Privacy policy
Last updated: 25 October 2026
Who we are
This privacy policy explains how Eleven Loves Limited ("Eleven Loves", "we", "us") collects, uses and shares your personal information when you visit elevenloves.co.uk, sign up to hear from us, buy from us or contact us.
Eleven Loves Limited is the data controller for your personal information. We are a company registered in England and Wales, company number 10910041, and registered with the Information Commissioner's Office, registration number ZB542220.
Our address is Willow House, Stony Lane, Little Kingshill, Great Missenden, HP16 0DS, United Kingdom. Please do not send returns to this address.
For any question about this policy or your personal information, email hello@elevenloves.co.uk.
What we collect
Depending on how you use our website and services, we collect:
- Contact details: your name, email address, phone number, billing and delivery addresses.
- Order and transaction details: what you browse, add to your basket, buy, return or exchange, and your order history.
- Payment details: card and payment confirmation details. These are handled by our payment providers; we do not store your full card number.
- Account details: your login, preferences and saved settings if you create an account.
- Marketing preferences: whether you have signed up to our emails or texts, and how you interact with them, such as opens and clicks.
- Communications: what you tell us when you contact us, message us on social media or leave a review.
- Fit and style details: sizes, fit feedback and style answers you give us, for example through our Style Finder or virtual try-on tools.
- Device and usage information: your IP address, browser, device and how you use our website, collected through cookies and similar technologies.
We collect this directly from you, automatically when you use our website, and from the service providers and partners listed below.
How we use it and why
UK data protection law requires a lawful basis for each use of your information. These are ours.
| What we do | Lawful basis |
|---|---|
| Process and deliver your orders, returns, exchanges and refunds | Contract |
| Run your account and answer your questions | Contract, or our legitimate interest in looking after customers |
| Send marketing emails and texts | Your consent |
| Show you our adverts on other websites and social media, and measure how our website and adverts perform | Your consent, given through our cookie banner |
| Recommend products and sizes, and improve our website and range | Legitimate interests |
| Prevent fraud and keep our website secure | Legitimate interests |
| Keep accounting and tax records | Legal obligation |
| Share customer and purchase information with Epsilon Abacus (see below) | Legitimate interests |
Where we rely on legitimate interests, we have weighed them against your rights, and you can object at any time.
Emails and texts
We only send marketing emails and texts if you have signed up, for example through the sign-up form on our website or at checkout. When you sign up, we send your welcome code by email and may show it on screen.
You can stop at any time:
- Emails: click unsubscribe at the bottom of any email.
- Texts: reply STOP to any text message.
- Either: email hello@elevenloves.co.uk.
We will still send messages about your orders, such as confirmations and delivery updates, as these are part of providing your order.
Who we share it with
We do not sell your personal information. We share it only with the companies that help us run Eleven Loves, and only what they need.
| Who | What they do for us |
|---|---|
| Shopify | Hosts our website, checkout and customer records |
| Shopify Payments, PayPal and Klarna | Take and verify payments |
| Klaviyo | Sends our emails and texts and runs our sign-up forms |
| Mintsoft and Royal Mail | Store, pack and deliver your orders |
| Swap | Handles international orders and duties, runs our returns and exchanges portal, and runs our Style Finder and virtual try-on tools |
| Aftersell | Shows offers after checkout |
| Awin and BixGrow | Track purchases made through our affiliate and partner links |
| Meta, Google, TikTok and Pinterest | Measure how our website and adverts perform and show you our adverts, only where you have accepted cookies |
| Epsilon Abacus | See below |
| Our accountants, lawyers and other advisers | Professional advice |
We may also share information if the law requires it, to protect our rights or prevent fraud, or if our business is sold or restructured.
Shopify also uses some information about how you use our shop for its own purposes, as an independent controller. You can read how in the Shopify Consumer Privacy Policy.
Epsilon Abacus
We are a member of the Abacus Alliance, run by Epsilon International UK Ltd. Member retailers and charities share information about their customers and what they buy. Epsilon combines this with other data to help members send more relevant offers and appeals, which may include post from other members. You can read how Epsilon uses your information, and object to it, in the Epsilon Abacus privacy policy. You can also ask us not to share your information with Epsilon by emailing hello@elevenloves.co.uk.
Cookies
We use cookies and similar technologies to make our website work, remember your basket, understand how the site is used and show you relevant adverts. Cookies that are not needed for the site to work are only set if you accept them in our cookie banner. You can change your choice at any time through the cookie settings on our website.
Transfers outside the UK
Some of our service providers, including Shopify and Klaviyo, process information outside the UK, mainly in the EU, Canada and the United States. Where they do, we rely on UK adequacy regulations or the UK's approved contract clauses to keep your information protected to UK standards.
How long we keep it
- Order and payment records: six years after the end of the financial year of the order, as UK tax law requires.
- Marketing sign-ups: until you unsubscribe. After that we keep only your email address or number on a suppression list, so we do not contact you again.
- Customer service messages: two years from your last contact.
- Accounts: until you ask us to close your account, then as for order records.
We then delete or anonymise it.
Your rights
Under UK data protection law you have the right to:
- ask for a copy of the personal information we hold about you
- ask us to correct it if it is wrong
- ask us to delete it
- ask us to restrict how we use it
- object to how we use it, including for direct marketing, which we will always stop
- ask for it in a format you can take elsewhere
- withdraw consent at any time, where we rely on consent
To use any of these rights, email hello@elevenloves.co.uk. We may need to confirm who you are first. We will reply within one month, and there is no charge.
If you are unhappy with how we have handled your information, please tell us first so we can put it right. You also have the right to complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.
Children, security and changes
Our website is not intended for children under 16, and we do not knowingly collect their information. If you think a child has given us their details, email us and we will delete them.
We use the security measures built into Shopify and our other providers to protect your information. No system is completely secure, so please do not send card details or other sensitive information by email.
We may update this policy from time to time. The date at the top shows when it last changed, and we will tell you about significant changes.