Privacy policy



Last updated: 03 February 2026

1.  Who we are

SIA efficientmorning.ai (Registration No. 40203557649, VAT No. LV40203557649), registered at Krišjāņa Barona iela 130‑k9‑17, Riga, LV‑1012, Latvia, trades online as HeroByName ("we", "our", "us"). We are the data controller for the personal data described in this notice.

Privacy enquiries & data‑subject rights requests:  hello@herobyname.com

2.  Personal data we collect

Category

Typical examples

Identity & Contact

Name, postal & billing address, telephone, e‑mail

Account details

Login, hashed password, settings, saved carts

Transaction data

Items purchased, order ID, payment status, shipping method

Payment tokens

Card last‑four digits, PSP token (no raw card data is stored)

Uploaded content

Photo provided for personalisation, inscription text

Device & usage

IP address, browser type, time‑zone, click‑stream on our store

Marketing preferences

Newsletter opt‑in/out, cookie‑consent choices

3.  Why we use your data & legal bases

Purpose

Legal basis (GDPR)

Process & ship your order

Contract Art 6 (1)(b)

Show previews & generate artwork

Consent Art 6 (1)(a)

Send service e‑mails, handle support

Legitimate interest Art 6 (1)(f)

Direct e‑mail marketing

Consent Art 6 (1)(a) – you may withdraw anytime

Book‑keeping, VAT, consumer‑law duties

Legal obligation Art 6 (1)(c)

Fraud prevention & network security

Legitimate interest Art 6 (1)(f)

4.  Who processes the data

We share data only as needed with:

  • E‑commerce host – Shopify Inc. (Canada / USA)

  • Cloud VPS provider – EU datacentre

  • Image‑generation subcontractor – SCCs in place

  • Payment processor & anti‑fraud – PSP tokenises your card

  • Postal & courier partners – Latvijas Pasts and, at your choice, DHL/UPS

  • Professional advisers & legally required bodies (e.g. tax authority)

A full vendor list can be provided on request.

5.  International transfers

Whenever data leaves the EEA we rely on:

  • Adequacy decision (Canada)

  • Standard Contractual Clauses (2021/914/EU) for transfers to the USA or Singapore. Copies of SCCs can be provided on request.

6.  Retention schedule

Data item

Retention rule

Uploaded photo

Deleted same day the parcel ships

Personalisation text/images

Deleted 90 days after shipment (support and reprint window)

Order & invoice records

10 years (Latvian accounting law)

Marketing e‑mail consent

Until you unsubscribe

7.  Cookies & tracking

We use essential cookies for the cart & checkout and, with your consent, analytics cookies. You can manage choices via the banner or the Cookie Settings link in the footer.

8.  Your rights

Under GDPR (and similar laws) you may:

  • access, correct, erase or port your data;

  • object to or restrict certain processing;

  • withdraw consent at any time;

  • lodge a complaint with the Latvian Data State Inspectorate.

Email hello@herobyname.com to make a request. We will verify your identity and reply within 30 days.

9.  Security

We follow industry best‑practice: TLS encryption in transit, encrypted disks at rest, role‑based admin access, and routine penetration testing. All image processing is performed automatically by our servers; no employee manually reviews your uploaded photo. No method is 100 % foolproof, but we take commercially reasonable measures to protect your data.

10.  Children

Our products are intended for customers aged 16 +. We do not knowingly collect data from children under that age.

11.  Changes

Any material change to this notice will be announced on the site and the Last updated date will change. Continued use of the Services means you accept the updated terms.

12.  Contact

SIA efficientmorning.ai
Krišjāņa Barona iela 130‑k9‑17
Rīga LV‑1012, Latvia
E‑mail: hello@herobyname.com

If we cannot resolve your concern, you have the right to complain to the Latvian Data State Inspectorate (dvi.gov.lv).