Privacy Policy
PRIVACY POLICY
Last updated: August 2026
This Privacy Policy describes how BLACK LABEL DESIGN SRL, operating under the AÏTHE brand (“AÏTHE”, “we”, “us” or “our”), collects, uses, stores and shares personal data when you visit or use maisonaithe.com, place an order, create or use a customer account, subscribe to our communications, request a return or exchange, contact us, or otherwise interact with our services.
For the purposes of applicable data protection legislation, including Regulation (EU) 2016/679 (“GDPR”), BLACK LABEL DESIGN SRL is the controller of the personal data described in this Privacy Policy.
By using our website, you acknowledge that your personal data will be processed as described below and in accordance with applicable law.
SECTION 1 - DATA CONTROLLER
The controller responsible for your personal data is:
BLACK LABEL DESIGN SRL
Trading as: AÏTHE
Registered office: Str. Saturn 16, Bl. D2, Sc. 1, Et. 3, Ap. 13, 800344 Galați, Romania
Trade Register No.: J2018000251171
Tax Identification Number (CUI): 38912586
Email: hello@maisonaithe.com
Phone: +40 757 716 447
Website: maisonaithe.com
SECTION 2 - PERSONAL DATA WE COLLECT
The personal data we collect depends on how you interact with AÏTHE.
This may include identification and contact information such as your name, billing address, shipping address, email address and telephone number.
We may also collect order and transaction information, including products purchased, order value, payment status, shipping information, returns, exchanges and refunds.
Where applicable, we may collect customer account information, correspondence and customer service communications, marketing preferences and information you voluntarily provide in connection with sizing, alterations, personalised products or custom fit requests, including measurements where relevant.
When you visit our website, certain technical information may also be collected automatically, including your IP address, browser type, device information, operating system, approximate location, pages or products viewed, interactions with the website, referral information and identifiers collected through cookies and similar technologies.
Payment card information is handled through authorised payment service providers. AÏTHE does not ordinarily receive or store your complete payment card number.
SECTION 3 - HOW WE COLLECT PERSONAL DATA
We may collect personal data directly from you when you:
place an order;
create or use a customer account;
subscribe to marketing communications;
contact us;
request a return or exchange;
provide measurements or alteration instructions; or
otherwise communicate or interact with AÏTHE.
We may also collect certain information automatically when you browse our website through cookies and similar technologies, subject to your applicable privacy choices.
We may receive information from third parties that assist us in providing our services, including Shopify, payment providers, fraud-prevention services, shipping providers and other service providers involved in processing your transaction or interaction with our store.
SECTION 4 - HOW WE USE YOUR PERSONAL DATA
We may process your personal data to:
process and manage orders;
accept and verify payments;
prepare and personalise products where requested;
arrange shipping and delivery;
provide tracking information;
process returns, exchanges and refunds;
manage customer accounts;
respond to enquiries and provide customer support;
detect and prevent fraud or misuse;
maintain the security and functionality of our website;
comply with accounting, tax and other legal obligations;
establish, exercise or defend legal claims;
improve our services and customer experience; and
send marketing communications where permitted.
Where analytics, advertising or personalisation technologies are used, their operation is subject to applicable privacy and cookie requirements and, where required, your consent.
SECTION 5 - LEGAL BASES FOR PROCESSING
Depending on the circumstances, AÏTHE processes personal data on one or more of the following legal bases.
Performance of a contract
We process information where it is necessary to perform a contract with you or to take steps at your request before entering into a contract. This includes processing an order, payment, delivery, return, exchange or requested product customisation.
Legal obligation
We process information where necessary to comply with applicable legal obligations, including accounting, tax, consumer protection and regulatory requirements.
Legitimate interests
We may process information where necessary for our legitimate interests, including protecting our business and website, preventing fraud, maintaining security, managing customer relationships, improving our services and establishing, exercising or defending legal claims, provided that those interests are not overridden by your rights and freedoms.
Consent
Where required, we rely on your consent, including for certain marketing communications, non-essential cookies, analytics or advertising technologies.
