Last updated: 4 June 2026
Emily and Charlotte ("we", "us", "our") operates this store and website, including all related content, features, tools, products and services (the "Services"). Our store is powered by Shopify.
This Privacy Policy explains how we collect, use, share and protect your personal information when you visit, use or make a purchase through the Services, or communicate with us. We want to be open and honest about how we handle your data, and this policy is written with that in mind.
Please read it carefully. By using or accessing the Services, you acknowledge that you have read and understood this policy.
We act as the data controller for your personal information under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. If you have any questions about this policy or how we handle your data, you can reach us at:
Emily and Charlotte
[business address]
support@emilyandcharlotte.com
The personal information we collect
When we use the term "personal information", we mean information that identifies or can reasonably be linked to you. Depending on how you interact with the Services, we may collect or process the following:
- Contact details, including your name, address, billing address, shipping address, phone number and email address
- Financial information, including payment card details, transaction details and payment confirmation, processed securely through our payment providers
- Account information, including your username, password and preferences if you choose to create an account
- Transaction information, including items you view, add to your cart, purchase, return, exchange or cancel, and your order history
- Communications, including the content of messages you send us, for example when contacting customer support
- Device and usage information, including your device type, browser, IP address and how you interact with and navigate the Services, collected automatically through cookies and similar technologies
How we collect your information
We collect personal information from the following sources:
- Directly from you, when you place an order, create an account, contact us or otherwise interact with the Services
- Automatically through the Services, via your device, cookies and similar tracking technologies when you visit our website
- From our service providers, including Shopify, payment processors and delivery partners, when they collect or process your information on our behalf
- From our marketing and advertising partners, in connection with advertising and promotional activity
We use cookies and similar technologies to support the functioning of our website, to analyse how it is used and to support personalised advertising. A separate Cookie Policy is available on the website, and you can manage your cookie preferences through your browser settings or the consent banner on our site.
How and why we use your information
We process your personal information on the following legal grounds under the UK GDPR.
To perform our contract with you, we process your information to receive and fulfil your orders, arrange delivery, handle returns and exchanges, process payments, send you order confirmations and updates, and manage your account if you have one.
In pursuit of our legitimate interests, and where those interests are not overridden by your rights and freedoms, we process your information to prevent and detect fraud and security threats, to improve and personalise the Services, to analyse how the Services are used, to respond to your enquiries and complaints, and to protect our legal rights.
With your consent, we process your information to send you marketing and promotional communications by email, to send you SMS messages if you have opted in, and to place non-essential cookies and tracking technologies on your device. You may withdraw your consent at any time without affecting the lawfulness of any processing carried out before withdrawal.
To comply with a legal obligation, we may process your information to meet our accounting, tax and regulatory requirements, to respond to lawful requests from courts, law enforcement or public authorities, and to retain records as required by applicable law.
Managing your marketing preferences. If you have opted in to our emails, you may unsubscribe at any time by clicking the unsubscribe link in any message from us. If you opt out, we will still send you transactional emails related to your orders and account.
How we share your information
We may share your personal information with third parties in the following circumstances:
- With Shopify and other service providers who process data on our behalf, including for payment processing, order fulfilment, shipping and logistics, IT infrastructure, data analytics and customer support
- With our warehouse and logistics partners, including our fulfilment centre, to the extent necessary to deliver your order
- With marketing and advertising partners, including Meta (Facebook and Instagram), to show you relevant advertising based on your activity on our Services and other websites. You can manage your advertising preferences directly with these platforms
- When you ask us to, for example by connecting a third-party social media account
- In connection with a business transaction such as a merger or acquisition, where your information may be transferred to a successor entity
- To comply with a legal obligation, respond to legal process, or to protect the rights and safety of Emily and Charlotte, our customers or others
Our relationship with Shopify
Our Services are hosted by Shopify, which collects and processes personal information in order to provide and improve the Services. Information you submit through the Services is shared with Shopify, as well as third parties that may be located in countries other than where you reside.
Shopify may use personal information collected through our store, together with information from other merchants and Shopify's own platform, to provide and improve its services. In these circumstances, Shopify acts as a data controller and is independently responsible for the processing of your personal information.
To learn more about how Shopify handles your data and to exercise your rights in relation to Shopify's processing, please visit the Shopify Consumer Privacy Policy at https://www.shopify.com/legal/privacy and the Shopify Privacy Portal at https://privacy.shopify.com/en.
