Privacy policy

Last updated: 5 October 2026

Eleven11 Brands Pty Ltd ACN 668 424 995, trading as Milarēs (“Milarēs”, “we”, “us” or “our”), operates this website and online store, including its related products, content, features and services (the “Services”). Our store is powered by Shopify.

This Privacy Policy explains how we collect, use, disclose, retain and protect personal information when you browse our website, make a purchase, receive a gift card, contact us or otherwise interact with our Services.

If there is any inconsistency between our Terms of Service and this Privacy Policy, this Privacy Policy prevails in relation to the handling of personal information.

Personal Information We Collect

Personal information means information that identifies you or could reasonably identify you.

Depending on how you interact with us, we may collect:

Contact details: your name, email address, phone number, billing address and shipping address.
Order and transaction information: products purchased, order values, payment status, gift card transactions, returns, exchanges and related records.
Payment information: information required to process your payment, including your selected payment method and transaction details. Payments are handled through Shopify and relevant payment providers.
Account information: information used to create, authenticate and manage your customer account, where available.
Gift card recipient information: the recipient’s name and email address, the sender’s details, a personal message and the requested delivery date.
Communications: information you provide through emails, contact forms, customer support enquiries, reviews or social media.
Device and browsing information: your IP address, browser, device type, identifiers, approximate location, referral source, pages viewed and interactions with our website.
Marketing preferences: your subscriptions, consent choices and preferences for marketing communications.

You can choose not to provide certain information. However, we may be unable to process an order, deliver a gift card or respond to an enquiry without the information needed for that purpose.

How We Collect Personal Information

We collect personal information:

Directly from you when you place an order, create an account, subscribe to communications, submit a review, complete a form or contact us.
From gift card purchasers when they provide recipient details so we can deliver a gift card.
Automatically through cookies, pixels and similar technologies when you interact with our website.
From service providers such as Shopify, payment processors, delivery providers and analytics services.
From advertising and marketing partners where permitted by applicable law.

How We Use Personal Information

We use personal information to:

Process payments and fulfil orders.
Issue, deliver and manage digital gift cards.
Provide customer support and respond to enquiries.
Manage returns, exchanges and disputes.
Send order, delivery, gift card and account communications.
Operate, maintain and improve our website and Services.
Understand browsing activity and identify website usability issues.
Send marketing communications where we have consent or another lawful basis.
Measure advertising performance and provide relevant advertising where permitted.
Detect and prevent fraud, misuse and security incidents.
Maintain business records and meet legal obligations.

Digital Gift Cards

When someone purchases a gift card for another person, we collect the recipient details, personal message and delivery date supplied by the purchaser.

We use this information to deliver the gift card, provide related notifications, assist with enquiries and manage the gift card’s use.

If you receive a gift card, your details may have been provided to us by the purchaser rather than directly by you. You can contact us using the details below to ask about how we handle that information.

Receiving a gift card does not, by itself, subscribe the recipient to marketing communications.

When providing someone else’s details, please ensure you are authorised to share them for this purpose. Avoid including sensitive personal information in gift messages.

Marketing Communications

We may send you product updates, offers and other marketing communications where you have consented or where otherwise permitted by applicable law.

You can unsubscribe from marketing emails using the unsubscribe link in the email. If SMS marketing is available, follow the unsubscribe instructions in the message.

Unsubscribing from marketing does not stop essential communications about orders, payments, gift cards or enquiries.

Cookies and Similar Technologies

We use cookies, pixels and similar technologies to operate our website, remember preferences, understand website activity and support advertising.

These technologies may include:

Essential technologies needed for functions such as your shopping cart, checkout, security and privacy preferences.
Preference technologies that remember choices such as your selected country or language.
Analytics technologies that help us understand how visitors use our website and identify improvements.
Advertising technologies that help measure campaigns and show relevant advertisements.

Where applicable law requires consent, we obtain it before using non essential cookies or similar technologies.

You can manage available choices through our website’s cookie banner or privacy settings. You can also control cookies through your browser, although browser settings may not control every tracking technology.

