Privacy & Cookie Policy
Last updated: 26/10/2026
1. About this Privacy & Cookie Policy
THE ADESEWA LINE LIMITED (‘SEWA’, ‘we’, ‘us’ or ‘our’) respects your privacy and is committed to protecting your personal data.
This Privacy and Cookie Policy (the ‘Policy’) explains how we collect, use, store and share your personal data when you visit or use our website, purchase products from us, contact us, sign up to receive marketing communications or otherwise interact with us.
It also explains your privacy rights and how the law protects you.
This Policy supplements any other privacy information we may provide on specific occasions and is not intended to override those notices.
2. Who We Are
SEWA is the controller responsible for the personal data covered by this Policy
Our contact details are:
Full legal name: THE ADESEWA LINE LIMITED
Registered Address: 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ, United Kingdom
Email: info@thesewaline.com
If you have any questions about this Policy, wish to exercise any of your data protection rights or wish to make a complaint about how we have handled your personal data, please contact us using the details above.
3. The Personal Data We Collect
Personal data means information relating to an identified or identifiable individual. It does not include information that has been made anonymous so that an individual can no longer be identified.
Depending on how you interact with us, we may collect, use, store and transfer the following categories of personal data:
Identity Data – such as your name, title, username or similar identifier and, where relevant, date of birth or other identity information.
Contact Data – such as your billing address, delivery address, email address and telephone number.
Financial Data – such as information required to process payments. Payment card information is processed on our behalf by our payment providers and we do not store full payment card details on our own servers.
Transaction Data – such as details of payments to and from you, products you have ordered, returns, refunds and other details relating to your purchases.
Technical Data – such as your IP address, browser type and version, time-zone setting and approximate location, browser plug-in types and versions, operating system, device information and other technology used to access our website.
Profile Data – such as account information, purchases or orders, interests, preferences, feedback and survey responses.
Usage Data – information about how you use our website, products and services.
Marketing and Communications Data – your preferences for receiving marketing from us and your communication preferences, together with information about your interactions with our marketing communications.
Correspondence Data – information contained in enquiries, emails, messages and other communications you send to us and our responses.
We may also create and use aggregated information, such as statistical or demographic information, for business and analytical purposes. Where aggregated information does not identify you and cannot reasonably be used to identify you, it is not personal data.
Special category data
We do not ordinarily seek to collect special category personal data about you, such as information concerning your health, race or ethnicity, religious or philosophical beliefs, political opinions, trade union membership, genetic or biometric data, or information concerning your sex life or sexual orientation.
Please avoid providing this type of information to us unless it is necessary for a particular purpose.
4. How We Collect Your Personal Data
We may collect personal data from you in the following ways.
Information you give us directly
You may provide personal data when you:
- place an order;
- create or use an account;
- contact us with an enquiry;
- arrange a return or refund;
- communicate with our customer service team;
- subscribe to our newsletter or other marketing;
- complete a survey or provide feedback; or
- otherwise communicate or interact with us.
Information collected automatically
When you use our website, we may automatically collect Technical Data and Usage Data concerning your device and browsing activity.
We collect this information through cookies and other storage and access technologies, where permitted by law. Please see the section headed Cookies and other storage and access technologies below.
Information received from third parties
We may receive personal data from third parties that assist us in operating our business, including:
- payment providers;
- ecommerce and website providers;
- delivery and logistics providers;
- analytics providers; and
- marketing and communications providers.
Where required, we will provide appropriate privacy information when we obtain personal data about you from another source.
5. How and Why We Use Your Personal Data
We will only use your personal data where we have a lawful basis for doing so.
The purposes for which we expect to process personal data and the lawful bases we generally rely upon are set out below.
Processing and fulfilling your order
We use Identity Data, Contact Data, Financial Data and Transaction Data to process your order, take or arrange payment, arrange delivery, process returns and refunds and communicate with you about your purchase.
Lawful basis: performance of a contract with you and, where applicable, compliance with our legal obligations.
Customer accounts and customer service
We may use Identity Data, Contact Data, Profile Data, Transaction Data and Correspondence Data to maintain your account, respond to enquiries, provide customer service, resolve problems and manage our relationship with you.
Lawful basis: performance of a contract with you and/or our legitimate interests in operating our business and providing effective customer service.
Accounting, tax, legal and regulatory requirements
We may process Identity Data, Contact Data, Financial Data and Transaction Data for accounting, tax, record-keeping, regulatory and legal purposes.
Lawful basis: compliance with our legal obligations and, where appropriate, our legitimate interests in establishing, exercising or defending legal rights.
Website operation, security and fraud prevention
We may use Identity Data, Contact Data, Transaction Data, Technical Data and Usage Data to operate and protect our website and business, maintain security, troubleshoot problems and detect or prevent fraud and misuse.
