Privacy policy
Last updated: August 2026
Grace & Amelia London operates this online store and website, including the related information, content, features, tools, products and services made available through graceamelialondon.com (collectively, the “Services”).
Our store is powered by Shopify, which provides the platform that enables us to offer our Services to you.
This Privacy Policy explains how Grace & Amelia London collects, uses, stores and shares your personal information when you visit our website, place an order, communicate with us or otherwise use our Services.
If there is a conflict between our Terms of Service and this Privacy Policy in relation to the collection, processing or disclosure of personal information, this Privacy Policy will apply.
Please read this Privacy Policy carefully.
1. Personal Information We Collect
When we use the term “personal information”, we mean information that identifies you or can reasonably be linked to you.
Depending on how you interact with our website and Services, we may collect or process information including your name, email address, telephone number, billing address and delivery address; payment and transaction information; account information and preferences; products you view, add to your basket, purchase, return or exchange; information you provide when contacting customer service; device and browser information, including IP address and other online identifiers; and information about how you interact with and navigate our website.
We do not consider information that has been anonymised so that it can no longer reasonably identify you to be personal information.
2. How We Collect Personal Information
We may collect personal information directly from you when you place an order, create an account, contact us, subscribe to marketing communications or otherwise provide information to us.
We may also collect certain information automatically when you use our website, including through cookies, pixels and similar technologies.
Information may also be received from service providers that help us operate our business, such as Shopify, payment processors, delivery providers, analytics providers and advertising partners.
In some circumstances, we may receive information from other business partners or third parties where permitted by applicable law.
3. How We Use Your Personal Information
We use personal information where necessary to operate our business and provide our Services.
This includes processing and fulfilling orders, taking payments, arranging delivery, managing returns and refunds, providing customer service, maintaining customer accounts and communicating important information about orders or our Services.
We may also use personal information to improve and personalise our website and shopping experience, understand how customers use our website, prevent fraud and protect the security of our Services.
Where permitted by law, we may use personal information to send marketing communications and to provide or measure advertising, including advertising based on interactions with our website.
We may also process information where necessary to comply with legal obligations, respond to lawful requests from public authorities, enforce our terms and policies, establish or defend legal claims, or protect our rights and those of others.
4. Legal Bases for Processing
Where UK or European data protection legislation applies, we process your personal information using one or more appropriate legal bases.
We rely on performance of a contract where processing is necessary to process and fulfil your order, take payment, arrange delivery, handle returns or otherwise provide Services you have requested.
We rely on legal obligations where we are required to retain or process information to comply with applicable laws, accounting obligations, tax requirements or valid requests from authorities.
We may rely on our legitimate interests where processing is necessary to operate and improve our business, prevent fraud, protect our website and understand how our Services are used, provided those interests are not overridden by your rights and freedoms.
Where required, we rely on your consent, including for certain marketing communications, advertising technologies and non-essential cookies. You may withdraw your consent at any time.
5. Marketing and Advertising
Where permitted by law, we may use your personal information to provide marketing and promotional communications by email or other available channels.
We may also use cookies, pixels and similar technologies to understand the effectiveness of our advertising and, where permitted, show advertisements that may be more relevant to you.
You may unsubscribe from promotional emails at any time by using the unsubscribe link included in our emails.
If you unsubscribe from marketing communications, we may still contact you regarding transactions, orders, customer service enquiries or other non-promotional matters.
6. Cookies and Similar Technologies
Our website uses cookies and similar technologies to operate the website, remember your preferences, analyse website performance and, where you have provided the necessary consent, support personalised advertising and marketing.
Some cookies are necessary for our website and checkout to function correctly. Other cookies, including analytics and advertising cookies, may require your consent before they are placed on your device.
You can manage your cookie preferences through the cookie settings available on our website.
Rejecting certain non-essential cookies will not prevent you from using the basic functionality of our website.
7. How We Share Personal Information
We may share personal information with organisations that help us provide and operate our Services.
