Privacy and Data Policy

Last Updated and Effective Date: September 28, 2026

Beverly Gold Exchange (“we,” “us,” “our,” or the “Company”) respects your privacy and is committed to protecting your personal information. This Privacy Policy (“Policy”) describes our privacy practices regarding the collection, use, disclosure, retention, and protection of personal information obtained through our website located at beverlygoldexchange.com (the “Site”), through online appraisal and appointment request forms, phone calls, text messages, emails, and during in-person transactions at our retail showroom located at 131 North Robertson Blvd, Beverly Hills, CA 90211.

PLEASE READ THIS POLICY CAREFULLY. By accessing or using our Site, requesting an online evaluation, booking an appointment, contacting us, or engaging in any transaction with us, you acknowledge that you have read, understood, and agreed to the practices described in this Policy. If you do not agree with any part of this Policy, you must immediately discontinue use of our Site and Services.

1. Scope of This Policy

This Policy applies to personal information collected online and offline from:

• Visitors to and users of our Site;
• Individuals who submit online appraisal requests, appointment forms, or customer service inquiries;
• Customers who sell, pawn, pledge, trade, or purchase items (including fine jewelry, precious metals, bullion, coins, luxury watches, and diamonds) at our physical location in Beverly Hills, CA;
• Individuals who communicate with us via telephone, email, messaging platforms, or text messages.

This Site and our Services are strictly intended for individuals who are at least eighteen (18) years of age. We do not knowingly collect or solicit personal information from individuals under 18.

2. Categories of Personal Information We Collect

The types of personal information we collect depend on how you interact with us. Over the past 12 months, we have collected, and may continue to collect, the following categories of personal information:

A. Information Collected Directly From You (Online and Offline)

• Identifiers & Basic Contact Information: Full legal name, mailing address, billing address, telephone number, email address, and preferred contact methods.
• Government Identifiers & Sensitive Personal Information (SPI) (In-Store Transactions): State-issued driver’s license, state ID card, passport, Military ID, Social Security Number (SSN), or taxpayer identification number (TIN), state ID numbers, birthdate, physical description, and signature. In accordance with California Pawnbroker and Secondhand Goods regulations, we may also collect digital fingerprints during in-person pawn or sell transactions.
• Valuation, Item & Provenance Data: Detailed descriptions of items submitted for appraisal or collateral (e.g., jewelry, watches, gold, coins, diamonds), high-resolution photographs, grading reports (e.g., GIA, EGL, AGS), appraisal certificates, sales receipts, original box/papers, service records, ownership history, and provenance documentation.
• Customer Communications: Contents of emails, web form submissions, chat messages, customer support requests, records of phone calls, and call notes.
• Financial & Transactional Records (In-Store): Details of transactions completed, including pawn loans, collateral pledges, buy/outright purchase receipts, sales invoices, payment methods, wire instructions, check details, and payout receipts. (Note: We do not process online credit card payments directly on our Site).

Notice Regarding Unsolicited Uploads: Our online appraisal forms do not request government IDs or financial account numbers. However, if you voluntarily upload photographs or documents containing sensitive personal information (such as receipts displaying bank account details or photos of personal documents), you consent to our processing of such information in accordance with this Policy.

B. Information Collected Automatically via Online Tracking Technologies

When you browse our Site, we and our third-party service providers (including analytics and advertising partners) automatically collect Internet or Other Electronic Network Activity Data (“Usage Data”) through cookies, web beacons, pixels, software development kits (SDKs), and script logs. This data includes:

• Device & Browser Details: IP address, approximate geographical location derived from IP address, device type, operating system, browser type and version, language preferences, and unique device identifiers.
• Browsing Behavior: Web pages viewed, time spent on specific pages, links clicked, referring/exit URLs, date and time stamps of visits, search queries within the Site, and navigation paths.

C. Audio and Video Surveillance (In-Store)

For safety, security, loss prevention, fraud detection, and regulatory compliance, our physical premises at 131 North Robertson Blvd, Beverly Hills, CA 90211 are monitored by 24/7 video and audio surveillance systems. Your image, facial features, voice, and actions may be recorded when you visit our showroom.

3. How We Use Your Personal Information

We collect, use, and disclose your personal information for legitimate business, legal, and operational purposes, including:

1. Fulfilling Service Requests & Appraisals: Evaluating online appraisal requests, reviewing submitted item photos and certificates, providing preliminary market estimates, scheduling and managing in-person appointments, and conducting physical item inspections.
2. Executing Transactions & Pawn Services: Processing buy/sell transactions, issuing pawn loans, creating collateral agreements, managing loan redemptions, processing payouts, verifying item provenance, and validating ownership.
3. Identity Verification & Anti-Fraud: Verifying customer identity, preventing stolen property transactions, detecting and investigating fraudulent, malicious, or unlawful activities, and maintaining security across our physical showroom and digital channels.
4. Mandatory Statutory Reporting & Legal Compliance: Complying with state, federal, and local laws governing California Pawnbrokers, Secondhand Article Dealers, and Precious Metals Buyers. This includes mandatory reporting of transaction details, seller/pledgor identification, and item descriptions to local law enforcement agencies and state reporting databases (e.g., CAPSS / JUS8733 / LeadsOnline), as well as fulfilling requirements under federal Anti-Money Laundering (AML) regulations and the USA PATRIOT Act.
5. Marketing & Advertising: Displaying targeted digital advertisements, measuring ad performance, running remarketing/retargeting campaigns via third-party advertising networks (e.g., Meta/Facebook/Instagram, Google Ads), and sending promotional communications (where permitted by law).
6. Website Analytics & Optimization: Analyzing traffic patterns, improving site layout, fixing technical bugs, enhancing user experience, and testing website functionality.
7. Customer Support & Communications: Responding to inquiries, confirming appointments, conducting follow-up communications via email, telephone, or SMS, and maintaining customer relationship management (CRM) records.

4. Cookies, Pixels, and Third-Party Advertising Technologies

Our Site utilizes essential, analytical, and marketing cookies and pixels provided by third-party partners, including Google Analytics (GA4) and the Meta Pixel (Facebook/Instagram).

• Analytics Cookies (Google Analytics): Collect aggregated statistical data regarding website activity to help us understand how visitors interact with our Site. To opt out of Google Analytics tracking across the web, visit: https://tools.google.com/dlpage/gaoptout.
• Advertising & Retargeting Pixels (Meta & Google Ads): Collect browser identifiers, IP addresses, and page interaction data to measure the effectiveness of our ad campaigns and display customized advertisements for Beverly Gold Exchange when you visit other websites or social media platforms.

California Law Notice: Under the California Consumer Privacy Act (CCPA) / CPRA, the use of third-party advertising pixels and retargeting tools may be broadly construed as a “sale” or “sharing” of personal information for cross-context behavioral advertising, even if no monetary payment is exchanged. See Section 7 below for instructions on how to exercise your right to opt out.

5. Disclosure of Personal Information to Third Parties

We do not sell your personal information for monetary payment. However, we disclose personal information to trusted third parties for business, operational, and legal purposes as outlined below:

• Law Enforcement & Government Authorities
  Purpose of Disclosure: Statutory compliance with CA Pawnbroker & Secondhand Goods laws, police reporting (CAPSS/JUS8733), criminal investigations, court orders, subpoenas, and AML requirements.
  Categories of Information Disclosed: Identifiers, Government IDs (Driver’s License/Passport), Transaction Details, Item Descriptions, Fingerprints, and In-Store Video Surveillance.
• Service Providers & IT Support
  Purpose of Disclosure: Cloud hosting providers, CRM software, website management tools, email service providers, and secure storage platforms (e.g., Google Drive infrastructure).
  Categories of Information Disclosed: Identifiers, Contact Information, Appraisal Submission Details, Photos, Communications.
• Digital Advertising & Analytics Partners
  Purpose of Disclosure: Website traffic analysis, ad attribution, custom audience matching, and targeted retargeting campaigns (e.g., Google, Meta/Facebook).
  Categories of Information Disclosed: Internet/Network Activity Data, IP Addresses, Device Identifiers, Hashed Contact Details (if enabled).
• Legal, Financial & Insurance Advisors
  Purpose of Disclosure: Defending legal claims, managing compliance risks, conducting audits, processing insurance claims, and protecting property rights.
  Categories of Information Disclosed: Identifiers, Transaction Records, Valuation Documents, Communication Logs.
• Business Transfers
  Purpose of Disclosure: In the event of a merger, acquisition, restructuring, asset sale, or bankruptcy, customer records may be transferred as a business asset subject to applicable law.
  Categories of Information Disclosed: All collected categories of personal information.

6. Communications, Telephone Calls, and SMS Messaging (TCPA Disclosure)

By submitting your phone number to us through an online appraisal form, appointment request, email, or telephone inquiry, you expressly consent to receive communications from Beverly Gold Exchange at the phone number provided.

• Telephone Calls: We may contact you by phone to discuss your appraisal request, confirm appointment schedules, provide offer estimates, or follow up on pending transactions. Telephone calls with our representatives may be recorded or monitored for quality assurance, training, and documentation purposes.
• SMS / Text Messaging: If you opt-in or request text communication, we may send transactional or promotional SMS messages regarding your inquiry. You may opt out of text communications at any time by replying “STOP” to any text message received. Message and data rates may apply.
• No Third-Party Sharing for Marketing: Mobile opt-in data and SMS consent will never be sold, rented, or shared with unaffiliated third parties for their own marketing or promotional purposes.

