Long's Jewelers ("we", "us" and "our") is committed to protecting the privacy of visitors to its online e-commerce platform (our "store") at https://www.longsjewelers.com/ ("Site"). This Privacy Policy explains our online information practices.

This Privacy Policy is part of our Site's Terms of Service that govern your use of our store. This Privacy Policy may be supplemented or amended from time to time, or may include privacy notices that might not apply to everyone. For example, some states, such as California, specify the types of privacy notice that we are required to provide to benefit California consumers.  

Our store is maintained in the United States of America. If you are accessing our store from outside of the United States, you consent to and authorize the export of your information to the United States and to the storage and use of your information as specified in this policy. You understand and consent that data stored in the United States may be subject to lawful requests by the courts or law enforcement authorities in the United States.  If you do not consent to the storage and use of your information in the United States, do not provide us with any of your information.

Our store is hosted on Shopify Inc. They provide us with the online e-commerce platform that allows us to sell our products to you.  When you visit our store, Shopify may receive personal information that you provide to us.  We will use your personal information only as provided in this Privacy Policy.  You can review Shopify's privacy policy here: https://www.shopify.com/legal/privacy/customers. We do not control Shopify and have no responsibility or liability for Shopify's collection, use or sharing of your information.

If you do not agree with our use of your information as disclosed in our Privacy Policy or in Shopify's privacy policy, please do not use our Site.

  1. Terms & Conditions
  2. Information that we collect
  3. How we use the information
  4. How and why we disclose the information
  5. Updating personal information and preferences
  6. Steps we take to safeguard your personal information
  7. Cookies
  8. Changes to this Privacy Policy
  9. Contact Information
  10. Privacy Notice for California residents

We collect personal information when you purchase something from our store as part of the buying and selling process.  We may also collect personal information that you provide to us when providing feedback, making inquiries, or registering to receive information from us.  When you choose to use these features, we ask for information such as your name, e-mail address, and mailing address, and we may request your phone number (all together, "Personal Information").

Through the Site, we may automatically gather certain information about the use of the Site, such as how frequently certain areas of the Site are visited, including through the use of cookies, web beacons and other technologies. This information typically includes your IP address, the identity of your internet service provider, the name and version of your operating system, the name and version of your browser, the date and time of your visit, and the pages you visit.  Please check your browser if you want to learn what information your browser sends or how to change your settings. Generally, we do not link the information provided by your browser to your Personal Information.  

Section 2 - How we use the information

We use Personal Information for the following general purposes: to respond to your inquiries about our products and services, to respond to any comments or feedback you submit, to send you updates and notices regarding our products and services that we think might be of interest to you, and to meet any applicable legal and regulatory requirements. 

We use non-personally identifiable information in the aggregate so that we can improve the Site and store.  We may use or share such aggregated de-identified data with third parties for any purpose.

We do not sell your Personal Information. 

Section 3 - How and why we disclose the information

Unless otherwise stated in this Privacy Policy, we do not sell, trade or otherwise transfer your Personal Information to outside parties.  However, we may share your Personal Information with third parties who perform services on our behalf. For example, we use a third party to host the Site and our data. Among other things service providers may help us perform website or application hosting, app design, maintenance services, database management and/or analytics, web analytics, app analytics, SMS notifications, payment processing, fraud protection, marketing, advertising, or any other uses set out in this Privacy Policy. Access to your Personal Information by these service providers is limited to the information reasonably necessary for the service provider to perform its limited function.

We may also release your information when we believe in good faith that such release is appropriate to comply with the law, to enforce our Site and store Terms of Service and policies, or to protect our or others' rights, property and safety.  If you specifically consent to additional uses of your Personal Information, we may use your Personal Information in a manner consistent with that consent.

If you submit any Personal Information together with or as part of any comments, feedback, or other submissions through the Site, we reserve the right (but shall have no obligation) to disclose such Personal Information when we exercise our rights under the Site's Terms of Service to copy, display, distribute, modify, and otherwise use such communications, with or without attribution to you.  If you do not want particular Personal Information to be disclosed in connection with the use of your comments or other communications, then you should not include that information in your communications.

