Privacy Policy

Last updated: May 6, 2026 Effective date: May 6, 2026

This Privacy Policy explains how PSS LLC, doing business as URNORY ("PSS," "URNORY," "we," "us," "our"), collects, uses, discloses, and protects personal information. It applies to our website (urnory.co), any white-label storefronts we operate for funeral home partners, customer support channels (email, SMS, WhatsApp, contact form), and in-person communications.

This Privacy Policy works together with our Terms of Service. Where there is any conflict, the Terms of Service control. By using our site or services, you consent to this Policy.

Table of Contents

1. Who We Are and Scope
2. Personal Information We Collect
3. How We Use Personal Information
4. Legal Bases for Processing (EEA / UK)
5. Cookies and Similar Technologies
6. Disclosure of Personal Information
7. Sale or Sharing for Targeted Advertising
8. Sensitive Information and Minors
9. Children's Privacy
10. Data Retention
11. Security
12. Your Privacy Rights (US, EU, UK)
13. Do Not Track and Opt-Out Signals
14. International Transfers
15. White-Label Storefronts
16. Communications, SMS, and WhatsApp
17. AI and Automated Processing
18. Your Choices
19. Changes to This Policy
20. Contact Appendix A: Data Map

1. Who We Are and Scope

PSS LLC, doing business as URNORY, is a Brooklyn, New York based manufacturer and retailer of custom cremation urns and related services. This Policy applies to:

• The URNORY website (urnory.co);
• White-label storefronts we host for funeral-home partners;
• Customer-support communications (email, SMS, WhatsApp, contact form, phone);
• In-person communications.

It does not cover sites or services we do not control, including third-party links and partner-owned sites.

1.1 Role of parties. For the URNORY site and storefronts we host, PSS is an independent controller of personal information. For partner-owned sites (where the partner operates its own platform separately from our hosted storefront), the partner is the controller of data they collect on their own properties. PSS will provide a Data Processing Addendum (DPA) for processor engagements upon written request.

2. Personal Information We Collect

2.1 You provide it directly

• Account and checkout details: name, email, phone, shipping and billing addresses;
• Order content: inscriptions, uploaded images or logos, design notes, memorial text, dates, names of the deceased;
• Communications: messages and recordings you send to support channels (including SMS and WhatsApp);
• Reviews and user-generated content you post on our sites.

2.2 Collected automatically

• Device and usage data: IP address, browser type, operating system, pages viewed, time on page, referring URLs;
• Cookie and similar data: session identifiers and analytics events;
• Shopping activity: products you view, items you add to your cart, checkouts you start, and the website or advertising campaign that first brought you to our site;
• Approximate location based on IP address.

2.3 From third parties

• Payment processors: fraud-check signals and payment-authorization results;
• Shipping carriers: delivery status and tracking;
• Funeral-home partners: when you purchase through a white-label storefront they operate.

3. How We Use Personal Information

We use personal information to:

• Provide and personalize products, including design proofing, production, and shipping;
• Communicate about orders, support requests, and service updates;
• Process payments, detect fraud, and secure our services;
• Operate white-label storefronts, including partner reporting and settlements;
• Improve our products and sites, including analytics and quality control;
• Train and improve our internal AI-assisted design and operations workflows (using anonymized or operational data only - see Section 17);
• Comply with law, tax, and accounting obligations;
• Send marketing by email, SMS, or WhatsApp with consent where required. Message and data rates may apply. Reply STOP to opt out, HELP for help;
• Maintain safety, security, and integrity, including preventing, detecting, and investigating malicious or illegal activity.

3.1 Data minimization and purpose limitation. We collect only the personal information reasonably necessary for the purposes described and we do not use it for materially different purposes without notice or a new legal basis.

3.2 Aggregated and de-identified data. We may use or share aggregated or de-identified information that cannot reasonably be used to identify you, and we commit not to re-identify such data.

3.3 Reminder emails. If you give us your email address on urnory.co (at checkout, when you ask us to email you when your design is ready, or through a sign-up form on our site), we may send you a small number of emails about products you viewed, items left in your cart, or a checkout you did not complete. Our email service provider, Klaviyo, sends these emails on our behalf and receives:

• The products you view, the items you add to your cart, and the checkouts you start on urnory.co, linked to an identifier stored in your browser. Activity from shortly before you gave us your email address (up to 14 days) may be connected to it once you do;
• Your email address, once you provide it;
• The website or advertising campaign that first brought you to our site;
• For each order placed on urnory.co: your email address, the order number, the products ordered, and the order total, so that you are not sent a reminder about something you have already bought.

We never send our email service provider your inscriptions, uploaded photographs, design images, or the names or dates of the person being memorialized. You can unsubscribe from these emails at any time using the link in any of them. Declining analytics and advertising cookies through the Privacy Choices link in the site footer stops your browsing activity from being collected for this purpose; order details are still shared so that no reminder is sent about a completed order. This section does not apply to white-label storefronts (see Section 15).