7. Your Privacy Rights (California Residents – CCPA / CPRA)

If you are a resident of California, the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), grants you specific rights regarding your personal information:

A. Summary of California Consumer Rights

1. Right to Know / Access: You have the right to request that we disclose the specific pieces and categories of personal information we have collected about you, the categories of sources, the business/commercial purposes for collection, and the categories of third parties to whom data was disclosed over the preceding 12 months.
2. Right to Delete: You have the right to request the deletion of personal information we have collected from you, subject to statutory legal exceptions listed below.
3. Right to Correct: You have the right to request that we correct inaccurate personal information maintained in our records.
4. Right to Opt-Out of Sale or Sharing: You have the right to direct us not to “sell” or “share” your personal information for cross-context behavioral advertising.
5. Right to Limit Use of Sensitive Personal Information (SPI): You have the right to direct us to limit the use and disclosure of Sensitive Personal Information (e.g., Driver’s License, Passport, SSN) to only that which is necessary to perform essential services or meet statutory compliance.
6. Right to Non-Discrimination: We will not discriminate against you (e.g., deny services, charge different rates, or provide lower quality) for exercising any of your CCPA/CPRA rights.

B. Statutory Exceptions to Deletion Requests (Critical Law Notice)

PLEASE NOTE: Under CPRA § 1798.145 and California statutory codes governing Pawnbrokers, Secondhand Goods Dealers, and Financial Transactions, your Right to Delete is NOT absolute.

Beverly Gold Exchange is legally required by state and federal law to maintain complete, unalterable transaction logs, seller/pledgor identification records, government ID copies, fingerprints, pawn tickets, buy sheets, and police reporting receipts for mandatory statutory retention periods (typically 3 to 5 years).

If you submit a CCPA/CPRA deletion request, we will delete your data from our active marketing and analytics lists, but we MUST RETAIN all records, government ID scans, and transaction details required to comply with California Financial Code, California Business and Professions Code, police reporting mandates (CAPSS/JUS8733), and Anti-Money Laundering (AML) / USA PATRIOT Act regulations.

C. How to Exercise Your California Rights & Opt-Out Methods

To exercise your Right to Know, Access, Correct, or Delete, or to submit a Privacy Request:

• Email Us: Send a detailed request to info@beverlygoldexchange.com with the subject line “California Privacy Request”.
• Call Us: Call our physical location at +1-310-962-9441.
• In-Person: Visit our showroom at 131 North Robertson Blvd, Beverly Hills, CA 90211.

Verification Process: To protect your security and prevent unauthorized disclosures, we must verify your identity before fulfilling certain requests. We may ask you to provide contact information, verify details of a past transaction, or provide a government-issued ID matching our records. Authorized agents submitting a request on your behalf must provide written proof of authorization and identity verification.

Opting Out of Online “Sale / Sharing” & Global Privacy Control (GPC):

• To opt out of pixel-based tracking and cross-context behavioral advertising, you can set your web browser to transmit a Global Privacy Control (GPC) signal. Our Site is configured to recognize and respect GPC signals automatically.
• You may also block or clear cookies directly through your web browser controls (e.g., Chrome, Safari, Firefox).

8. Data Security and Retention

We maintain reasonable administrative, physical, and technical security safeguards designed to protect personal information against unauthorized access, loss, misuse, alteration, or destruction. Physical records (such as pawn/buy contracts and ID copies) are kept in secure, access-controlled facilities. Digital submissions are processed using industry-standard encryption protocols.

Retention Periods: We retain personal information for as long as necessary to fulfill the operational purposes described in this Policy, comply with legal and regulatory recordkeeping obligations (including California secondhand dealer retention statutes and tax auditing requirements), resolve disputes, and enforce our contracts.

9. Do Not Track Signals

Some modern internet browsers include a “Do Not Track” (DNT) setting. Because no universal industry standard currently exists for DNT signals, our Site may not respond to all browser DNT signals in a uniform manner, except where required by law regarding Global Privacy Control (GPC) opt-out preference signals.

10. Third-Party Links and External Services

Our Site may contain links to third-party platforms, maps, review portals (e.g., Google Maps, Yelp), social media pages, or scheduling tools. We do not control and are not responsible for the privacy policies, terms, or practices of external third-party websites. We encourage you to review the privacy policies of any third-party service you visit.

11. Updates to This Privacy Policy

We reserve the right to modify, amend, or update this Privacy Policy at any time to reflect changes in legal requirements, operational practices, or website features. When revisions occur, we will update the “Last Updated” date at the top of this Policy. Your continued use of our Site, Services, or showroom following the posting of an updated Policy constitutes your acceptance of the revised terms to the extent permitted by law.

12. Contact Us

If you have questions, concerns, complaints, or wish to exercise your privacy rights under California law, please contact us at:

Beverly Gold Exchange
131 North Robertson Blvd, Beverly Hills, CA 90211
Telephone: +1-310-962-9441
Email: info@beverlygoldexchange.com
Website: beverlygoldexchange.com