We may include links on our Site to third party websites that have separate and independent privacy policies.  We have no responsibility or liability for the content and activities of these linked websites.  Our store is hosted on Shopify Inc.  When you visit our store, Shopify may receive the same personal information that you provide to us. You can review Shopify's privacy policy here: https://www.shopify.com/legal/privacy/customers.  We do not control Shopify and have no responsibility or liability for Shopify's collection, use or sharing of your information.

Certain third-party service providers, such as payment gateways and other payment transaction processors, have their own privacy policies governing the information they receive for your purchase-related transactions. For these providers, we recommend that you read their privacy policies so you can understand the manner in which your Personal Information will be handled by these providers.

In particular, remember that certain providers may be located in or have facilities that are located in a different jurisdiction than either you or us.  If you elect to proceed with a transaction that involves the services of a third-party service provider, then your information may become subject to the laws of the jurisdiction(s) in which that service provider or its facilities are located.

When you click on links available through our store, they may direct you away from our Site. We are not responsible for the privacy practices of other sites and encourage you to read their privacy statements.  Your visits and use of a third-party website or application are not governed by this Privacy Policy or our Site's Terms of Service.

We may disclose, share or transfer your information to a third party in connection with any merger, financing, acquisition, or dissolution transaction or proceeding involving sale, transfer, divestiture, or disclosure of all or a portion of our company or assets to which this Privacy Policy applies. 

Section 4 - Updating Personal Information and preferences

If you have provided us with Personal Information and would like to change, correct, or request access to your Personal Information, or would like to opt out of receiving e-mail or other communications from us, you may do so by contact us as provided in Contact Information below. 

Section 5 - Steps we take to safeguard your Personal Information

We maintain reasonable administrative, physical, and technological measures to protect the confidentiality and security of Personal Information you submit through our store. Unfortunately, no website, server or database is completely secure or "hacker proof." We therefore cannot guarantee that your Personal Information will not be disclosed, misused or lost by accident or by the unauthorized acts of others. We retain your Personal Information for as long as reasonable (as determined by us) to fulfill your transaction or respond to your inquiry and for a reasonable time thereafter, or as long as required by law. Even if we delete some or all of your Personal Information, we may continue to retain and use aggregate, anonymous data previously collected and/or anonymize and aggregate your Personal Information.

Your online transactions are managed by our third party service provider.  Your credit card information is not transmitted to us through your activity at our Site.  Although no method of transmission over the Internet or electronic storage is 100% secure, we use service providers who follow all PCI-DSS requirements and implement additional generally accepted industry security standards.

Section 6 - Cookies

What are Cookies

Cookies are data files saved to a user's computer. Cookies generally fall into different categories:  essential, functional, analytics, advertising, social, first party, and third party.  Essential and functional cookies are used by the site operator to perform essential functions such as remembering your selections or placing your items in your shopping cart.  Analytics cookies provide important data to the site owner such as identifying areas of the site visited, how often, and for how long.  Advertising cookies track consumers' viewing habits across websites to deliver targeted advertising.  Social cookies enable visitors to connect to our content or to third party content through their registered social media platforms.  Each of these types of cookies may be delivered by the owner of the site, a first party cookie, or delivered by third parties who place their own content or advertising on the site, a third party cookie.  

Cookies can remain on your device for different periods of time. Session cookies exist only while your browser is open and are deleted automatically when you close your browser. Permanent cookies survive after your browser is closed, and can be used to recognize your device when you open your browser and browse the internet again.

We employ first party cookies that are essential, functional, and analytics.  These include both session and permanent cookies.  We may allow certain content providers, product providers, or advertisers to place their third party cookies on our Site.  We do not control the nature of such cookies or the time period they remain on your device. 

Third Party Cookies

Rolex Section:  While navigating the Rolex section of our Site, some cookies are controlled by ROLEX SA, which applies the following Cookies Policy.

Shopify:  As a subscriber to the Shopify platform, our Site enables Shopify to place cookies and collect user information. You can review Shopify's privacy policy here: https://www.shopify.com/legal/privacy/customers.

