Privacy and Cookies Policy

Effective as of 20 September 2026

Dear customers, on this page you will find what personal data we process about you, why we do so, to whom we pass it on, and what rights you have. We process personal data in accordance with Regulation (EU) 2016/679 (GDPR) and Act No. 110/2019 Coll., on Personal Data Processing.

1. Who is the controller of your data

ULTIMATE-GEMS s.r.o., with its registered office at Havlíčkova 77, 267 01 Králův Dvůr, Company ID (IČO): 24314820, VAT ID (DIČ): CZ24314820, registered in the Commercial Register kept by the Municipal Court in Prague, Section C, File 195955. We operate the e-shop at laboratornidiamanty.cz.

For anything related to personal data, you can contact us at info@ultimate-gems.com or by post at our registered office address. We have not appointed a Data Protection Officer, as the law does not require us to do so.

2. What data we process and on what grounds

Order and its fulfilment

We process your first and last name, e-mail, phone number, delivery and billing address, and details of the ordered goods and payment. Without these we cannot fulfil your order, so the legal basis is performance of a contract. We subsequently retain data from tax documents on the basis of compliance with legal obligations (the Accounting Act and the VAT Act).

Inquiries, questions and the jewellery configurator

When you write to us via the contact form, by e-mail, via WhatsApp, or save a design in the jewellery configurator, we process your name, e-mail, phone number and the content of your message or design. The legal basis is measures taken prior to entering into a contract and our legitimate interest in responding to and recording inquiries. In the configurator, we additionally store your IP address for a short period to prevent misuse.

Complaints, returns and customer support

We process data from your order and our communication with you – the legal basis is performance of a contract and compliance with legal obligations (liability for defects).

Reviews and ratings

If you send us a review, we publish the name (or its abbreviated form) you provide with the review, together with the text of your rating. The legal basis is your consent, which you may withdraw at any time, upon which we will delete the review.

Commercial communications

If you have made a purchase with us, we may send offers for similar goods to your e-mail on the basis of legitimate interest; you can unsubscribe via the link in every message or by e-mail. If you have given us your consent to receive newsletters, we process your e-mail address until you withdraw that consent.

Website operation, measurement and marketing

When you visit the website, we process data from cookies and similar technologies – your IP address, device and browser type, pages visited, and your behaviour on them. We use necessary cookies on the basis of our legitimate interest in the functioning and security of the website, while analytical and marketing technologies are used only on the basis of your consent given in the cookie banner. Details can be found in Section 7.

3. To whom we disclose your data

We do not sell personal data to anyone. We only disclose it to those without whom we could not deliver your goods or operate the website:

  • Carriers – General Logistics Systems Czech Republic s.r.o. (GLS), Zásilkovna s.r.o. (Packeta) and FedEx for shipments outside Europe; we provide the name, address, phone number and e-mail for delivery purposes.
  • Payment gateway – ComGate Payments, a.s.; you enter your payment details directly with them, and we never have access to your card number.
  • Accountants and tax advisors – processing of accounting documents.
  • IT service providers – hosting, e-mail, and administration of the website and configurator.
  • Google Ireland Limited – Google Analytics 4 and Google Tag Manager (only with consent to analytical and marketing cookies, respectively).
  • Smartlook.com, s.r.o. – anonymised analysis of website behaviour (only with consent).

All these recipients are bound by confidentiality and by a data processing agreement. Google may process data outside the EU; such transfers are based on the European Commission’s standard contractual clauses, or alternatively the EU-US Data Privacy Framework.

4. How long we retain your data

  • Orders and contractual documentation – for the duration of the contract and a further 4 years from its fulfilment (statute of limitations period).
  • Tax documents – 10 years from the end of the relevant tax period, as required by the VAT Act.
  • Inquiries, questions and configurator designs – 3 years from the last communication.
  • IP address in the configurator – no more than 7 days.
  • Consent to commercial communications – until the consent is withdrawn.
  • Cookies – for the period stated in Section 7; we retain the record of your consent for 1 year.

5. Your rights

At any time you may ask us for access to your data, for its rectification or erasure, for restriction of processing, and for data portability to another controller. You have the right to object to processing based on legitimate interest, including direct marketing, and to withdraw consent you have given us – withdrawal does not affect the lawfulness of processing carried out before it.

Simply write to info@ultimate-gems.com; we will respond within one month at the latest. If you believe we are not handling your data correctly, you may file a complaint with the Czech Data Protection Authority (Úřad pro ochranu osobních údajů), Pplk. Sochora 27, 170 00 Praha 7, www.uoou.cz.

6. Security and automated decision-making

The website runs on an encrypted connection (HTTPS), access to data is limited to a restricted group of people, and we back up our data. We do not carry out automated decision-making or profiling that would have legal effects on you.

7. Cookies

Cookies are small files that the website stores in your browser. We use them to make the website function (cart, login, selected language and currency) and, with your consent, also to measure traffic and for marketing purposes. You can change your choice at any time in the cookie banner on the website or in your browser settings – however, without necessary cookies, purchasing will not work.

Necessary cookies (no consent required)

  • woocommerce_cart_hash, woocommerce_items_in_cart, wp_woocommerce_session_* – cart contents and order progress (session, up to 2 days).
  • wcml_client_currency, wcml_client_currency_language – selected currency in the cart and checkout (2 days).
  • wp-wpml_current_language, _icl_visitor_lang_js – selected website language (1 day).
  • cookieyes-consent – record of your choice in the cookie banner (1 year).

Analytical cookies (only with consent)

  • _ga, _ga_FKMJJMRVQ5 – Google Analytics 4, measurement of traffic and behaviour on the website (up to 400 days).
  • sbjs_* – identifying where you came to the website from, for orders (session, up to 6 months).
  • Smartlook – anonymised recording of movement around the website, to help us identify errors and confusing areas (up to 1 year).

Marketing cookies (only with consent)

  • Google Tag Manager and Google advertising systems (doubleclick.net domain) – measuring advertising effectiveness and remarketing (up to 13 months).

8. Changes to this policy

We update this policy from time to time, for example when we change the tools we use or when required by legal regulations. The current version is always available on this page, and the effective date is shown at the top.