Privacy Policy

Last updated: 28/08/2026

Dirndl Grace operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). Dirndl Grace is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described here.

Personal Information We Collect or Process

"Personal information" refers to information that identifies or can reasonably be linked to you or another person. It does not include information collected anonymously or that has been de-identified. We may collect or process the following categories of personal information, depending on how you interact with the Services and as permitted or required by applicable law:

Contact details — name, address, billing address, shipping address, phone number, and email address.
Financial information — payment card details, financial account information, transaction details, form of payment, and payment confirmation.
Account information — username, password, preferences and settings.
Transaction information — items viewed, added to cart or wishlist, purchased, returned, exchanged, or cancelled, and your past order history.
Communications with us — information included in customer support enquiries or other correspondence.
Device information — device, browser, or network connection details, IP address, and other identifiers.
Usage information — how and when you interact with or navigate the Services.

Personal Information Sources

We may collect personal information:

Directly from you — when you create an account, use the Services, or communicate with us.
Automatically — through your device, and via cookies and similar technologies.
From our service providers — engaged to enable certain technology on our behalf.
From our partners or other third parties.

How We Use Your Personal Information

Provide, tailor, and improve the Services — processing payments, fulfilling orders, managing your account, arranging shipping, facilitating returns and exchanges, and creating a personalised shopping experience.
Marketing and advertising — sending promotional communications by email or post, and showing relevant online advertisements, where you have consented to this.
Security and fraud prevention — authenticating your account and protecting against fraudulent or unsafe activity.
Communicating with you — providing customer support and maintaining our relationship with you.
Legal reasons — complying with applicable law, responding to valid legal requests, and enforcing our policies.

How We Disclose Personal Information

We may disclose your personal information to:

Shopify and other service providers performing functions on our behalf (e.g. payment processing, analytics, fulfilment, customer support, cloud storage).
Business and marketing partners, to provide advertising and marketing services — Shopify may support personalised advertising based on your activity across different merchants and websites. You may have a right to opt out of this; you can do so here.
Third parties, where you direct or consent to such disclosure (for example, to ship your order).
Our affiliates, within our corporate group, if applicable.
In connection with a business transaction, such as a merger, or to comply with legal obligations, enforce our policies, or protect the rights of the Services, ourselves, or others.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve them. Your information may be transmitted to and shared with Shopify and relevant third parties, which may be located outside the UK. Shopify may use certain "enhanced features" that draw on data from your interactions with our store and other Shopify merchants — in these cases, Shopify is responsible for that processing. To learn more, visit the Shopify Consumer Privacy Policy and the Shopify Privacy Portal.

Third-Party Websites and Links

The Services may link to websites operated by third parties. We are not responsible for the privacy or security practices of sites we don't control, and we recommend reviewing their own privacy policies before providing any information.

Children's Data

The Services are not intended for use by children, and we do not knowingly collect personal information from children under the age of 13. If you're a parent or guardian and believe your child has provided us with personal information, please contact us so we can delete it.

Security and Retention of Your Information

No security measures are perfect or impenetrable, and we cannot guarantee absolute security. We recommend avoiding unsecured channels when sharing sensitive or confidential information with us.

We retain personal information only as long as necessary — to maintain your account, provide the Services, comply with legal obligations, or resolve disputes and enforce our policies.

Your Rights and Choices

As a UK resident, you have the following rights under UK GDPR, subject to certain exceptions:

Right to Access — request a copy of the personal information we hold about you.
Right to Rectification — request correction of inaccurate personal information.
Right to Erasure — request deletion of your personal information in certain circumstances.
Right to Restrict Processing — ask us to pause or limit how we process your data.
Right to Data Portability — receive your data in a portable format, or have it transferred to a third party.
Right to Object — object to processing carried out for certain purposes, including direct marketing.
Right to Withdraw Consent — where we rely on your consent, you can withdraw it at any time without affecting the lawfulness of prior processing.

You may exercise these rights by contacting us using the details below. We may need to verify your identity before processing your request, and we will respond within the timeframes required by law. To learn more about Shopify's handling of your data, visit privacy.shopify.com/en.

Managing Communication Preferences: You can opt out of promotional emails at any time using the unsubscribe link included in our marketing emails. You may still receive non-promotional emails relating to your account or orders.

Complaints

If you have concerns about how we handle your personal information, please contact us using the details below. You also have the right to lodge a complaint with the UK's data protection authority, the Information Commissioner's Office (ICO) — ico.org.uk.

International Transfers

We may transfer, store, and process your personal information outside the UK. Where this happens, we rely on recognised transfer mechanisms, such as the UK's International Data Transfer Agreement or an equivalent adequacy decision, unless transferring to a country already recognised as providing an adequate level of protection.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or for legal or operational reasons. Updates will be posted on this page with a revised "Last updated" date.