Privacy Policy

Luthiers Mercantile International, Inc. Privacy Policy – as of August 10, 2020


For more than 30 years, Luthiers Mercantile International, Inc. (“LMI” “we,” “us,” or “our”) has been developing relationships helping customers on their guitar building journey based on respect and our mutual love for lutherie. We appreciate the trust and confidence you place in us when you visit our website and when you do business with us.

Your privacy is important to us. Please read this LMI Privacy Policy (“Privacy Policy”) to learn about the information that LMI collects from you and how LMI uses that information. We have made our best effort to present our Policy in the most comprehensive and simplest to understand terms.

By using the Site, you consent to the practices described in this Privacy Policy. If you do not agree with any part of this Privacy Policy, then please do not use the Site.


This Privacy Policy describes how LMI collects and uses information about you in connection with and and any other website, application, or other online service on or to which this Privacy Policy is linked or referenced (collectively, the “Site”).

California Residents: If you are a resident of California, you may have additional rights regarding your personal information. Please review our California Consumer Privacy Act (“CCPA”) Section below regarding your rights under the CCPA.


This Privacy Policy uses certain capitalized terms that we intend to have particular meanings. Sometimes, those terms are defined when they are first used. In addition, and for ease of reference, the following terms are defined in this section:

Personal Information: means information that identifies you or that can identify you, including, but not limited to, your name, shipping and/or billing address, e-mail address, phone number, and credit card information.

Browsing Information: means information that, by itself, does not individually identify you, such as browser type, operating system, the webpages you viewed, and how long you viewed them. We generally do not treat Browsing Information as Personal Information. We may, however, link together different types of Browsing Information or link Browsing Information to Personal Information. If linked information identifies (or can be used to identify) an individual person, we treat the linked information as Personal Information.

Process: (including its variants) means to collect, transfer, share, disclose, provide access to, use, combine, verify, store, and delete.


In the process of operating our Site, presenting relevant content, and processing your orders, we collect Personal Information and Browsing Information.

Personal Information is used to validate the accuracy of your method of payment for purchases as well as allowing us to communicate appropriately with you about the status, shipping, and tracking of your orders through our Site and services.

More information about Browsing Information can be found in the Tracking Technologies Used On The Site section below in this Privacy Policy.


We and our business associates use cookies, web beacons, and similar tracking technologies (“Tracking Technologies”), on the Site to collect, process, and store Personal Information and Browsing Information.

These Tracking Technologies allow us to track, measure, and analyze your interaction and browsing behavior on our site as well as the effectiveness of our site and the content we provide you in various forms and through various channels.

The Site also may use web beacons to assist us in delivering cookies and allow us to collect Browsing Information about Site users. Web beacons may also be included in emails in order to determine whether the emails have been opened and acted upon. To learn more about cookies and web beacons, visit

We also use analytics services, such as Google Analytics, to collect information. Generally, analytics services do not identify individual users. Many analytics services allow you to opt out of data collection. For example, to learn more about Google Analytics practices and to opt-out, visit or, download the Google Analytics opt-out browser add-on at


We share Personal Information, including name, address, email, and product purchase history for US Domestic customers and orders with third-party, retail data cooperatives. We never share credit card or payment method data with these third parties. By sharing the Personal Information and purchase data with the cooperatives, we are able to improve the accuracy and relevance of the content we provide to you via our site, email, and direct mail programs. Participation in the cooperatives also allows us to appropriately and accurately market our products and services to individuals and businesses that have demonstrated a relevant interest in our category of products and services.


LMI respects your right to access and control your personal information. You have choices about the information we collect, but if you decline, you may not have access to certain features on our Site.

You can view some of the Personal Information that we maintain about you and your account by logging into your account on the Site and viewing the My Account section. You can update certain information about your account, such as your mailing or billing address information, email address, and phone number by clicking the Edit Account Settings link within the My Account section, however, we may still possess and maintain records that do not reflect any updates that you provide in this manner.

If you have questions or concerns about our information practices, please contact us using our “Contact Us” link.


California Code Section 1798.83 permits individual California residents to opt-out of our disclosure of Personal Information to third parties for their direct marketing purposes. You may choose to opt-out of the sharing of your Personal Information with third parties for marketing purposes at any time by submitting a request in writing to our contact address below or by sending us an email to Please note that this opt-out does not prohibit disclosure made for non-marketing purposes. California law also permits residents of California to request and obtain from us once per year, free of charge, a list of the third parties (if any) to whom we have disclosed personal information for their direct marketing purposes in the prior calendar year, as well as the type of Personal Information disclosed to those third parties. If you are a California resident and would like to request this information, please submit your request by email to or by writing to the contact address below. The email’s subject line or the mailing envelope must include the phrase “California Privacy Rights.” The body of the email or letter also must include “California Privacy Rights,” as well as your email address (if you wish to receive a response via email) or street address, city, state, zip code (if you wish to receive a response via mail). We will not accept requests via telephone or facsimile.


With respect to security; we have appropriate security measures in place on-premises to protect against the loss, misuse, or alteration of information that we have collected from you on our Site.

If we change or update this Privacy Policy, we will post changes and updates on the Site so that you will always be aware of what information we collect, use, and disclose. We encourage you to review this Privacy Policy from time to time so you will know if the Privacy Policy has been changed or updated. If you have any questions about the Privacy Policy, please Contact Us.


If you have any remaining questions about how we treat your privacy, just let us know. You can contact us by:

Calling us at: 1-800-477-4437 or International 707-687-2020

Emailing us at:

Faxing us at: 707-687-2014

Mailing us at: Customer Service, Luthiers Mercantile, 7975 Cameron Dr. Bldg 1600, Windsor, CA 95492