Where processing is based on consent, you may withdraw your consent at any time without affecting the lawfulness of processing carried out before its withdrawal.
SECTION 6 - ORDERS AND PAYMENTS
When you place an order, we process the information necessary to receive and confirm your order, process payment, prepare your products, communicate with you and arrange delivery.
Payments are processed through secure third-party payment providers available through our checkout.
Payment providers may process personal data in accordance with their own legal obligations and privacy practices.
We may also use transaction and device information to help prevent fraudulent or unauthorised purchases and protect the security of our customers and business.
SECTION 7 - PERSONALISED PRODUCTS AND ALTERATIONS
If you request a personalised product, alteration or made-to-measure adjustment, we may process information you voluntarily provide, such as height, garment measurements, body measurements, fit preferences or other specifications required to complete your request.
This information will be used primarily for communicating with you and preparing the product according to your instructions and may be retained together with relevant order records where reasonably necessary.
Please do not provide information that is not necessary for us to fulfil your request.
SECTION 8 - CUSTOMER ACCOUNTS
If you create or use customer account functionality, we may process information associated with your account in order to provide access to order history, addresses, returns and other account-related features.
Some customer account functionality is provided through Shopify.
You are responsible for maintaining appropriate security over access to your own account and email address.
SECTION 9 - MARKETING COMMUNICATIONS
Where you have subscribed to receive AÏTHE marketing communications, or where another lawful basis permits us to contact you, we may use your contact details to communicate information about collections, new products, launches, promotions, events or other AÏTHE news.
You may unsubscribe from marketing emails at any time by using the unsubscribe option included in our communications or by contacting us.
Unsubscribing from marketing does not affect transactional or service communications required in connection with an order, payment, delivery, return, account or customer service request.
SECTION 10 - COOKIES AND SIMILAR TECHNOLOGIES
Our website uses cookies and similar technologies to provide essential website functionality and may use additional technologies for analytics, personalisation, performance or advertising.
Where applicable law requires consent for non-essential technologies, these technologies will be managed in accordance with the choices made through the cookie or privacy controls available on our website.
Further information regarding the cookies and technologies used on our website is available in our Cookie Policy.
SECTION 11 - HOW WE SHARE PERSONAL DATA
We may share personal data with third parties where reasonably necessary to provide our services, operate our business or comply with applicable law.
These recipients may include:
Shopify, which provides our ecommerce infrastructure;
payment and fraud-prevention providers, where necessary to process and secure transactions;
delivery and logistics providers, including DHL Express, FAN Courier and Sameday where relevant to your order;
website hosting, technical, email and customer service providers;
analytics or advertising providers, where those services are enabled and lawfully used;
professional advisers, including accountants, lawyers, consultants or insurers where necessary; and
public authorities or other parties, where disclosure is required by law or reasonably necessary to establish, exercise or defend legal claims.
We do not sell customer contact information as a standalone commercial database.
Where service providers process personal data on our behalf, they are expected to handle that information in accordance with their contractual and legal obligations.
SECTION 12 - SHOPIFY
Our online store is powered by Shopify.
Shopify processes certain personal data necessary to provide ecommerce services, including storefront functionality, checkout, security, customer accounts and other services used by our store.
Depending on the service involved, Shopify may process certain information on behalf of AÏTHE or independently in accordance with Shopify’s own privacy obligations and policies.
Customers may have additional privacy choices directly in relation to certain Shopify services.
SECTION 13 - INTERNATIONAL DATA TRANSFERS
Some of the service providers used to operate our online store may process personal data outside Romania or the European Economic Area.
Where personal data protected by applicable data protection legislation is transferred outside the European Economic Area, appropriate transfer mechanisms and safeguards required by law will be used where necessary.
These may include adequacy decisions, contractual safeguards or other lawful transfer mechanisms.
SECTION 14 - DATA RETENTION
We retain personal data only for as long as reasonably necessary for the purposes for which it was collected and for any additional period required or permitted by applicable law.
The relevant retention period depends on the type of information and the purpose for which it is processed.
Order, transaction and invoice-related data may be retained for periods required by applicable accounting, tax and commercial legislation.
