Amelia Fashion

1. Introduction

Amelia Fashion is committed to protecting your privacy and personal data. This Privacy Policy explains how we collect, use, store, and protect your personal information in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

By using our website and services, you consent to the collection and use of your personal data as described in this Privacy Policy.

Data Controller:

Company Name: Amelia Fashion

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

Email: office@ameliafashion.co.uk

Contact Page : Contact

2. Information We Collect

2.1 Personal Information You Provide

When you create an account, place an order, or contact us, we may collect the following personal information:

• Name and surname

• Email address

• Delivery and billing addresses

• Telephone number

• Payment information (processed securely by our payment provider)

• Order history and preferences

2.2 Information Automatically Collected

When you visit our website, we may automatically collect certain technical information:

• IP address

• Browser type and version

• Operating system

• Pages visited and time spent on our website

• Referring website addresses

• Device information

2.3 Cookies and Similar Technologies

We use cookies and similar tracking technologies to enhance your browsing experience, analyse website traffic, and personalise content. For more information, please refer to our Cookie Policy.

3. How We Use Your Information

We use your personal information for the following purposes:

3.1 Order Processing and Fulfilment

To process your orders, arrange delivery, handle payments, and provide customer support regarding your purchases.

3.2 Customer Communication

To send you order confirmations, dispatch notifications, delivery updates, and respond to your enquiries and requests.

3.3 Marketing Communications

With your consent, we may send you promotional emails about new products, special offers, and other information we think you may find interesting. You can unsubscribe from marketing communications at any time by clicking the unsubscribe link in our emails or contacting us directly.

3.4 Website Improvement

To analyse website usage, understand customer preferences, improve our products and services, and enhance user experience.

3.5 Legal Compliance

To comply with legal obligations, prevent fraud, enforce our terms and conditions, and protect our rights and the rights of others.

4. Legal Basis for Processing

Under UK GDPR, we process your personal data on the following legal bases:

• Contract Performance: Processing is necessary to fulfil our contract with you (e.g., processing orders and deliveries).

• Consent: You have given explicit consent for specific processing activities (e.g., marketing communications).

• Legitimate Interests: Processing is necessary for our legitimate business interests, such as improving our services and preventing fraud, provided your rights do not override these interests.

• Legal Obligation: Processing is necessary to comply with legal requirements.

5. How We Share Your Information

We do not sell, rent, or trade your personal information to third parties. However, we may share your data with the following categories of recipients:

5.1 Service Providers

We work with trusted third-party service providers who assist us in operating our website, processing payments, delivering products, and providing customer support. These providers are contractually obligated to protect your data and use it only for the purposes we specify.

5.2 Delivery Partners

We share your name, delivery address, and contact information with delivery companies to fulfil your orders.

5.3 Payment Processors

Payment information is processed securely by our payment service providers. We do not store complete payment card details on our servers.

5.4 Legal Requirements

We may disclose your information if required by law, court order, or to protect our rights, property, or safety, or that of our customers and the public.

6. 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 or adequacy decisions, to protect your information in accordance with UK GDPR requirements.

7. Data Retention

We retain your personal information only for as long as necessary to fulfil the purposes for which it was collected, comply with legal obligations, resolve disputes, and enforce our agreements.

• Order information: Retained for up to 7 years for tax and accounting purposes

• Marketing data: Retained until you withdraw consent or unsubscribe

• Website usage data: Typically retained for 12-24 months

8. Your Rights Under UK GDPR

You have the following rights regarding your personal data:

Right of Access: You can request a copy of the personal data we hold about you.

Right to Rectification: You can request that we correct inaccurate or incomplete data.

Right to Erasure: You can request deletion of your personal data in certain circumstances.

Right to Restrict Processing: You can request that we limit how we use your data in certain situations.

Right to Data Portability: You can request a copy of your data in a structured, commonly used format.

Right to Object: You can object to processing based on legitimate interests or for direct marketing purposes.

Right to Withdraw Consent: Where processing is based on consent, you can withdraw it at any time.

To exercise any of these rights, please contact us at office@ameliafashion.co.uk. We will respond to your request within one month.

9. Data Security

We implement appropriate technical and organisational measures to protect your personal data against unauthorised access, alteration, disclosure, or destruction. These measures include:

• Secure Socket Layer (SSL) encryption for data transmission

• Secure servers and databases with restricted access

• Regular security assessments and updates

• Employee training on data protection

• Secure payment processing through PCI-DSS compliant providers

However, no method of transmission over the internet or electronic storage is completely secure. While we strive to protect your data, we cannot guarantee absolute security.

10. Children's Privacy

Our website and services are not intended for children under the age of 16. We do not knowingly collect personal information from children under 16. If you believe we have collected information from a child under 16, please contact us immediately, and we will take steps to delete such information.

11. Cookies

Our website uses cookies to improve your browsing experience and analyse website traffic. Cookies are small text files stored on your device. You can manage cookie preferences through your browser settings. Please note that disabling certain cookies may affect website functionality.

For detailed information about the cookies we use and their purposes, please refer to our Cookie Policy.

12. Third-Party Links

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.

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. Any changes will be posted on this page with an updated revision date. We encourage you to review this Privacy Policy periodically. Your continued use of our website after changes are posted constitutes your acceptance of the updated policy.

14. Contact Information

If you have any questions, concerns, or requests regarding this Privacy Policy 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)

15. Right to Lodge a Complaint

If you believe we have not handled your personal data in accordance with UK GDPR, you have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK supervisory authority for data protection:

Information Commissioner's Office

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

Telephone: 0303 123 1113

Website: www.ico.org.uk

Last Updated: December 2025

© 2025 Amelia Fashion. All rights reserved.