These may include Shopify, payment processors, IT and hosting providers, fulfilment providers, delivery and logistics companies, customer support providers, analytics providers, marketing and advertising partners and professional advisers.
We may also disclose personal information where you instruct or consent to us doing so, where necessary to fulfil your order, or when you use an integration operated by a third party.
Personal information may also be disclosed where necessary in connection with a business restructuring, acquisition, sale or similar transaction, or where required to comply with applicable law, legal proceedings or lawful requests from authorities.
We do not disclose personal information to third parties for purposes unrelated to operating, improving, protecting or marketing our business unless we have a lawful basis to do so.
8. Shopify
Our online store is hosted by Shopify.
Shopify collects and processes certain personal information relating to your access to and use of our Services in order to provide its platform and related services.
Information provided through our website may therefore be processed by Shopify and other service providers in countries outside the country in which you live.
In some circumstances, Shopify may process personal information for its own purposes, including to provide and improve certain Shopify services and features.
You can learn more about Shopify’s privacy practices through the Shopify Consumer Privacy Policy and Shopify’s privacy tools.
Shopify explains that merchants are generally responsible as controllers for the personal information of their customers, while Shopify may act as a processor for certain processing activities.
9. Third-Party Websites and Services
Our website may contain links to websites, social media platforms or online services operated by third parties.
Grace & Amelia London does not control these third-party services and is not responsible for their privacy, security or data-processing practices.
We recommend reviewing the privacy policy and terms of any third-party website or service you choose to use.
The inclusion of a link does not necessarily imply that Grace & Amelia London endorses the relevant third party or its services.
10. Children's Personal Information
Our Services are not intended for children.
We do not knowingly collect personal information from children below the age at which they can lawfully provide their own consent under applicable data protection legislation.
If you are a parent or guardian and believe that a child has provided personal information to us, please contact us so that we can review the matter and, where appropriate, delete the information.
11. Security
We take reasonable technical and organisational measures designed to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.
However, no method of transmitting or storing information electronically can be guaranteed to be completely secure.
We therefore recommend that you do not send sensitive or confidential information through insecure communication channels.
12. Data Retention
We retain personal information only for as long as reasonably necessary for the purposes for which it was collected.
The period for which information is retained depends on factors including the nature of the information, whether we need it to provide our Services, comply with tax, accounting or other legal obligations, resolve disputes, prevent fraud or enforce our agreements.
When personal information is no longer required, we will delete, anonymise or otherwise securely dispose of it where reasonably practicable.
13. Your Privacy Rights
Depending on where you live and the applicable law, you may have rights relating to your personal information.
These may include the right to request access to information we hold about you, request correction of inaccurate information, request deletion of your information in certain circumstances, restrict or object to certain processing, receive certain information in a portable format, withdraw consent where processing is based on consent, and object to certain forms of direct marketing.
These rights are not absolute and may be subject to legal exceptions.
We may need to verify your identity before responding to certain requests.
We will not discriminate against you for exercising a privacy right available to you under applicable law.
14. International Transfers
Some of our service providers may process or store personal information outside the United Kingdom or European Economic Area.
Where applicable data protection legislation requires safeguards for an international transfer, we will rely on an appropriate legal transfer mechanism, such as an adequacy decision, recognised standard contractual clauses or another legally permitted safeguard.
15. Complaints
If you have concerns about how Grace & Amelia London handles your personal information, we encourage you to contact us first so that we can try to resolve the matter.
You may also have the right to lodge a complaint with the data protection authority responsible for your country or region.
If UK data protection legislation applies to you, further information about your rights and complaints is available from the Information Commissioner’s Office (ICO).
16. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to our Services, business practices, technologies or legal and regulatory requirements.
When we make changes, we will publish the revised version on this website and update the “Last updated” date above.
Where required by applicable law, we will provide additional notice of material changes.
17. Contact
If you have questions about this Privacy Policy, our privacy practices or would like to exercise one of your privacy rights, please contact:
Grace & Amelia London
📩 info@graceamelialondon.com
For the purposes of applicable data protection law, Grace & Amelia London is the data controller, unless otherwise stated.