Privacy Policy

Last updated: 18 September 2026

1. Who We Are

This Privacy Policy explains how Luname OÜ collects, uses and protects personal data when you visit annelischoen.com, purchase or use our products or services, subscribe to our communications, or contact us.

The data controller is:

Luname OÜ
Registry code: 14712164
Uus tn 58-25, 50606 Tartu, Estonia
Email: anneli@annelischoen.com

If you have questions about how your personal data is handled or wish to exercise your data protection rights, you can contact us at anneli@annelischoen.com.

2. Personal Data We Collect

Depending on how you interact with us, we may collect the following types of personal data:

Contact and purchase information — such as your name, email address, billing information and information relating to your purchase.

Information you provide when using our products and services — such as responses, reflections, preferences or other information you choose to provide when participating in or using a product or service. This may include information used to create personalised materials or outputs that form part of that product or service.

Communications — information you provide when you contact us by email, through the website or in connection with customer support.

Technical and website information — information that may be collected when you visit or use our website and online services, such as device, browser, IP address and usage information, depending on the technologies and service providers in use.

We ask you not to include unnecessary personal data about other people when using our products or services.

3. How We Use Your Personal Data

We use personal data only where it is necessary for a legitimate and specified purpose. Depending on how you interact with us, we may use your personal data to:

• process and administer your purchase;

• provide access to and deliver products or services you have purchased or requested;

• provide relevant materials, personalised outputs or other features that form part of a product or service;

• respond to questions, support requests or other communications;

• maintain the security and functionality of our website, products and services;

• comply with legal, accounting and regulatory obligations; and

• send marketing communications where we have a lawful basis to do so.

Where a product or service involves personal responses, reflections or other content you provide, we use that information only as necessary to provide the relevant product or service and for any other purposes described in this Privacy Policy.

We do not use personal reflective responses to make automated decisions about you or to create personality profiles unless we clearly inform you otherwise and have an appropriate lawful basis for doing so.

4. Legal Bases for Processing

We process personal data only where we have a lawful basis to do so. Depending on the circumstances, our legal bases may include:

Performance of a contract — where processing is necessary to process your purchase, provide a product or service you have requested, and deliver the relevant materials, outputs or other parts of that product or service.

Legal obligations — where we need to retain or process information to comply with applicable legal, tax, accounting or regulatory requirements.

Legitimate interests — where processing is necessary for legitimate business purposes, such as maintaining the security and functionality of our services, responding to enquiries and protecting our legal rights, provided that those interests are not overridden by your rights and interests.

Consent — where we ask for your consent for a specific purpose, such as certain marketing communications or technologies that require consent. Where processing is based on consent, you may withdraw that consent at any time.

5. How We Share Personal Data

We do not sell your personal data.

We may share personal data with trusted service providers where this is necessary to operate our website, process purchases, deliver products and services, communicate with you, store or process information, or otherwise run our business.

These service providers may include website and e-commerce providers, payment providers, form and experience platforms, hosting and cloud storage providers, email and communication services, document generation and delivery tools, analytics providers, and other technology providers that support our business.

We may also disclose personal data where required by law, regulation or a valid request from a public authority, or where necessary to establish, exercise or defend legal claims.

We require service providers to handle personal data appropriately and only use personal data in accordance with applicable data protection requirements and the purposes for which it has been shared.

6. Email Marketing and Newsletters

If you choose to subscribe to our newsletter or other marketing communications, we may use your name and email address to send you news, insights, updates about our products and services, and other relevant communications.

Where required by law, we will send marketing communications only with your prior consent. Subscribing to marketing communications is voluntary and is not a condition of purchasing a product or service.

You can unsubscribe at any time by using the unsubscribe link provided in our marketing emails or by contacting us at anneli@annelischoen.com.

Withdrawing your consent or unsubscribing from marketing communications does not affect service-related communications that are necessary to administer a purchase, provide a product or service, or respond to your request.

7. How Long We Keep Personal Data

We keep personal data only for as long as necessary for the purposes for which it was collected, including providing our products and services, maintaining appropriate business records, resolving disputes, and meeting legal, accounting and regulatory requirements.

Different types of personal data may be kept for different periods depending on their purpose and applicable legal requirements.

Where personal data is no longer needed for the purpose for which it was collected and there is no legal requirement or other lawful basis to retain it, we will delete or anonymise it.

Where you withdraw consent for marketing communications, we will stop using your personal data for that purpose, subject to retaining limited information where necessary to record and respect your preference.

8. International Data Transfers

Some of the service providers we use may process or store personal data outside the European Economic Area (EEA).

Where personal data is transferred outside the EEA, we take appropriate steps to ensure that the transfer is made in accordance with applicable data protection law. Depending on the destination and service provider, these safeguards may include an adequacy decision by the European Commission, standard contractual clauses approved by the European Commission, or another legally recognised transfer mechanism.

Where required, we also consider whether additional safeguards are necessary to protect personal data in connection with an international transfer.

9. Your Data Protection Rights

Depending on the circumstances and applicable data protection law, 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 your personal data;

• request restriction of the processing of your personal data;

• object to certain processing of your personal data;

• request portability of personal data where applicable;

• withdraw your consent at any time where processing is based on consent; and

• lodge a complaint with the Estonian Data Protection Inspectorate (Andmekaitse Inspektsioon) or, where applicable, another competent data protection supervisory authority.

These rights may be subject to conditions or limitations under applicable law. For example, we may need to retain certain information where required by law.

To exercise your rights or ask a question about your personal data, contact us at anneli@annelischoen.com.

10. Data Security

We take reasonable technical and organisational measures to protect personal data against unauthorised access, loss, misuse, alteration or disclosure.

We also seek to use service providers that maintain appropriate security measures for the personal data they process on our behalf.

However, no method of transmitting or storing information electronically can be guaranteed to be completely secure. If we become aware of a personal data breach, we will take appropriate steps in accordance with applicable data protection law.

11. Cookies and Similar Technologies

Our website and online services may use cookies and similar technologies that are necessary for their operation, security and functionality.

We may also use analytics, preference or marketing technologies to understand how our website and services are used and to improve our communications and offerings.

Where required by applicable law, non-essential cookies and similar technologies will be used only after you have provided the required consent. You can manage your choices through the cookie settings made available on our website, where applicable.

More information about the cookies and similar technologies in use may be provided through our cookie settings or a separate Cookie Policy.

12. Children’s Privacy

Our products and services are not intended for children under the age of 18, and we do not knowingly collect personal data from children for the purpose of providing our products or services.

If you believe that a child has provided personal data to us in connection with our products or services, please contact us at anneli@annelischoen.com so that we can review the situation and take appropriate action.

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our products, services, business practices, technologies or applicable legal requirements.

When we make changes, we will update the “Last updated” date at the top of this page. Where appropriate or required by law, we may also provide additional notice of material changes.

We encourage you to review this Privacy Policy periodically to stay informed about how we handle personal data.