Privacy Policy

Last Updated: August 23, 2026

Lily Brighton operates this store and website, including its data, content, features, tools, products, and services, to provide you, the customer, with a curated shopping experience (the “Services”). Lily Brighton uses Shopify technology to provide the Services.

This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction through the Services, or when you communicate with us by any other means.

If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy will prevail 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 how your personal information is collected, used, and disclosed as described in this Privacy Policy.

Personal Information We Collect or Process

When we use the term “personal information,” we mean information that identifies you or that can reasonably be linked to you or another person.

Personal information does not include information collected anonymously or information that has been de-identified so that it cannot reasonably identify or be linked to you.

We may collect or process the following categories of personal information, including inferences derived from this information, depending on how you interact with the Services, where you reside, and what is permitted or required by applicable law:

• Contact details, including your name, address, billing address, shipping address, telephone number, and email address.
• Financial information, including credit card, debit card, and financial account numbers, payment card information, financial account details, transaction details, payment method, payment confirmation, and other payment-related information.
• Account information, including your username, password, security questions, preferences, and settings.
• Transaction information, including the items you view, add to your cart, save to your wishlist, or purchase, return, exchange, or cancel, as well as your previous transactions.
• Communications with us, including information you provide in your communications with us, such as when you submit a customer service request or complaint.
• Device information, including information about your device, browser or network connection, IP address, and other unique identifiers.
• Usage information, including information about how and when you interact with or browse the Services.

Sources of Personal Information

We may collect personal information from the following sources:

• Directly from you, including when you create an account, visit or use the Services, communicate with us, or provide us with your personal information in any other way.
• Automatically through the Services, including information from your device when you use our products or services or visit our websites, including through the use of cookies and similar technologies.
• From our service providers, including when we engage them to enable certain technologies or when they collect or process personal information on our behalf.
• From our partners or other third parties.

How We Use Your Personal Information

Depending on how you interact with us and which Services you use, we may use your personal information for the following purposes:

• Providing, personalizing, and improving the Services. We use your personal information to provide the Services, including fulfilling our contract with you, processing your payments, managing your orders, remembering your preferences and items of interest, sending account-related notifications, processing purchases, returns, exchanges, or other transactions, creating, maintaining, and managing your account, arranging shipping, facilitating returns and exchanges, allowing you to post reviews, and providing a personalized shopping experience, such as recommending products related to your purchases. This may include using your personal information to personalize and improve the Services.
• Marketing and advertising. We may use your personal information for marketing and promotional purposes, including sending commercial, advertising, and promotional communications by email, text message, or postal mail, and displaying online advertisements about products or services on the Services or on other websites. These advertisements may be based on items you have previously purchased, added to your cart, or other activities performed through the Services.
• Security and fraud prevention. We use your personal information to authenticate your account, provide a secure shopping and payment experience, detect, investigate, or take action regarding potential fraudulent, illegal, dangerous, or malicious activity, protect public safety, and maintain the security of our services. If you choose to use the Services and register an account, you are responsible for maintaining the confidentiality of your login credentials. We strongly recommend that you do not share your username, password, or other account information with anyone.
• Communicating with you. We use your personal information to provide customer support, respond to your requests, provide services effectively, and maintain our business relationship with you.
• Legal reasons. We use your personal information to comply with applicable laws or respond to valid legal processes, including requests from law enforcement or government authorities, as well as to investigate or participate in civil discovery, potential or actual litigation, or other legal proceedings, and to enforce or investigate potential violations of our terms or policies.

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes, in accordance with this Privacy Policy.

These circumstances may include:

• With Shopify, service providers, and other third parties who provide services on our behalf, such as IT management, payment processing, data analysis, customer service, cloud storage, order management, and shipping.
• With business and marketing partners to provide marketing services and display advertising. For example, we use Shopify to support personalized advertising through third-party services based on your online activity across different merchants and websites. Our business and marketing partners will use your information in accordance with their own privacy notices. Depending on where you reside, you may have the right to request that we do not share your information for personalized advertising and marketing based on your online activity across different merchants and websites.
• When you direct us, request us, or otherwise consent to the disclosure of certain information to third parties, such as to ship products or through the use of social media widgets or login integrations.
• With our affiliates or generally within our corporate group.
• In connection with a business transaction, such as a merger or insolvency proceeding, to comply with applicable legal obligations, including responding to subpoenas, search warrants, or similar requests, to enforce the Terms of Service or applicable policies, and to protect or defend the Services, our rights, and the rights of our users or other persons.

Relationship with Shopify

The Services are hosted on Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you.

In order to provide and improve the Services, information you submit through the Services may be transmitted to and shared with Shopify and third parties that may be located in countries other than your own.

In addition, to help protect, develop, and improve our business, we use certain advanced Shopify features that incorporate data and information obtained from your interactions with our store, other merchants, and the Shopify platform itself.

