Privacy Policy

_Version dated 4 July 2026. This page explains what data mist collects about you, why, on what legal basis, to whom we disclose it and how you can manage it._

The authoritative (legally governing) version of this Policy is the Armenian-language version. The Russian and English versions are provided for your convenience; in the event of any discrepancy in interpretation, the Armenian version prevails.

At mist we treat your data with the same care as the very pair we bring to you for a fitting. We collect only what is genuinely needed to accept your order, deliver the footwear and stay in touch with you, and we do not use your data for anything not expressly stated here.

This Policy describes the processing of data. The rules governing use of the website and the measures against abuse — including against automated data collection, bots, scraping and other misuse of the service — are set out in a separate document, the "Website Terms of Use"; here we explain only what data is processed in that context and on what basis.

1. Who processes your data

The controller of your personal data (the person who determines the purposes and means of processing) is the individual entrepreneur who owns the mist store:

• Name: Individual Entrepreneur Hayk Paryan Levoni (ԱՁ «Հայկ Պարյան Լևոնի», Hayk Paryan Levoni IE)
• State registration number: 264.1285290 (date of state registration — 27.12.2022)
• Taxpayer registration number (ՀՎՀՀ): 72971529
• Type of activity: retail trade via the internet (code 47.91.0)
• Address: Republic of Armenia, 0051, Yerevan, Arabkir administrative district, 1 Malkhasyants St.
• Phone / WhatsApp: +374 94 987490 (wa.me/37494987490)
• Email: mistevn@gmail.com
• Business hours: daily, 10:00 to 22:00

The store is registered in Yerevan (delivery — across the whole of Armenia: Yerevan and ~10 km by courier, the rest by post). For any questions about your data, you may write to us at mistevn@gmail.com, call or message us on WhatsApp at +374 94 987490.

The legislation of the Republic of Armenia does not require our store to appoint a dedicated data protection officer (DPO), and we do not appoint one; all matters concerning personal data are handled by the seller directly, at the contacts above.

2. What data we collect

We adhere to the principle of data minimisation: we collect only the information needed for a specific website function, and only to the extent necessary for it. Below is exactly what we collect and when.

2.1. Personal account (registration)

Registration is not mandatory — you can place an order without it. If you do create an account, we save and store the following permanently, so that you need not enter it with every order:

• name;
• email address;
• password — stored only in a secured, irreversibly encrypted (hashed) form, and we cannot see it in plain text;
• preferred contact method (phone or WhatsApp) and the number itself;
• country (Armenia), city and address.

You may change this data at any time in your account or ask us to delete your account.

2.2. Placing an order

To accept and fulfil your order, we collect: name, phone, email address, delivery address, order contents (which products and sizes) and the selected payment method.

2.3. Fitting request (Try at Home)

For the courier to bring footwear to you for a fitting, we need: name, phone, address, preferred visit time and the list of pairs for fitting (up to 3 pairs).

2.4. Contact form

When you write to us via the form on the website, we receive: your name, a contact for our reply (phone or email) and the text of your message.

2.5. "Notify when available"

If a product in the required size is out of stock and you ask to be notified when it becomes available, we save: your contact (phone or email), along with the product and size concerned.

2.6. Product review

A review may be left only for a confirmed (actually delivered) purchase. We process: name, rating, review text and size. The review is published after moderation; the published part is visible to other visitors, so please do not include unnecessary personal data in the text of your review. To keep reviews genuine, we verify their connection to a real purchase and are entitled to reject or withdraw a review from publication if we establish that it is fake, was left without a confirmed purchase or otherwise misleads customers.

2.7. Newsletter subscription

For the newsletter, your email address is sufficient; you may optionally provide a phone number. Subscription is voluntary and is given separately (see section 4).

2.8. Order tracking

To show you the status of an order, we ask for the order number and phone and cross-check them against each other. In response, only the order status is returned — no other information is disclosed through this function. Such cross-checking ensures that your order status cannot be seen by an outsider, and that the function cannot be used to iterate through other people's orders.

2.9. Technical data

When you use the website, certain technical information may be processed automatically (for example, device type and anonymised visit data). Analytics data is collected only with your consent — see section 13 for details. Separately from analytics, we process the strictly necessary technical information for the security of the website and the protection of its forms against automated abuse; this is neither analytics nor advertising, and without it the website cannot operate securely, so such processing does not require separate consent and is not used to track you for advertising purposes (see section 13).

2.10. Order verification and confirmation

To protect you and prevent an order from being placed in your name without your knowledge, and to avoid dispatching a courier on the basis of unreliable data, we may confirm the order and verify its details: contact you at the phone number provided or via WhatsApp, and confirm the name, address and order contents. For this we use the data you already provided when placing the order, together with information about the fact and outcome of the verification itself (for example, that the order was confirmed or that we were unable to reach you). We do not request documents or additional data beyond what is necessary.

