OUR DATA PROMISE

Alina London (the “Company”, “we”, “us” or “our”) respects your privacy and is committed to handling your personal data with care, discretion, and integrity.

We process personal data in accordance with applicable data protection laws, including the UK GDPR, the EU GDPR (where relevant), and the Data Protection Act 2018 (together, “Data Protection Legislation”).

ICO registration number: 00012501159.

This Data Promise explains:

  • what personal data we collect when you interact with us (online, by email/social, or in person) (the “Channels”);
  • how and why we use, share, protect, and store it; and
  • the rights you have in respect of your personal data.

This policy supplements any other terms that apply between you and Alina London from time to time.

For questions, please contact us here: [Contact Us] (and we’ll respond as soon as reasonably possible).

  1. The personal data we process                          
    1.1 When we collect data

We may collect personal data when you:

  • browse or use our website (including via cookies);
  • subscribe to our mailing list, register interest, or participate in events/competitions (if offered);
  • place an order or request made-to-order support;
  • contact customer care;
  • engage with us on social media; or
  • otherwise interact with us through our Channels.


1.2 Types of personal data

Depending on your interaction, we may process:

  • Identity & contact details: name, email address, telephone number, billing/shipping address;
  • Account details: username/login details (where accounts are enabled);
  • Order & service details: items purchased, order history, delivery preferences, customer service correspondence;
  • Website usage data: device information, IP address, browser type, pages viewed, and cookie identifiers;
  • Preferences: style interests and communication preferences (where you provide these).

 

1.3 Payments

Payment card details are processed securely by our third-party payment providers only to the extent necessary to take payment and manage fraud prevention. We do not store your full payment card details.

 

1.4 What we do not intend to collect

Please do not provide:

  • special category data (e.g., health, biometric data, religious or political beliefs);
  • criminal offence data; or
  • data relating to children under 13,
    through any of our Channels.

 

2. Why we use your personal data

We may process personal data to:

  • provide and fulfil your orders (including shipping, exchanges, store credit administration, and customer care);
  • manage your account (where enabled);
  • personalise your experience across our Channels;
  • send you updates, launches, and editorial communications (where you have opted in, or where permitted by law);
  • improve our website, services, and client experience (including analytics and performance);
  • protect our business and customers (fraud prevention, security, and misuse detection);
  • meet legal and regulatory obligations.

 

3. Lawful bases for processing

We rely on the following lawful bases (as applicable):

  • Contract: to process orders and provide services you request;
  • Consent: for certain marketing communications and optional cookies (you can withdraw consent at any time);
  • Legal obligation: where we must comply with law (e.g., accounting, tax, and compliance requirements);
  • Legitimate interests: to operate, protect, and improve Alina London (balanced against your rights).


4. If you do not provide your data

If we need personal data to fulfil an order or provide a service and you choose not to provide it, we may be unable to complete your purchase or respond fully to your request. Where possible, we’ll tell you at the point of collection.

5. Sharing your personal data

We do not sell your personal data.

We may share it with trusted service providers who help us run our business, such as:

  • e-commerce and website hosting platforms;
  • payment processors and fraud prevention providers;
  • delivery and logistics partners;
  • email/CRM providers (for communications you’ve opted into);
  • analytics providers (e.g., website performance and measurement tools);
  • professional advisers (legal, audit, and compliance) where necessary.

These providers are permitted to process your data only to provide services to us, and we expect them to maintain appropriate security and confidentiality.

We may also disclose personal data where required by law, regulation, or to protect the rights, property, or safety of Alina London, our customers, or others.

6. International transfers

As we operate and serve clients internationally, your personal data may be transferred outside the UK/EEA. Where this happens, we use appropriate safeguards required by Data Protection Legislation (such as adequacy decisions or approved contractual protections).

7. Your rights

Subject to applicable law, you may have the right to:

  • access your personal data;
  • correct inaccurate data;
  • request deletion (where applicable);
  • restrict processing;
  • object to certain processing (including direct marketing);
  • request data portability; and
  • withdraw consent where processing is based on consent.

To exercise your rights, please contact us here: [Contact Us].

 

8. Storage, retention, and security

We retain personal data only for as long as reasonably necessary for the purposes set out in this policy, including:

 

  • fulfilling orders and providing customer care;
  • maintaining business records (including legal and tax requirements);
  • handling disputes, chargebacks, or fraud prevention; and
  • maintaining your marketing preferences (until you unsubscribe or ask us to stop).

We use appropriate technical and organisational measures designed to protect your data. However, no system can be guaranteed 100% secure, and you are responsible for keeping your login credentials confidential (where accounts are enabled).

9. Third-party links

 Our Channels may include links to third-party sites. We are not responsible for their privacy practices. Please review their policies before providing any personal data.

10. Cookies

 We use cookies and similar technologies to:

  • enable core website functionality;
  • understand how visitors use our site;
  • remember preferences; and
  • (where enabled) support relevant advertising.

You can control cookies through your browser settings and, where provided, our cookie preference controls. Blocking some cookies may affect site functionality.  

11. Questions and complaints

 If you have questions or concerns, please contact us here: [Contact Us] first, and we’ll do our best to resolve them promptly. 

You also have the right to lodge a complaint with the UK supervisory authority: the Information Commissioner’s Office (ICO).