Restricting essential cookies may affect website functionality. Where processing relies on consent, you may withdraw that consent at any time. Withdrawal does not affect the lawfulness of processing carried out beforehand.

Microsoft Clarity

We use Microsoft Clarity to understand how visitors interact with our website through behavioural analytics, heatmaps and session replays.

This may include information about pages visited, clicks, scrolling, navigation, device and browser details, and technical interactions. We use these insights to identify usability problems and improve the shopping experience.

Clarity uses cookies and other technologies, subject to applicable consent requirements. Information collected through Clarity is processed by Microsoft. Depending on the consent choices and settings that apply, information may also be used for Microsoft advertising purposes.

For information about Microsoft’s handling of personal information, please read the Microsoft Privacy Statement.

Advertising Partners

We may work with advertising platforms, including Meta, Google, TikTok and Pinterest, to promote our products and measure advertising performance.

Where enabled and permitted, these platforms may receive information about website visits, product interactions, purchases and device identifiers through pixels, integrations or similar technologies.

Where we use customer matching services, contact information may be converted into hashed identifiers before being shared. Hashing does not necessarily make information anonymous.

Advertising platforms may combine information received from us with information they hold under their own privacy policies.

Where applicable, you can manage advertising choices through our privacy settings, the relevant platform’s settings or by contacting us. Opting out of personalised advertising does not necessarily stop all advertisements.

When We Disclose Personal Information

We may disclose personal information to:

Shopify and providers supporting our website and store operations.
Payment processors and payment service providers.
Shipping, fulfilment and delivery providers.
Email, messaging and customer support providers.
Analytics providers, including Microsoft Clarity.
Advertising and marketing partners, where permitted.
Professional advisers, including accountants, lawyers and insurers, where necessary.
Authorities or other parties where disclosure is required or authorised by law.
Parties involved in a proposed or completed business sale, merger or restructure, subject to appropriate protections.

Some providers process information on our behalf. Others may handle certain information for their own purposes under their privacy policies and applicable law.

Shopify

Shopify hosts our online store and processes personal information to provide and support services such as checkout, payments, security and store functionality.

Depending on the services used, Shopify may also process information for its own purposes as described in its privacy notices.

You can read more about Shopify’s handling of personal information and available privacy choices through Shopify’s Privacy Portal.

International Transfers

We operate in Australia, but our service providers may store or process personal information overseas.

Depending on the provider and service, this may include the United States, Canada, countries within the European Economic Area and other countries in which our providers operate.

Privacy laws in those countries may differ from the laws in your location.

Where required, we take steps to ensure international transfers have appropriate protections. These may include transfers to jurisdictions recognised as providing adequate protection, contractual safeguards such as standard contractual clauses and applicable UK arrangements, or another legally permitted transfer mechanism.

You can contact us for further information about overseas recipients and safeguards relevant to your personal information.

How Long We Retain Personal Information

We retain personal information for as long as reasonably necessary for the purposes described in this policy.

Retention depends on the type of information and why we hold it. For example:

Order and payment records are retained for transaction administration and applicable tax, accounting and legal recordkeeping requirements.
Gift card records are retained as needed to administer outstanding balances, redemptions, enquiries and associated recordkeeping obligations.
Customer support records are retained as needed to resolve enquiries, manage disputes and maintain relevant service records.
Marketing records are retained while needed for permitted marketing activities. Limited suppression records may be retained to respect unsubscribe requests.
Analytics and cookie information is retained according to the relevant service settings, the purpose of collection and applicable requirements.

We may retain information longer where necessary for a legal obligation, claim, investigation or dispute.

When personal information is no longer needed, we take reasonable steps to securely delete or de identify it, unless continued retention is required or permitted by applicable law.

Security

We take reasonable technical and organisational measures to protect personal information from misuse, interference, loss, unauthorised access, modification and disclosure.

However, no method of internet transmission or electronic storage is completely secure.

