Privacy policy
Last updated: 5 September 2026
Maud Mae Mabel LTD is committed to protecting your personal information. This policy explains what we collect when you visit our website, place an order or contact us — why we hold it, who else sees it, and what you can require us to do about it.
We process personal information under the UK General Data Protection Regulation and the Data Protection Act 2018.
Where our Terms of Service and this policy conflict, this policy governs on anything relating to personal information.
We don't sell your personal information.
1. Who's responsible
Maud Mae Mabel LTD is the data controller for everything described here.
| Store name | Maud Mae Mabel |
| Company name | Maud Mae Mabel LTD |
| Address | Bridge Street, Cardiff CF10 2EF, United Kingdom |
| support@maudmaemabel.com | |
| Phone | +44 29 2036 7600 |
| Customer service | Monday to Friday, 9:00 am–5:00 pm UK time |
| Response time | Within one working day |
Saturday, Sunday and bank holidays: closed.
2. What we collect
Contact details — name, address, billing address, delivery address, phone number and email address.
Payment information — card details are entered directly into our payment provider's secure form and never reach our servers. We receive a payment confirmation, the last four digits, the card type and the transaction details.
Account information — username, encrypted password, preferences and settings.
Transaction information — items you view, add to your basket or wish list, purchase, return, exchange or cancel, and your past orders.
Communications with us — whatever you include in your message, plus your email address.
Device information — IP address, browser type, device characteristics, network connection and other identifiers.
Usage information — how you navigate and interact with the site, which pages and products you view, and basket activity.
From third parties — our e-commerce platform, payment providers and courier partners supply the information needed to complete your order.
3. Why we hold it, and what allows us to
| Purpose | Lawful basis |
|---|---|
| Processing, fulfilling and delivering your order | Performance of a contract |
| Taking payment and issuing refunds | Performance of a contract |
| Managing your account | Performance of a contract |
| Customer support, returns and exchanges | Performance of a contract |
| Authenticating accounts and preventing fraud | Legitimate interests |
| Keeping the site secure and working | Legitimate interests |
| Understanding how the site is used and improving it | Legitimate interests |
| Accounting, tax and other legal obligations | Legal obligation |
| Responding to lawful requests and defending claims | Legal obligation |
| Marketing emails, texts and post | Consent |
| Analytics and advertising cookies | Consent |
Where we rely on legitimate interests, we've considered whether our interest is outweighed by your rights, and you can object at any time.
Where we rely on consent, you can withdraw it whenever you like. That doesn't affect anything processed beforehand.
Buying from us is never conditional on agreeing to marketing.
4. Marketing
Order confirmations, dispatch notices and delivery updates are sent because we need them to complete your purchase. They aren't marketing, and unsubscribing doesn't stop them.
Marketing messages go only to people who have actively opted in. Providing your email address at checkout doesn't sign you up.
Unsubscribe at any time using the link in any marketing email, or by emailing us.
5. Cookies and advertising
| Type | What it does | Optional? |
|---|---|---|
| Strictly necessary | Basket, checkout, account login, security | No — the site won't work without these |
| Functional | Remembers your preferences and settings | Yes |
| Analytics | Traffic, performance and error measurement | Yes |
| Advertising | Ad measurement, personalisation and retargeting | Yes |
Non-essential cookies are set only after you've given consent through our cookie banner, as the Privacy and Electronic Communications Regulations require. You can change or withdraw that consent at any time.
Personalised advertising. Where you've consented, information about your browsing may be shared with marketing partners so we can show you relevant advertising on other sites. Those partners use the information under their own privacy notices, and you can opt out through our data-sharing preferences or by emailing us.
Global Privacy Control: where your browser transmits a GPC signal, we treat that as an opt-out for that browser and device. We don't act on other Do Not Track signals, as there's no agreed standard.
6. Who else sees it
- Our e-commerce platform — hosting, store operation and platform security
- Payment processors — taking payment and screening for fraud
- Courier and fulfilment partners — getting your order to you
- IT, cloud storage and analytics providers
- Customer support tools
- Marketing and advertising partners — subject to your consent
- Professional advisers, regulators and authorities — where the law requires it
Each receives only what its function requires and processes it under our instructions. We have data processing agreements in place with our processors.
