Amelia Fashion

1. Introduction and Data Controller

We are delighted about your interest in our online shop. The protection of your privacy is very important to us. Below, we provide you with detailed information about how we handle your personal data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

Data Controller under the UK GDPR:

Company Name: Amelia Fashion

Address: 82 Great Eastern Street, London, England, EC2A 3JF

Email: office@ameliafashion.co.uk

Contact Page: Contact

Customer Support Hours: Monday - Friday, 12:00 PM - 5:00 PM (GMT+0)

2. General Information and Mandatory Disclosures

2.1 Scope of Data Processing

We collect and use personal data of our users only to the extent necessary to provide a functional website and our content and services. The collection and use of personal data of our users regularly occurs only with the user's consent. An exception applies in cases where prior consent cannot be obtained for factual reasons and the processing of the data is permitted by statutory provisions.

2.2 Legal Basis for Processing

The processing of your personal data is based on the following legal grounds:

• Article 6(1)(a) UK GDPR: Processing based on your consent

• Article 6(1)(b) UK GDPR: Processing necessary for the performance of a contract or for pre-contractual measures

• Article 6(1)(c) UK GDPR: Processing necessary for compliance with a legal obligation

• Article 6(1)(f) UK GDPR: Processing necessary for the purposes of legitimate interests pursued by us or a third party

2.3 Data Deletion and Storage Period

Your personal data will be deleted or blocked as soon as the purpose of storage no longer applies. Storage may occur beyond this period if provided for by European or national legal provisions. Data will also be blocked or deleted when a prescribed storage period expires, unless there is a need for continued storage of the data for the conclusion or performance of a contract.

3. Collection of Personal Data When Visiting Our Website

3.1 Informational Use

When using our website purely for information purposes, i.e., if you do not register or otherwise transmit information to us, we only collect the personal data that your browser transmits to our server. If you wish to view our website, we collect the following data that is technically necessary for us to display our website to you:

• IP address

• Date and time of the request

• Time zone difference to Greenwich Mean Time (GMT)

• Content of the request (specific page)

• Access status/HTTP status code

• Amount of data transferred in each case

• Website from which the request originates

• Browser and browser version

• Operating system and its interface

• Language and version of browser software

The legal basis for data processing is Article 6(1)(f) UK GDPR. Our legitimate interest follows from the purpose of data collection. The provision of this data is neither legally nor contractually required; however, it is technically necessary for the display of the website.

3.2 Cookies

Our website uses cookies. Cookies are small text files that are stored on your device and saved by your browser. Cookies do not cause damage to your device and do not contain viruses, trojans, or other malware.

We use the following types of cookies:

Technically necessary cookies: These cookies are essential for the website and its functions to operate. Without these cookies, certain services cannot be provided.

Analytics cookies: These cookies help us understand how visitors interact with our website by collecting and reporting information anonymously.

Marketing cookies: These cookies are used to track visitors across websites and display personalised advertising.

You can configure your browser settings according to your preferences and decline the acceptance of cookies. Please note that in this case, you may not be able to use all functions of this website.

The legal basis for processing personal data using technically necessary cookies is Article 6(1)(f) UK GDPR. For other cookies, the legal basis is Article 6(1)(a) UK GDPR (consent), which you can grant or refuse via our cookie banner.

4. Data Collection During Orders

4.1 Contract Processing

To process your order, we collect the following personal data:

• First name and surname

• Email address

• Delivery address

• Billing address

• Telephone number

• Payment information

The collection of this data is necessary for the fulfilment of the purchase contract based on Article 6(1)(b) UK GDPR. The data will be stored for the duration of contract processing and subsequently in accordance with statutory retention periods (generally 6-7 years for tax and accounting purposes).

Without providing this data, we cannot process your order. The provision of this data is a contractual requirement.

4.2 Payment Service Providers

We use external payment service providers through whose platforms users and we can conduct payment transactions. Payment service providers act as controllers under Article 4(7) UK GDPR. We therefore only pass on data necessary for payment processing to payment service providers.

Complete payment information (e.g., credit card details) is transmitted directly by you to the payment service provider. We do not store complete credit card information on our servers. Payment data processing is subject to the terms and privacy policies of the respective payment service provider.

4.3 Delivery Service Providers

To deliver your order, we pass your data (name, address, telephone number) to the shipping company commissioned by us. The legal basis for this is Article 6(1)(b) UK GDPR (contract performance).

Delivery companies may use tracking services. Information about data processing by delivery companies can be found in their respective privacy policies.

5. Customer Account Registration

You have the option to create a customer account on our website. If you wish to do so, we require the personal data requested in the input mask. The data entered during registration is used exclusively for the use of our offer.

When you register, we also store your IP address and the date and time of your registration. This serves to prevent misuse of our services and, if necessary, enables us to investigate committed offences. The legal basis for this processing is Article 6(1)(f) UK GDPR.

You can delete your customer account at any time. To do so, please send a message to the contact address provided in the imprint. After deletion, your data will be deleted unless statutory retention obligations require continued storage.

6. Contact

When you contact us by email or via a contact form, the data you provide (your email address, and if applicable, your name and telephone number) will be stored by us to answer your questions.

The processing of this data is based on Article 6(1)(b) UK GDPR if your enquiry is related to the performance of a contract or is necessary for pre-contractual measures. In all other cases, the processing is based on your consent (Article 6(1)(a) UK GDPR) and/or our legitimate interests (Article 6(1)(f) UK GDPR), as we have a legitimate interest in effectively processing enquiries directed to us.

The data remains with us until you request deletion, revoke your consent to storage, or the purpose for data storage no longer applies. Mandatory statutory provisions – particularly retention periods – remain unaffected.

7. Newsletter

7.1 Newsletter Subscription

If you would like to receive the newsletter offered on the website, we require an email address from you as well as information that allows us to verify that you are the owner of the specified email address and agree to receive the newsletter.

Registration for our newsletter follows a so-called double opt-in procedure. This means that after registration, you will receive an email asking you to confirm your registration. This confirmation is necessary to ensure that no one can register with third-party email addresses.

Registrations for the newsletter are logged to prove the registration process in accordance with legal requirements. This includes storage of the registration and confirmation time as well as the IP address. Changes to your data stored by the email service provider are also logged.

The legal basis for data processing is Article 6(1)(a) UK GDPR (consent).

7.2 Newsletter Unsubscription

You can withdraw your consent to receive the newsletter at any time and unsubscribe from the newsletter. You can declare withdrawal by clicking the link provided in each newsletter email, by sending a message to office@ameliafashion.co.uk, or by notifying the contact details provided in the imprint.

After unsubscription, your email address will be immediately deleted from our newsletter distribution list, unless you have expressly consented to further use of your data or we reserve the right to use data beyond this, which is permitted by law and about which we inform you in this declaration.

8. Your Rights as a Data Subject

You have the following rights:

8.1 Right of Access (Article 15 UK GDPR)

You have the right to request confirmation as to whether we are processing personal data concerning you. If this is the case, you have a right of access to this personal data and to the information detailed in Article 15 UK GDPR.

8.2 Right to Rectification (Article 16 UK GDPR)

You have the right to request the immediate rectification of inaccurate personal data concerning you and, where appropriate, the completion of incomplete personal data.

8.3 Right to Erasure (Article 17 UK GDPR)

You have the right to request that we erase personal data concerning you without undue delay, provided that one of the grounds detailed in Article 17 UK GDPR applies. This right does not exist if the processing is necessary for compliance with a legal obligation or for the establishment, exercise, or defence of legal claims.

8.4 Right to Restriction of Processing (Article 18 UK GDPR)

You have the right to request restriction of processing if one of the conditions set out in Article 18 UK GDPR is met, for example, if you have objected to the processing, for the duration of our examination.