Lawful basis: our legitimate interests in running and protecting our business, website, customers and systems and, where applicable, compliance with legal obligations.
Improving our website, products and services
We may use Technical Data, Usage Data, Profile Data and aggregated information to understand how customers use our website and products and to improve our website, products, services and customer experience.
Lawful basis: our legitimate interests in understanding our customers and improving our business or, where consent is required for the technology used to collect the information, your consent.
Marketing
Where permitted by law, we may use Identity Data, Contact Data, Profile Data, Transaction Data and Marketing and Communications Data to send you information about our products, services, launches, promotions, news and events that we think may interest you.
Depending on the circumstances, we may rely on your consent or another lawful basis permitted by applicable direct-marketing law.
You can unsubscribe from email marketing at any time by using the unsubscribe link in our emails or contacting us at shop@thesewaline.com
Stopping marketing communications will not affect other communications that we need to send you, such as information about an order you have placed.
6. Our Legitimate Interests
Where we rely on legitimate interests, this means that we have identified a business or commercial reason to process your personal data and have considered your interests, rights and freedoms.
Depending on the processing involved, our legitimate interests may include:
- operating and improving our business;
- providing good customer service;
- maintaining and improving our website;
- understanding how customers interact with us;
- protecting our business, customers and systems;
- preventing fraud and misuse;
- maintaining appropriate business records; and
- establishing, exercising or defending legal rights.
We do not rely on our legitimate interests where your interests, rights or freedoms override those interests.
7. Marketing Communications
We may send you electronic marketing where you have consented to receive it or where we are otherwise permitted to do so under applicable law.
Our marketing systems may record information about how you interact with our communications, such as whether an email has been delivered or opened and whether links have been selected. We use this information, where permitted, to measure and improve our communications.
You may withdraw your consent or opt out of receiving marketing communications at any time by:
- selecting the unsubscribe link in a marketing email; or
- contacting us at shop@thesewaline.com
Withdrawing consent does not affect the lawfulness of processing carried out before consent was withdrawn.
8. Cookies and Other Storage and Access Technologies
Our website uses cookies and may use other technologies that store information on, or access information from, your device.
These technologies may be used to:
- make our website and online shop function;
- remember your preferences;
- maintain security;
- understand how visitors use our website;
- measure website performance; and
- support advertising or marketing, where applicable.
Some technologies may be used without consent where the law permits this. Where consent is required, we will ask for it before using the relevant technology.
You can use our cookie controls to make choices about non-essential technologies and, where applicable, object to technologies for which the law requires us to provide a simple means of objection.
9. Ecommerce and Website Services
Our service providers may process personal data on our behalf where necessary to provide website, ecommerce, hosting, technical or related services.
We require service providers processing personal data on our behalf to protect that information and to process it in accordance with our instructions and applicable data protection law.
10. Payments
We do not store full payment card details on our own servers.
Payments are currently processed using third-party payment providers including Stripe and PayPal.
When you make a payment, relevant personal data may therefore be processed by the payment provider in accordance with its role and applicable privacy terms.
Payment providers may also process information for purposes such as payment security, fraud detection, regulatory compliance and dispute handling.
11. Who We Share Personal Data With
We may share personal data where necessary with the following categories of recipient:
- ecommerce, website and hosting service providers;
- payment processors and payment service providers;
- delivery, courier and logistics providers;
- email, CRM and marketing service providers;
- analytics and technology providers;
- IT, cybersecurity and technical support providers;
- accountants, auditors, lawyers, insurers and other professional advisers;
- banks and financial institutions;
- government bodies, regulators, law-enforcement agencies, courts and other authorities where disclosure is required or permitted by law;
- a purchaser, investor or other relevant party in connection with a proposed or actual sale, restructuring or transfer of all or part of our business; and
- other suppliers and service providers where reasonably necessary to operate our business.
Where a supplier acts as our processor, we require it to process personal data in accordance with our instructions, applicable data protection requirements and appropriate confidentiality and security obligations.
Some organisations, such as certain payment providers, may process personal data as independent controllers for some purposes. Their own privacy policies explain how they process that information.
We do not sell your personal data.
12. International Transfers
Some of our suppliers and service providers may be based outside the United Kingdom or may process or store your personal data outside the United Kingdom. This may involve a transfer of your personal data to another country.
Where the UK data protection rules on international transfers apply, we will ensure that the transfer is made in accordance with applicable data protection law.
We may do this by relying on one or more of the following:
- UK adequacy regulations, where the UK government has determined that the relevant country, territory, sector or international organisation provides an adequate level of protection for personal data;
- appropriate safeguards, such as the UK International Data Transfer Agreement (IDTA), the UK Addendum to the European Commission’s Standard Contractual Clauses, or another safeguard recognised under UK data protection law;
- in the case of certain transfers to the United States, the UK Extension to the EU-US Data Privacy Framework, where the recipient is eligible to receive personal data under that arrangement; or
- an applicable exception permitted under UK data protection law, where appropriate.
