Elizabeth An'Marie is a London-based knitwear design brand. We sell digital knitting machine patterns and, in future, physical kits. We are the data controller responsible for your personal information.

We are committed to protecting your privacy and handling your personal data with care, transparency, and respect. This policy explains what data we collect, why we collect it, and how we use it — in plain, honest language.

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Contact: info.elizabethanmarie@gmail.com

Website: elizabethanmarie.co.uk

Location: London, United Kingdom

We only collect what is necessary. Here's exactly what we may collect depending on how you interact with us:

WHEN YOU MAKE A PURCHASE

• Your name and email address
• Your billing address
• Payment information — processed securely by our payment provider; we never see or store your full card details
• Details of what you purchased and when

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WHEN YOU CONTACT US

• Your name and email address
• The content of your message

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WHEN YOU JOIN OUR MAILING LIST OR COMMUNITY

• Your name and email address
• Your preferences or interests, if you choose to share them

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AUTOMATICALLY COLLECTED VIA OUR WEBSITE

• IP address and browser/device type
• Pages visited and time spent on site
• How you found us (referral source)

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This data is collected via cookies and analytics tools. See Section 8 for more on cookies.

Under UK GDPR, we need a lawful reason to process your personal data. Here is what we use your data for and why we're allowed to:

TO PROCESS YOUR ORDER

We use your name, email, billing address, and purchase details to confirm your order, deliver your pattern link, and manage your access period.

Legal basis: Contract — we need this to fulfil your purchase

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TO COMMUNICATE WITH YOU

We use your email to send your pattern link, order confirmation, and support related to your purchase.

Legal basis: Contract & Legitimate Interests

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TO SEND MARKETING EMAILS

If you opt in, we may email you about new patterns, upcoming kits, and other updates. You can unsubscribe at any time.

Legal basis: Consent — freely given and withdrawal at any time

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TO IMPROVE OUR WEBSITE

We use anonymised analytics data to understand how visitors use our site and make it better.

Legal basis: Legitimate Interests

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TO MEET LEGAL OBLIGATIONS

We retain certain financial records (such as transaction data) to comply with HMRC and other legal requirements.

Legal basis: Legal Obligation

We do not sell, rent, or trade your personal data. We only share it with trusted third parties where it's genuinely necessary:

• Payment processors (e.g. Stripe, PayPal) — to securely handle your payment. They are independently responsible for your payment data under their own privacy policies.
• Email service providers — to send your pattern link, order confirmation, and any newsletters you've opted into.
• Notion — your pattern is hosted on Notion. Your link is personalised, but Notion's own privacy policy governs their platform.
• Analytics providers (e.g. Google Analytics) — to understand website traffic. Data shared is anonymised and aggregated.
• Legal or regulatory authorities — only if required by law.

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No third party receives your data for their own marketing purposes.

We hold your data only for as long as necessary:

• Purchase records — retained for 7 years to comply with HMRC accounting requirements
• Support correspondence — retained for 2 years after your last contact
• Marketing mailing list — retained until you unsubscribe or ask us to remove you
• Website analytics — retained in anonymised form for up to 26 months

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Once data is no longer needed, we delete or anonymise it securely.

Under UK GDPR, you have the following rights over your personal data:

• Right of Access: Request a copy of the data we hold about you
• Right to Rectification: Ask us to correct inaccurate or incomplete data
• Right to Erasure: Ask us to delete your data in certain circumstances
• Right to Restriction: Ask us to limit how we use your data
• Right to Object: Object where we rely on legitimate interests
• Right to Portability: Request your data in a structured, portable format
• Withdraw Consent: Unsubscribe or withdraw marketing consent at any time
• Lodge a Complaint: Contact the ICO if you feel your data has been misused

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To exercise any of these rights, email us at info.elizabethanmarie@gmail.com. We will respond within 30 days.

We take the security of your data seriously and use appropriate technical and organisational measures to protect it from unauthorised access, loss, or misuse.

Your payment information is handled entirely by our payment provider and is never stored on our systems. All data transmitted through our website is encrypted using SSL/TLS.

No system is completely immune to risk, but we review our security practices regularly and act promptly if we become aware of any breach. If a breach occurs that is likely to affect your rights, we will notify you and the ICO as required by law.

Our website uses cookies — small text files placed on your device — to help it function properly and to help us understand how it's being used.

ESSENTIAL COOKIES

Necessary for the website to work. These cannot be turned off and do not require your consent.

ANALYTICS COOKIES

Help us understand visitor behaviour (e.g. Google Analytics). Data is anonymised. These are only set with your consent.

MARKETING COOKIES

Only used if you opt in. These may help us show relevant content or track the effectiveness of promotions.

You can manage or withdraw your cookie preferences at any time through your browser settings or our cookie banner. Disabling certain cookies may affect how the website functions.

Our website may link to third-party platforms including Notion (where your pattern is hosted) and our community platform. These sites have their own privacy policies and we are not responsible for their practices. We encourage you to read their policies before sharing any personal information with them.

Our products and services are not directed at children under the age of 16. We do not knowingly collect personal data from anyone under 16. If you believe a child has provided us with their data, please contact us and we will delete it promptly.

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. Any updates will be posted on this page with a revised date.

We will notify you by email of any significant changes that affect how we handle your data.

Questions, requests, or concerns about your data? We're happy to help and will always take your privacy seriously.

Elizabeth An'Marie
London, United Kingdom
info.elizabethanmarie@gmail.com
elizabethanmarie.co.uk

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We aim to respond to all privacy-related enquiries within 30 days.