2.11. Recording of handover, fitting and return of goods

To confirm the fact and condition of goods that have been handed over, kept or returned, the courier may record the relevant stage:

• the date, time and fact of the handover, fitting or return; the composition of the pairs handed over and kept (returned);
• where necessary — a photograph or short video of the goods and their packaging themselves (for example, to record completeness, preservation of merchantable condition, the presence of seals and tags, or signs of wear or damage).

Such recording relates to the goods and packaging, not to you personally: we do not film the interior of your home and do not conduct deliberate filming of people; facial recognition and biometric processing are not used. If a person incidentally appears in the frame, this is not used to identify them. This material is needed to resolve possible questions about delivery, return, exchange and warranty fairly — both in your favour and to protect the seller against unfounded claims — and is stored for a limited period (see section 7).

2.12. Service records and logs

To confirm that an order was placed and that the necessary information was provided to you, and for the security of the website, we keep service records:

• the electronic trail of order placement and of the information shown to you before payment;
• records of the consents obtained (to the offer, to data processing, to the newsletter) with date and time;
• correspondence and enquiries regarding the order (email, contact form, WhatsApp messages, notes on telephone conversations relating to the order);
• technical security logs.

These records help to prove that we fulfilled our duty to inform, and protect both parties in the event of a dispute.

2.13. Prevention of abuse and fraud

To protect the service, other customers and the seller against dishonest conduct, we may process the history of your orders, refusals and enquiries, and flag indicators of abuse. Such conduct includes, for example: knowingly false orders or orders placed in another person's name; systematic unjustified refusals to purchase after a courier has been dispatched; reserving goods with no intention of purchasing them; abuse of the home fitting, free delivery, promotions, discounts, coupons or the referral programme; knowingly false warranty claims. We do this to the minimum extent necessary; such checks assist our staff, but significant decisions are taken by a human (see section 11), and you may contest them.

What we do NOT collect

• We do not store your bank card details. Payment for pairs kept after the fitting can be made in one of two ways: via the PayLink Ameria link we send after you select the goods, or in cash to the courier. When paying via the link, the payment is processed by the licensed payment service Ameria, not by the mist website, so your card details do not pass through the mist website and are not transferred to us (see section 5).
• We do not collect "special" categories of data (concerning health, origin, political or religious views, etc.) and do not use biometrics. The photo and video recording under section 2.11 relates to the goods and packaging and does not constitute biometric processing. Since we do not process special categories of data or biometrics, separate registration of processing with the supervisory authority is not required for our store.

3. Why we use your data

We process data only for clear and specific purposes and do not use it for purposes not named here:

1. To accept and fulfil your order — to contact you, gather the pairs for fitting, deliver them by courier, complete the purchase of whatever you decide to keep, accept payment and issue a receipt.
2. Delivery — to give the courier your name, phone and address so that they arrive on time.
3. Home fitting (Try at Home) — to arrange the visit and bring the selected pairs.
4. Return, exchange and warranty — to process your enquiries regarding a purchase (right of withdrawal, exchange, warranty cases).
5. Support — to answer your questions and enquiries via the contact form, phone or WhatsApp.
6. Product availability notification — to inform you when the desired product and size are back in stock.
7. Reviews — to publish, after moderation, your review of a purchase actually received and to prevent the publication of fake reviews.
8. Account — if you created one: to store your order history and settings so that you need not re-enter data.
9. Order tracking — to show you the status of your order.
10. Email newsletter — to send you mist news and offers, but only if you separately consented to it (see section 4).
11. Compliance with legal requirements — issuing the fiscal receipt and retaining accounting and tax records.
12. Order verification and confirmation — to make sure the order is genuine and its details are correct before dispatching a courier, and to protect you against orders placed without your knowledge.
13. Recording of fulfilment — to confirm the fact and condition of goods handed over, kept or returned during delivery, fitting and return.
14. Handling claims and resolving disputes — to process possible claims, returns, exchanges and warranty enquiries and to confirm proper performance of the contract within the periods established by law.
15. Security and prevention of abuse — to ensure the security of data processing and of the website's operation and to prevent fraud and misuse of the service.

4. On what basis we process data

We process your data on one of the following legal bases:

• Performance of a contract with you (including steps taken at your request prior to entering into a contract) — data without which it is impossible to accept your order, bring footwear for a fitting and complete the purchase (name, phone, address, order contents), as well as order verification and confirmation, recording of the handover, fitting and return of goods, and the handling of claims, returns, exchanges and warranty enquiries relating to the purchase.
• Your consent — for example, for the email newsletter or for optional analytics cookies. You give consent voluntarily and may withdraw it at any time.
• A direct requirement of law — for example, the obligation to issue a fiscal receipt and retain accounting and tax records; the obligation to ensure the security of personal data processing and prevent unlawful operations with it; and the obligation to respond to lawful requests from authorised bodies.