Customer service, return and dispute information may be retained for as long as reasonably necessary to resolve the relevant matter, demonstrate compliance with our obligations and protect our legal rights.
Marketing information may generally be retained until you unsubscribe, withdraw consent or the relevant processing is otherwise discontinued.
Where data is no longer necessary and no legal basis requires its continued retention, it will be deleted, anonymised or otherwise handled in accordance with applicable requirements.
SECTION 15 - YOUR DATA PROTECTION RIGHTS
Depending on applicable law and the circumstances of the processing, you may have the right to:
request access to the personal data we hold about you;
request correction of inaccurate or incomplete personal data;
request deletion of personal data where the applicable conditions are met;
request restriction of certain processing;
receive eligible personal data in a portable format;
object to certain processing based on legitimate interests;
object to the processing of personal data for direct marketing purposes; and
withdraw consent where processing relies on your consent.
You may also have rights relating to decisions based solely on automated processing where such processing produces legal or similarly significant effects.
These rights are subject to the conditions and exceptions established by applicable data protection legislation.
To exercise a privacy right, please contact:
We may request information reasonably necessary to verify your identity before fulfilling a request.
SECTION 16 - RIGHT TO LODGE A COMPLAINT
If you have concerns regarding how your personal data is handled, we encourage you to contact us first at hello@maisonaithe.com so that we can investigate the matter.
You also have the right, where applicable, to lodge a complaint with the competent data protection supervisory authority.
For individuals in Romania, the competent supervisory authority is the Autoritatea Națională de Supraveghere a Prelucrării Datelor cu Caracter Personal (ANSPDCP).
SECTION 17 - YOUR PRIVACY CHOICES
Depending on your location, privacy legislation may provide additional rights concerning targeted advertising or activities legally defined as the “sale” or “sharing” of personal information.
Where applicable, these choices can be exercised through the Your Privacy Choices functionality made available through our website.
The availability and scope of these rights may vary depending on your jurisdiction.
SECTION 18 - AUTOMATED PROCESSING AND FRAUD PREVENTION
We and our service providers may use automated signals or technologies to assist with fraud detection, payment security, website protection and risk assessment.
Where applicable law provides specific rights in relation to decisions based solely on automated processing that produce legal or similarly significant effects, those rights remain unaffected.
SECTION 19 - DATA SECURITY
We take reasonable technical and organisational measures designed to protect personal data against unauthorised access, loss, misuse, alteration or disclosure.
Our ecommerce infrastructure and payment providers maintain their own security measures applicable to the services they provide.
However, no internet transmission or electronic storage system can be guaranteed to be completely secure.
If you believe that your personal data or customer account may have been compromised, please contact us as soon as possible.
SECTION 20 - CHILDREN’S PRIVACY
Our website and products are not specifically directed towards children.
We do not knowingly seek to collect personal data from children in circumstances where parental or guardian authorisation is legally required and has not been provided.
If you believe that personal data relating to a child has been provided to us improperly, please contact us so that we can review the matter.
SECTION 21 - THIRD-PARTY WEBSITES
Our website may contain links to websites, applications or services operated independently by third parties.
AÏTHE is not responsible for the privacy practices of independent third parties.
When you leave our website or interact directly with another service, we encourage you to review the privacy information provided by that third party.
SECTION 22 - CHANGES TO THIS PRIVACY POLICY
We may update this Privacy Policy from time to time to reflect changes to our business, website, services, service providers or applicable legal requirements.
The current version will be published on this page and the “Last updated” date will be revised accordingly.
Where required by law, material changes will be communicated through an appropriate method.
SECTION 23 - CONTACT INFORMATION
For questions regarding this Privacy Policy, the processing of your personal data or the exercise of your data protection rights, please contact:
BLACK LABEL DESIGN SRL / AÏTHE
Str. Saturn 16, Bl. D2, Sc. 1, Et. 3, Ap. 13
800344 Galați, Romania
Email: hello@maisonaithe.com
Phone: +40 757 716 447
Trade Register No.: J2018000251171
CUI: 38912586