Please keep account access details and gift card codes confidential, and contact us if you suspect unauthorised use.

Your Privacy Rights

Depending on your location and the laws that apply, you may have rights to:

Request access to personal information.
Request correction of inaccurate or incomplete information.
Request deletion of personal information.
Obtain a portable copy of certain information.
Object to or restrict certain processing.
Withdraw consent where processing relies on consent.
Opt out of certain targeted advertising, sales or sharing of personal information.
Complain to a relevant privacy regulator.

These rights may be subject to exceptions, including where information must be retained to meet legal obligations.

Contact us using the details below to make a request. We may need to verify your identity and, where someone acts on your behalf, their authority.

We will respond within the timeframe required by applicable law. If we cannot fulfil a request, we will explain why, subject to legal restrictions.

Australian Customers

You may contact us to request access to, or correction of, the personal information we hold about you.

Where the Australian Privacy Act 1988 applies to our handling of your information, we handle these requests in accordance with that Act and the Australian Privacy Principles.

If you have a privacy complaint, please contact us with the relevant details. We will review the complaint, investigate where appropriate and respond within a reasonable time.

Where applicable, you may also complain to the Office of the Australian Information Commissioner.

European Economic Area and United Kingdom

Where the EU GDPR or UK GDPR applies, Eleven11 Brands Pty Ltd trading as Milarēs is the controller of personal information for the purposes we determine.

Depending on the activity, our legal bases include:

Contract: processing your purchases, payments, account requests and related customer support.
Consent: sending marketing or using non essential tracking technologies where consent is required.
Legitimate interests: operating and securing our business, preventing fraud, responding to enquiries, administering gifts purchased for recipients and improving our Services, where these interests are not overridden by your rights.
Legal obligations: retaining required records and responding to lawful requests.

Where consent is required, we do not rely on legitimate interests as a substitute for that consent.

You have the right to object at any time to processing for direct marketing, including related profiling.

You may also object to processing based on legitimate interests for reasons relating to your particular situation.

Where applicable, you have rights of access, correction, erasure, restriction and data portability, and the right to withdraw consent.

You may complain to your local supervisory authority. UK customers can contact the Information Commissioner’s Office. EEA customers can find their authority through the European Data Protection Board.

Swiss Customers

Where Swiss data protection law applies, you may have rights to information about our processing, access to your personal information, correction and other remedies provided by law.

You can contact us to exercise your rights or raise a concern. You may also contact the Swiss Federal Data Protection and Information Commissioner.

United States Customers

Depending on your state of residence and whether relevant state privacy laws apply to our business, you may have rights to access, correct, delete or obtain a copy of your personal information.

You may also have rights to opt out of targeted advertising, certain profiling, or activities classified as a sale or sharing of personal information.

Advertising disclosures can fall within legal definitions of “sale” or “sharing” even where no money is exchanged.

Where applicable, you can submit a request through our privacy settings or by contacting us. We honour legally required opt out preference signals, including Global Privacy Control, where applicable.

Where provided by law, you may use an authorised agent or appeal a decision about your request by contacting us and explaining the basis of your appeal.

We will not unlawfully discriminate against you for exercising your privacy rights.

Children’s Privacy

Our Services are not directed to children, and we do not knowingly collect personal information from children in circumstances requiring parental consent without that consent.

If you believe a child has provided personal information inappropriately, please contact us so we can investigate and take appropriate action.

Third Party Websites

Our website may link to third party websites or services. Their privacy practices are governed by their own policies.

Please review those policies before providing personal information.

Changes to This Policy

We may update this Privacy Policy to reflect changes to our Services, practices or legal requirements.

The current version will be published on this page with an updated date. Where required by law, we will provide additional notice or obtain consent for relevant changes.

Contact Us

For privacy enquiries, complaints or requests to exercise your rights, contact:

Eleven11 Brands Pty Ltd trading as Milarēs
ACN 668 424 995

Privacy enquiries: Please contact us through our contact page.

Mailing address:
4 Young Street
Neutral Bay NSW 2089
Australia