We do not rely on a vague "legitimate interest" as a basis: every instance of processing rests on one of the bases listed above, as provided for by the legislation of the Republic of Armenia.

Consent, where required, is requested before processing begins, in plain language and without pre-ticked boxes — you tick the box yourself.

Separate consent for the email newsletter

Subscribing to the mist newsletter is voluntary. You give consent to the newsletter by means of a separate checkbox, independently of placing an order: a purchase does not require a subscription, and a subscription does not affect the terms or price of a purchase. If a welcome bonus on your first order is offered upon subscribing, its terms are communicated to you at the time of subscription; the bonus itself does not make the subscription mandatory. You may unsubscribe at any time — via the link in every email or by writing to us at mistevn@gmail.com. Unsubscribing is as easy as subscribing, and once you do, we stop sending you the newsletter.

5. To whom we disclose your data

We do not sell your data and do not disclose it to outsiders. We share it only with service providers who help us fulfil your order and operate the website, who process the data on our behalf and in accordance with our instructions, and only to the extent necessary:

• mist courier — receives your name, phone and address in order to deliver the order, conduct the fitting and accept payment, and records the handover, fitting or return of goods as described in section 2.11.
• PayLink Ameria / Ameria — acceptance of payment via link (card payment). When you pay for kept pairs via the PayLink Ameria link, the payment is processed by this licensed payment service; it, and not the mist website, handles your card details.
• Resend — an email delivery service: it sends you order confirmations and notifications and, with your separate consent, the newsletter. It receives your email address, name and the content of the notification. A secured SMTP connection may be used as a backup channel for sending emails.
• Google (Gmail) — order notifications and requests containing order data arrive at the seller's working mailbox mistevn@gmail.com; in this way your data reaches Google's email service, where it is received and processed by the seller.
• Cloudinary — storage and delivery of product images. It processes technical data about page loads, but not your order data.
• Railway — hosting of the website and database; the website is hosted on this infrastructure and the data needed for its operation is stored there.
• Google Analytics 4 (Google) — web analytics: helps us understand how the website performs. Analytics is enabled only when activated and operates in Consent Mode v2: until you give explicit consent in the cookie banner, no analytics scripts or cookies are loaded, and the data subsequently collected is, as a rule, anonymised (see section 13).

We may also disclose data where expressly required by law or by a justified request from an authorised state body. In handling a claim or dispute, we may use and produce the records referred to in sections 2.10–2.13 (including photos/videos of the goods, service records and logs) in correspondence concerning the enquiry, before the supervisory authority or in court — to the extent necessary to protect the rights of the parties.

External links and social media

The website contains links to our pages on WhatsApp, Instagram and Facebook. By following them, you go to third-party platforms that operate under their own rules and privacy policies, and we are not responsible for them. There are no embedded pixels, counters or widgets of these platforms on the mist website itself.

6. Transfer of data outside Armenia

Some of our service providers (for example, Cloudinary, Resend, Google or Railway) may process data on servers outside the Republic of Armenia, including in the USA. This constitutes a cross-border transfer of data. In doing so, we transfer only the minimum necessary amount of information, and the basis for the transfer is the performance of a contract with you and/or your consent, while ensuring an adequate level of data protection in the manner permitted by the legislation of the Republic of Armenia.

7. How long we store your data

We store data no longer than is needed for the purposes for which it was collected:

• Order data — for the duration of the order's fulfilment and thereafter — for the periods during which you may exercise the right of withdrawal (14 days), exchange or return goods and report a defect within the statutory warranty (at least 2 years for new footwear), as well as for the limitation periods for possible disputes and the periods established by law for accounting and tax records. This is needed so that we can both give effect to your rights and confirm proper performance of the contract in the event of possible claims.
• Records of handover, fitting and return (including photos/videos of the goods under section 2.11) — for the period necessary to handle possible claims, returns, exchanges and warranty enquiries relating to the order concerned and to protect the rights of the parties; after this period, and in the absence of a dispute, we delete or anonymise them.
• Service records and security logs (section 2.12) — for a limited period necessary for security and evidentiary purposes, after which they are deleted or anonymised.
• Account data — for as long as your account exists; you may ask us to delete it at any time.
• Newsletter data — for as long as your consent is in effect; after you unsubscribe, we stop using it for the newsletter.
• Reviews — the part published after moderation remains on the website until you or we decide to remove it.
• Strictly necessary website-function data — stored for the duration of the session or for the period necessary for the operation of the relevant website function, unless a longer period is specified in your browser settings or by the function itself.