Third-party websites and links
Our Services may contain links to websites or platforms operated by third parties. If you follow a link to a site not controlled by us, we encourage you to review that site's own privacy and security policies before providing any personal information. We are not responsible for the privacy practices or content of third-party websites, and the inclusion of a link does not imply any endorsement.
Children
The Services are not directed at children. We do not knowingly collect personal information from anyone under the age of 13. If you believe a child under 13 has provided us with their personal information, please contact us at support@emilyandcharlotte.com and we will delete it promptly.
Security and retention
We take reasonable technical and organisational measures to protect your personal information against unauthorised access, loss, alteration or disclosure. However, no method of transmission over the internet or electronic storage is completely secure, and we cannot guarantee absolute security. We recommend that you do not share your account credentials with others and that you use secure networks when making purchases online.
We retain your personal information for as long as necessary to fulfil the purposes described in this policy, to maintain your account, to provide the Services, to comply with our legal obligations, to resolve disputes and to enforce our agreements. When your data is no longer required, we will securely delete or anonymise it.
Your rights
Under the UK GDPR and the Data Protection Act 2018, you have the following rights in relation to your personal information:
- Right to access. You may request a copy of the personal information we hold about you.
- Right to rectification. You may ask us to correct personal information that is inaccurate or incomplete.
- Right to erasure. You may ask us to delete your personal information in certain circumstances, for example if we no longer need it for the purpose for which it was collected.
- Right to restriction. You may ask us to restrict our processing of your personal information in certain circumstances, for example while we investigate a complaint.
- Right to data portability. In certain circumstances, you may ask us to provide your personal information in a structured, commonly used and machine-readable format, or to transfer it directly to another organisation.
- Right to object. You may object to our processing of your personal information where we rely on legitimate interests as our legal basis. You have an absolute right to object to the use of your personal information for direct marketing purposes at any time, and we will stop that processing immediately on receipt of your objection.
- Right to withdraw consent. Where we rely on your consent to process your personal information, you may withdraw that consent at any time without affecting the lawfulness of any processing we carried out before withdrawal.
These rights are not absolute and may apply only in certain circumstances. We will respond to your request within one month as required by law and may need to verify your identity before we can fulfil it.
To exercise any of these rights, please contact us at support@emilyandcharlotte.com. You may also manage certain preferences through your Shopify account or the Shopify Privacy Portal at https://privacy.shopify.com/en.
Complaints
If you are unhappy with how we have handled your personal information, we encourage you to contact us first at support@emilyandcharlotte.com so we can try to resolve your concern directly.
You also have the right to lodge a complaint with the Information Commissioner's Office (ICO), which is the UK supervisory authority for data protection. You can contact the ICO at https://ico.org.uk/make-a-complaint or by calling 0303 123 1113.
International data transfers
We may transfer, store and process your personal information outside the United Kingdom, including in the United States where Shopify and some of our marketing partners are based, and in other countries where our fulfilment and logistics partners operate, including in Asia.
Where we transfer personal information outside the UK, we take steps to ensure appropriate safeguards are in place, such as reliance on the UK International Data Transfer Agreement (UK IDTA), the UK Addendum to the Standard Contractual Clauses, or an adequacy decision issued by the UK Government for the destination country. If you would like more information about the safeguards in place for a particular transfer, please contact us at support@emilyandcharlotte.com.
SMS communications
By providing your phone number and opting in to SMS messaging, you consent to receive recurring text messages from Emily and Charlotte about promotions, cart reminders, order updates and other relevant notifications. Message frequency varies. Consent is not a condition of purchase. Standard message and data rates may apply.
We do not sell or share your SMS opt-in status or phone number with third parties for their own marketing purposes. We share your contact information only with the service providers needed to deliver SMS messages, such as Klaviyo and wireless carriers. Your information is retained only for as long as necessary to provide this service.
You may opt out of SMS messages at any time by replying STOP, or by following the unsubscribe instructions included in any message. For help, reply HELP or contact us at support@emilyandcharlotte.com.
Changes to this policy
We may update this Privacy Policy from time to time to reflect changes in our practices, the Services or applicable law. We will post the updated policy on our website and update the "Last updated" date at the top of this page. Where required by law, we will notify you of significant changes.
Contact us
If you have questions, concerns or requests relating to this Privacy Policy or how we handle your personal information, please contact us:
Emily and Charlotte
support@emilyandcharlotte.com