Website Privacy Policy For

This privacy policy explains how Alice Wheeler London (we, us, our) collects, uses, and protects your personal data when you visit our website (our website).

Personal data means any information that can identify you directly or indirectly, such as your name, email address, phone number, or IP address.

We are committed to respecting your privacy and complying with the UK GDPR and the Data Protection Act 2018.

Please read this privacy policy carefully and contact us if you have any questions or concerns about our privacy practices. You can reach us by email at or by post at Alice Wheeler London, 71 Lifford Lane, Birmingham, B30 3DY.

What personal data do we collect and why?

We collect different types of personal data from you depending on how you interact with our website. We only collect the personal data that we need for the purposes explained in this privacy policy. We collect your personal data for the following purposes:

  • To provide you with our products and services: We collect your name, email address, phone number, delivery address, billing address, payment details, and order history when you place an order on our website. We use this information to process your order, deliver your products, communicate with you about your order, and handle any returns or complaints.
  • To improve our website and services: We collect information about how you use our website, such as the pages you visit, the time you spend on each page, the links you click on, and the device and browser you use. We use this information to analyse our website performance, understand our visitors’ preferences, and enhance our website functionality and user experience.
  • To send you marketing communications: We collect your name and email address when you sign up for our newsletter or opt-in to receive marketing emails from us. We use this information to send you updates about our products, offers, promotions, events, and other news that may interest you. You can unsubscribe from these emails at any time by clicking on the link at the bottom of each email or by contacting us.
  • To comply with our legal obligations: We may collect and retain your personal data as required by law or regulation, such as for tax, accounting, or anti-fraud purposes.

How do we protect your personal data?

We take appropriate technical and organisational measures to protect your personal data from unauthorised access, use, disclosure, alteration, or destruction. We use secure servers, encryption, firewalls, passwords, and other security software to safeguard your personal data. We also limit access to your personal data to only those employees, contractors, and third parties who have a legitimate business need to access it.

However, no method of transmission or storage of data is 100% secure and we cannot guarantee the absolute security of your personal data. You are responsible for keeping your password and login details confidential and not sharing them with anyone.


How long do we keep your personal data?

We only keep your personal data for as long as necessary for the purposes for which we collected it and in accordance with our legal obligations and legitimate interests. The retention period of your personal data may vary depending on the type of data and the purpose of processing. For example:

  • We keep your order details for six years after the end of the financial year in which you placed your order for tax and accounting purposes.
  • We keep your email address for marketing purposes until you unsubscribe from our newsletter or opt-out of receiving marketing emails from us.
  • We keep your website usage data for one year after your last visit to our website for analytical purposes.

We may also keep some of your personal data in an anonymised or aggregated form that does not identify you for statistical or research purposes.

How do we share your personal data?

We may share your personal data with third parties who provide services to us or on our behalf, such as payment processors, delivery companies, web hosting providers, analytics providers, email marketing providers, or other service providers. These third parties are contractually obliged to respect the confidentiality and security of your personal data and to only use it in accordance with our instructions and applicable laws.

We may also share your personal data with third parties if we are required to do so by law or regulation, such as to comply with a court order, a legal request, or a regulatory obligation. We may also share your personal data with third parties if we have a legitimate interest to do so, such as to protect our rights, property, or safety, or to enforce our terms and conditions.

We do not sell, rent, or trade your personal data with any third parties for their own marketing purposes.

What are your rights regarding your personal data?

You have certain rights regarding your personal data under the UK GDPR and the Data Protection Act 2018. These rights include:

  • The right to access: You have the right to request a copy of the personal data we hold about you and to check that we are processing it lawfully.
  • The right to rectification: You have the right to request that we correct any inaccurate or incomplete personal data we hold about you.
  • The right to erasure: You have the right to request that we delete or remove your personal data from our systems when there is no longer a legal or legitimate reason for us to keep it.
  • The right to restrict processing: You have the right to request that we limit the way we use your personal data, such as when you contest its accuracy or object to its processing.
  • The right to data portability: You have the right to request that we transfer your personal data to you or another service provider in a structured, commonly used, and machine-readable format.
  • The right to object: You have the right to object to our processing of your personal data for certain purposes, such as direct marketing or legitimate interests.
  • The right to withdraw consent: You have the right to withdraw your consent for us to process your personal data at any time when we rely on your consent as the legal basis for processing.
  • The right to complain: You have the right to complain to the ICO or another supervisory authority if you are unhappy with how we handle your personal data.

To exercise any of these rights, please contact us by email at by post at Alice Wheeler London, 71 Lifford Lane, Birmingham, B30 3DY. We may ask you to provide proof of your identity and some details about your request before we process it. We will respond to your request within one month of receiving it, unless it is complex or involves multiple requests, in which case we may extend the response time by another two to three months. We will inform you of any extension and the reasons for it.

How do we use cookies and other tracking technologies?

Cookies are small text files that are stored on your device when you visit a website. They are used to remember your preferences, improve your user experience, and provide you with relevant content and advertising. Some cookies are essential for the website to function properly, while others are optional and can be disabled by you.

We use different types of cookies on our website for different purposes:

  • Strictly necessary cookies: These cookies are essential for the website to work and cannot be switched off. They enable you to navigate the website, use its features, and access secure areas. They do not collect any information about you that could be used for marketing or remembering where you have been on the internet.
  • Performance cookies: These cookies collect information about how you use the website, such as which pages you visit, how long you spend on each page, and if you encounter any errors. They help us measure and improve the performance and functionality of the website. They do not collect any information that could identify you personally. All information collected by these cookies is aggregated and anonymous.
  • Functionality cookies: These cookies allow the website to remember your choices and preferences, such as your language, currency, or login details. They provide you with a more personalised and enhanced user experience. They do not collect any information that could identify you personally or track your activity on other websites.
  • Targeting cookies: These cookies are used by us or our third-party partners to deliver relevant content and advertising to you based on your interests and browsing history. They may also be used to limit the number of times you see an advertisement or measure its effectiveness. They do not store any personal information but are based on uniquely identifying your browser and device.

You can manage your cookie preferences by clicking on the “Cookie Settings” link at the bottom of our website. You can also change your browser settings to block or delete cookies from our website or any other website. However, please note that if you disable some or all cookies, some parts of our website may not work properly or as intended.

We may also use other tracking technologies on our website, such as web beacons, pixels, tags, or scripts. These are small pieces of code that allow us to monitor and analyse our website traffic, user behaviour, and conversions. They work in a similar way as cookies but do not store any information on your device.


How do we update this privacy policy?

We may update this privacy policy from time to time to reflect changes in our privacy practices or applicable laws. We will notify you of any material changes by posting a notice.