Controlling Cookies

You can choose to have your computer warn you each time a cookie is being sent or you can choose to turn off all cookies. You do this through your browser (such as Internet Explorer, Chrome, or Firefox) settings. Each browser is a little different, so look at your browser Help menu to learn the correct way to modify your cookie settings.  If you turn cookies off, you may not have access to many features that make your Site experience more efficient and some of our services may not function properly. 

Cookies We Use

Here is a list of the types of cookies used on our Site.

Essential and Functional Cookies

  • Ex: Enables our Site to present you with necessary information, remember your preferences, and enable you to shop and communicate with us.
  • Persistent

Analytics Cookies

  • Ex: Collects information regarding visits to the Site, which parts of the Site are popular, amount of time spent on the site. Provides information that informs our marketing campaigns and development of our promotional materials and content. Some third party content providers place analytics cookies through our Site.
  • Some persistent, some session

Advertising Cookies

  • Ex: Identifies when you visit our Site through online or digital advertisements placed elsewhere. Helps assess the effectiveness of our marketing campaigns.
  • Depends on your browser settings

Social Cookies

  • Ex: Enables you to share your preferences through your selected social media platforms and enables the selected social media platform to deliver targeted advertising
  • Depends on your browser settings

Section 7 - Changes to this Privacy Policy

We reserve the right to modify this Privacy Policy at any time, so please review it frequently. Changes and clarifications will take effect immediately upon their posting on the Site. If we make material changes to this policy, we will notify you here that it has been updated, so that you are aware of what information we collect, how we use it, and under what circumstances, if any, we use and/or disclose it.

If our store is acquired or merged with another company, your information may be transferred to the new owners so that we may continue to sell products to you.

Section 8 - Contact Information

If you would like to: access, correct, amend or delete any Personal Information we have about you, register a complaint, or simply want more information contact our Privacy Compliance Officer using the information provided below.  We may ask you for additional information to verify your identity.  

email:  customerservice@longsjewelers.com 

mail: Long's Jewelers
Attn: Privacy Compliance Officer
60A South Ave.
Burlington Massachusetts US 01803

phone: 877-845-6647

Section 9 - Privacy Notice for California residents

If you are a California resident, you have additional rights under California privacy laws.  This Section 9 - Privacy Notice applies only to consumers who reside in the State of California ("consumers" or "you"). 

If you have any questions or comments about this notice, the ways in which we collect and use your information, your choices and rights regarding such use, or wish to exercise your rights under California law, please do not hesitate to contact us as provided in Contact Information.

a. Information We Collect

When you visit and use our store, we collect the Personal Information described in Information that we collect. Personal Information does not include publicly available information from government records or deidentified or aggregated consumer information.

We may have collected the following categories of Personal Information from users of our store over the past 12 months:


  • Ex: A real name, alias, postal address, unique personal identifier, online identifier, Internet Protocol address, email address, account name
  • Processing Purposes:
    • To provide you with our Products and fulfill your requests
    • For legitimate business purposes
    • To improve our Products and the Site
    • To market our Products to you and others
    • To communicate with you

Payment Related Information

  • Ex: Your name, address, phone number, payment method and purchase amount. Our third party service provider may collect credit card numbers, bank account or other financial account information, which is not available to us
  • Processing Purposes:
    • To complete customer purchase transactions

Commercial information

  • Ex: Records of products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies
  • Processing Purposes:
    • To provide and improve the Site and Products
    • To understand your interests
    • To set up your account
    • To market or promote our Products to you and others
    • To communicate with you

Internet or other similar network activity

  • Ex: Browsing history, search history, information on consumer's interaction with a website, application, or advertisement, social media integration
  • Processing Purposes:
    • To to improve our Products and the Site
    • To market or promote our Products to you and others
    • To secure the Site
    • To understand your interests

b. Use and Sharing of Personal Information

We do not sell your Personal Information.  Please review How we use the information and How and why we disclose the information to see how we use and share your Personal Information.  

We will not collect additional categories of Personal Information or use the Personal Information we collected for materially different, unrelated, or incompatible purposes without providing you notice.

c. Sales of Personal Information

We do not sell your Personal Information.  However, from time to time, we may share our list of contacts with third parties who are providing, sponsoring, or co-sponsoring events on our behalf.

In the preceding 12 months, we shared the following categories of Personal Information about users of our Site with the following categories of third parties for our business purposes.


  • Ex: A real name, alias, postal address, unique personal identifier, online identifier, Internet Protocol address, email address, account name
  • Category of Third Party to whom Personal Information is Disclosed: Our service providers who are bound by our Privacy Policy and this Privacy Notice

d. Your Rights and Choices

Access to Your Personal Information and Portability. You may request access to your Personal Information by contacting us as described in Contact Information. We will grant you reasonable access to the data that we have about you as required by law. You may also be entitled to request copies of Personal Information that you have provided to us in a structured, commonly used, and machine-readable format and/or request us to transmit this information to another service provider (where technically feasible).

Changes to Your Personal Information. We rely on you to update and correct your Personal Information by contacting us as provided in Contact Information

Deletion of Your Personal Information. We retain your Personal Information for the period necessary to fulfill the purposes outlined in this Notice, unless a longer retention period is required or permitted by law. You may, however, request that we delete your Personal Information by contacting us as provided in Contact Information 

We may deny your deletion request if retaining the information is necessary for us or our service provider(s) to:

  • Complete the transaction for which we collected the Personal Information, provide a good or service that you requested, take actions reasonably anticipated within the context of our ongoing business relationship with you, fulfill the terms of a written warranty or product recall conducted in accordance with federal law, or otherwise perform our contract with you.
  • Detect security incidents, protect against malicious, deceptive, fraudulent, or illegal activity, or prosecute those responsible for such activities.
  • Debug products to identify and repair errors that impair existing intended functionality.
  • Exercise free speech, ensure the right of another consumer to exercise their free speech rights, or exercise another right provided for by law.
  • Comply with the California Electronic Communications Privacy Act (Cal. Penal Code § 1546 et. seq.).
  • Engage in public or peer-reviewed scientific, historical, or statistical research in the public interest that adheres to all other applicable ethics and privacy laws, when the information's deletion may likely render impossible or seriously impair the research's achievement, if you previously provided informed consent.
  • Enable solely internal uses that are reasonably aligned with consumer expectations based on your relationship with us.
  • Comply with a legal obligation.
  • Make other internal and lawful uses of that information that are compatible with the context in which you provided it.

Except as provided above, we will delete, aggregate, or de-identify all of your Personal Information as described in this subsection within the timeframes required by law.

e. Exercising Access, Data Portability, and Deletion Rights

When exercising the rights or options described in this Notice, the following guidelines apply:

No Fee Usually Required. You will not have to pay a fee to access your Personal Information (or to exercise any of the other rights). However, we may charge a reasonable fee or decline to comply with your request if your request is clearly unfounded, repetitive, or excessive.

What We May Need from You. When exercising your rights or otherwise assisting you, we may need to request specific information from you to help us confirm your identity. This is a security measure to ensure we do not disclose Personal Information to any person who is not entitled to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

Time to Respond and Format. We will endeavor to timely respond to a verifiable consumer request. If we require more time, we will inform you of the reason and extension period in writing. We will deliver our written response by mail or electronically. Any disclosures we provide will only cover the 12-month period preceding the verifiable consumer request's receipt. The response we provide will also explain the reasons we cannot comply with a request, if applicable. For data portability requests, we will select a format to provide your Personal Information that is readily useable and should allow you to transmit the information from one entity to another entity without hindrance.

No Discrimination. You will not be subject to discrimination as a result of exercising the rights described herein. In some cases, when you exercise one of your rights, we will be unable to comply with the request due to legal obligations or otherwise, or we will be unable to provide you certain products or services. These responses are not discrimination and our reasons for declining your request or ceasing services will be provided at that time.

Authorized Agent. You may designate an authorized agent to make a legally allowable request on your behalf. In order to designate an authorized agent to make a request on your behalf, you must mail to us a valid power of attorney, the requester's valid government issued identification, and the authorized agent's valid government issued identification.

f. Other California Privacy Rights

California's "Shine the Light" law (Civil Code Section § 1798.83) permits users of our Site that are California residents to request certain information regarding our disclosure of Personal Information to third parties for their direct marketing purposes. To make such a request, please send an email or write to us as provided in Contact Information above.