your browser settings to limit or block certain cookies, but this may prevent us from storing your preferences and may make some features of the Services inoperable. Refer to your browser’s help menu for further details. On your mobile device, you may also adjust your privacy and advertising settings to control whether you want to receive more relevant advertising. You may need to set these preferences on each browser or device you use.

3. Links to Third Party Sites and Services

Our Website and online Services contain links to third party websites (including social networks and related plugins) operated by individuals or companies unrelated to us. Please be aware that we are not responsible for the privacy practices of such third-party websites. We provide links to these websites for your convenience only, and you access them at your own risk. We recommend that you review the privacy policies and terms of use posted on such third-party websites before using them.

Our Website and online Services may also offer you the ability to interact with plugins from social media sites, which may allow us and/or the social media site to receive data from or about you. In some cases, we may know that you clicked on a social plugin, such as a Twitter Follow button, or receive other information from the social media sites. Similarly, if you have previously provided personal information to a third-party operating a plug-in on this Website or another of our online Services, then that third-party may recognize you on our Website or other online Services. Your use of social network plugins is subject to each social media site’s own privacy policy, so please read that site’s policies carefully to understand its practices. As with linked sites, we have no control over and are not responsible for the information that is collected, stored, or used by social network plugins.

4. Retention of Personal Information

We keep personal information as long as reasonably necessary or relevant to achieve the purpose described in this Policy. We also keep personal information as otherwise required by law. What this means in practice will vary between different types of information, and when we consider our approach we take into account ongoing business or legal needs for the information, for example in relation to tax, health and safety, fraud prevention, for us to have an accurate record of your dealings with us in the event of any complaints or challenges, and potential or actual disputes, litigation, or investigations.

5. Your State-Specific Privacy Rights

The following rights, which may be subject to certain exemptions or derogations, apply to residents of California, Colorado, Connecticut, Virginia, and Utah:

  • Right to Know: You have the right to know what personal information we have collected about you, including the categories of personal information, the categories of sources from which the personal information is collected, the business or commercial purpose for collecting, selling, or sharing personal information, the categories of third parties to whom we disclose personal information, and the specific pieces of personal information we have collected about you.
  • Right to Portability: You have the right to access your information in a portable format.
  • Right to Delete: You have the right to delete personal information that we have collected from you. Note that there are some reasons we will not be able to fully address your request, such as if we need to complete a transaction for you, to detect and protect against fraudulent and illegal activity, to exercise our rights, for our internal purposes, or to comply with a legal obligation.
  • Right to Correct: You have the right to correct inaccurate personal information that we may maintain about you, subject to appropriate verification.
  • Right to Opt-Out of Targeted Advertising: You have the right to opt-out of targeted advertising. Opting out does not mean that you will stop receiving ads, it just means that those ads will not be targeted based on your personal information.
  • Use and Disclosure of Sensitive Personal Information: To the extent that we collect information which is considered "sensitive personal information" as that term is defined under applicable privacy law, we limit our use or disclosure of the sensitive personal information for permitted business purposes.

Please note that, where permitted under applicable law, we may decline a request if we are unable to verify your identity (or an agent’s authority to make the request) and confirm the personal information we maintain relates to you.

Our Commitment to Data Security

We have put in place physical and electronic procedures to keep the information we collect online as safe and secure as possible. Specifically, any information transferred from your computer to us is encrypted using Secure Socket Layer (SSL) technology. Once received, protects your information internally through further encryption and Web security measures. Additionally, routinely reviews its security policies and practices to ensure the safety of your information.

Non-Personally Identifiable Information Collected Automatically

In some cases, we may collect information about you that is not personally identifiable. Examples of this type of information include the IP address of your computer, the type of Web browser or computer operating system you are using and the domain name of the Web site from which you linked to our site or advertisement.