Once the purpose has been achieved and it is no longer necessary to store the data, we delete or anonymise it.

8. Your rights

In relation to your data, you may:

• Find out what data of yours we process and obtain access to it;
• Rectify inaccurate or outdated data;
• Block processing or require the deletion of data where there is no longer a lawful basis for storing it;
• Withdraw consent (for example, to the newsletter or to analytics cookies) at any time, withdrawal being as easy as giving it; withdrawal does not affect the lawfulness of processing carried out beforehand;
• Lodge a complaint with the supervisory authority (see section 15), as well as defend your rights in court and claim compensation for harm caused.

You may exercise these rights free of charge. Please note: where we are obliged to store data by law (for example, accounting and tax records) or must retain information to handle your own claim or to protect the rights of the parties in a dispute, we are entitled to restrict deletion temporarily in that respect and will explain the reason to you; this does not affect any of your other rights.

9. How to contact us about your data

Write to us at mistevn@gmail.com, call or message us on WhatsApp at +374 94 987490, or contact us at: Republic of Armenia, 0051, Yerevan, Arabkir administrative district, 1 Malkhasyants St. — and state exactly what you want (to obtain, rectify, block or delete data, or to withdraw consent). To protect your own data and prevent anyone from obtaining, altering or deleting it in your name, we verify that the request comes from you — for this we may ask clarifying questions about your order. Such verification does not limit your rights and does not make the enquiry chargeable.

We respond as quickly as possible and aim to do so within 30 days of the enquiry. If a request is complex and requires more time, we will inform you of this and of the reasons. We endeavour to fulfil a request to delete data as soon as possible.

10. How we protect data

We apply reasonable technical and organisational measures to protect your data against loss, unauthorised access and disclosure: we limit access to the data to those who need it for their work, store passwords in an irreversibly encrypted (hashed) form and use secure connections (HTTPS).

If, despite our efforts, a data breach occurs, we will take action without delay and, where required by law, promptly notify the authorised bodies.

11. Automated decisions and profiling

We do not take legally significant decisions concerning you solely by automated means, without human involvement. The website may show you, for example, recently viewed products, favourites or curated selections — this is done for convenience and does not affect your rights. The checks made during order confirmation and fraud prevention (sections 2.10 and 2.13) may point our staff to a possible problem, but the decision — for example, to confirm an order or to decline it on objective grounds — is taken by a human, and you are entitled to contest it.

12. Data of minors

The store is intended for adult customers. If you are younger and wish to place an order or register, you should do so with the consent and involvement of a parent or legal guardian. We do not knowingly collect children's data; if you believe that a child's data has reached us by mistake, please write to us and we will delete it.

13. Cookies and browser storage

For the operation of its core functions, the website uses browser storage (localStorage) on your device rather than server-side cookies. It stores strictly necessary, functional data: the contents of the shopping cart and the fitting cart, favourites, recently viewed products, your language choice, the recording of your cookie-consent choice and the timing of the subscription pop-up. This data remains on your device, is necessary for the website to work as you expect, and does not require separate consent.

In addition, for the security of the website and the protection of its forms (order, contact and account-login forms) against automated abuse, we process strictly necessary technical information. This is neither analytics nor marketing; without such protection the website cannot operate securely, so this processing does not require separate consent and is not used to track you for advertising purposes.

The only genuine cookies placed on the website are those of the analytics service Google Analytics 4 (Google) — and only after you have given consent in the cookie banner. By default, analytics and marketing cookies are disabled (Consent Mode v2): until you consent, external analytics scripts and cookies are not loaded. The consent banner governs analytics only — it does not disable functional browser storage or the strictly necessary technical protection, since without them the website cannot operate. You may change your analytics choice at any time.

14. Changes to this Policy

We may update this Policy from time to time — for example, when we add a new service or when the law changes. The current version is always available on this page, with the date indicated. We will announce material changes in a prominent manner. Changes do not have retroactive effect.

15. Supervisory authority

Compliance with personal data legislation in the Republic of Armenia is overseen by the Personal Data Protection Agency under the Ministry of Justice of the Republic of Armenia. If you believe that we are processing your data improperly, you are entitled to contact us directly first, and also to lodge a complaint with this Agency.

16. Contact us

For any questions about this Policy and about your data:

• Email: mistevn@gmail.com
• Phone: +374 94 987490
• WhatsApp: +374 94 987490 (wa.me/37494987490)
• Address: Republic of Armenia, 0051, Yerevan, Arabkir administrative district, 1 Malkhasyants St.
• Business hours: daily, 10:00 to 22:00

Thank you for trusting mist.