Privacy Policy

Effective Date

September 15, 2025

Who We Are

J.W. Gilmore, Inc. (DBA:5th Fish)

• 5thfish.com

Our Commitment

We are committed to protecting the privacy of our customers and website visitors. This Privacy Policy outlines how we collect, use, share, and safeguard your personal information when you visit our website, and use our services.

Introduction

This Privacy Policy describes how J.W. Gilmore, Inc. (DBA: 5th Fish) (“we,” “us,” or “our”) collects, uses, and discloses your personal information when you use our website, located at www.5thfish.com (“Website”). By accessing or using the Website, you consent to the practices described in this Privacy Policy.

Information We Collect

• • Personal Information:

• • You may provide us with personal information such as your name, email address, shipping address, phone number, and payment details when placing an order, creating an account, or contacting us.

• • Usage Data:

• • We may collect information about how you interact with our website, including pages visited, products viewed, and search terms used.

• • Device Information:

• • We may collect information about the device you use to access our website, such as IP address, browser type, and operating system.

• • Cookies and Tracking Technologies:

• • • We use cookies and similar tracking technologies to enhance your browsing experience and analyze website traffic.

    • Essential

      Essential cookies enable basic functions and are necessary for the proper function of the website.

      Name	Description	Duration
      wpconsent_preferences	This cookie is used to store the user's cookie consent preferences.	30 days

      Comments

      These cookies are needed for adding comments on this website.

      Name	Description	Duration
      comment_author	Used to track the user across multiple sessions.	Session
      comment_author_email	Used to track the user across multiple sessions.	Session
      comment_author_url	Used to track the user across multiple sessions.	Session

      Google reCAPTCHA

      Google reCAPTCHA helps protect websites from spam and abuse by verifying user interactions through challenges.

      Name	Description	Duration
      _GRECAPTCHA	Google reCAPTCHA sets a necessary cookie (_GRECAPTCHA) when executed for the purpose of providing its risk analysis.	179 days

      Login

      These cookies are used for managing login functionality on this website.

      Name	Description	Duration
      wordpress_logged_in	Used to store logged-in users.	Persistent
      wordpress_sec	Used to track the user across multiple sessions.	15 days
      wordpress_test_cookie	Used to determine if cookies are enabled.	Session

      Statistics

      Statistics cookies collect information anonymously. This information helps us understand how visitors use our website.

      Google Analytics

      Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.

      Learn more

      Name	Description	Duration
      __utmc	Used only with old Urchin versions of Google Analytics and not with GA.js. Was used to distinguish between new sessions and visits at the end of a session.	End of session (browser)
      __utmz	Contains information about the traffic source or campaign that directed user to the website. The cookie is set when the GA.js javascript is loaded and updated when data is sent to the Google Anaytics server	6 months after last activity
      __utmv	Contains custom information set by the web developer via the _setCustomVar method in Google Analytics. This cookie is updated every time new data is sent to the Google Analytics server.	2 years after last activity
      __utmx	Used to determine whether a user is included in an A / B or Multivariate test.	18 months
      _ga	ID used to identify users	2 years
      _gali	Used by Google Analytics to determine which links on a page are being clicked	30 seconds
      _ga_	ID used to identify users	2 years
      _gid	ID used to identify users for 24 hours after last activity	24 hours
      _gat	Used to monitor number of Google Analytics server requests when using Google Tag Manager	1 minute
      _gac_	Contains information related to marketing campaigns of the user. These are shared with Google AdWords / Google Ads when the Google Ads and Google Analytics accounts are linked together.	90 days
      __utma	ID used to identify users and sessions	2 years after last activity
      __utmt	Used to monitor number of Google Analytics server requests	10 minutes
      __utmb	Used to distinguish new sessions and visits. This cookie is set when the GA.js javascript library is loaded and there is no existing __utmb cookie. The cookie is updated every time data is sent to the Google Analytics server.	30 minutes after last activity

How We Use Your Information

• • Order Processing:

• • We use your personal information to fulfill your orders, process payments, and provide customer support.

• • Account Management:

• • If you create an account, we use your information to manage your account and track your order history.

• • Marketing Communications:

• • With your consent, we may use your email address to send you promotional emails about our products and services.

• • Website Improvement:

• • We use usage data and device information to improve our website’s functionality and user experience.

• • Fraud Prevention:

• • We use your information to detect and prevent fraudulent activities.

Information Sharing

• • Third-Party Service Providers:

• • We may share your information with third-party service providers, such as payment processors and shipping companies, to fulfill your orders.

• • Legal Compliance:

• • We may disclose your information if required by law or to protect our rights or the rights of others.

• • Business Transactions:

• • In the event of a merger, acquisition, or sale of our business, your information may be transferred as part of the transaction.

• • Your Rights:

• • • • 1.) You have the right to access, correct, or delete your personal information.
      • 2.) You can opt-out of marketing communications at any time by clicking the unsubscribe link in our emails.
        3.) You can contact us with any questions or concerns regarding our privacy practices.

Contact Us

If you have any questions about this Privacy Policy, please contact us by using our online “Contact Us“ option conveniently provided here on our website.

Changes To This Policy

We may update this Privacy Policy from time to time. We will post any changes on our website and notify you if the changes are significant.

Disclaimer

This Privacy Policy is intended to be a general overview of our privacy practices. It is not a substitute for legal advice. If you have any specific questions or concerns, please consult with an attorney