Privacy Policy

Last updated: 11th December 2025

This Privacy Policy explains how Ape 'n' Eli Ltd (company number 16910581) (“we”, “us”, “our”) collects, uses and protects your personal data when you use our website and purchase our products. We are committed to protecting your privacy and handling your personal data transparently and securely.

1. Who we are

Ape ’n’ Elli

1st Floor, Devonshire House,
1 Mayfair Place,
London, England, W1J 8AJ

Contact email: sales@apenelli.com

2. What personal data we collect

Information you provide to us

  • Name
  • Email address
  • Phone number
  • Delivery and billing address
  • Order details and order history
  • Messages or greetings submitted with an order
  • Photos and videos uploaded for product customisation

Account information
If you create an account, we store:

  • Your login details
  • Order history associated with your account

Uploaded images and videos are not visible within your account but are linked to your order for fulfilment purposes.

Automatically collected information
When you browse our website, we may collect:

  • IP address
  • Browser type and device information
  • Pages visited and interactions

This data is collected using cookies and analytics tools (see section 9).

3. How we use your personal data

We use your personal data only where necessary, including to:

  • Process and fulfil your orders
  • Customise products using the images and content you provide
  • Communicate with you about your order
  • Provide customer support
  • Manage user accounts
  • Meet legal and accounting obligations
  • Improve our website and services through analytics

We do not sell your data to third parties.

4. Use of images, videos and AI processing

Photos and videos you upload are used solely to create your personalised product.

To provide our services, uploaded content may be processed using third-party software tools, including automated image and video generation technologies. This processing is limited to fulfilling your order and is carried out under appropriate security and data protection measures.

We do not use your images or videos for marketing, training, or promotional purposes.

5. Lawful basis for processing

Under UK GDPR, we rely on the following lawful bases:

  • Contract - to fulfil your order and provide our products
  • Legal obligation for accounting and tax records
  • Legitimate interests - to operate and improve our business
  • Consent - for analytics cookies and any future marketing communications

6. Who we share data with

We share personal data only where necessary, including with:

  • Payment providers (such as Stripe, PayPal and Apple Pay)
  • Delivery providers (such as Royal Mail)
  • Website, hosting and cloud storage providers
  • Analytics providers (such as Google Analytics)

All third parties act as data processors and are required to protect your data in accordance with data protection laws.

7. Where your data is stored

Your data is stored within the UK and European Economic Area (EEA).
Where third-party services are used, appropriate safeguards are in place to protect your personal data.

8. How long we keep your data

We retain personal data only for as long as necessary:

  • Uploaded images not used in an order: deleted after 30 days
  • Images and videos used in an order: retained for up to 1 year
  • Customer accounts: kept until you delete your account
  • Order and transaction records: retained for at least 6 years for legal and accounting purposes
  • Customer correspondence: retained as long as necessary to manage enquiries and records

9. Cookies and analytics

We use cookies to ensure our website functions properly

Essential cookies

These are required for the website to operate and cannot be disabled.

Analytics cookies

We use Google Analytics to understand how visitors use our website. These cookies are only used where you have provided consent.

You can manage or withdraw your cookie preferences at any time via your browser or our cookie controls.

10. Marketing communications

We do not send marketing emails unless you have explicitly opted in.

If we introduce marketing communications in the future, you will always have the option to unsubscribe.

11. Children's data

Our services are not specifically directed at children.
If a child’s personal data is provided as part of an order, it is processed only for fulfilment purposes.

12. Your data protection rights

You have the right to:

  • Access your personal data
  • Request correction of inaccurate data
  • Request deletion of your data (where applicable)
  • Restrict or object to processing
  • Request data portability
  • Withdraw consent at any time

To exercise your rights, contact us at sales@apenelli.com

13. Complaints

If you are unhappy with how we handle your data, please contact us first.
You also have the right to lodge a complaint with the UK Information Commissioner's Office (ICO):

https://ico.org.uk

14. Changes to this policy

We may update this Privacy Policy from time to time.
Any changes will be posted on this page with an updated revision date.