In addition, when you view, we may store some information on your computer in the form of a "cookie," a piece of data stored on your hard drive that contains information about you or your computer. (Please note that this information is not personally identifiable.) In order to utilize the full functionality of (including the shopping cart), you must "enable" your web browser's ability to receive cookies. Please refer to your browser's instructions or help screen to learn more about these functions.

As you navigate our site, your preferences are remembered through the temporary use of “session” cookies. Cookies enable our systems to gather information about your browser as well as monitor the navigational patterns you take while browsing the site. Site users have the option to accept or disable cookies at any time through their browsers. If you choose to disable your cookies, your user experience may be limited. The website uses cookies to help keep track of items you put into your shopping cart including when you have abandoned your cart, and this information is used to determine when to send cart reminder messages via SMS.

Information You Provide Through Social Media

You may also be given the option to link to your social media account through the Services. When you do, we may automatically receive certain information about you based on your registration and privacy settings on those third-party services. This may include name, username, demographic information, protected classifications under California or federal law, education information, professional or employment-related information, updated postal address or contact information, location, interests, and publicly-observed data, such as from social media and online activity. With the exception of protected classifications under California or federal law, education information, and professional or employment-related information, this data will be sold or shared as described in more detail in our Policy.

Characteristics of Protected Classifications under California or Federal Law:

Commercial Information: This includes purchase, return, wish list and transaction information, as well as media consumption, previous purchases, shopping habits, loyalty program information, and lifestyle preferences.

Internet or other Electronic Network Activity Information (including usage and technical information): This includes information about your use of the Services, including your Internet Protocol (“IP”), unique device identifier, device characteristics, system settings and preferences, search queries, referring URLs, and the time and date of your usage. We also collect and store information about your preferences, how you interact with our Services, and how you interact with emails that we send to you. We may link certain data elements we have collected, such as your browser information, with other information we have obtained about you. This data will be sold or shared as described in more detail in our Policy.

Geolocation Data: This includes information about the location of the devices used to access the Services ("Location Data"). Location Data includes: (a) the location of the mobile device or tablet derived from GPS or WiFi use; (b) the IP address of the mobile device or tablet or internet service used to access the Services; and (c) other information made available by a user or others that indicates the current or prior location of the user, such as geotag information in photographs. This data will be sold or shared as described in more detail in our Policy.

Contacting Us Regarding Your Personally Identifiable Information

You are given the opportunity to "opt-out" of receiving information or promotions from at any time. To do so, simply select "unsubscribe" and the corresponding service on the subscription page, send your request via e-mail to [email protected] or call one of our consultants at 1-800-201-3404. Use that same e-mail address or phone number if you wish to change your information on file with us. If you are a registered customer to our site, you can access your account and make all the necessary changes including opting out on any subscription.

Demographic information: This includes information you provide regarding your personal interests, date of birth, anniversary date, demographics, your age, gender, and marital status, experiences with our products, and shopping and contact preferences. This data will not be sold or shared.

Information You Provide about a Third Party: If you send someone else a communication from the Services, such as sending an invitation to refer to a friend, the information you provide (e.g., name, e-mail address) will be used to facilitate the communication. This includes any other information you provide about a third party, such as your partner’s birthday. This data will be sold or shared as described in more detail in our Policy.

Protection Against Fraudulent Charges is committed to protecting you against fraudulent charges. If your information is accessed by a third party following a transaction on this site and used to make fraudulent purchases, your bank may hold you liable for up to $50 of those purchases per the Fair Credit Billing Act. In that unlikely event, will pay for the entire amount of your liability (up to the $50 limit) provided the unauthorized use is through no fault of your own and is the result of purchases made on's secure server. In the event of other unauthorized use of your credit card in cases not involving, contact your credit card company immediately.

Legal Disclaimer will only disclose your personal information when required by order of, or to be in accordance with, the law.

Contact Information

If users have any questions or suggestions regarding our privacy policy, please contact us at:

Customer Service
[email protected]
22 West 48th St. Suite 401
New York, NY 10036