Privacy policy

Last Updated: 10th June 2026

1. Introduction

Welcome to Elara London. We respect your privacy and are committed to protecting your personal information. This Privacy Policy outlines how we collect, use, disclose, transfer, store, and protect your personal information when you:

  • Visit our website
  • Purchase products from us
  • Contact our customer support team
  • Interact with us through social media, advertisements, or promotions

This Privacy Policy complies with applicable data protection legislation, including the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and other relevant privacy laws. By using our website, you confirm that you have read and understood this Privacy Policy.

2. Who We Are

Elara London operates through registered business entities in both the United Kingdom and Pakistan.

United Kingdom:
Elara London UK Ltd
Company Number: 16261200
Registered Address: Oak Drive M34 2JR, Greater Manchester, United Kingdom

Pakistan:
Elara London Pakistan
Registered Address: Shop No. 28 Babar Market, New Anarkali, Lahore, Pakistan

For customers based in the United Kingdom and Europe, Elara London UK Ltd acts as the primary data controller. For privacy-related queries, please contact us at: info@shopelaralondon.com 

3. Personal Information We Collect

We may collect and process the following categories of personal data:

  • Identity Information – Full name, title, username, and account credentials.
  • Contact Information – Email address, phone number, billing address, and shipping address.
  • Order Information – Products purchased, order history, delivery preferences, and return/refund records.
  • Payment Information – Payments are processed securely through third-party providers. Depending on your payment method, processors may collect cardholder name, card details, billing information, and transaction history. We do not store full payment card numbers.
  • Technical Information – IP address, browser type, device details, operating system, time zone, language settings, usage metrics, and referral sources.
  • Marketing Information – Newsletter subscriptions, marketing preferences, campaign responses, and ad engagement data.
  • Customer Support Information – Enquiries, complaint records, chat logs, and linked social media interactions.

4. How We Collect Information

We collect personal information through the following channels:

  • Directly from you – When you place an order, create an account, subscribe to our newsletter, or reach out to our support team.
  • Automatically – Through cookies, web beacons, tracking pixels, and analytics tools.
  • From third parties – Via payment gateways, logistics partners, marketing automation platforms, analytics vendors, social networks, and fraud prevention services.

5. How We Use Your Personal Information

We use your personal information for the following purposes:

  • Order Processing – Fulfil transactions, process payments, arrange shipping, manage returns, and send order status updates.
  • Customer Service – Respond to product enquiries, log complaints, and provide ongoing support.
  • Website Administration – Maintain site performance, detect technical issues, and prevent misuse.
  • Business Operations – Manage inventory, oversee production, maintain quality standards, and handle internal accounting.
  • Marketing – Share promotional content, announce new collections, and tailor advertising profiles.
  • Security and Fraud Prevention – Verify transactions, detect fraudulent activity, and safeguard our systems.
  • Legal Compliance – Meet tax, audit, and regulatory obligations.

6. Legal Basis for Processing

In accordance with UK GDPR, we rely on the following legal grounds for processing your data:

  • Contractual Necessity – To fulfil orders and deliver our services.
  • Legitimate Interests – To support business operations, improve services, resolve queries, and maintain security.
  • Consent – For marketing communications, cookies, and optional analytics.
  • Legal Obligations – To comply with tax, customs, and statutory requirements.

7. Sharing Your Personal Information

We may share your information with the following categories of recipients:

  • Service Providers – Hosting platforms, Shopify, payment processors, courier services, email marketing tools, and analytics providers.
  • Professional Advisers – Accountants, auditors, legal counsel, and insurers.
  • Government Authorities – When required by law or tax compliance.
  • Business Transfers – In the event of a merger, acquisition, or corporate restructuring.

We do not sell your personal information under any circumstances.

8. International Data Transfers

As a cross-border business operating in both the UK and Pakistan, certain processes may involve administrative access by verified team members in Pakistan. Data flows may also involve the UK, PK, EEA, USA, Canada, and Australia.

To protect international data transfers, we implement strict safeguards, including Data Processing Agreements, International Data Transfer Agreements (IDTAs), UK-approved contractual clauses, encryption, and restricted access protocols.

9. Marketing Communications

If you subscribe, you may receive promotional updates about seasonal collections, product launches, special offers, and editorial content. You can unsubscribe at any time by clicking the "Unsubscribe" link in our emails or by contacting customer support. Transactional notifications (e.g., order confirmations and tracking updates) will continue regardless of marketing preferences.

10. Social Media and Advertising

We use analytics and advertising tools such as Google Analytics, Google Ads, Meta (Facebook/Instagram), TikTok, Pinterest, and Shopify Analytics to analyse visitor behaviour and display relevant advertisements. You may adjust your privacy settings on these third-party platforms at any time.

11. Cookies

Our website uses cookies to support core functionality, remember user preferences, monitor performance, and deliver targeted ads. Cookies are categorised as follows:

  • Strictly Necessary – Essential for shopping cart and checkout operations.
  • Functional – Remember language, region, and login preferences.
  • Analytics – Track traffic and site performance.
  • Marketing – Deliver personalised advertisements based on browsing behaviour.

12. Data Retention

We retain personal data only as long as necessary for the following purposes:

  • Customer Orders – Up to 7 years to comply with tax and accounting regulations.
  • Customer Accounts – Retained until account closure or after extended inactivity.
  • Marketing Records – Until consent is withdrawn or contact details expire.
  • Support Logs – Maintained for claims resolution and conflict management.

13. Security

We implement industry-standard security measures to protect your information, including SSL encryption, PCI-compliant payment gateways, restricted database access, password protection, and employee training on data handling. However, no data transmission over the internet can be guaranteed as completely secure.

14. Automated Decision-Making and Fraud Screening

Our platform uses Shopify’s fraud detection algorithms to screen orders for potential chargeback risks or unauthorised card usage. These automated scans are designed to protect both our customers and our business and do not involve independent legal or significant profiling decisions.

15. Your Rights

Depending on your location, you may have the following rights under applicable data protection laws:

  • Access – Request a copy of your personal data.
  • Rectification – Correct inaccurate or incomplete information.
  • Erasure – Request deletion of your personal data.
  • Restriction/Objection – Limit or object to certain processing activities.
  • Data Portability – Receive your data in a portable format.
  • Withdraw Consent – Revoke marketing or optional tracking permissions at any time.

To exercise any of these rights, please contact us at: privacy@elaralondon.com

16. Children’s Privacy

Our website and services are intended for adults and individuals over the age of 16. We do not knowingly collect personal information from children. If we become aware that a child’s data has been collected without verified parental consent, we will delete it promptly.

17. Third-Party Links

Our website may contain links to external platforms or services. Elara London is not responsible for the privacy practices or content of third-party websites. We encourage you to review their privacy policies independently.

18. Complaints

If you have concerns about our data handling practices, we encourage you to contact us directly so we can address your concerns. UK customers also have the right to lodge a complaint with the relevant supervisory authority:

Information Commissioner’s Office (ICO)
Website: ico.org.uk/make-a-complaint/
Telephone: 0303 123 1113
Address: Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF, United Kingdom

19. Changes to This Privacy Policy

We may update this Privacy Policy periodically to reflect changes in legislation, technology, or business operations. Updates will take effect immediately upon publication on this page, and the "Last Updated" date will be revised accordingly.

20. Contact Us

If you have any questions about this Privacy Policy or wish to review your personal data, please contact our team:

Elara London Limited
Company Number: 16261200

Primary Email: info@shopelaralondon.com 
Support Email: customersupport@shopelaralondon.com

United Kingdom Office: Oak Drive M34 2JR, Greater Manchester, United Kingdom
Pakistan Office: Shop No. 28 Babar Market, New Anarkali, Lahore, Pakistan