Privacy policy
Privacy Policy
Last updated: April 2026
This Privacy Policy describes how Emma London ("we", "us", or "our") collects, uses, and discloses your personal information when you visit, use our services, make a purchase from emma-london.co, or otherwise communicate with us (collectively, the "Services").
For the purposes of this Privacy Policy, "you" and "your" refer to you as a customer, website visitor, or other individual whose information we process in connection with the Services.
Please read this Privacy Policy carefully. By using or accessing any of the Services, you acknowledge the collection, use, and disclosure of your information as described in this Privacy Policy.
Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to our practices, legal requirements, operational needs, or regulatory obligations. When we do, we will post the updated version on this page and revise the "Last updated" date where appropriate.
How We Collect Personal Information
We collect personal information from different sources depending on how you interact with our website and Services.
1. Information You Provide Directly
We may collect information you provide directly to us, including:
- name, email address, phone number, and postal address;
- billing and shipping details;
- order details and purchase history;
- account information, if you create an account;
- customer service communications and any information you include when contacting us.
2. Information Collected Automatically
We may automatically collect certain information about your interaction with our website and Services through cookies, pixels, and similar technologies. This may include your IP address, browser type, device information, pages viewed, actions taken on the website, and general usage data.
3. Information from Third Parties
We may receive personal information from third parties, including service providers and business partners who support the operation of our website and Services, such as Shopify, payment processors, fulfilment providers, analytics providers, and advertising partners.
How We Use Your Personal Information
We may use your personal information for the following purposes:
- to process and fulfil orders, payments, returns, exchanges, and related transactions;
- to provide customer service and respond to your enquiries;
- to create, maintain, and manage customer accounts where available;
- to arrange shipping and delivery;
- to improve our website, services, and customer experience;
- to detect, investigate, prevent, or take action regarding fraud, abuse, security incidents, or unlawful activity;
- to send service-related communications, including order updates and account notifications;
- to send marketing or promotional communications, where permitted by applicable law.
Cookies and Similar Technologies
Like many websites, we use cookies and similar technologies to operate and improve our website, remember your preferences, understand how users interact with our Services, and support analytics and advertising activities.
You can usually manage cookies through your browser settings. Please note that disabling cookies may affect the functionality of certain parts of the website.
For more information about cookies related to Shopify, you may also review Shopify's cookie information here:
https://www.shopify.com/legal/cookies
Behavioral Advertising
We may use your personal information to provide you with advertisements or marketing communications that may be relevant to your interests.
You can opt out of certain targeted advertising services through the following links:
In some cases, we may use Shopify advertising services such as Shopify Audiences. To learn more, you can visit:
https://privacy.shopify.com/en
How We Disclose Personal Information
We may disclose your personal information to third parties where necessary to operate our business and provide our Services, including:
- service providers who support our website and operations, such as payment processors, hosting providers, fulfilment providers, shipping partners, customer support providers, analytics providers, and IT partners;
- business and marketing partners, including Shopify and advertising partners;
- members of our corporate group, where necessary for business administration;
- third parties where you direct us, request us, or consent to a disclosure;
- legal or regulatory authorities where required by law or where necessary to protect our rights, users, or business.
Categories of Personal Information We May Process
Depending on how you interact with us, we may process the following categories of personal information:
- identifiers, such as name, email address, phone number, shipping address, and billing address;
- commercial information, such as order details, purchase history, and customer service records;
- internet or network activity information, such as usage data, device information, and interaction with our website or emails;
- payment-related information processed by our payment service providers for transaction purposes.
We do not use or disclose sensitive personal information for the purpose of inferring characteristics about you.
Third-Party Websites and Links
Our website may include links to third-party websites or online platforms. If you follow a link to a third-party website, you should review that party's own privacy policy and terms. We are not responsible for the privacy, security, or content of third-party websites.
Children's Data
Our Services are not intended for children, and we do not knowingly collect personal information from children. If you believe that a child has provided us with personal information, please contact us so that we can review and, where appropriate, delete the information.
Security of Your Information
We take reasonable measures designed to protect personal information against unauthorized access, misuse, alteration, or disclosure. However, no method of transmission over the internet or method of electronic storage is completely secure, and we cannot guarantee absolute security.
Data Retention
We retain personal information for as long as reasonably necessary to provide the Services, complete transactions, maintain records, comply with legal obligations, resolve disputes, enforce our agreements, and protect our legal rights.
The retention period may vary depending on the type of information, including account information, order details, payment-related records, and customer support communications.
Your Rights and Choices
Depending on where you live, you may have certain rights regarding your personal information, subject to applicable law. These may include the right to:
- request access to the personal information we hold about you;
- request correction of inaccurate personal information;
- request deletion of personal information in certain circumstances;
- request a copy of certain personal information;
- object to or restrict certain processing activities where permitted by law;
- withdraw consent where we rely on consent as the legal basis for processing;
- opt out of certain marketing communications.
If you would like to exercise any of your rights, please contact us at info@emma-london.co. We may need to verify your identity before processing your request.
We will not discriminate against you for exercising any privacy rights available to you under applicable law.
Do Not Track
Please note that because there is no consistent industry standard for responding to "Do Not Track" signals, our website may not respond differently to such signals from your browser.
International Users
Your personal information may be processed in countries other than your country of residence, including where our service providers operate. Where required by applicable law, we take steps intended to ensure that such transfers are carried out with appropriate safeguards.
Complaints
If you have a complaint about how we handle your personal information, please contact us at info@emma-london.co. If you are not satisfied with our response, you may have the right to contact your local data protection authority, depending on your location and applicable law.
Contact Us
If you have questions about this Privacy Policy or about how we process personal information, please contact us at:
Email: info@emma-london.co
Business Address:
Emma London, a company of HK ONO METRICS LIMITED
Unit 903D, 9/F, Cameron Commercial Centre
458-468 Hennessy Road
Causeway Bay, Hong Kong Island 999077
Hong Kong
Business registration number: 78758069
Company registration number: 3331772