To provide these advanced features, Shopify may use personal information collected about your interactions with our store, other merchants, and the Shopify platform.

In these circumstances, Shopify is responsible for processing your personal information, including responding to requests you make to exercise your rights regarding the use of your information for these purposes.

For more information about how Shopify uses your personal information and the rights you may have, please see Shopify’s Consumer Privacy Policy.

Depending on where you reside, you may exercise certain rights regarding your information through Shopify’s privacy portal.

Third-Party Websites and Links

The Services may include links to websites or other online platforms operated by third parties.

If you access links leading to websites that are not affiliated with or controlled by us, we recommend that you review their privacy and security policies and other terms and conditions.

We do not guarantee or accept responsibility for the privacy or security of such websites, including the accuracy, completeness, or reliability of the information they contain.

Information you provide in public or semi-public spaces, including information you share on third-party social media platforms, may also be visible to other users of the Services and users of those third-party platforms, without limitations on its use by us or by third parties.

The inclusion of such links does not, by itself, imply endorsement of the content of those platforms or their owners or operators, unless expressly stated on the Services.

Children's Data

The Services are not intended for use by children, and we do not knowingly collect personal information from children under the age defined by applicable law in their jurisdiction.

If you are a parent or legal guardian of a child who has provided us with their personal information, you may contact us using the contact details below to request its deletion.

As of the effective date of this Privacy Policy, we have no actual knowledge that we “share” or “sell,” as those terms are defined under applicable law, personal information of individuals under 16 years of age.

Security and Retention of Your Information

Please note that no security measure is perfect or impenetrable, and we cannot guarantee “absolute security.”

In addition, any information you send to us may not be secure during transmission. We recommend that you do not use unsecured channels to send sensitive or confidential information.

The length of time we retain your personal information depends on several factors, including the need to maintain your account, provide the Services, comply with legal obligations, resolve disputes, or enforce other applicable contracts and policies.

Your Rights and Choices

Depending on where you reside, you may have some or all of the following rights regarding your personal information.

These rights are not absolute, may apply only in certain circumstances, and in some cases we may refuse your request where permitted by applicable law.

• Right of access. You may have the right to request access to the personal information we hold about you.
• Right to deletion. You may have the right to request that we delete the personal information we hold about you.
• Right to correction. You may have the right to request that we correct inaccurate personal information we hold about you.
• Right to data portability. You may have the right to receive a copy of the personal information we hold about you and request that we transfer it to a third party in certain circumstances and subject to certain exceptions.
• Communication preferences. We may send you promotional emails, and you may opt out of receiving them at any time by using the unsubscribe option included in our emails. If you opt out, we may continue to send you non-promotional emails, such as emails relating to your account or orders you have placed.

If You Reside in the United Kingdom or European Economic Area (EEA)

Subject to the exceptions and limitations provided under local law, you may have the following additional rights:

• Right to object to and restrict processing. You may have the right to request that we stop or limit the processing of your personal information for certain purposes.
• Right to withdraw consent. Where processing is based on your consent, you have the right to withdraw that consent. If you withdraw your consent, this will not affect the lawfulness of processing carried out based on your consent before it was withdrawn.

You may exercise any of these rights through the options provided on the Services or by contacting us using the contact details provided below.

For more information about how Shopify uses your personal information and the rights you may have, including rights relating to data processed by Shopify, please visit Shopify’s privacy portal.

We will not discriminate against you for exercising any of these rights.

We may need to verify your identity before processing your request, as permitted or required by applicable law.

Where permitted by applicable law, you may designate an authorized representative to submit requests on your behalf to exercise your rights. Before accepting a request submitted by an authorized representative, we may require proof that you have authorized that person to act on your behalf, and we may require you to verify your identity directly with us.

We will respond to your request within a reasonable period, as required by applicable law.

Complaints

If you have a complaint about how we handle your personal information, please contact us using the contact details provided below.

Depending on where you reside, you may have the right to appeal our decision by contacting us using the details below or to lodge a complaint with your local data protection authority.

For the EEA, a list of data protection authorities can be found through the European Data Protection Board.

International Transfers

Please be aware that we may transfer, store, and process your personal information outside the country in which you reside.

If we transfer your personal information outside the European Economic Area (EEA) or the United Kingdom, we will use recognized transfer mechanisms, such as the European Commission’s Standard Contractual Clauses (SCCs) or any equivalent contract issued by the relevant UK authority, where applicable, unless the transfer is made to a country that has been recognized as providing an adequate level of protection.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for operational, legal, or regulatory reasons.

We will post the updated version of this Privacy Policy on this website, update the “Last Updated” date, and notify you of changes as required by applicable law.

Contact

If you have any questions about our privacy practices or this Privacy Policy, or if you wish to exercise any of your applicable rights, please contact us:

Lily Brighton
Email: info@lilybrighton.co.uk
Website: lilybrighton.co.uk

For purposes of applicable data protection legislation, we are responsible for your personal information.