Privacy policy

Last updated: October 20, 2026

MAISIE LONDON operates this store and website, including all related information, content, features, tools, products, and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). MAISIE LONDON is powered by Shopify, which enables us to provide the Services to you.

This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Personal Information We Collect or ProcessWhen we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. We may collect or process the following categories of personal information:

  • Contact details including your name, address, billing address, shipping address, phone number, and email address.

  • Financial information including credit/debit card numbers, transaction details, and payment confirmation.

  • Account information including your username, password, security questions, preferences, and settings.

  • Transaction information including the items you view, put in your cart, purchase, return, or cancel.

  • Communications with us including the information you include in customer support inquiries.

  • Device & Usage information including your IP address, browser type, network connection, interaction with the Services, and data collected via cookies, pixels, and similar tracking technologies.

Personal Information Sources We collect personal information from the following sources:

  • Directly from you when you create an account, place an order, or communicate with us.

  • Automatically through the Services via your device and through the use of cookies, web beacons, pixels, and similar technologies.

  • From our service providers who collect or process data on our behalf (e.g., Shopify, payment gateways).

  • From our marketing partners and third-party advertising platforms.

How We Use Your Personal Information (and our Lawful Basis under UK GDPR) Under the UK GDPR, we must have a valid "lawful basis" to process your data. We use your personal information for the following purposes:

  • Provide, Tailor, and Improve the Services (Lawful basis: Performance of a Contract & Legitimate Interests). To process payments, fulfill orders, arrange shipping, manage your account, and provide a customized shopping experience.

  • Marketing and Advertising (Lawful basis: Consent & Legitimate Interests). To send promotional communications by email or text, and to show you targeted online advertisements (including retargeting via third-party platforms).

  • Security and Fraud Prevention (Lawful basis: Legitimate Interests & Legal Obligation). To authenticate your account, provide secure payments, and detect/investigate fraudulent or malicious activity.

  • Communicating with You (Lawful basis: Performance of a Contract & Legitimate Interests). To provide customer support and maintain our business relationship.

  • Legal Reasons (Lawful basis: Legal Obligation). To comply with applicable UK laws or respond to valid legal requests.

How We Disclose Personal Information We may disclose your personal information to third parties for legitimate purposes:

  • With Shopify, vendors, and other third parties who perform services on our behalf (e.g., IT management, payment processing, data analytics, order fulfillment).

  • With business and marketing partners (such as search engines, social media platforms, and email marketing providers) to provide advertising services to you.

  • When you direct us or consent to the disclosure, such as shipping integrations.

  • In connection with a business transaction, merger, or to comply with legal obligations.

Security and Retention of Your Information No security measures are perfect. How long we retain your personal information depends on factors such as maintaining your account or complying with legal/tax obligations in the UK.

Your Rights and Choices (UK GDPR) If you are a resident of the United Kingdom, you have specific rights regarding your personal information under the UK GDPR:

  • Right to Access: Request access to the personal data we hold about you.

  • Right to Rectification: Request that we correct inaccurate or incomplete data.

  • Right to Erasure (Right to be Forgotten): Request that we delete your personal data, subject to certain legal exceptions (e.g., fraud prevention, tax records).

  • Right to Restrict Processing: Request a suspension of the processing of your data.

  • Right to Data Portability: Receive a copy of your data in a structured, machine-readable format.

  • Right to Object: Object to our processing of your data for direct marketing purposes or where we are relying on a legitimate interest.

  • Managing Preferences: You may opt out of receiving promotional emails at any time by using the "unsubscribe" link.

International Transfers Your personal information may be transferred, stored, and processed outside the UK (including in Canada and the USA by Shopify and our marketing tools). When we transfer your data internationally, we rely on recognized transfer mechanisms, such as UK Standard Contractual Clauses or adequacy decisions, to ensure it is protected.

Complaints If you have complaints about how we process your personal information, please contact us first. If you remain dissatisfied, you have the right to lodge a complaint with the UK’s supervisory authority, the Information Commissioner’s Office (ICO) at [ico.org.uk].

Contact For any questions or to exercise your rights, please email us at: info@maisielondon.co.uk.