Privacy Policy

Last updated: January 2026

Who we are

Our website address is: https://aelva.com

Aelva Limited (trading as Aelva) is the data controller responsible for your personal data under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

Aelva Limited is registered in England and Wales.
Company number: 16232907
Registered office: Unit A01, 9 Lyon Road, London, United Kingdom, SW19 2RL

When this policy applies

This Privacy Policy applies when you visit our website, make a purchase, sign up to receive communications, leave a review or comment, or otherwise interact with us online.

Information we collect

We collect personal data in the following ways:

Information you provide directly, including your name, billing and delivery address, email address, phone number, and payment details when you make a purchase or create an account; and any information you submit when leaving a review, comment, or contacting us.

Information collected automatically when you visit our website, including your IP address, browser type and version, device type, operating system, pages visited, time spent on pages, and referring URLs. This data is collected via cookies and similar technologies and used for website operation, analytics, and marketing purposes.

Purchases and orders

When you make a purchase, we process your name, billing and delivery address, email address, and payment details in order to fulfil your order, manage deliveries and returns, provide customer support, and maintain appropriate business records.

The lawful basis for this processing is the performance of a contract between you and us.

Payments are processed securely by third-party providers, including Stripe and Klarna. We do not store or have access to your full payment card details. Where you use Klarna, please be aware that Klarna may conduct its own identity and credit checks and will process your data in accordance with its own privacy policy.

Contact forms and enquiries

If you contact us via a website form or by email, we collect your name, email address, and the contents of your message. This is processed on the basis of our legitimate interest in responding to your enquiry and maintaining records of customer communications. We will retain this information for as long as reasonably necessary to resolve your enquiry and for any related follow-up.

Comments and reviews

When you leave a comment or product review, we collect the information shown in the relevant form, together with your IP address and browser user agent string, for the purposes of spam prevention, fraud prevention, and website security. The lawful basis is our legitimate interests.

Where reviews are collected via a third-party platform, your name, email address, and order details may be shared with that provider solely for the purpose of collecting and displaying verified customer feedback.

Media

If you upload images to the website, please avoid uploading images that contain embedded location data (EXIF GPS). Visitors may be able to download and extract location data from images published on the site.

Email and SMS marketing

Where you have given your consent, we may send marketing communications by email or SMS about our products, launches, offers, and updates. These communications are managed via platforms such as Klaviyo. The lawful basis is your consent.

If you have previously made a purchase, we may also contact you by email about similar products or services on the basis of our legitimate interests.

You may opt out at any time using the unsubscribe link in emails or the opt-out instructions in SMS messages. Opting out will not affect transactional messages such as order confirmations or delivery updates.

Abandoned basket reminders

If you add products to your basket but do not complete your purchase, we may send a reminder by email or SMS. This is processed on the basis of our legitimate interest in helping you complete your order. You may opt out at any time.

Cookies and tracking technologies

We use cookies and similar technologies to operate our website, analyse traffic, personalise content, and support our marketing activities. These may include:

• Essential cookies, required for website functionality and checkout — lawful basis: our legitimate interests in operating the website
• Analytics cookies (e.g. Google Analytics), to understand how visitors use our site — lawful basis: your consent
• Advertising and marketing cookies (e.g. Meta Pixel), to measure advertising effectiveness and show relevant content — lawful basis: your consent

Where required by law, cookies are only placed with your consent. You can manage or withdraw your preferences at any time via our cookie banner or browser settings. For further detail, please see our Cookie Policy.

Embedded content from other websites

Pages on this website may include embedded content such as videos or images. Embedded content behaves as though you had visited those third-party websites directly, and those sites may collect data about you, use cookies, and monitor your interaction with the content, particularly if you have an account with them and are logged in.

Third-party service providers

We use trusted third-party providers to operate our business and deliver our services, including:

• Payment processing (e.g. Stripe, Klarna)
• Email and SMS communications (e.g. Klaviyo)
• Website hosting and infrastructure
• Analytics and advertising measurement (e.g. Google Analytics, Meta)
• Customer reviews and feedback platforms

These providers process personal data only on our instructions and are subject to appropriate contractual and security safeguards.

Who we share your data with

We do not sell your personal data. We only share it where necessary to operate our website, fulfil orders, provide requested services, or where required by law. If you request a password reset, your IP address will be included in the reset email as a security measure.

How long we retain your data

We retain personal data only for as long as necessary for the purposes for which it was collected. Our standard retention periods are as follows:

• Order and transaction records: 7 years, to comply with legal, accounting, and tax obligations
• Customer account information: for the duration the account remains active, plus a reasonable period thereafter
• Marketing consent records: until you withdraw consent, plus a short period to evidence compliance
• Comments and reviews: up to 3 years from the date of submission
• Contact and enquiry records: up to 2 years from the date of last contact
• Technical logs and analytics data: up to 26 months, in line with standard analytics retention practices

Your rights under UK GDPR

Under the UK GDPR, you have the right to:

• request access to the personal data we hold about you
• request correction of inaccurate or incomplete data
• request erasure of your personal data
• request restriction of processing in certain circumstances
• object to processing based on legitimate interests
• withdraw consent at any time, where processing is based on consent
• request a copy of your personal data in a commonly used, machine-readable format (data portability)

To exercise any of these rights, please contact us at [email protected]. We will respond within one calendar month of receiving your request. In some cases we may need to verify your identity before processing your request.

If you are not satisfied with our response, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO) at ico.org.uk or by calling 0303 123 1113. We would, however, welcome the opportunity to address your concerns before you contact the ICO.

Where your data is sent

Some of our service providers are located outside the United Kingdom. Where personal data is transferred internationally, we ensure that appropriate safeguards are in place in accordance with UK GDPR requirements, such as the use of UK International Data Transfer Agreements or adequacy decisions.

Children’s data

Our website is not intended for children under the age of 16, and we do not knowingly collect personal data from children. If you believe we have inadvertently collected data from a child, please contact us at [email protected] and we will take steps to delete it promptly.

Changes to this privacy policy

We may update this Privacy Policy from time to time to reflect changes in legal requirements or how we operate. Any updates will be posted on this page, and where changes are material we will take reasonable steps to bring them to your attention.

Contact us

If you have any questions about this Privacy Policy or how we handle your personal data, please contact us at: