privacy policy
Last updated: 20 October 2026
Jaded London Ltd (“us”, “we”, or “our”) operates the https://jidedldn.com/ website (the “Service”).
This Privacy Policy explains how we collect, use, store, share, and protect your personal data when you visit https://jidedldn.com (our “Website”), make a purchase, sign up to our newsletter, or otherwise interact with us.
Your privacy is extremely important to us, and we are dedicated to safeguarding the privacy of visitors to our website. All information you provide will be processed in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations 2003 (each as amended by the Data (Use and Access) Act 2025) and, where we sell to customers in the European Union, the EU GDPR.
This policy outlines your rights and choices regarding your personal data when you use our website and services.
What Personal Data Do We Collect?
| Category | Examples | When we collect it |
|---|---|---|
| Identity & contact data | Name, billing/delivery address, email address, telephone number | When you create an account, place an order, contact us, or subscribe to our newsletter |
| Financial data | Payment card details (processed securely by Shopify Payments, Klarna, Super Payments or Global-e (for international orders) – we never store full card numbers) | During checkout |
| Transaction data | Order details, order history, delivery tracking | When you purchase |
| Technical & usage data | IP address, browser type, operating system, device identifiers, pages visited, time spent on pages | Automatically when you browse our Website |
| Profile data | Date of birth (optional), style preferences, wishlist items, and age, height and weight (if you use our fit and sizing tool) | When you provide it (e.g., for birthday discounts) |
| Marketing & communications data | Your marketing preferences, newsletter subscription status | When you opt in/out |
| Casting & user-generated content | Photos, videos, measurements (if you apply to model) | During casting submissions |
| Customer service data | Messages, live chat transcripts and WhatsApp messages you send us | When you contact us |
| Student status | Confirmation of your student status and discount code use from Student Beans or UNiDAYS | When you claim a student discount |
| Reviews | Your review, rating and display name | When you leave a product review |
How We Use Your Personal Data (and Our Lawful Bases)
| Purpose | Lawful basis (UK GDPR Art. 6) | Retention period |
|---|---|---|
| Process & fulfil your orders (including payment, shipping, refunds) | Performance of a contract with you | 7 years from completion (for tax/accounting) |
| Send order updates & delivery notifications | Performance of a contract | Kept with your order record (see above) |
| Provide customer support (Gorgias helpdesk and live chat, WhatsApp) | Legitimate interests (running our business) | 3 years from last contact |
| Send marketing emails (new products, sales, birthday offers) | Consent (you can withdraw at any time) | Until you unsubscribe or 2 years of inactivity. After you unsubscribe, we keep a suppression record so we don’t email you again |
| Personalise your experience & show relevant products, and tailor our marketing emails (Shopify recommendations, Ometria) | Legitimate interests (improving user experience) – we conduct a balancing test | 13 months |
| Display interest-based ads (Google Ads, Facebook/Meta Pixel) | Consent (via cookie banner) | Until consent withdrawn |
| Analyse Website performance & improve services (Google Analytics, Shopify Analytics) | Consent (via cookie banner) | Up to 14 months (Google) / 30 days (Shopify) |
| Prevent fraud & ensure security | Legitimate interests (preventing fraud and keeping our Website secure) | 3 years |
| Understand how you use our Website, fix errors and test improvements (session recordings and behaviour tracking – Microsoft Clarity, Noibu, Intelligems) | Consent (via cookie banner) | Session recordings up to 30 days; aggregated reports up to 13 months |
| Recommend your size (Usizy) | Consent (you choose to use the tool) | Until you delete your sizing profile, or 2 years after you last use the tool |
| Run loyalty, rewards, referral, wishlist, review and back-in-stock alert features | Performance of a contract / Consent (back-in-stock alerts) | While your account is active, then deleted 2 years after your last activity. Back-in-stock alerts: until sent or 12 months, whichever is sooner. Published reviews: until you ask us to remove them |
| Post-purchase surveys (Fairing) | Legitimate interests (understanding how customers find us) | 3 years from your response, then anonymised and kept in aggregate only |
| Measure marketing and run affiliate and direct mail marketing (Awin, PostPilot, Fospha, Triple Whale, Haus) | Consent (affiliate cookies, via cookie banner) / Legitimate interests (postal marketing) | Affiliate tracking: for the cookie duration in our Cookie Policy; commission records 7 years (accounting). Postal marketing: until you opt out, after which we keep a suppression record |
| Assess casting and model applications | Legitimate interests (finding models for our campaigns) / Steps before entering into a contract with you | Unsuccessful applications: 12 months. Successful applicants: for the term of the model agreement |
| Comply with legal requests (e.g., HMRC, law enforcement) | Legal obligation | As required by law |
Who We Share Your Data With
| Recipient | Purpose | Location | Safeguards |
|---|---|---|---|
| Shopify (hosting, checkout, analytics) | Run our store | Ireland, Canada, USA | Shopify DPA. EU/Canada: UK adequacy regulations. USA: UK IDTA or UK Addendum |
| Klarna Bank AB | “Buy now, pay later” | Sweden / Germany | UK adequacy regulations |
| Payment processors (Stripe, PayPal, Shopify Payments, Super Payments) | Process payments | USA / EU | UK International Data Transfer Agreement (IDTA) + “not materially lower” test (DUAA 2025) |
| Courier partners (Royal Mail, DPD, Evri and others) | Deliver orders | UK and destination country | Data Processing Agreement |
| Marketing tools (Ometria, Meta Pixel, Google Ads) | Advertising & personalisation | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Professional advisers (accountants, lawyers) | Business operations | UK | DPA contracts |
| International checkout (Global-e CrossBorder and Flow) | Process international orders, payments, duties and delivery (Global-e usually acts as merchant of record) | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Customer service (Gorgias, WhatsApp) | Handle your enquiries, live chat and messages | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Delivery & returns (parcelLab, Parcel Perform, Happy Returns, Reverse Parcel, hubbox) | Delivery tracking, returns and collection points | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Site analytics & session recording (Microsoft Clarity, Noibu, Intelligems, Triple Whale, Elevar) | Understand how the Website is used, fix errors and test improvements | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Fit & sizing (Usizy) | Recommend your size | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Loyalty, reviews & wishlists (loyalty, rewards and referral apps, Judge.me, Swym, Wishlist King, Wishlist Plus) | Rewards, reviews, wishlists and back-in-stock alerts | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Surveys (Fairing) | Post-purchase surveys | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Affiliates & direct mail (Awin, PostPilot) | Affiliate tracking and postal marketing | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Reporting & attribution (Fospha, Fivetran, Haus, Supermetrics, Power BI, Looker Studio) | Measure marketing performance and report on orders | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Order management & backups (Cin7 Omni, Rewind) | Manage orders and inventory; back up store data | UK, EU, USA | Data Processing Agreement. UK/EU: UK adequacy regulations. USA: UK IDTA or UK-US data bridge |
| Law enforcement / regulators | When legally required | UK / worldwide | Legal obligation |
We never sell your personal data.
Some recipients – Global-e (when acting as merchant of record), Klarna, PayPal, our couriers, Meta and Google – use your data as independent controllers under their own privacy policies.
Information We Receive From Others
We may receive personal data about you from: our payment providers, including Klarna and Global-e (payment and order status); Student Beans and UNiDAYS (confirmation of your student status when you claim a student discount); affiliate partners such as Awin (the referral that brought you to our Website); and our courier and delivery partners (delivery and returns updates).
International Transfers
Some partners are outside the UK/EEA. Where we transfer data to countries without UK adequacy regulations (e.g., USA), and the recipient is not certified under the UK-US data bridge, we rely on appropriate safeguards under Chapter V of the UK GDPR (as amended by the Data (Use and Access) Act 2025), specifically the UK International Data Transfer Agreement (IDTA) and, where applicable, the UK Addendum to EU Standard Contractual Clauses, after assessing that the level of protection for your data will be “not materially lower” than under UK law.
Cookies & Similar Technologies
We use cookies and pixels. Full details (including durations) are in our Cookie Policy. You control these via our cookie banner – you can accept all, reject non-essential, or customise preferences.
| Category | Examples | Consent required? |
|---|---|---|
| Strictly necessary | Shopify _secure_session_id, cart | No (strictly necessary exemption) |
| Performance / Analytics | Google Analytics, Shopify _shopify_visit, Intelligems | Yes |
| Advertising / Targeting | Meta Pixel, Google Remarketing | Yes |
| Marketing measurement & attribution | Triple Whale, Elevar | Yes |
| Session recording / behaviour | Microsoft Clarity, Noibu | Yes |
| Affiliate tracking | Awin | Yes |
You can withdraw consent or change settings at any time via the cookie banner or browser settings.
Profiling
We use automated tools to tailor the products we show you and the marketing emails we send, based on your browsing and purchase history – this is called profiling. It never has legal or similarly significant effects on you. You can object to profiling for marketing at any time and we will stop, and you can ask for a member of our team to review any automated decision.
Age requirements for using this website
To use this website without parental consent, you must be at least 13 years old.
By using this website, you confirm that:
- You are at least 13 years of age; or
- You are under 13 years of age, and your parent or legal guardian has given consent for you to use this website and for us to process your personal data in accordance with our Privacy Policy.
If you are a parent or legal guardian permitting a child under 13 to use this website, you agree that you have read and consent to our Privacy Policy on their behalf.
We do not knowingly collect personal data from children under 13 without appropriate parental consent. If you believe we have collected such information without consent, please contact us immediately at customercare@jidedldn.com
Your Rights Under UK GDPR
You have the following rights over your personal data:
Your right to be informed – You have the right to be informed about what personal data we collect and how we use it.
Your right of access - You have the right to ask us for copies of your personal information.
Your right to rectification - You have the right to ask us to rectify personal information you think is inaccurate. You also have the right to ask us to complete information you think is incomplete.
Your right to erasure - You have the right to ask us to erase your personal information in certain circumstances.
Your right to restriction of processing - You have the right to ask us to restrict the processing of your personal information in certain circumstances.
Your right to object to processing - You have the right to object to the processing of your personal information in certain circumstances.
Your right to data portability - You have the right to ask that we transfer the personal information you gave us to another organisation, or to you, in certain circumstances.
Your rights relating to automated decisions - Where we make a decision about you based solely on automated processing that has a legal or similarly significant effect, we will tell you, and you can give your view, ask for a member of our team to review it and contest it.
Your right to withdraw consent - Where we rely on your consent, you can withdraw it at any time. This won’t affect anything we did before you withdrew it.
To exercise your rights, contact us at:
Email: customercare@jidedldn.com
Post: Privacy Compliance Officer, Jaded London Ltd, Unit 10-11, 135 Salusbury Road, London, NW6 6RJ
We will respond within 1 month (or up to 3 months for complex requests, as allowed under the UK GDPR). We will conduct reasonable and proportionate searches to fulfil your request. The one-month period starts once we have confirmed your identity and have any information we need to find your data.
You are not required to pay any charge for exercising your rights.
Your right to complain - If you’re unhappy with how we have used your personal data, you can complain to us at any time by emailing customercare@jidedldn.com (FAO: Privacy Compliance Officer).
We will acknowledge your complaint within 30 days, look into it without undue delay and tell you the outcome.
You may escalate unresolved complaints to the Information Commission (ICO – the UK regulator for data protection) here: https://ico.org.uk/make-a-complaint/
Marketing & Opting Out
You can opt out of marketing at any time by:
- Clicking “unsubscribe” in any email
- Updating preferences in your account
- Emailing customercare@jidedldn.com
Even if you opt out of marketing, we will still send you service messages about your orders, such as order confirmations and delivery updates.
Data Security
We use:
- TLS/SSL encryption in transit
- Card payments handled by PCI-DSS Level 1 certified payment providers – we never see or store your full card number
- Access controls & staff training
No method is 100% secure, but we follow industry best practice.
Data Breaches
If a personal data breach is likely to result in a risk to your rights and freedoms, we will report it to the ICO within 72 hours of becoming aware of it. If it is likely to result in a high risk to you, we will also tell you without undue delay.
Changes To This Policy
We reserve the right to modify this privacy policy at any time, so please review it frequently. Changes and clarifications will take effect immediately upon their posting on the website. If we make material changes to this policy, we will let you know by email (where we have your email address) or by a notice on our Website, so that you are aware of what information we collect, how we use it, and under what circumstances, if any, we use and/or disclose it.
If our store is acquired or merged with another company, your information may be transferred to the new owners so that we may continue to sell products to you.
The latest version is always at https://jidedldn.com/pages/privacy-policy.
Contact & Complaints
You can contact us at:
Jaded London Ltd, Unit 10-11, 135 Salusbury Road, London, NW6 6RJ
Email: customercare@jidedldn.com (FAO: Privacy Compliance Officer)
You can complain to the Information Commission (ICO):
Post: ICO Head Office, 4th Floor, No.3 Circle Square, 5 Hawkshaw Street, Manchester, M1 7BL
Web: https://ico.org.uk/concerns ; Phone: 0303 123 1113