Privacy policy

This Privacy Policy describes how prettylovelyx.shop collects, uses, stores, shares and otherwise processes personal information when individuals visit our website, make purchases, contact customer service or otherwise interact with us.

Contact:

Email: info@prettylovelyx.shop

This policy is intended to reflect applicable UK data-protection requirements, including the UK GDPR, Data Protection Act 2018, applicable provisions of PECR and relevant amendments introduced by the Data (Use and Access) Act 2025. The ICO confirms that all commencement stages of the 2025 Act were in force by 19 June 2026.

1. Personal Information We May Collect

Depending on how you use prettylovelyx.shop, we may collect information including:

Identity Information

• Name;
• Billing name;
• Delivery name; and
• Other information needed to identify an order.

Contact Information

• Email address;
• Delivery address;
• Billing address; and
• Telephone number where supplied for delivery or order purposes.

Transaction Information

• Products purchased;
• Order value;
• Order number;
• Payment status;
• Returns;
• Refunds;
• Discounts; and
• Transaction history.

Payment Information

Payments may be processed through Shopify and authorised payment providers.

We generally receive transaction confirmation and payment-related information necessary to process the order.

Payment providers may independently process payment-card and other financial information under their own terms and privacy notices.

Device and Technical Information

Depending on website configuration and consent requirements, information may include:

• IP address;
• Device type;
• Browser type;
• Operating system;
• Referring website;
• Website activity;
• Session information; and
• Cookie or similar technology identifiers.

Customer-Service Information

If you contact us, we may process:

• Your message;
• Order information;
• Photographs you submit;
• Return information;
• Complaints;
• Customer-service correspondence; and
• Other information supplied voluntarily.

2. How We Collect Information

We may collect personal information:

• Directly from you;
• Through checkout;
• Through customer-service communications;
• Through website technology;
• Through Shopify;
• Through payment providers;
• Through shipping and fulfilment providers; and
• From other service providers where permitted by law.

3. Why We Use Personal Information

We may process personal information for purposes including:

• Processing purchases;
• Confirming orders;
• Taking or confirming payment;
• Fulfilling orders;
• Arranging delivery;
• Providing tracking;
• Managing returns;
• Issuing refunds;
• Providing customer service;
• Preventing fraud;
• Protecting our website;
• Complying with legal obligations;
• Maintaining business records;
• Improving store functionality;
• Understanding website performance; and
• Providing marketing communications where legally permitted.

4. Lawful Bases

Depending on the particular processing activity, we may rely on lawful bases including:

Contract

Processing may be necessary to:

• Process an order;
• Accept payment;
• Deliver goods;
• Manage returns;
• Provide refunds; or
• Respond to requests relating to a transaction.

Legal Obligation

We may process information where necessary to comply with obligations involving:

• Tax;
• Accounting;
• Consumer protection;
• Fraud prevention;
• Regulatory requirements; or
• Valid legal requests.

Legitimate Interests

Where appropriate and after considering individual rights, we may process information for legitimate interests such as:

• Protecting our business;
• Preventing misuse;
• Improving customer service;
• Maintaining network security;
• Understanding store performance; and
• Establishing or defending legal claims.

Consent

Where consent is required, such as for certain marketing or non-essential tracking technologies, we may rely on consent.

Where processing is based on consent, consent may be withdrawn subject to applicable law.

5. Shopify

prettylovelyx.shop uses Shopify as its ecommerce platform.

Shopify provides technology that may support functions including:

• Store hosting;
• Checkout;
• Order management;
• Payment-related services;
• Security;
• Fraud detection;
• Analytics; and
• Other ecommerce functionality.

Shopify may process information in accordance with its own privacy documentation and applicable data-protection arrangements.

Shopify's current privacy framework describes its processing of information concerning merchants and consumers using Shopify-powered stores.

6. Payment Providers

Payment transactions may involve authorised payment processors.

These providers may process information necessary to:

• Authorise payments;
• Detect fraud;
• Process refunds;
• Manage disputes; and
• Comply with financial regulations.

We do not recommend sending payment-card details by ordinary email.

7. Shipping and Fulfilment Providers

We may share information necessary to fulfil an order with logistics, shipping, warehousing or fulfilment providers.

This information may include:

• Customer name;
• Delivery address;
• Telephone number where necessary;
• Email address where necessary;
• Order contents; and
• Shipment information.

Information is shared only to the extent reasonably required for relevant services.

8. Service Providers

We may engage service providers for legitimate business functions such as:

• Website hosting;
• Ecommerce technology;
• Payment processing;
• Security;
• Fraud prevention;
• Analytics;
• Customer support;
• Email delivery;
• Shipping;
• Fulfilment;
• Cloud storage; and
• Professional services.

Providers may process information only as permitted under applicable arrangements and law.

9. Cookies and Similar Technologies

prettylovelyx.shop may use cookies and similar technologies to operate, secure and improve the website.

Cookies may be used for purposes such as:

• Maintaining shopping-cart functionality;
• Remembering user selections;
• Supporting checkout;
• Maintaining website security;
• Preventing fraud;
• Measuring website performance;
• Understanding website usage; and
• Supporting advertising or marketing where legally permitted.

UK rules require appropriate information and, where required, appropriate consent for relevant non-essential technologies. Changes made by the Data (Use and Access) Act 2025 have introduced additional exceptions for certain limited-purpose storage/access technologies.

10. Cookie Choices

Where applicable, customers may manage choices through:

• Our cookie-management functionality;
• Browser settings;
• Device settings; or
• Other consent tools provided on the website.

Blocking certain necessary technologies may affect store functionality.

11. Marketing Communications

Where legally permitted, we may send customers marketing communications regarding products, promotions or store updates.

We will seek consent where consent is required.

Marketing emails will provide an unsubscribe mechanism where required.

Customers may also contact:

info@prettylovelyx.shop

to request removal from marketing communications.

Transactional messages concerning orders, security, returns or customer-service matters are not necessarily marketing communications and may continue where necessary.

12. Sharing Personal Information

We do not disclose personal information arbitrarily.

Information may be shared where reasonably necessary with:

• Shopify;
• Payment providers;
• Logistics providers;
• Fulfilment providers;
• Technology providers;
• Fraud-prevention providers;
• Professional advisers;
• Government authorities where legally required; and
• Other parties where lawful and necessary.

13. Business Transactions

If the business operating prettylovelyx.shop undergoes a lawful reorganisation, merger, acquisition, financing, sale or transfer, relevant information may be transferred as part of that transaction, subject to applicable legal safeguards.

14. International Transfers

Some providers supporting ecommerce services may operate internationally.

Where personal information is transferred outside the United Kingdom, we seek to rely on lawful transfer mechanisms required by UK data-protection law, where applicable.

These may include adequacy regulations or appropriate contractual safeguards.

15. Retention

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected and for legitimate legal, accounting, security, fraud-prevention or dispute-resolution requirements.

Retention periods may vary according to:

• Type of information;
• Nature of the transaction;
• Legal obligations;
• Risk of disputes;
• Security considerations; and
• Legitimate business requirements.

When information is no longer required, it may be deleted, anonymised or otherwise appropriately handled.

16. Security

We use reasonable organisational and technical measures designed to protect personal information against:

• Unauthorised access;
• Unlawful disclosure;
• Accidental loss;
• Misuse;
• Alteration; and
• Destruction.

No internet transmission or electronic storage method can be guaranteed to be completely secure.

Customers should also protect their account credentials and devices.

17. Your UK Data-Protection Rights

Subject to legal requirements and exceptions, individuals may have rights including:

• The right to be informed;
• The right of access;
• The right to rectification;
• The right to erasure;
• The right to restrict processing;
• The right to data portability;
• The right to object; and
• Rights relating to certain automated decision-making activities.

The availability of a particular right depends on the circumstances and applicable law.

18. Access Requests

To request access to personal information we hold about you, contact:

info@prettylovelyx.shop

We may need to verify your identity before responding.

19. Correction Requests

If personal information held by us is inaccurate or incomplete, contact:

info@prettylovelyx.shop

and provide enough information for us to identify and review the relevant record.

20. Erasure Requests

Customers may request deletion of personal information where the right applies.

Certain information may need to be retained where necessary for:

• Legal obligations;
• Accounting requirements;
• Fraud prevention;
• Legal claims; or
• Other lawful purposes.

21. Objections and Restrictions

Where applicable, individuals may object to particular processing or request restriction of processing.

Requests may be sent to:

info@prettylovelyx.shop

22. Automated Processing

Where significant decisions are made solely through automated processing and applicable law provides rights or safeguards, those rights and safeguards will be respected.

Routine fraud-prevention tools, risk assessments or ecommerce automation may be used where lawful.

23. Children's Privacy

prettylovelyx.shop is intended as a general ecommerce website and is not designed to knowingly collect children's personal information unlawfully.

Where applicable law requires special protections for children, those requirements will be respected.

24. Complaints

If you have concerns about our handling of personal information, please contact us first:

info@prettylovelyx.shop

Individuals may also have the right to complain to the UK Information Commissioner's Office (ICO).

25. Third-Party Websites

Our website may contain links to independent third-party websites.

We are not responsible for the privacy practices of independent third parties.

Customers should review the privacy notices of those websites before providing personal information.

26. Changes to This Privacy Policy

We may update this Privacy Policy to reflect:

• Changes to law;
• Regulatory guidance;
• Shopify functionality;
• Store operations;
• Technology; or
• Business practices.

The current version will be posted on prettylovelyx.shop with an updated revision date.

27. Contact

For privacy questions or data-protection requests:

prettylovelyx.shop
Email: info@prettylovelyx.shop