8.5 Right to Data Portability (Article 20 UK GDPR)

You have the right to receive the personal data concerning you that you have provided to us in a structured, commonly used, and machine-readable format, and you have the right to transmit this data to another controller without hindrance from us, where technically feasible.

8.6 Right to Object (Article 21 UK GDPR)

You have the right to object, on grounds relating to your particular situation, at any time to the processing of personal data concerning you which is based on Article 6(1)(e) or (f) UK GDPR.

Where personal data is processed for direct marketing purposes, you have the right to object at any time to the processing of personal data concerning you for such marketing, which includes profiling to the extent that it is related to such direct marketing.

8.7 Right to Withdraw Consent (Article 7(3) UK GDPR)

If processing is based on your consent pursuant to Article 6(1)(a) UK GDPR, you have the right to withdraw your consent at any time. The lawfulness of processing based on consent before its withdrawal shall not be affected.

8.8 Right to Lodge a Complaint with a Supervisory Authority (Article 77 UK GDPR)

Without prejudice to any other administrative or judicial remedy, you have the right to lodge a complaint with a supervisory authority, in particular in the UK Member State of your habitual residence, place of work, or place of the alleged infringement, if you consider that the processing of personal data concerning you infringes the UK GDPR.

The supervisory authority in the UK is:

Information Commissioner's Office (ICO)

Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF

Telephone: 0303 123 1113

Website: www.ico.org.uk

9. Data Security

We use appropriate technical and organisational security measures to protect your data against accidental or intentional manipulation, partial or complete loss, destruction, or unauthorised access by third parties. Our security measures are continuously improved in line with technological developments.

We also implement internal data protection for our company. Our employees and service providers commissioned by us are obliged to maintain confidentiality and comply with data protection regulations.

Access to your personal data is limited to those employees and service providers who need this data to fulfil our contractual and statutory obligations.

10. International Data Transfers

Your personal data is primarily stored and processed within the United Kingdom. If we transfer data outside the UK or European Economic Area (EEA), we ensure appropriate safeguards are in place, such as Standard Contractual Clauses approved by the ICO or adequacy decisions, to protect your information in accordance with UK GDPR requirements.

We will only transfer your personal data to countries outside the UK where we are satisfied that adequate levels of protection are in place to protect the integrity and security of any information being processed and in compliance with applicable data protection laws.

11. Third-Party Websites

Our website may contain links to third-party websites. We are not responsible for the privacy practices or content of these external sites. We encourage you to review the privacy policies of any third-party websites you visit. This Data Protection Declaration applies only to information collected by our website.

12. Children's Privacy

Our website and services are not directed at children under the age of 16. We do not knowingly collect personal data from children under 16. If you believe we have collected information from a child under 16, please contact us immediately at office@ameliafashion.co.uk, and we will take steps to delete such information promptly.

13. Automated Decision-Making

We do not use your personal data for automated decision-making, including profiling, which produces legal effects concerning you or similarly significantly affects you, as defined in Article 22 UK GDPR.

Should we decide to use such procedures in the future, we will inform you separately in accordance with the statutory provisions and, where necessary, obtain your consent.

14. Changes to This Data Protection Declaration

We reserve the right to amend this Data Protection Declaration to ensure it always complies with current legal requirements or to implement changes to our services in the Data Protection Declaration, such as when introducing new services.

Any changes will be posted on this page with an updated revision date. Your new visit to our website will be subject to the new Data Protection Declaration. We recommend that you regularly review this Data Protection Declaration to stay informed about how we protect your personal data.

15. Contact Information

If you have any questions, concerns, or requests regarding this Data Protection Declaration or our data protection practices, please contact us:

Email: office@ameliafashion.co.uk

Address: 82 Great Eastern Street, London, England, EC2A 3JF

Contact Page: Contact

Support Hours: Monday - Friday, 12:00 PM - 5:00 PM (GMT+0)

We will respond to your enquiry within one month of receipt. In complex cases, we may extend this period by a further two months, in which case we will inform you of the extension and the reasons for the delay.

Last Updated: December 2025

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