Privacy Policy

Last updated: 20 January 2026

Maeve & Co (“we”, “us” or “our”), operated by HE4L LTD, runs this store and website, including all related content, features, tools, products and services, to provide you, the customer, with a considered shopping experience (the “Services”). Maeve & Co 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 through 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 the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described below.

Personal Information We Collect

When we use the term “personal information”, we mean information that identifies or can reasonably be linked to you. We may collect the following categories of personal information, depending on how you interact with the Services and as permitted under UK GDPR and the Data Protection Act 2018:

  • Contact details: name, billing and shipping addresses, phone number, email address.
  • Financial information: payment card details, transaction confirmations, and other payment metadata. Full card numbers are processed by our PCI-compliant payment providers and are not accessible to us.
  • Account information: username, password, preferences and saved settings.
  • Transaction information: items you view, add to your bag, wishlist, purchase, return, or exchange.
  • Communications: details you include in customer-service enquiries.
  • Device information: browser, device type, IP address, and unique identifiers.
  • Usage information: how and when you interact with the Services.

Sources of Personal Information

  • Directly from you, when you create an account, place an order, or contact us.
  • Automatically through the Services, via cookies and similar technologies.
  • From our service providers, including payment processors, fulfilment partners, and analytics providers acting on our behalf.
  • From our partners, including marketing partners where you have consented.

How We Use Your Personal Information

  • Provide and improve the Services — fulfil your orders, process payments, manage your account, arrange shipping and returns, remember your preferences, and tailor recommendations.
  • Marketing and advertising — send marketing communications by email or post (where you have consented) and show you relevant advertising. You can unsubscribe at any time.
  • Security and fraud prevention — authenticate accounts, secure transactions, and prevent unlawful activity.
  • Communicating with you — respond to enquiries and maintain our customer relationship.
  • Legal compliance — comply with applicable law and respond to lawful requests.

How We Disclose Personal Information

We may disclose your personal information to:

  • Shopify and third-party service providers (IT, payment processing, analytics, customer support, cloud storage, fulfilment, shipping).
  • Marketing and advertising partners, where you have consented or as permitted by law.
  • Third parties where you direct or consent to such disclosure.
  • Affiliates within our corporate group.
  • Parties involved in a business transaction such as a merger, acquisition, or restructuring, to comply with legal obligations, or to protect our rights and the rights of our customers.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services. To learn more about how Shopify uses your personal information, please visit https://www.shopify.com/legal/privacy. You may exercise certain rights through the Shopify Privacy Portal at https://privacy.shopify.com.

Cookies and Similar Technologies

We use cookies and similar technologies for essential functions, analytics, personalisation, and advertising (including Meta and Google). You can manage non-essential cookies via the cookie banner shown on your first visit or through your browser settings.

Third-Party Websites and Links

The Services may contain links to third-party websites. We are not responsible for the privacy practices of those websites. Please review their policies before sharing any information.

Children’s Data

The Services are not intended for children, and we do not knowingly collect personal information about children under the age of majority in your jurisdiction. If you are a parent or guardian and believe we hold information about a child, please contact us using the details below.

Security and Retention

We take reasonable steps to safeguard your personal information; however, no security measures are perfect or impenetrable, and we cannot guarantee absolute security. We retain personal information for as long as required to provide the Services, comply with legal obligations, resolve disputes, and enforce our agreements.

Your Rights (UK and EEA)

Subject to applicable law, you have the following rights in relation to your personal information:

  • Access — request a copy of the personal information we hold about you.
  • Erasure — request that we delete your personal information.
  • Rectification — request that we correct inaccurate information.
  • Portability — request a copy of your information in a portable format.
  • Objection and restriction — ask us to stop or restrict processing for certain purposes.
  • Withdrawal of consent — withdraw consent where we rely on it; this does not affect prior lawful processing.
  • Marketing preferences — unsubscribe from marketing emails at any time using the unsubscribe link.

To exercise these rights, contact us using the details below. We may need to verify your identity before responding.

Complaints

If you are unhappy with how we have handled your personal information, please contact us first and we will work to resolve it. You also have the right to lodge a complaint with the UK Information Commissioner’s Office (ICO) at https://ico.org.uk.

International Transfers

Where we transfer personal information out of the United Kingdom or European Economic Area, we rely on recognised transfer mechanisms such as the UK International Data Transfer Agreement or Standard Contractual Clauses issued by the European Commission, unless the destination has been 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 operational, legal, or regulatory reasons. We will post the revised policy here and update the “Last updated” date.

Contact Us

Store: Maeve & Co
Company: HE4L LTD
Company No.: 16250783
Registered Address: 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ, United Kingdom
Email: support@maeveand.co
Phone: +44 7366 101296

Customer Care Hours
Monday to Friday: 09:00 – 17:00 (GMT)
Weekends: 11:00 – 16:00 (GMT)
We aim to respond to your enquiries within 24 hours.