Privacy Policy

Last updated: July 2026

This Privacy Policy describes how Amelia London ("we", "us", or "our") collects, uses, and shares your personal information when you visit or make a purchase from amelialondon.com (the "Site"), or otherwise interact with our services (collectively, the "Services").

In this Privacy Policy, "you" refers to any user of the Services, including customers, website visitors, and others whose personal information we collect.

Please read this Privacy Policy carefully.

1. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect operational, legal, or regulatory changes.
When we update this policy, we will revise the "Last updated" date at the top of the page and publish the updated version on the Site.
Your continued use of the Site after any changes indicates your acceptance of the updated Privacy Policy.

2. Personal Information We Collect

We collect personal information in several ways depending on how you interact with our Site.

Information You Provide Directly
When you make a purchase or contact us, you may provide:

Name
Billing and shipping address
Email address
Phone number
Payment confirmation details
Order information
Customer support messages

Providing certain information may be required to complete purchases or access certain features of the Site.

Information Collected Automatically
When you visit the Site, we may automatically collect certain information about your device and browsing behaviour, including:

IP address
Browser type
Device information
Pages visited
Referring websites
Interaction with the Site

This information helps us improve the functionality, security, and performance of the Site.

Information from Third Parties
We may receive information from trusted third-party partners, including:

Shopify, which powers our online store
Payment processors that securely handle transactions
Fraud prevention and security services
Marketing and analytics providers

These third parties only provide information necessary to operate our Services.

3. How We Use Your Personal Information

We use personal information for the following purposes:

Order Processing
To process payments, fulfil orders, arrange shipping, and provide order confirmations.

Customer Support
To respond to enquiries, provide assistance, and resolve issues related to orders or services.

Site Improvement
To analyse usage data and improve our website functionality, product offerings, and customer experience.

Marketing and Communications
To send promotional emails, product updates, or marketing communications where permitted by law.
You may unsubscribe from marketing communications at any time.

Fraud Prevention and Security
To detect fraud, protect our services, and ensure secure transactions.

Legal Basis for Processing
Under the UK General Data Protection Regulation (UK GDPR), we process your personal information on the following legal bases: performance of a contract (to fulfil your orders), your consent (for marketing communications), our legitimate interests (to improve and secure our services), and compliance with legal obligations.

4. Cookies and Tracking Technologies

We use cookies and similar technologies to:

remember your preferences
improve website performance
analyse website traffic
support marketing activities

Cookies may be placed by us or by third-party services such as Shopify.
For more information about how Shopify uses cookies, please visit:
https://www.shopify.com/legal/cookies
You can disable cookies through your browser settings, although some features of the Site may not function properly.

5. How We Share Personal Information

We may share your personal information with trusted service providers when necessary to operate our business.
These may include:

Shopify (website hosting and store platform)
Payment processors
Shipping and logistics providers
Analytics providers
Marketing partners
Fraud detection services

We may also disclose information when required by law, to respond to legal requests, or to protect our legal rights.
We do not sell personal information to third parties.

6. Data Security

We implement reasonable administrative, technical, and physical safeguards to protect your personal information.
However, no internet transmission or storage system can be guaranteed to be completely secure.
Customers are responsible for maintaining the confidentiality of their account information where applicable.

7. Data Retention

We retain personal information only as long as necessary to:

fulfil orders
provide customer support
comply with legal obligations
resolve disputes
enforce agreements

When personal information is no longer required, it will be securely deleted or anonymised.

8. Your Privacy Rights

Under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, you have the following rights regarding your personal information:

the right to access personal information we hold about you
the right to request correction of inaccurate or incomplete information
the right to request deletion of your personal information
the right to restrict or object to processing
the right to data portability
the right to withdraw consent at any time
the right to lodge a complaint with the Information Commissioner's Office (ICO)

To exercise these rights, please contact us using the contact details provided below. We may need to verify your identity before processing your request.
You also have the right to lodge a complaint with the ICO, the UK's supervisory authority for data protection issues, at www.ico.org.uk.

9. Children's Privacy

Our Services are not intended for individuals under the age of 16.
We do not knowingly collect personal information from children. If we become aware that such information has been collected, we will delete it promptly.

10. Third-Party Websites

Our Site may contain links to third-party websites.
We are not responsible for the privacy practices or content of those external websites. We encourage you to review their privacy policies before providing personal information.

11. International Data Transfers

If we transfer your personal information outside the United Kingdom, we will ensure that appropriate safeguards are in place in accordance with UK data protection law, such as standard contractual clauses or transfers to countries deemed adequate by the UK government.

12. Contact Information

If you have questions about this Privacy Policy or wish to exercise your privacy rights, please contact us at:
Email: info@amelialondon.com
Contact form: https://www.amelialondon.com/pages/contact