Legal disclosure. We disclose where required by law, court order, search warrant or a valid request from an authority, and where necessary to enforce our terms or protect our rights and the rights of others.
Business transfers. If the business is sold, merged, restructured or enters insolvency, customer records may transfer as part of that.
Where you direct us to. For example, when you use a social media widget or ask us to share delivery details with a courier.
7. Our platform provider
Our store is hosted on a third-party e-commerce platform, which collects and processes personal information about your access to and use of the site in order to provide and secure it.
Certain enhanced platform features also use data from your interactions with our store alongside data from other merchants. For those specific features the platform provider acts as controller in its own right, and requests relating to that processing are handled by them under their own privacy notice.
Everything else described in this policy is processed by us as controller.
8. Information leaving the UK
We may transfer, store and process personal information outside the United Kingdom.
Where a transfer is a restricted transfer under UK data protection law, we rely on the UK International Data Transfer Agreement, the UK Addendum to the EU Standard Contractual Clauses, or another lawful mechanism — unless the destination has been determined to provide an adequate level of protection.
9. How long we keep it
| Data | Retention |
|---|---|
| Order and transaction records | 6 years — HMRC requirement |
| Account information | Until you close your account |
| Marketing subscriptions | Until you unsubscribe |
| Customer support correspondence | 2 years after the matter closes |
| Website analytics | 26 months |
| Fraud prevention records | 3 years |
Where a dispute or legal claim is live, the relevant records stay as long as they're needed. Otherwise they're deleted, anonymised or securely destroyed.
10. Your rights
Under UK data protection law you have the right to:
- Access the personal information we hold about you
- Have it corrected where it's inaccurate or incomplete
- Have it erased, where we're not required to keep it
- Restrict how we process it
- Receive a copy in a common electronic format, and have it transferred to another provider
- Object to processing based on legitimate interests, and always to direct marketing
- Withdraw consent at any time, where consent is the basis
- Avoid decisions made purely by automated processing that carry legal effects
These rights aren't absolute, apply only in certain circumstances, and in some cases we may decline a request as permitted by law.
To exercise a right, email support@maudmaemabel.com. We may ask you to confirm your identity, usually by checking details of a recent order.
You may authorise a representative to make a request on your behalf; we'll require proof of that authority and may still need to verify your identity directly.
We respond within one month. Complex requests may take a further two months, and we'll tell you inside the first month if that applies. There's no charge, and we won't treat you differently for exercising these rights.
11. Security
We use technical and organisational measures to protect personal information against unauthorised access, disclosure, alteration and destruction — including SSL/TLS encryption across the site, access limited to staff who need it, and payment handling through a PCI-DSS compliant provider.
No security measure is perfect, and information you send may not be secure in transit. Please don't use insecure channels to send us sensitive or confidential information.
If you have an account, keeping your login details secure is your responsibility.
Where a breach is likely to pose a high risk to your rights, we'll tell you without undue delay and report it to the Information Commissioner's Office, as the law requires.
12. Children
Our website isn't intended for children under 13, and we don't knowingly collect their personal information.
If you're a parent or guardian and believe a child has provided us with their details, email us and we'll remove them.
We don't share or sell the personal information of anyone under 16.
13. Other websites and links
The Services may link to websites or platforms operated by others. We don't control them and aren't responsible for their privacy, security or content — including the accuracy of information found there.
Information you share on public or semi-public platforms may be visible to others. Review the relevant policies before providing anything.
14. Complaints
Raise it with us first — support@maudmaemabel.com. We acknowledge complaints within five working days and investigate without undue delay.
If our response doesn't satisfy you, you may appeal by replying to it. If the appeal is also declined, you have the right to complain to:
Information Commissioner's Office
Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF
0303 123 1113 · ico.org.uk
15. Changes to this policy
We may update this policy to reflect changes in our practices, our services or legal requirements.
The current version always sits on this page with the date above, and we'll provide notice as the law requires.
16. Contact
Maud Mae Mabel LTD
Bridge Street, Cardiff CF10 2EF, United Kingdom
support@maudmaemabel.com · +44 29 2036 7600
Monday to Friday, 9:00 am–5:00 pm UK time