Privacy policy

Last Updated: September 21, 2026

Overview

This Privacy Policy explains how Elara London ("we," "us," or "our") collects, uses, shares, and protects your personal information when you visit our website, create an account, sign up for our emails, or place an order with us.

Elara London is a trading name of SG Media Agency LLC, a company registered in the United States, with its business address at 2 N Central Ave, Suite 1800, Phoenix, Arizona 85004, United States. SG Media Agency LLC is the controller of your personal data. Because we sell to consumers in the United Kingdom, we handle your personal data in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and the Privacy and Electronic Communications Regulations (PECR).

By using our website, you acknowledge that you have read and understood this Privacy Policy.

Information We Collect

Information you provide directly:

  • Name, billing and shipping address, email address, and phone number
  • Order details, including purchases, returns, exchanges, and enquiries
  • Payment information (processed securely by our payment providers – we never see or store your full card details)
  • Your email address when you sign up to our newsletter
  • Communications you send to our customer support team

Information collected automatically:

  • IP address, browser type, and device information
  • Pages viewed, time spent on the site, and cart activity
  • Information collected through cookies and similar technologies, as described in our Cookie Policy

Information from third parties:

  • Shopify, our e-commerce platform
  • Payment providers involved in completing your transaction, including fraud-screening results
  • Shipping carriers, for delivery status and tracking updates
  • Google, in connection with analytics and advertising services

We do not buy or sell personal data.

How We Use Your Information and Our Legal Basis

  • To process and deliver your order, including payment, dispatch, and tracking updates – performance of a contract
  • To provide customer support and handle returns, exchanges, and refunds in accordance with our Return & Refund Policy – performance of a contract
  • To keep records for tax, accounting, and consumer law purposes – legal obligation
  • To detect and prevent fraud and unauthorised payments – legitimate interests
  • To keep our website secure and working properly – legitimate interests
  • To analyse how our website is used via Google Analytics – consent (analytics cookies are only placed if you accept them)
  • To show relevant advertisements via Google Ads and measure their effectiveness – consent (advertising cookies are only placed if you accept them)
  • To send you marketing emails – consent when you sign up to our newsletter. If you have bought from us before, we may email you about similar products under our legitimate interests, as permitted by PECR. You can unsubscribe at any time using the link in every email.

Where we rely on legitimate interests, we have balanced our interests against your rights and freedoms. You can object to this processing at any time (see "Your Rights" below).

Automated Decision-Making

Orders are screened automatically for signs of fraud. If an order is flagged, it is reviewed by a member of our team before any final decision is made. We do not make decisions that have a legal or similarly significant effect on you based solely on automated processing.

Shopify

Our store is hosted on Shopify. Shopify processes personal information on our behalf to operate our store, checkout, and payments, under a Data Processing Addendum. For certain features, such as fraud prevention and Shop Pay, Shopify may also act as an independent controller of your data. You can read more in the Shopify Consumer Privacy Policy.

Payment Processing

All payments are processed by Shopify Payments and its payment partners. We do not store or have access to your full payment card details. Payment pages are protected with TLS encryption, and our payment providers comply with the PCI DSS security standard.

Cookies & Tracking Technologies

We use strictly necessary cookies to make our website work, such as keeping items in your cart and enabling secure checkout. Analytics and advertising cookies are only placed after you give consent through our cookie banner. You can change or withdraw your consent at any time via the cookie settings on our website or through your browser settings. For full details, please see our Cookie Policy.

How We Share Your Information

We only share personal data when necessary to operate our services:

  • Shopify – store hosting, checkout, and payment processing
  • Payment providers – to process payments and prevent fraud
  • Fulfilment partners and shipping carriers – to prepare, dispatch, and deliver your order (your name, delivery address, phone number, and order contents)
  • Google – analytics and advertising, only where you have consented to the relevant cookies
  • Email service providers – to send order updates and, where you have agreed, marketing emails
  • Professional advisers and legal authorities – where required by law or to establish, exercise, or defend legal claims

All service providers are required to handle your data securely and only for the purposes we specify. We do not sell or rent your personal data.

International Data Transfers

SG Media Agency LLC is based in the United States, and some of our service providers and fulfilment partners are located outside the United Kingdom. This means your personal data will be transferred to and processed in the United States and may also be processed in other countries.

Where we transfer personal data outside the United Kingdom, we make sure it remains protected in accordance with UK GDPR by relying on:

  • UK adequacy regulations, including the UK Extension to the EU-US Data Privacy Framework for recipients certified under it; or
  • the International Data Transfer Agreement or the International Data Transfer Addendum to the EU Standard Contractual Clauses, as approved under UK law.

You can contact us for more information about the safeguards we use.

Data Retention

We keep personal data only for as long as necessary for the purposes described in this policy:

  • Order and transaction records: up to seven years, to meet tax and accounting requirements
  • Customer support messages: up to two years after your last contact with us
  • Newsletter subscriptions: until you unsubscribe
  • Analytics data: in line with the retention periods set in Google Analytics

After these periods, data is permanently deleted or anonymised.

Data Security

We use appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, misuse, or alteration. However, no system is completely secure, and we cannot guarantee absolute security.

Your Rights

Under UK GDPR, you have the right to:

  • Access a copy of the personal data we hold about you
  • Request correction of inaccurate or incomplete data
  • Request deletion of your data where legally permissible
  • Restrict certain types of processing
  • Object to processing based on legitimate interests, and to direct marketing at any time
  • Request data portability
  • Withdraw consent at any time (this does not affect processing carried out before you withdrew it)
  • Not be subject to decisions based solely on automated processing that have a legal or similarly significant effect on you

To exercise any of these rights, please contact us at info@elara-london.co.uk. We may ask for proof of identity before processing your request. We will respond within one month; if your request is complex, we may extend this by up to two further months and will tell you why.

You also have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK supervisory authority for data protection, at ico.org.uk. We would, however, appreciate the chance to address your concerns first.

Children's Privacy

Our website is not intended for children under 18. We do not knowingly collect personal data from minors. If you believe a child has provided us with personal information, please contact us at info@elara-london.co.uk and we will delete it promptly.

Third-Party Links

Our website may contain links to third-party websites, such as our Instagram page. We are not responsible for their privacy practices and encourage you to review their policies before submitting any personal information.

Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes to our practices, service providers, or the law. Any changes will be published on this page with a revised Last Updated date. Where changes are significant, we will let you know by a notice on our website or by email.

Contact Us

If you have any questions about this Privacy Policy or how we handle your personal data, please contact us at:

Store Name: Elara London
Operated by: SG MEDIA AGENCY LLC
Address: 2 N Central Ave, Suite 1800, Phoenix, Arizona 85004, United States
Email: info@elara-london.co.uk
Phone: +44 20 8073 1743

Customer Service Hours (UK time):
Monday-Friday: 09:00-17:00
Saturday & Sunday: 10:00-16:00
Response Time: 30 minutes - 24 hours