Where we rely on an appropriate safeguard, we will also carry out any assessment required by applicable data protection law and consider whether additional protections are necessary to ensure that your personal data remains appropriately protected.
You may contact us at shop@thesewaline.com if you would like further information about international transfers of your personal data or the safeguards that apply to them.
13. How Long We Keep Your Personal Data
We keep personal data only for as long as reasonably necessary for the purposes for which it was collected, including to satisfy legal, accounting, tax and reporting requirements and to establish, exercise or defend legal claims.
The appropriate retention period depends on factors including:
- the amount, nature and sensitivity of the personal data;
- why we collected it and whether we still need it;
- applicable legal and regulatory requirements;
- the risk of harm from unauthorised use or disclosure; and
- whether the purpose can be achieved in another way.
Our principal retention periods are:
Order, transaction and accounting records: 6 years.
Customer account information: 6 years.
Customer enquiries and correspondence: 6 years.
Marketing information: until you unsubscribe or withdraw consent, subject to retaining limited suppression information where necessary to ensure we respect your preference.
Website analytics information: 6 years.
We may retain personal data for longer where necessary in connection with a complaint, dispute, investigation or legal claim.
In some circumstances, we may anonymise personal data so that it can no longer be associated with you. We may use genuinely anonymised information without further notice to you.
14. Data Security
We use appropriate technical and organisational measures designed to protect personal data against accidental or unlawful destruction, loss, alteration, unauthorised disclosure or access.
We restrict access to personal data to employees, contractors and service providers who have an appropriate need to access it.
People processing personal data on our behalf are required to treat it confidentially and process it in accordance with applicable requirements.
No method of transmitting or storing information can be guaranteed to be completely secure. We therefore keep our security arrangements under review and update them where appropriate.
15. Your Data Protection Rights
Depending on the circumstances and subject to applicable legal conditions and exemptions, you may have the right to:
Request access to your personal data and receive information about how we process it.
Request correction of inaccurate or incomplete personal data.
Request erasure of your personal data in circumstances where we are not legally entitled or required to continue processing it.
Request restriction of the processing of your personal data in certain circumstances.
Object to processing where we rely on legitimate interests, including an absolute right to object to the use of your personal data for direct marketing.
Request data portability in certain circumstances, allowing you to receive certain personal data in a structured, commonly used and machine-readable format and/or request its transmission to another organisation.
Withdraw consent at any time where we rely on consent. Withdrawal does not affect the lawfulness of processing carried out before you withdrew your consent.
Rights relating to automated decision-making, where applicable.
You will not ordinarily have to pay a fee to exercise these rights. However, the law may allow us to charge a reasonable fee or refuse to act in certain circumstances.
We may need to request information from you to confirm your identity before responding to a rights request. This is a security measure intended to prevent personal data being disclosed to someone who is not entitled to receive it.
16. Automated Decision-Making and Profiling
We do not currently make decisions about you based solely on automated processing that produce legal effects concerning you or similarly significantly affect you.
We may use analytics or marketing technologies to understand customer interests and interactions. Where this involves profiling or other processing that requires additional information or choices to be provided to you, we will do so.
If our use of automated decision-making changes, we will update this privacy notice as required.
17. Children
Our website and products are not specifically directed at children, and we do not knowingly seek to collect personal data directly from children through the website.
Where our services are likely to be accessed by children, we will take account of their particular needs and applicable data protection requirements.
If you believe that a child has provided personal data to us in circumstances that concern you, please contact us.
18. Third-Party Links
Our website may contain links to websites, plug-ins or services operated by third parties.
Selecting those links or enabling those connections may allow third parties to collect or receive information about you. We do not control independent third-party websites and are not responsible for their privacy practices.
We encourage you to read the privacy policy of any third-party website or service you use.
19. Data Protection Complaints
If you have concerns about how we have collected or used your personal data, you may make a data protection complaint to us.
We will handle data protection complaints in accordance with applicable law. This includes acknowledging complaints within the period required by law, investigating them appropriately and communicating the outcome to you.
You also have the right to complain to the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection. We would appreciate the opportunity to address your concerns directly, but this does not affect your right to approach the ICO.
20. Changes to this Privacy Notice
We keep this Policy under regular review and may update it from time to time to reflect changes in our business, technology, suppliers, processing activities or applicable law.
The date at the top of this notice indicates when it was last updated.
Where a change materially affects how we process your personal data, we will take appropriate steps to bring the change to your attention where required.
It is also important that the personal data we hold about you remains accurate and current. Please tell us if your personal data changes during your relationship with us.
21. Contact Us
For questions about this Policy, requests concerning your personal data or data protection complaints, please contact us at shop@thesewaline.com