4. Legal Bases for Processing (EEA / UK)

Where the EU/UK General Data Protection Regulation (GDPR) applies, we process personal information on these bases:

• Performance of a contract (fulfilling your order);
• Legitimate interests (service improvement, fraud prevention, anonymized portfolio use);
• Consent (marketing communications where required);
• Legal obligation (tax, accounting, regulatory compliance).

4.1 No solely automated decisions. We do not make decisions based solely on automated processing that produce legal or similarly significant effects about you (GDPR Article 22). See also Section 17.

5. Cookies and Similar Technologies

We use:

• Required cookies to run the site;
• Functional cookies to remember preferences, if enabled;
• Analytics cookies to understand usage, if enabled;
• Advertising cookies for cross-context advertising, if enabled and where permitted.

Our email service provider (see Section 3.3) also uses cookies and browser storage on urnory.co. They are treated as analytics and advertising cookies: declining those through the Privacy Choices link in the site footer switches them off.

You can manage cookies through your browser settings. To submit a privacy request about advertising, analytics, sale, sharing, or cookie-related preferences, email legal@pssart.com with your name, email, and request type.

6. Disclosure of Personal Information

We share personal information with:

• Service providers under contract (payment processors, shipping carriers, cloud hosting, analytics, communications, design and automation tools). Service providers must use personal information only to provide services to us, follow our instructions, keep information confidential, and may not sell or share personal information;
• Funeral-home partners when you purchase through a white-label storefront they operate, so they can support you;
• Legal authorities when legally required or to protect rights and safety;
• Acquirers in a merger, acquisition, restructuring, or asset sale, subject to this Policy.

6.1 Law-enforcement requests. We disclose personal information to law enforcement or regulators only when legally required or to protect rights and safety. We require valid legal process unless an emergency exception applies.

6.2 Subprocessor list. A current list of material subprocessors is available to White-Label Partners and other commercial customers upon written request to legal@pssart.com.

7. Sale or Sharing for Targeted Advertising

We do not sell personal information for money. We may share limited identifiers and device data with advertising or analytics partners to show ads or measure performance. Where state privacy laws define this as a "sale" or "sharing," you can submit an opt-out request by emailing legal@pssart.com.

7.1 Nevada residents. We do not sell covered information as defined by Nevada law (SB 220). Nevada residents may submit opt-out requests to legal@pssart.com.

8. Sensitive Information

You may provide names, dates, religious symbols, or other potentially sensitive content in inscriptions and uploaded images. You choose what to provide. Do not upload health information, government identifiers, financial-account credentials, or biometric data. We are not a HIPAA-covered entity or business associate, and our services are not designed for protected health information.

8.1 Treatment of sensitive content. We treat uploaded content as confidential and use it only to fulfill your order, provide support, and operate our internal QC processes, consistent with our Terms of Service.

8.2 Limit use of sensitive personal information. We do not use or disclose sensitive personal information for purposes that require a "limit use" choice under California or other applicable law. If that ever changes, we will provide a method to limit such use.

8.3 Minors. We do not knowingly sell or share personal information of consumers under 16, and we do not serve targeted advertising to known minors.

9. Children's Privacy

Our services are not directed to children under 13, and we do not knowingly collect personal information from children. If you believe a child under 13 provided information, contact us at legal@pssart.com to delete it.

10. Data Retention

We retain personal information only as long as necessary for the purposes described or as required by law:

We may retain limited records longer as required for fraud prevention, security, litigation holds, and legal obligations.

11. Security

We use reasonable administrative, technical, and physical safeguards to protect personal information, including:

• Encryption in transit (HTTPS);
• Access controls and authentication;
• Secure cloud hosting with industry-standard providers;
• Regular software updates and security patching.

No method of transmission or storage is fully secure. We cannot guarantee absolute security.

11.1 Vulnerability disclosure. If you discover a security issue, contact security@urnory.co. Do not access or modify data that does not belong to you.

11.2 Security incident notice. If a data breach affects your personal information, we will notify you as required by applicable law and will cooperate with partners and authorities as needed.

12. Your Privacy Rights

12.1 United States state privacy rights

Depending on your state of residence, you may have rights to:

• Access the personal information we hold about you;
• Correct inaccurate personal information;
• Delete personal information (subject to legal exceptions);
• Receive a portable copy of your personal information;
• Opt out of sale or sharing for targeted advertising;
• Opt out of profiling that produces legal or similarly significant effects;
• Limit use of sensitive personal information (where applicable).

How to submit a request. Email legal@pssart.com with your name, email, and request type. We will verify your request before processing.

Verification. We verify requests using two or three data points depending on the sensitivity of the data requested. If we cannot verify your identity after reasonable steps, we will deny the request and explain why.

Authorized agents. You may use an authorized agent with written permission and identity verification.

Response timelines and appeals. We typically respond within 45 days, with a 45-day extension where reasonably necessary. If we deny your request, you may appeal within 30 days by replying to our decision or emailing legal@pssart.com with subject line "Privacy Appeal." We will respond to appeals within 45 days.

Non-discrimination. We will not discriminate against you for exercising your privacy rights, including by denying services, charging different prices, or providing a different level of quality.

Financial incentives. We do not offer programs that provide discounts or benefits in exchange for personal information. If we introduce one, we will provide a separate notice and opt-in.

12.2 California specific disclosures (CCPA/CPRA)

We provide the categories of personal information we collect, the purposes of collection, sources, recipients, and retention periods in Appendix A below.

• We disclose: identifiers, customer records, internet/device activity, geolocation by IP, commercial information, and inferences from usage to service providers for business purposes.
• We do not use or disclose sensitive personal information to infer characteristics.
• You may submit sale or sharing opt-out requests by emailing legal@pssart.com.

California "Shine the Light." We do not share personal information with third parties for their direct marketing purposes. If this changes, we will provide a method to opt out.

12.3 Virginia, Colorado, Connecticut, Utah, and other state laws

Residents of states with comprehensive privacy laws (including but not limited to Virginia VCDPA, Colorado CPA, Connecticut CTDPA, Utah UCPA, Texas TDPSA, Oregon OCPA, Montana MCDPA, and similar laws as they take effect) may exercise the rights described in Section 12.1 by emailing legal@pssart.com. Appeals may be submitted as described above.

12.4 EEA / UK rights (GDPR)

If the GDPR applies, you have rights to access, rectify, erase, restrict processing, object to processing, and data portability. You may withdraw consent at any time. You may lodge a complaint with a supervisory authority. Submit requests to legal@pssart.com.

13. Do Not Track and Opt-Out Signals

Some browsers send Do Not Track, Global Privacy Control, or other universal opt-out signals. We do not currently process these signals automatically. To submit an opt-out request, email legal@pssart.com.

14. International Transfers

We operate in the United States. If you are outside the United States, you consent to the transfer of your information to the United States. Where required, we use appropriate safeguards such as the European Commission's Standard Contractual Clauses (SCCs) and the UK's International Data Transfer Addendum.

15. White-Label Storefronts

For white-label storefronts we host for funeral-home partners:

• PSS is the controller for data collected on storefront pages we operate;
• The partner is the controller for data collected on its own site (separately from our hosted storefront);
• We share limited order information with the partner so they can support you;
• We do not use information from a white-label storefront for URNORY's own marketing, including the reminder emails described in Section 3.3;
• The partner's own privacy policy also applies.

See also Section A7 of the White-Label Partner Addendum in our Terms of Service.

16. Communications, SMS, and WhatsApp

We send transactional messages about your order. With consent where required, we may send marketing by email, SMS, or WhatsApp.

• Message and data rates may apply;
• Message frequency varies;
• Reply STOP to opt out of marketing messages, HELP for help;
• Service messages necessary to complete your order continue regardless of marketing opt-out.

16.1 CAN-SPAM compliance. All marketing emails identify the sender, include a working unsubscribe mechanism, honor opt-outs within 10 business days, and include the physical mailing address of PSS LLC.

16.2 TCPA disclosure. By providing a phone number and consenting to SMS/WhatsApp, you authorize PSS and its service providers to send messages using automated dialing or messaging systems. Consent is not a condition of purchase.

16.3 Call recording. We may record or monitor calls for quality assurance and training, where permitted by law.

17. AI and Automated Processing

PSS uses AI and machine-learning tools in its design, production, and operational workflows, as described in Section 20 of our Terms of Service.

17.1 Your data is not used to train external AI. We do not provide your customer-submitted text, images, photographs, names, dates, or inscriptions to third-party AI providers for the purpose of training their general-purpose AI models, except where strictly necessary to process your order.

17.2 Internal operational use. Your content may be processed by AI systems we use to fulfill your order (e.g., layout, color separation, inpainting). This processing is operational and does not constitute "training" of a general AI model.

17.3 No automated decisions with legal effects. We do not make decisions based solely on automated processing that produce legal or similarly significant effects about you. Order decisions, refunds, claim outcomes, and customer-service determinations involve human review.

17.4 Anonymized improvement. Anonymized images of finished products (with all identifying information removed) may be used in our portfolio and the continued development of our AI design pipeline.

18. Your Choices

• Marketing emails: click "unsubscribe" in any email;
• SMS/WhatsApp: reply STOP;
• Sale or sharing: email legal@pssart.com;
• Cookies: manage cookies in your browser. Blocking cookies may affect site functionality;
• Analytics or advertising cookies: email legal@pssart.com with your request.

18.1 Third-party links. Our site may include links to third-party websites or services. Their privacy practices are governed by their own policies, not ours.

19. Changes to This Policy

We may update this Policy from time to time. We will post the new effective date at the top. Material changes will apply prospectively. For significant changes, we may notify you by email or a prominent notice on the site.

20. Contact

For privacy questions, requests, or appeals:

• Privacy and legal: legal@pssart.com
• Security issues: security@urnory.co
• General inquiries: info@pssart.com
• Customer service: contact form at urnory.co

PSS LLC, doing business as URNORY Brooklyn, NY, United States

Appendix A: Data Map

END OF POLICY